strategies for adapting ideas to People and People to ideas 17.4 395
depth than otherwise. Here are some suggestions that can help you to make the
most of that kind of speaking opportunity.
IDentIFy wIth your auDIenCe To establish common ground with her
audience of fellow students, Rita told them, “Just like most of you, I struggle to
pay my way through college. That’s why I support expanding the campus work-
study program.” Like Rita, if you are a college student speaking to other college
students with similar backgrounds and pressures, point to your similar back-
grounds and struggles. Emphasize the similarities between you and your audi-
ence. What other common interests do you have? The introductory portion of
your speech is a good place to mention your common interests and background.
Clearly state your speakIng objeCtIve When speaking to a group
of her campaign workers, mayoral candidate Maria Hernandez stated early in
her speech, “My reason for coming here today is to ask each of you to volunteer
three hours a week to help me become the next mayor of our city.” We have
stressed several times how important it is to provide an overview of your major
point or purpose. This is particularly so when speaking to a group who will sup-
port your point of view.^29
tell your auDIenCe exaCtly what you want them to Do Besides
telling your listeners what your speaking objective is, you can also tell them how
you expect them to respond to your message. Be explicit in directing your listen-
ers’ behavior.
ask lIsteners For an ImmeDIate show oF support Asking for an
immediate show of support helps to cement the positive response you have de-
veloped during your speech. For example, Christian evangelists usually speak
to favorable audiences. Evangelist Billy Graham, who spoke to more people in
live public-speaking situations than anyone else in the twentieth century, always
asked those who supported his Christian message to come forward at the end of
his sermon.
use emotIonal appeals eFFeCtIvely When the audience already sup-
ports your position, you need not spend a great deal of time on lengthy, detailed
explanations or factual information. You can usually assume that your listeners
already know much of that material. You are more likely to move a favorable
audience to action with strong emotional appeals while also reminding them of
the evidence that supports your conclusion.
make It easy For your lIsteners to aCt It is a good idea not only to
tell your listeners precisely what you want them to do and ask for an immediate
response, but also to make sure that what you’re asking them to do is clear and
easy. If you’re asking them to write or email someone, hand out postcards that
are already addressed to the recipient or distribute an email address printed on
a card for handy reference. If you want listeners to call someone, make sure each
person has the phone number—it’s even better if you can give a toll-free number.