I have only recently begun contributing articles to self-help blogs
on the internet. Many of the articles are genuinely helpful, as can be
judged by the appreciative comments from many savvy readers.
I am trying to learn how to become more efficient myself, to reduce
clutter, and establish priorities. I have quite a way to go, and
therefore have nothing to offer in terms of advice about efficient work
habits.
I am interested in language learning, however, and how humans use
language for different purposes, including using eloquence to persuade
other people to do things.
When I studied political science in Paris in the 60s, great
importance was placed on oral presentations, and these had to follow a
precise formula. Subsequently, as a diplomat and corporate executive, I
often had to speak publicly in different languages. I still do now, even
as a private businessman. Having an effective presentation formula in
my pocket has made it all a lot easier.
On a recent trip to Sweden I bought an audio book on public speaking
by a Swedish expert on the subject, Göran Hägg. The name of the book was
“Praktisk Retorik” or practical rhetoric. I was in Stockholm for a
week, so I did a lot of jogging, while listening to Hägg.
The audio book described the communication techniques of classical
Greece and Rome, a time when the term “mass media” referred to public
oratory. Human nature has not changed much since then, according to
Hägg. He shows, with examples, how these classical techniques of
rhetoric still apply today. Bill Clinton gets a lot of coverage in this
CD.
Ancient orators like Cicero were speaking to captive audiences. It
was not like mass media today, who often have to compete for the
attention of people with short attention spans and remote control
buttons. But there are also many situations today where the audience is
captive. These include job interviews, sales presentations and other
public speaking events, where the audience is obliged to listen.
In these situations what you say first is much less important than
what you say at the end. The audience is not going anywhere. It is what
they leave with that matters. Here the techniques of ancient rhetoric
can work for you.
Exordium
To the ancients, the opening of a presentation, or exordium, had two
goals. The first was to gain the sympathy of the listeners. You need to
get your listeners to like you, before you try to persuade them of your
arguments. So you should begin by saying a few humble and friendly
things, how much you like their town, office or company etc., before
getting into your subject.
This is where the tradition of the “unaccustomed as I am” opening
comes from. The second, and equally important purpose of the opening is
to clearly establish your own credibility. So you have to combine
humility with a clear indication that you know what you are talking
about. “I am glad to have this opportunity to meet with you and explain
how much I just want to be a part of your team and put my experience and
educational background to work for your company.” “I am a simple person
who grew up not far from here, but since then I have accumulated
experience that enables me to contribute so much as your elected
representative..”
Narratio
Having earned the listeners sympathy and convinced them that you are
someone they might believe or trust, you now tell them what you are
going to talk about, in what is known as the Narratio. Here you provide
an outline of the issue at hand in a narrative fashion. “Many of you are
aware of the problems that we are having with public transport in our
community.” “Global warming is an issue that is in the headlines of our
newspapers every day”.”I am aware of the difficulty of reconciling the
need to reduce capital expenditures while at the same time having to
modernize, in a difficult competitive market.”
Now you are ready, in what is known as the Partitio, to set out the
main arguments that you want to make. “What we need to do to address
this problem is…” “The reason why my product is particularly suited to
your situation….” “What I feel I can bring to your company is..” The
ancients would sometimes follow this up with what a Confirmatio, where
they would bring further proof of the position that was set out in the
Partitio, piling on additional arguments.
Refutatio
At this point apparently, it is important to back off a little and
offer a counter position. Let your audience look at the other side of
the coin. The ancients would use what is known as Refutatio to introduce
some contrary arguments. ” Some may argue that….” “I recognize that I
do not have all the requirements of the job,”. “You have probably looked
at my competitors product, and I recognize that there are good features
there too.”
But, guess what? All of these counter arguments can easily be
refuted, and that is of course what you do. That is why this part is
known as Refutatio.
Peroratio
Now you are ready for your final appeal or Peroratio. You are Johnnie
Cochran at O.J Simpson’s trial. You need to end with your strongest
and most eloquent arguments, and a little emotion, so that your
listeners are moved to tears, acquit your client, buy your product, hire
you, or vote for you, or at least applaud loudly.
Does this really work you may ask. Is this formula not too
transparent? How can you fit all situations into the same formula? The
answer is simply that it works, every time. Of course you need to adapt
it to the subject and situation at hand, but it works. It worked for
ancient orators like Cicero and Quintillian, and it has worked for me
time and time again.
If I can leave you with one thought it would be the following. Having
a formula you can rely on for making presentations is powerful. It will
shorten the time required for preparing presentations. What is more it
will reduce your anxiety level at having to speak in front of people.
You will feel that you are one step ahead of them and in control of the
situation. I can tell you that you can literally have the audience on
the edge of their seats, if you follow this approach.
If you re-read this article you will see that I have essentially
followed the steps of classical oratory in presenting these ideas.
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