Often, it is said when you speak from your heart, the world will listen. However, whether you are on or off the platform, you must have a purpose before you begin speaking. If you don’t have a purpose, you don’t have a speech. You may have received that bit of wisdom many moons ago from your parents when you were taught; it is best to say nothing if you have nothing to say. Speaking; public or private, all boils down to this simple question, what is your purpose – Is your intention to Inform, Inspire, Persuade, or Entertain? While you can achieve all four of those goals in a single presentation, one of those four basic classifications of purpose should be your primary focus.
The Four Basic Classifications of Purpose are To:
1. Inform or Instruct – This is a skill mastered by many teachers seeking to unveil the mysteries of life. Legislators, politicians, and advocates also inform when lobbying to win the votes of candidates. They all speak to inform or instruct when presenting facts, figures, and data. When presenting data, facts, and figures, if your focus is on “speaking to inform,” you will achieve your objectives.
2. Stimulate or Inspire. Preachers are experts at being inspirational. When your purpose is to stimulate or inspire others to come with you to the promised land, that’s quite a tall order. Exciting and inspiring your audience may also take some teaching and quite a lot of preaching. But finding that right balance is most important. Remember, you are speaking more to the heart than the head. First, speak to the heart, and the head will follow.
3. Persuade or Convince. All speaking is selling. You may be selling a product, idea, or speech. Selling requires the skills of a salesperson. Many use the AIDA formula. A-attention – I-interest D-desire and A-action. Salespersons don’t just try to sell you their product. They sell you how that item will make you feel or how it will improve your lifestyle. They sell the new car smell, that modern look or a bigger house, although their primary focus is your pocketbook and closing the sale.
4. Entertain or Amuse: The most difficult of the four. Humor is a double-edged sword. Humor can damage your purpose if your primary focus is to Instruct, Inspire, or Convince. When your sole purpose for being on the platform is to amuse or entertain, you can add some teaching, preaching, or persuading. However, if your primary focus is on amusing and entertaining your audience, you would achieve your purpose when you focus on humor. You don’t have to be a comedian. Writing to amuse or entertain is a skill mastered by few, but admired by many.
As you can see, all four of the classifications are interrelated, but your primary purpose must be obvious to your audience. The trick is to find that perfect balance when using all four in a presentation. No one wants to be schooled, persuaded, or even entertained for the entire duration of a speech. Audiences enjoy being treated to your use of language as you deliver your message – When your reason for being on the platform is evident. When you are sure you will convince your audience to take some action or make changes to their life or the lives of others after hearing you speak, your talk or speech will achieve the first requirement of speaking in public – your purpose. And whether you are on off the platform, if you speak from your heart, the world will listen.