It’s terribly important for most people to fit in, to belong, to be part of a group. Our clothes fashion industry depends on it, our politicians depend on it and cliques everywhere thrive on it.

I know – it’s not terribly smart to always follow the herd, but when we are not sure of ourselves or want to find out the best way to do things, we tend to find out what everyone else is doing and try it on for size.

And of course, this applies to your audiences as well.

If you want to introduce a new idea or persuade them to think, act or feel in a new way, then you can tap into this herd instinct.

People don’t want to feel an outcast because their beliefs and habits are different.

They also tend to believe that the more other people do something or believe something then the more likely it is to be true or worth doing. This is why you can use polls and survey results to support your ideas.

We also tend to have a case of “I want what she/he’s having”. We want to be like someone else who has the lifestyle we think we want. Maybe they are rich and famous, confident, a celebrity, a superstar, a guru. So if you can associate your idea or point or product with someone who is famous or a celebrity, then people are really tempted to adopt it. Celebrity endorsement is a great persuader.

Social proof is a powerful support in your efforts to persuade.

Testimonials are a fantastic way to provide social proof. If I hear somewhere that 36,000 people are listening to a speaker, then I think he must be worth hearing. If a book is outselling “Harry Potter” I should investigate it.

Those testimonials are using the power of numbers.

If people believe a testimonial comes from a neutral third party, that testimonial will be more powerful for them.

It is especially powerful if your audience believes it is coming from a person who is similar to them. If the testimonial tells about how someone overcame the same problem, or it tells how someone just like them achieved what they want it will be powerful. And of course if you tell a story about someone just like them who overcame the same problems to achieve what they want then you can sell that solution. Align yourself with your audience from the beginning of your speech and that someone can be you. Tell your own story.

If, on the other hand, you aren’t seen as an authority, yet, align yourself with someone who is. That”s why we use quotations in our speeches, to align ourselves with that other person’s wisdom and sometimes wit! If we choose someone the audience admires as an authority, then we increase our own credibility.

The final way to use the social side of your audience’s nature is to create a group. You can create a group of the whole audience, have them relating to each other, feeling that they have much in common, that they have similar problems and similar dreams. Then create emotion so that they feel that together. Crowd behaviour can be a powerful way of tipping someone over to support your idea.

I have also seen a speaker create a group within the audience. Get some indication from your audience as to who believes in a particular point you are making, or supports a particular role model you hold up. Maybe they find something easy, that the rest of the audience finds difficult. Then you can take advantage of the feeling of being left out that attacks the rest of the audience, and give them the opportunity to join the group you set up.

I know this may sound to be bordering on unethical. I have seen these methods used by the unscrupulous in ways that just made me angry and I certainly don’t want to recommend that approach. But from watching those presenters at work and then reading up on what they had done and why, I have discovered that it is something we all do, unconsciously.

If you are not using people’s social senses in your speaking, consider it, and how you can fit it into your own ethical, authentic presentation style.

Author: Bronwyn Ritchie If you want to include this article in your publication, please do, but please include the following information with it:
Bronwyn Ritchie is a professional librarian, writer, award-winning speaker and trainer. She is a certified corporate trainer and speech contest judge with POWERtalk, a certified World Class Speaking coach, and has had 30 years' experience speaking to audiences and training in public speaking. In just 6 months time, you could be well on the way to being admired, rehired as a speaker, confident and sucessful, with the 30 speaking tips. Click here for 30 speaking tips for FREE. Join now or go to http://www.30speakingtips.com