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In previous newsletters you saw that in order to get your point across more effectively, you need to use stories or examples. But what constitutes a good story or example?

A good story is one that goes well with the point you're trying to make. Don't make the mistake of using stories just for the sake of it. If you do, you will confuse the audience and waste a portion of your speech. This is akin to telling a joke for no other purpose than to tell a joke. Most of the time, it falls flat.

A good story needs characters, situations, conflict, solutions, and a point to the story. The best stories, as you probably know, come from your life. Most people in your audience are interested in knowing a bit more about you and how the topic you are presenting relates to you as an individual. They don't necessarily want to know intimate details about your life! However, they are interested in understanding how you applied the point you're making to your life so that they can see a way to apply it to theirs. Examples are similar.

When giving examples, be as specific as possible. I have heard many speeches where the speaker will give general or generic examples, and assume that the audience has understood. A good example of that is the previous sentence. Notice that in this sentence, I talk in generic terms and I force you to make a specific case out of it. That is not an effective method to get your point across.

However, if you look at the preceding paragraph as a whole, it is a good example of being specific. How so? From the words "a good example," the previous paragraph turns from generic to specific. Why? Because I give you a specific example, a specific description, a specific instance of the problem I'm trying to address.

As Patricia Fripp says, "specificity brings credibility." It all boils down to evoking an image in your audience's mind. Generic examples do not evoke an image, unless you give time for your audience members to search in their respective life experiences to find something that matches your description. With a specific example, you allow them to skip the "search and locate" step.

Before you do your next speech, take the time to think of a few specific examples to help you illustrate your points. Then after the speech, take a bit of time to evaluate how those specific examples gave greater impact to your words. Doing this will change your perspective and your entire approach to creating and delivering an impactful speech.