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I got your attention, din I? You must be wondering.. what is it I need to know, more than anything else. And the more I digress, the more you want to know. You may be thinking right now whether I am dangling a carrot right in front of you. Yes, you are absolutely right. Question is, why are you still reading this since there’s every possibility I may just be playing a fool with you. Well, let’s just say that you have no choice. You have come thus far and you seriously need to know what is that something that now, more than ever, you need to know. Give you a clue. It is a secret that a lot of top-notch speakers adopt to have their audience eating from their hands. It is a persuasion technique that has been subtlely added in the sales pitch, without you knowing. It is a formula that once you understand will serve you well.
In James C. Hume’s bestseller “Speak Like Churchchill, Stand Like Lincoln”, he termed this secret, technique and formula as the Power Button.
In an essay, you can easily draw attention to phrases or words by highlighting it, increasing its font size or italicizing it. But how do you do that in a speech? Well, you can raise your voice or switch the tone of your voice. However, I have seen skilful speakers adopting the Power Button Strategy to have you eating from their hands. It preps you up for the line to follow, usually an important line that the speaker wants you to remember.
For example, LET ME AGAIN SAY WHAT I ALWAYS TELL THOSE CRITICS OF AMERICA [pause]… we will…
Or THE SECRET OF HOTEL MANAGEMENT IS SIMPLE. IT CAN BE SUMMED UP THIS WAY [pause]… our customers must always come first.
The line in caplocks is the power button. Once you hit the power button, you effectively get the attention of your audience. They are going to pay attention to what you have to say next. However, a power button only works when the proceeding sentence is an important one. It could be your message or key idea. The zinger line that you want to use to burn a hole in your listeners’ ears.
You can think of the power button as a preamble to what’s important. It can be as simple as “WhAT I AM GOING TO SHARE WITH YOU NEXT IS GOING TO WORTH ALL YOUR TIME SITTING HERE…” Remember to insert a pause before you tell them the zinger line.
That’s right. The power button preps your audience for something impactful or important to come. The pause creates the suspense. And of course the zinger line blows your audience away.
Yesterday, I had the opportunity to host at iX New Media Forum in Singapore Management University. It was a really interactive and informative forum organized by Singapore IT Federation, SMU and The Digital Movement. For the techies out there, you gotta check them out!
Some of the speakers - to my delight - actually employed the power button strategy. Let’s take a look.
This is Jeremiah Owyang who set the pace for the afternoon’s forum. One specific example I recall from this friendly presenter is a statement he made which created much curiosity: “A LOT OF PEOPLE ASK WHY THEY SHOULD USE SOCIAL MEDIA AND THAT’S A WRONG QUESTION TO ASK…” [pause]
Notice that after the power button, he has created some inbalance by challenging what we think is the norm. If he held that pause, he would have caused the audience much discomfort as we would want to know what is the RIGHT question to ask then. As you can imagine, we are thankful when he answered our question.
“The better question to ask is HOW we should use social media…”
And this is Mike Downey from Adobe. In my opinion, he was the most engaging presenter, probably because he has a really top-notch and really cool gizmo product to show off - Adobe AIR.
For the techies: it is a cross-operating system runtime that allows web developers to leverage their existing skills (HTML, JavaScript, Ajax, Flash, Flex) to build and deploy rich internet applications to the desktop. Ok.. who am I kidding. I bet a lot of you are clueless to what I just wrote. Anyway, my point being Mike executed another power button, an elaborated one to say the least.
He started by mentioning about this product that internet users have been looking forward to. And that speech was like 15 minutes. Yet in that time, he has not shown us anything. And then he FINALLY announced to us that he is going to do some demonstration. I could hear the loud cheering in my head. And then, it started. The laptop was not hooked on the Internet. And he took another 2-3 minutes fixing that. As you can imagine, we were all getting impatient. “C’mon.. show us this cool product that you have been talking about…”
Interestingly he voiced out that this could be an intentional stalling of time to keep us in suspense. When he opened up the application, you can see all the audience fully engaged, devouring everything Mike has to say about Adobe Air.
So yes, it is possible to have your audience eating from the hands. But first you got to find their strings. In this case, their hot button. That’s right, the power button.
In case, you want to watch Jeremiah and Mike’s presentations, you can watch the webcast from Kevin’s site.
More pictures coming up.
That’s where we conducted the iX New Media Forum.
Me in Action.
The panelists. This is a really interesting picture. Notice that everyone is busy doing something. LOL. From Left: Louis drinking water. Jeremiah poking his eye. Mike checking his sms. Lynda speaking. Steve looking at his laptop.
Hey Eric, thanks for your post on TDM
Thanks for helping u out! U da man!
You are most welcome Estee!
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