Public Speaking Training:
Words that Sell
This article from my public speaking training has the same title as a famous
book written by Richard Bayan. This book is used by marketing
professionals all over the world. I was skimming through this book the
other day, and realized that the same words used by marketers and salesmen
could be applied towards a speaker to get the same kind of response from your
Basically we are trying to sell our ideas and thoughts during our
presentation, and maybe our books and products we sell. We want to increase our
credibility to the audience don't we? We want to move people to action don't we?
These are all the things that good advertising copywriters try to accomplish
when writing their words. Judiciously using the phrases in this book will give
you a more scientific way to accomplish the goals of your speech. This book will
give you the specific words or phrases to get a specific response from the
audience. I recommend its use in my public speaking training.
For instance, What if you wanted to tell the audience to go check out a good
resource. You want to persuade them to seek it out and take advantage of it. If
you look in the "Words that Sell" book and go to the
"Informative" section you will find words and phrases that mean
valuable and informative.
Then you could say, "This resource will:
* keep you abreast of ...
* give you new insight ...
* take the guesswork out of ...
* expand your knowledge ...
* help to alter your perceptions of ...
* give you the hard facts ...
* keep you ahead of the game ...
There were 33 phrases in that section alone. This book will definitely
simplify your work when searching for just the right thing to say to make a
particular point in your presentation or to move your audience to action. In
addition, it is an indispensable tool to have around when you are writing copy
for your promotional material and website that advances your presentation