Speaking Tips
How to Persuade
Your Audience
Ever need to convince
members of a group to do something or think a
certain way? There is a way to increase your chances of
success.
It's a formula called AIDA. Tom
Mytruk, a customer service consultant and member
of Airdrie Discovery Toastmasters, says, “AIDA
stands for Attention, Interest,
Desire, and Action.
Many speakers use this and have done so well
with it that it's become a standard technique for
persuasive speaking.
“We start by getting
the attention of the people we want to convince.
That might be with a bold opening statement, a question,
or some action that immediately wins the attention of the
audience.
“Next, we want to arouse
their interest. Make a connection between the
needs or wishes of the audience and our ideas. Bridge any
gap with the audience; make them feel they have something
to gain by listening to us.
“Now, create a desire.
It's not enough to have their attention and
interest. You're the speaker and have to make them want
to do what you're proposing. Help them realize the
benefits they'll gain by following you.
“Getting the audience
to act is the fourth and final step. Wind up
your presentation with a call to action. Tell them what
you want them to do or what to think. Don't leave their
response to chance— ask for it directly.”
Other Speaking Tips
articles from Airdrie Discovery Toastmasters:
It’s Okay to be Nervous
Show and Tell, Adult Style
Word Wise
How Should I Speak?
Making Introductions
Members of the non-profit Airdrie
Discovery Toastmasters Club help each other
learn to speak confidently, introduce other speakers, and
more. For more information, visit our
home page at: http://www.airdrie-toastmasters.com
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Discovery Toastmasters
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