The best communicators are on the TED platform. From Sir Ken Robinson to Amy Cuddy and Angela Lee Duckworth, TED speakers have conquered the English language and wield the power to influence millions.
How do they do it?
Each communicator presents a different topic differently. But they all build their presentations on the same foundation and follow the same principles.
Let’s break it down.
The Best Communicators Start With Emotion
The secret to becoming a communicator who can move millions of people is built on understanding what most people are moved by.
People are moved by stories. Stories that are:
- Emotional
- Novel
- Memorable
Let’s break down each of these story attributes.
Emotional
The greatest communicators tell stories. Stories about other people and their struggles and triumphs.
Our brains are wired for stories. We remember details if they were told in stories. We retell interesting and emotional stories to our friends and families. We love stories.
To tell a successful story, you must:
- Start with a character with a flaw
- Describe the struggle a character is experiencing
- Create a satisfying ending with a triumph or defeat
- Include a powerful lesson for the audience
Stories with conflict and resolution create the strongest connection with your audience.
Novel
Humans are novel-seeking by nature. That is how we overcame the many struggles in the early days of savannah and came to dominate this planet.
We always want something new. We want to experience it and be awed by it.
To tell a successful story, you must:
- Teach something new to the audience
- Make it a jaw-dropping insight
- Leave them wanting more
To our novelty-seeking brain, leaving us with a cliffhanger will keep us motivated to follow you and learn more.
Memorable
No matter how emotional or novel your story may be, it will all be for nothing if people don’t remember it.
Even though we are wired for stories, not all stories will stick in our minds.
To tell a successful story, you must:
- Keep it short and easy to understand
- Use easy-to-imagine words when telling a story
- Do not meander. Stick to one topic and one goal
Stories that are complex and require a lot of thinking and remembering will fall flat. People will forget them. Short, to-the-point, easy-to-imagine stories will stay with people forever.
You can see, touch and handle easy-to-imagine words in real life. For example, a chair is an easy-to-imagine word, but a word project is not.
Today’s Action Steps
To become a great communicator, you must speak with intent and have a goal in mind. Before your next speech or presentation, ensure you have the answers to these questions.
- What is the problem you are solving?
- What is the outcome you want?
- What story will you tell?
Answering these questions will build a foundation for your next speech or presentation. It will take you closer to becoming a great communicator.
—
And that’s all for this week. See you next Monday.