It’s not just a matter of being better informed; lots of well-informed speeches don’t result in change. To influence, you must have a sense of how an idea will interact with what people believe, value and expect. An informed speech will answer questions; an influential speech will change your thinking. And that’s particularly important when you’re asking people to make a decision, commit to something or head in a new direction. People almost never change because the facts are true; they change because the facts are relevant and important to them, and they believe the person who is saying them.
So the first order of business in an influential speech is establishing credibility. If people don’t believe you, even if you’re right, they won’t follow you. You establish credibility by being clear and straightforward, transparent, and by avoiding jargon and talking down. People can usually tell when you’re trying to spin them, and it doesn’t help your credibility. It’s also important to note that if you’re not sure of something, it’s okay to say so. That actually enhances your credibility. Simplicity is another hallmark of influential speeches. It’s not a matter of dumbing down your content, but rather of making it accessible.
Use an example or an analogy to explain something complex. Paint a picture with your words so people can see what you’re talking about. Show them how it affects real people. That will make your point more memorable and engaging. Anticipation is another key factor. Influential speakers anticipate the questions their listeners will have and answer them before they’re asked. That shows respect for others’ points of view and helps prevent misconceptions from derailing your message.
Don’t shy away from addressing opposing viewpoints; incorporate them into your argument to show how your position takes them into account. That keeps the conversation from devolving into us versus them. The most influential speeches leave the audience changed in some way. They see things from a new perspective, or are more likely to consider something in a new light. That kind of influence requires careful thought about content, delivery and audience.
It’s not about forcing people to adopt your point of view, but about providing them with the insights that will allow them to reach the conclusion you’re advocating.