This week, I was fiddling around on the Internet and came across an interesting article entitled, “Aristotle Was a Key Figure in Public Speaking—He Said the Most Persuasive People Do These 3 Things.

Aristotle was a Greek Philosopher who lived 384–322 BC. The world’s greatest authority on public speaking, Aristotle said the only reason to speak in public was to persuade.

From the article, “According to Aristotle’s teaching on persuasion, the art of eloquence is explained in terms that have nothing to do with conquering anxiety or learning to be confident, but rather with learning how people listen to us.”

Below are what Aristotle believed the most persuasive people do:

Persuasive Speakers Think about the Audience, Not About Themselves

When developing and delivering your presentation, always start and end with your audience.

Determine your presentation objective before you do anything else. For example, are you seeking to entertain, inform, or inspire? Your objective will determine your content and how you will present that content.

Additionally, the above article suggests asking the following questions:

• Who will be listening?

• How many of them will there be?

• How old are they?

• What race and gender?

• What do they know about you and your topic?

• Why are they gathering to listen to you? How can you help them?

The answers to these questions will guide you in preparing your presentation.

The article goes on to say, “By aiming your remarks at the literal, concrete audience members, and by sticking to your purpose, you will eliminate a tremendous degree of free-floating anxiety.”

So, your audience should always be paramount when you prepare your presentation.

Also, consider your audience is always focused on their happiness. Therefore, making them happy will increase your ability to persuade them.

Persuasive Speakers Make Their Audience Happy

In the article, “Aristotle listed a number of things that make people happy: Health, family, wealth, status, and so on. Regardless of subject, your success as a speaker depends on demonstrating to your audience that you’re not just prattling away; you’re talking to them for their benefit.”

When you think about it, is there no higher goal than happiness? Happy audiences are more easily persuaded.

The key here is to determine what the audience wants and needs most and then give it to them through your speaking.

According to the article, “. . . every element of your presentation should demonstrate your awareness of what they care about.”

So, thinking about your audience and not about yourself and determining what will make your audience happy will make your presentation more successful.

If you speak your audience’s language, you will complete the trifecta of persuasive public speaking.

Persuasive Speakers Speak in Their Audience’s Language

Have you ever used the expression, “I clicked with that person”? What does it mean when you click with a person? It means you think as they do, they listen to you, and you use the same language.

Have you ever said or thought of the expression, “She speaks my language.” This is more literal than figurative. You use the exact words the same way as these people with whom you “click.”

If you want your audience to listen to you more attentively, speak their language.

You wouldn’t speak at a professional engineering conference the same way you would speak to the school basketball team members.

One of the great ways to determine how your audience speaks is to arrive at the presentation room at least an hour before your presentation. Stand by the door and welcome audience members as they come through the door.

Strike up a light conversation with a few of the audience members. Observe how they converse with you. What expressions do they use? How do they use their body language? What makes them smile? All these things are clues for how to speak your audience’s language.

Persuasive speakers think about their audience and not about themselves, determine what will make them happy, and speak the language of their audience.

Do these three things, and you will be on your way to a successful presentation.

How can you argue with Aristotle?

Call to Action

• Think about your audience, not yourself

• Find out what makes your audience happy; give them what they want, desire, and need

• Speak the language of 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”

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