All great communicators have their own message supports, as these supports help and reinforce the impact of that message. First of all, it is essential to understand that there are three strong message supports to consider.
To retain these components, we can start by visualizing, as reference, a three leg bench, representing in this case what our 3 supports should be:
- •Sound Bytes;
What will happen if we tried to sit in the bench with a missing leg? Metaphorically, the same can happen if we do not use our three supports within our presentation.
The first leg that supports the bench are the stories.
Good stories stimulate the brain and help the speaker to communicate with his audience, thus the relevance of Storytelling: it allows us to communicate through good stories.
The types of key stories are:
- • Personal stories;
- • Stories about others;
- • Stories that involve success;
- • Or that involve the failure of products or services.
The magic of the stories increases curiosity and makes the audience being more involved with our speech.
We should try, whenever possible, to include a challenge!
The audience connects with stories that involve a challenge that was overcome in the end. Complex topics such as race, ethnicity and demographics can really help to get the message through, while using creativity in resolving challenges contributes to a jaw dropping moment for the audience.
Storytelling allows the audience to feel involved, especially when referring to a challenge that was successfully overcome.
The second leg that supports the bench are statistics.
Statistic as support allows us to go elaborate our speech more while simultaneously proving arguments with numbers.
The famous theory of persuasion by Aristoteles defines logos as one of the key components of persuasion and considers it as the argument of reason. Logos refers to statistics as a source of an impacting context that provokes a powerful reaction to the public. Here, the idea is to make use of statistics within communication. However, we should not just refer to random numbers in the speech. Here the key is to turn the numbers more personal, frame them ad describe them specifically in a way that the audience can understand them.
The third and last leg of the imaginary seat are the sound bytes.
We refer to loose words or short sentences that express my message in a particularly memorable way, as they allow me to communicate with impact. There is the need to highlight some of the most important sound bytes:
- • Strong Words
Destroyed, demolished, expelled, extinguishes. Many words, because of their strength, add focuses to our message.
- • Clichés
There are certain buzzwords or sentences that, because they have been repeated so many times, became trivialized: “unity is strength; contagious joy, hitting the same key”. Using these sentences can be an advantage, as they stay in the audience´s mind, and beyond making the speech more familiar, they contribute to a strategic communication of our message.
- • Humor
Sometimes it is hard to distinguish a joke from trying to be comedian. In our case, it is extremely important that professionalism is maintained, and thus here its use should be apply with moderation and good sense. Using this resource correctly is an advantage, as humor can help:
- • to grab the audiences attention;
- • communicating with impact;
- • captivating the audience;
- • generate empathy and raise the interest in relation to the content;
Share something that makes me laugh with my audience may make sense, helping to break barriers of monotony and boosting our performance, as we will be capable of transmitting our message in a more attractive way, emphasizing my message more in relation to what conventionally happens.
When we do a rhetorical question, the goal is not to obtain an answer, but allow people to reflect about it. A priori, the communicator already knows the answer to that same question, Its use will persuade, call out attention, and it can be used to express an irony, emphasize an idea or question a dogma. This allows us to create a variety way to delivering our message.
References to pop culture
By doing references to pop culture, such as talking about famous books, movie characters or unforgettable quotes, we are contributing to amplifying our message´s impact. This will allow our audience to resort to their memories, which contributes to an increase involvement to our presentation.
To sum up, there are several resources that we can use to communicate with impact, we should use them to highlight ourselves as communicators.