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Speaking of . . . Anecdotes
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An anecdote is a short, interesting, amusing story. A common mispronunciation of anecdote is antidote. An antidote is a remedy to counteract the effects of a poison. Make sure to say anecdote [an-ik-doht], not antidote [an-ti-doht], when you re speaking of a short story.
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ESTABLISH COMMON GROUND
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You can damage your credibility as an information source if the audience members feel you can t possibly relate to them. But when they know they can identify with you, your experiences, or your ideas, then your credibility quotient begins to go up. When a connection is important to your message, establish common ground early. Imagine yourself in this situation: The speaker was asked to ll in at the last minute and knew nothing about the audience. She had less than twenty-four hours
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to prepare a seminar on stress management for an audience of thirty people. Having spoken on this topic before, she quickly prepared information, and on the morning of the speech, she entered the room with con dence. The room she entered was a lunchroom lled with thirty middle-aged, male, blue-collar workers who had just gotten off the 11:00 P.M. to 7:00 A.M. shift. They were forced to go to this monthly safety meeting but really just wanted to go home. Our speaker, having prepared for an executive breakfast, was wearing a business suit and high-heeled pumps; she was carrying an expensive leather briefcase. Immediately, she knew that to have any credibility with her audience, she had to change the introduction to her speech and immediately establish some relationship with them. After she was introduced, she walked to the front of the room, and rather than stand behind the table, she sat on top of it, crossing her ankles. She began the presentation this way: Shift work is usually hard, dirty, and stressful. For eight years, I was married to a cop who changed shifts every ve days. We almost never had a normal meal or a good night s sleep. We had no social life. People wouldn t call or ask us out because he was always sleeping or at work. I spent a lot of time alone. You may have noticed that I said I was married to a cop. We divorced two years ago. Yeah, shift work is stressful. This is my story. It happened several years ago, and when I walked into that room, I knew it was a sink-or-swim situation. By making some quick changes to my plan, I was able to salvage a potential disaster. When I spoke from the heart and disclosed my own story of the pressures of shift work on my family, we made the connection. The audience empathized with me, shared common stories, and listened to my suggestions.
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Telling a story helps involve the audience with you and your message. If you start with a story, make sure to conclude with a reference to the story.
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CHAPTER 6 Creating an Introduction REFER TO A PREVIOUS SPEAKER
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Sometimes you can t prepare for a great opportunity that the previous speaker might offer you. Coach Gene Stallings didn t realize it when he gave me the perfect setup for my presentation to the Alabama Association of Association Executives. Mr. Stallings is the former coach of the Alabama Crimson Tide as well as the Dallas Cowboys and the St. Louis Cardinals. I was nervous and excited to follow a speaker who was a true hero to most of my audience. In my experience, most speakers from the world of athletics have great stories but are only average speakers. Coach Stallings, however, proved to be an outstanding speaker. His pacing was superb, his speaking technique was polished and professional, and as you might expect, his stories were fascinating and relevant. Coach Stallings gave me the link to my talk when he challenged the members of the audience to take notes and actually learn from every conference they attend, or they shouldn t bother to turn in an expense account. The second slide for my talk is a big number 3. When the 3 pops up on the screen, I promise the audience that everyone there will walk away with at least three things he or she can apply immediately. Bingo! The perfect connection! Referring to a previous speaker works because of timing and relevance. It lets the audience know you paid attention to the same thing they did. (And if they weren t paying attention, it lets them know what they missed and that you found it important.) You have the opportunity to tie together the theme of the day. Keep in mind that your comment has to be positive and sincere; misquoting the previous speaker or mispronouncing his or her name can turn everyone off.
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