One of your primary objectives for your speaking should be to persuade your audience to your way of thinking through your presentation delivery.

I am not talking about manipulating your audience. I am talking about using your persuasion skills for your audience’s good. In other words, ethically persuading your audience.

I have been reading a book by Robert Cialdini called Influence: The Psychology of Persuasion. This book outlines several fundamental persuasion techniques, three of which I talk about below:

Reciprocity

The principle of reciprocity suggests that people tend to feel obligated to return favors or acts of kindness.

Have you ever sent a Christmas card to anyone and received their return Christmas card sometime after New Year’s? This is the reciprocity technique in action.

Maybe you shoveled snow from your neighbor’s driveway, and a day or two later, a basket of homemade cookies with a thank you note from the neighbor arrives on your doorstep. This is also reciprocity in action.

I take a walk every day. One day during the Christmas season, two young brothers, Dominic (10) and Christopher (8), who live in one of the houses on my walking route, caught me on the way back with a present of homemade cookies and a homemade Christmas card. It was touching to think these two young boys went to the trouble to give my wife Elaine and me this gift.

What do you think Elaine and I delivered a few days later? We delivered a dish of miniature chocolates and cookies. This is reciprocity in action again.

In public speaking, you can leverage reciprocity by offering value upfront. Provide helpful information, insights, or assistance to your audience. Doing this creates a sense of indebtedness that can enhance their receptiveness to your message and buying your services.

Giving away valuable information to your audience for free triggers the principle of reciprocity.

As a public speaker, you must be willing to give something valuable away without knowing if you will be returned the favor of your audience’s business.

If you look at the websites and advertisements of many businesses, not just public speaking businesses, you will see the company is giving away something to get your email address. E-mail addresses are like gold. Obtained in this way, e-mail addresses indicate that you “struck a chord” with your audience.

The reciprocity principle has existed as long as humans have exchanged tangible and intangible goods. It is a powerful principle you can use to enhance your public speaking business.

Another powerful principle is social proof.

Social Proof

Social proof involves people relying on the actions and opinions of others to guide their behavior.

When you buy something on Amazon.com, why do you read the reviews of the product? You do this because you want to see the opinions of others who have purchased the product before you buy it. This is social proof in action.

When you plan to have work done on the interior of your house, why do you ask for references? Because you want to hear the opinions of those who have had work done by the particular contractor. This also is social proof in action.

When you think about seeing a movie, are you more likely to catch it if your friends told you the movie was great or if they said it was not very good? You would probably see the movie if your friends said it was great. You guessed it. This is social proof in action.

You probably use social proof already in your speaking business.

Highlighting testimonials, case studies, or examples of others who have embraced your message or idea can be a powerful, persuasive tool.

Demonstrating that others, primarily those similar to your audience, have found value in your words can build credibility.

Do you have any referral business? This is social proof in action, also.

The bottom line on social proof is people will embrace your ideas and give you their business if they see others who are satisfied with your services.

So, reciprocity and social proof are powerful persuasion principles you can use to bring people to your way of thinking.

A third persuasion principle is authority.

Authority

The authority principle suggests that people are more likely to be persuaded by those perceived as experts or authority figures.

To use this persuasion principle, your credibility is vital. To the extent your audience believes you are an expert in your speaking area is the extent to which you can use the authority principle to influence your audience positively.

So, how can you convince your audience you are an expert?

One way you can do this is to always (I rarely say always, but in this case, it is warranted) write the introduction to your presentations and have the emcee for the event read it verbatim.

This introduction will highlight your education, certifications, and experience in your presentation subject. This is an easy way to set you up as an expert in your subject area.

Another way to convince your audience you are an expert is to have written a book on the subject. My business coach once told me he was in contention for a speaking engagement, competing against a more experienced speaker. He had written a book on the subject. His competitor had not. Because he had written a relevant book, he was chosen to speak at the event.

A third way to convince your audience you are an expert is to answer questions easily. Knowing the answers to every possible question about your subject is evidence of the authority principle.

Audiences want to be convinced the speaker is an expert in the subject area. Your job is to convince them.

You must establish and communicate your expertise on your subject. Share relevant education, certifications, and experience to position yourself as a knowledgeable and credible source on your subject area. This can enhance your persuasive impact on the audience.

Remember that these techniques are most effective when used ethically and in alignment with the context of your message. Robert Cialdini’s book delves deeper into these principles and provides additional insights into the psychology of influence and persuasion.

Reciprocity, social proof, and authority are powerful persuasion principles you can use to bring people to your way of thinking.

Practice these persuasion skills in your next presentation!

Call to Action

• Give away content valuable to your audiences; they will find some way to repay you. If you do, you will be using the persuasion skill of reciprocity.

• Use social proof to convince your audience you are the expert on your subject area

• “Toot your own horn” about your qualifications to speak on your topic. Your authority, as perceived by your audience, is essential to persuading your audience.

Frank DiBartolomeo is a retired U.S. Air Force Lieutenant Colonel and award-winning speaker, presentation and interview skills coach, and Professional Member of the National Speakers Association. He was awarded Toastmasters International’s highest individual award, Distinguished Toastmaster because of his outstanding work in public speaking and leadership.

Frank formed DiBartolomeo Consulting International (DCI), LLC (www.speakleadandsucceed.com) in 2007. The mission of DCI is to help technical professionals to inspire, motivate, and influence their colleagues and other technical professionals by improving their presentation skills, communication, and personal presence. Reach Frank at frank@speakleadandsucceed.com and (703) 509-4424.

Don’t miss Frank DiBartolomeo’s latest book!

“Speak Well and Prosper: Tips, Tools, and Techniques for Better Presentations”

Available now at Amazon.com and BarnesandNoble.com