The title of this article is the same as a famous book by Richard Bayan that is used by marketing professionals around the world. As I was looking through it the other day I realized that the same kinds of words could be used in public speaking to get the same kinds of effects.
We want to sell our ideas don't we? We want to increase our credibility don't we? We want to move people to action don't we? These are all the things that good advertising copywriters try to do in print with their words. Judiciously using the phrases in this book will give you a more scientific way to accomplish the goals of your speech. You will have specific words and word phrases to pick from to get a particular response from the audience.
Example: Let's say you are telling the audience about a good resource that you want them to check out. You want to persuade them to seek it out and take advantage of it. You might turn to the "Words that Sell" book and go to the "Informative" section. There you would find words and word phrases that mean valuable and informative.
You might say:
"This resource will:
take the guesswork out of ...
expand your knowledge ...
help to alter your perceptions of ...
keep you abreast of ...
give you new insight ...
give you the hard facts ...
keep you ahead of the game ...
There were 33 phrases in that section alone. This book will simplify your work especially when you are searching for just the right thing to say to make a particular point. In addition, it is an indispensable tool to have around when you are writing copy for your promotional material and website.
Alex Ryan
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Public Speaking Book Review: "The Shortcut to Pers...
Sunday, December 7, 2008
Public Speaking Book Review: Words That Sell
Public Speaking Book Review: "The Shortcut to Persuasive Presentations" by Larry Tracy
Book Review
"The Shortcut to Persuasive Presentations" by Larry Tracy
I'm amazed by Larry Tracy. Larry was an accomplished speaker before I even started. He has the uncanny ability to meet you, learn a few things about you and give a PERFECT introduction as if he'd known you for years.
Larry has endorsements from President Ronald Reagan (the great communicator), Ambassadors and hundreds of other top government, military and political figures.
His book has a very interesting section called "Murder Boards". This is a group of people that hit you with every hard question in the book BEFORE you do your actual presentation. . . . Talk about high level preparation.
One of Larry's jobs was to explain government policy to some of the most demanding and hostile audiences in the country. He did this over 400 times. If you do what's in this book, I don't believe there is anything that could shake you up on stage.
Larry gives exact details on how to deal with difficult audiences and even how to lure debaters into saying things that undermine themselves to their supporters.
I also loved Larry's explanation of "Primacy" and "Recency". He totally made me realize how important openings and closings are.
You can't go wrong with this book.
Tom Antion
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