Five Key Shifts for Absolutely Captivating any Audience
Watch, read, listen, or all three. (Audio is at the end of each post.)
Hey Ray Harvey here, and I am genuinely thrilled to be able to share this training with you, five key shifts for absolutely captivating any audience, and so I hope you won't mind if I just roll up my sleeves and dive right into the meat of my subject matter here.
To begin with, who's this training for?
Well, it's for anyone who wants to get her or his message heard, whatever that message may be, and who wants to reach a wider audience,If you've been banging your head against the wall striving to figure out a way to get more people on-board with your message, then this is for you.
The success of any video script or telephone script or any other kind of presentation, or even email, it all comes down to one thing -- and that one thing, without any doubt whatsoever, is the script, not how polished or how high-tech the production value, but the actual content of the written words.
Well-written scripts outperform everything, every time, as they always have and always will.
I'm the author of nine published books and numerous articles, and I have more books in the pipeline,and I've devoted my life to literature, and I tell you that because the power of communication through words and through my love of literature has led me to an insight, fairly recently, within the last year, and this insight has completely – and I mean completely -- changed how I think about communication, in the context of writing and presenting, in particular, and I'm telling you that this is not an overstatement or sensationalistic or anything like that. It was simply a shift in how I'd always perceived something, and that new angle which came ultimately from my seeking to understand what and why it is that certain writers and speakers move me so much more profoundly than other speakers and writers who have the same or a similar message. This is what led to my insight and what I now think of as a deeper understanding of the communicative power of the written and spoken word.
So what is my insight?
Well, I'm not going to drag it out, or string you along, and I'm going to introduce it and elaborate it by first telling you a cold hard truth which no one ever tells you, and that is that in this Age of Information, people are not interested in more information, even if it's good information.
You may be skeptical of my saying this, but I repeat:
People are NOT primarily interested in what you have to say, or all the elements of your idea or ideas, or all the elements of your proposal, or even how good your intentions are, or more facts and figures.
And the reason that people are not interested in this is because in this Age of Information, with social media and all the thousands of articles and blog-posts and tips and lists and our smartphones pinging us all the time -- we are all in a constant state of information overload, and that is just the fact.I ask you this favor: hear me out -- what I'm about to tell you -- and I guarantee it will help you attract other people to your message or your presentation with far greater effectiveness than ever before.
I say to you again, that is not sensationalistic or hype, and in many ways it's the polar opposite, and by that I mean: hype doesn't work any more, if it ever did.
I myself have been astonished by how many more people engage with my articles and emails and my books and also my video presentations, just by making these slight alterations or shifts in how I structure my words, and so if you base your message or your presentation on just a lot of facts and figures and then more facts and figures and then more facts and figures on top of this, I can promise you that you will lose your audience.
I know this firsthand, because I have lost many audiences over the years for precisely this same reason. I thought I was giving just tons of great information, and perhaps the information was sometimes good, but you lose people with just presenting more and more information.
On the other hand, if you base your message not on information, but on establishing and building an emotional connection, then you will see your engagement skyrocket, and the interest level in your words will skyrocket as well.
This sort of engagement does not come from fancy words and it most certainly does not come from technical knowledge, and the most effective communicators and writers and even the copywriters know this, and have always known it: specifically, that their job is to inspire others to create a better life than they had previously.
Good communicators empower through their communication, and fundamentally this comes from their ability to make an emotional connection.
When you do that, you will have people hanging on your words, and people will be on their feet at the end of your presentation -- not just giving you the courtesy applause or a courtesy compliment which is totally perfunctory,but on the edge of their seat or hanging on your words, and it's genuine, authentic interest in your words.
That, really, is the cornerstone and the meat of what this training is all about.So thank you so much for listening, and I will see you in the next video!
Never Do This. Like Never. Ever.
Very quickly at the outset here I want to cover a topic or more specifically a principle, and I call this principle the "Never do this. Like, never. Ever."
I'd like for you to fix this in your mind permanently. This was a hard lesson for me in particular to figure out and to get into my head. But once I did fix it inside my brain. Everything changed for the better.
What I'm talking about here is that you never want to blatantly sell in your videos or your social media posts or your emails.
The purpose of these rather is simply to get the viewer or the reader from point A, which is your video or your post or your email to point B, which is your webpage or your brick and mortar or pick up the phone and call you, or any other place that you want to get people to go.
That is the only purpose of your videos or emails to get people from point A to point B.
The video or the post or the email or anything like that is a conduit.
This conduit moves people from one point to the other. That's all.
Time and time again, I see people trying to use these conduits as a sales page, and I myself have made this mistake repeatedly for many years, and so I know whereof I speak. I don't mean to sound in any way sanctimonious about it. I've just done it so many times, and it was a major turning point for me when I began to really grasp this principle:
People just don't come to videos or read emails or read social media posts as they do a webpage or as they come into your shop or your brick and mortar business, or even pick up the phone to call you to make an appointment to – you know – find out about your service or whatever it is that you're offering.
You just can't do things from a sales perspective with video and all that stuff that you do on an actual sales page or in an actual business.
And that's why these are conduits.
That's why these conduits are conduits.
They introduce and they familiarize people with you and what you have, and they warm people up to you.
They take them from your video or your post or your email to your actual business or sales page.
Now, yes, you can gently pre-sell in your videos posts and emails, and by that I mean: you can state, hey, this is what is in it for them: here's a good or a service that this does X for you. But you don't want to give everything away – not even very much.
This is what is really kind of meant by turning cold leads into warm leads.
You're introducing not only your product (gently) but also yourself, and you're giving people have an idea of who you are, and it basically is a way of people getting familiar with you.
You want to make them just curious enough, and please remember that particular word – "curious" – because I'm going to return to it again and again throughout these videos. People are then going to click a link or pick up the phone and go to your web page and call you or go into your business, and they're going to come in, warmed up to you because you've familiarized yourself with them in a polite and friendly way.
So think of videos and posts and emails kind of like a movie-teaser or trailer or maybe like a light appetizer or a cocktail before dinner. It's not the actual dinner. It's just stimulating people's appetite, setting the tone getting people in the mood, before they get into the actual meat of your business or your product or service.
Your primary thing is in just making people curious enough to get there.
Finally – and there's very good statistical data about this – the less salesy you make your initial videos or your posts or your emails, the higher your click through rate will be.
In other words, the less you initially come across as trying to blatantly sell something, the more that people will actually click on the link and then go to your web page or your shop or your business or pick up the phone, the more they'll look into what it is that you might be selling.
I am telling you that this is a crucial statistic to keep in mind. The importance of it can hardly be exaggerated or overstated.
Frankly in my personal experience, it is something that can take a long time for people to really grasp, even if people essentially understand the words you're saying, but I mean to really grasp and incorporate. I myself, as I said, have made this mistake for years, and it does take a little skill to fully incorporate into your methodology.
But I'm here to tell you that it can be learned rapidly – once you understand what I am calling the conduit principle: the more you're able to draft your initial words – or craft your initial copy – in such a way that makes people curious, without injecting any sales stuff.
It has an almost magical way of making people want to go and investigate you and your good or service more deeply.
So the big principle here and the big idea that I'd like for you to just fix into your mind is this:
You don't ever sell blatantly in your initial videos or social media posts or emails, because it is a disaster. It's not what these things are for.