Have you watched a docile mob turn aggressive after a rousing speech by their leader? Did a charity’s social message ever inspire you to care about an issue?
Why do you think these messages had such an affect?
The speaker’s emotions played an important role in both instances. The messages either touched a raw nerve in the crowd, or worked on a dormant feeling within you.
Ethos, pathos, lOgos
Ethos/ethics makes people trust you, pathos/emotions appeal to their better nature or situation, and logos/logic offers them necessary facts and proofs to make up their minds.
According to Aristotle, you need all three to persuade your audience. This holds true for your modern-day presentation audience.
If people are turning up for your presentation, you have ethos covered.
No presentation is complete simply by incorporating logos (data or facts). When you state your ideas, you’re required to provide statistics to support your claims. However, logical reasoning and facts are simply not enough. Presentations that make data their focus tend to lose their audience, and fast.
But why is this the case? It would stand to reason that if you list every single benefit or good thing about your brand or product, your audience should be convinced. Right? Wrong.
Scientific studies have demonstrated that emotions win hands down when it comes to decision making, not data-driven logic.
Why does emotion work on people?
- Emotions help your audience remember. Pepper your presentation with emotional hooks if you want the audience to retain your core message, undertake your call-to-action or follow your roadmap.
- Emotional cues in the form of visuals, storytelling, or analogies distract your audience from the fact that you are trying to sell them something.
- Emotions helps the audience relate to you, listen to your argument, and even allow themselves to be manipulated
Appealing to emotions
People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
– Maya Angelou, author
Want to capture your audience’s attention? Trigger the right emotions at the right time with your slides.
1.Focus on their pain points using emotions like fear, anger, jealousy or sadness. Remind them of the solution, before you emphasize your points with facts. Get their attention and convert these negatives into positive ones. Give them hope, relief or confidence, and they’ll be more inclined to take action.
2.Surprise your audience with new facts or remind them of forgotten ones. Make them curious about your idea and hook them in. As they open their minds to your way of doing things, they are inspired to follow suit. Your call-to-action should work on their anxiety to participate in this new process.
Don’t just provide information but paint a picture of what lies ahead.