Why Your Talks Aren't Converting (and what to do about it)

Why Your Talks Aren't Converting

How to Create a Persuasive Talk That Converts

Most people think their talks aren’t converting because they need more information……a better slide deck…another data point…one more great tip.

But that’s not the problem.

The real reason your audience isn’t taking action is because they don’t feel anything.

When I first started SPEAC, the E stood for Educate.

At the time, that made perfect sense. I was giving talks about public speaking and communication: how-to’s, tips and techniques. My audiences were learning a ton.

But something was missing.

I wasn’t converting audience members into clients.

They were taking notes, even telling me how much they learned…and then walking right out the door.

Then I realized why: I was educating, but I wasn’t elevating.

All facts. No story.

All logic. No emotion.

And if we’re being honest, buying decisions are not logical.

In fact, 85–95% of purchase decisions are emotional. (Yes...even B2B, your clients, and you.)

Information educates. Emotion persuades.

If you want people to hire you, buy from you, or follow your lead, you need to speak to their heart first (and back it up with logic later).

Once I really understood that, the “E” in SPEAC officially changed from Educate to Elevate.

And one of the core principles I teach when it comes to persuasive communication is:

Hook with emotion. Seal the deal with logic and reason.

So how do you do that?

Here are 5 Tips to create a Persuasive Talk

 

Know Your Audience

You can’t tap into their emotions if you don’t know what they care about.

• What keeps them up at night?

• What do they value?

• What are they trying to achieve?

Define Your Objective

What do you want your audience to think, feel or do as a result of listening to you?

Find the Sweet Spot

This is where your expertise and interests overlap with your audience's interests, needs and values.

Lead with Story

Stories create emotion. Emotion creates connection. Let your audience see themselves in your story, especially if you’ve experienced the same pain point.

Focus on Benefits, Not Features

This is where most people get it wrong, especially business owners. They walk up on stage and talk about allll the great things their product, service or program can do.

Guess what? Nobody cares.

They don’t care how it works. They care what it does for them.

This is Sales 101 — and it’s also Persuasive Public Speaking 101.

(Want some tips on how to transform your features to benefits? Check out this article: Nobody Cares What You're Selling.) 

Before Your Next Talk…

Ask yourself:

Am I sharing information… or am I moving people to take action?

Am I describing features… or am I highlighting benefits?

Hook with emotion. Seal the deal with logic and reason. 

And don’t just educate — elevate.

Need help finding the “benefit” in your message or shaping a talk that converts? Book a complimentary Spark Session. I’m happy to brainstorm with you!

Speak Success,

Shannon