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Good public speaking means persuasive public speaking. In public speaking we always want to persuade, or convince, our audience of something. We want to persuade them to believe in our 'message', even if the message is that we are a good public speaker! We are always trying to 'sell' our audience something, using the power of our words, body language and presentational materials. We want to make them believe that what we are saying is credible, authoritative and reasonable. We may want them to believe in their own ability to take action and improve their lives. Or that the research we have done on a particular topic is up to date and relevant to their needs and lives. Whatever the case, it all boils down to persuasion. But there is a secret to persuasive public speaking that you must know in order to make a successful 'sale'. The secret is that you must know and understand your audience. Without this knowledge and understanding your speech will not have the right focus or use the right techniques to win their hearts and minds. Deep down, they want to know what's in it for them. So you have to find out what motivates them, interests them, or inspires them. Is it money, family, business development, environmental protection, the pursuit of knowledge, fame, fitness, or something else entirely? Think about what this means on the emotional level. In order to persuade your audience you will want to make them feel good and/or sufficiently 'fired up' to take action on your proposal. Do some research on the individuals in your audience and the organisations, companies or groups they represent. Go on the internet or ask someone who knows about them. You can even speak directly to members of the audience, if is possible to do so beforehand. Remember, though, that they not be fully aware of their own motivations. Under some circumstances it may be appropriate to pose this question directly to your audience, as long as you are fully prepared for any responses that may arise. You need to be aware that all or part of your audience is likely to have already formed an opinion on the subject of your speech. Some of those opinions may be the exact opposite to yours. Have a good think about what those opinions could be, and what arguments or ideas you will use to counter them. Arousing strong emotions in support of your case is a very powerful tool for persuasive public speaking.
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