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Elmer Wheeler's Tested Public Speaking [Second Edition]
Elmer Wheeler
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eBook - ePub
Elmer Wheeler's Tested Public Speaking [Second Edition]
Elmer Wheeler
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Originally published in 1947, this is the Second Edition of "Elmer Wheeler's Tested Public Speaking" (1939). Brought up to date, it incorporates revised material based on Wheeler's further vast experience acquired in the course of giving 2, 798 additional speeches since the publication of the first edition in 1939. It also includes his talk, "Take an Hour to Say No, " which at the time of this 1947 publication had been reprinted over a record 7 million times."As usual, Elmer Wheeler has based this book not on fancy, academic rules, but rather on his own practical experience as an outstanding speaker in his own right."
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CHAPTER 1âPICK THE SIZZLE
(Wheelerpoint 1)
ITâS THE SIZZLE that sells the steak, not the cow!
Whatever you are going to talk about has a sizzle. When the Democrats wanted to re-elect Woodrow Wilson in 1916, they seized upon the one outstanding fact of his first administrationââHe kept us out of war!â That was the sizzle as far as the Democratic party was concerned.
The sizzle, then, is the core of your speechâthe point of the argument. Itâs the reason you are talking. Itâs what you want, or the answer to what you want. The sizzle is usually the emotional side of the argument, the side that makes people want to do something for youâmore than the money it may cost, or the time it may take.
Itâs the tang in the cheese, the crunch in the cracker, the whiff in the coffee, the pucker in the pickle, the bubbles in the bottleâthat make you want these things.
People are responding to sizzles all day longâevery day.
SO PICK THE SIZZLE FOR YOUR SPEECH!
If you are going to talk at the next luncheon meeting on âThrowing the Crooked Politicians out of Office,â decide why they should be thrown out, especially as your listeners may be affected. The sizzle you pick might be this: âEvery single day these fellows are in office they are wasting $426 of your money!â
The rule is simpleâFirst find your sizzle.
Suppose you want to give a speech on the danger of fast driving. The sizzle, of course, is the fact that the listeners themselves may be hitâthat very night. Their sons, daughters, fathers, or mothers may be struck by some reckless motorist. Of course, the sizzle has to be dressed up so that it gets across successfully, but first you must decide what it is.
Letâs take something hard. You have been in Ethiopia studying the manufacture of a hypothetical Smoky-Blue glass. Your Chamber of Commerce wants to know about it.
Whatâs the sizzle?
That the glass is pretty? That your glass factories could make it? That it can be imported cheaply from Ethiopia?
Probably none of these things would interest your Chamber of Commerce. They are important, yesâlike the hoofs and the hide of the cow. But a cow couldnât walk through a restaurant taking orders for her tenderloin! She needs the sizzle to sell her steaks, and you need one to sell your idea to the Chamber of Commerce.
To them the sizzle is: we can bring new blood and new money to this town if we go into this. There youâve got the big sizzleâthe important emotional urge in your proposition. Right in the laps of your audience!
Pick the sizzleâthatâs the first law of building a talk.
WHEN YOU PICK THE SIZZLE, STICK TO IT
Before you begin your speech, youâve got to sit down with paper and pencil and figure out what your sizzle is going to beâthat big urge that will catch the audience right between the eyes! That will have the same effect on them as the sizzling of a steak does in a restaurant.
But one word of caution: when you have your sizzle, stick to it. Let it run through your speech like a lifeline. Come back to it from different angles.
Taking the Smoky-Blue glass again, as an example, you could talk about the method of marketing the glass, if you wanted to appeal to the advertising men in your audience, or the publishers, printers, and paper men. Or you could talk about sales in the stores, or increased payrolls and bank deposits. All these appeals bear your sizzle: new bloodânew money.
Once youâve decided upon your sizzle, stay with itâdonât lose it in a cloud of nebulous language. When youâve got the sizzle clear in your mind, donât bury it in verbiage.
When people are eating steak they donât want side dishes of hamburger and chow mein. Serve the steak straightânot in goulash.
Too many colors spoil the necktieâtoo many sizzles confuse the audience, and make them âear-blindâ just the way too many colors make them âeye-blind.â
Stick to the sizzleâand the audience will stick by you.
HOW TO FIND THE SIZZLES
Now that you have an idea of what sizzles are, here is how to find them quickly: put on a pair of âsizzle specsâ and look at your speech through the eyes of the audience.
Get their point of view!
What you may think is a sizzle, the audience is liable to think is a fizzle. But not if you look at your sizzles through their eyes. What do they want? What interests them?
Have âyou-abilityââthe ability to think âyouâ and not âI.â âYouâ is a gracious wordââIâ a miserly one.
Be âyou-minded!â
Let the other fellow hear about the benefits and advantages to him. What you will get will take care of itself.
So if you want to find the sizzles in your speech and make sure they arenât fizzles, ask yourself this: âWhat would interest me if I were the audience?â Thatâs how to be a red-hot sizzler!
All of which sums up in one ten-second message:
Sell the sizzle and not the steak to your audience. Pick your sizzles with âsizzle specsâ on, so youâll know they wonât fizzle. Then stick to the sizzle!
Â
Itâs the Sizzle that Sells the Steak and not the Cow.
CHAPTER 2âLET THE AUDIENCE SNIFF THE SIZZLEâIN THE FIRST TEN SECONDS
(Wheelerpoint 2)
WHEN YOU ARE suddenly face to face with an audience, you have only ten short seconds to put yourself across: your first ten seconds are more important than your next ten minutes! At least if you miss getting the audience with you in your first ten words, it may take you ten minutes to regain the crowd.
You may never have another chanceâso be careful how you begin!
For instance, letâs take the three speeches we mentioned before: youâve already taken the first step in speech-building by picking out your big sizzle. But if you donât serve it red-hot, it will flop. Nobody likes cold steak.
Here is how you might serve the sizzle about the crooked politicians with a ten-second sentence:
âGentlemen, the wife of each one of you wasted $63 today. So did you!â
Flash!
You made the sizzle sizzle. It crashed into the audience and got them on the edge of their seats where they couldnât fall asleep.
The talk on fast driving might be started off in this way:
âOne of you gentlemen will be killed and three of you will be maimed for life by automobiles, before the end of this year!â
Zoom!
What person will fall asleep on that opener?
But the third case is not so easy. You are talking about a product that is unfamiliar, and, on the face of it, unexciting. How can you put it across? If your audience has never seen a piece of Smoky-Blue glass, you might try an attention-getter like this:
âIn my pocket is something no one in this room ...