Picture this scenario...
You're sitting in the audience and the speaker makes his way onto the stage. After a brief intro he regales you with story after story of how he became successful. He even shows you a snapshot of his latest, astonishing five-figure check. A summary of his talk might go like this:
"After switching five majors from one Ivy League school to another, I still didn't know what to do with my life. I didn't want to end up as another spoiled trust fund baby. Then I met Mark who told me about this revolutionary new business opportunity. I climbed on board, made four-figures in my first month, fly to conventions in my leer jet, contribute to my favorite charities and am living the life most people only dream about. And finally, if I can do it... so can you."
So what do you think?
Did he whet your appetite?
Would you want to know more about this opportunity?
Let's look at another scenario with another speaker...
"I graduated with a traditional business degree so I didn't trust this kind of business opportunity until my co-worker started making more money on the side than from his regular job. I knew I had to get involved. I went for it... full tilt, and lost my initial investment, lost some close friends and even my mother won't return my calls.
"Then I decided to learn the same system some of the company superstars use to become successful. I swallowed my pride, picked up the manual, listened to the CDs, attended trainings and became a student of success. In the following month my check was $147, $342 after that, and then $289 after that. Today my checks hover between seven and eight thousand dollars a month."
How's that?
Doesn't speaker number two sound more believable... more credible... and more trustworthy?
Wouldn't you want to hear more about his business, family and hobbies?
I bet you do.
Why is that?
Because speaker number two sounds very much like someone you already know. He's revealing that he's a card-carrying member of the human race fraught with flaws, failures and frustrations. In other words: He's just like you and I.
So if you want to instantly connect with your prospects, patrons and people on a deeper level... realize there's plenty of gain from revealing personal pain.
Let's see why that is... and isn't...
1) Perfect Syndrome.
"I've always made straight A's. I've never had a pimple. I don't even remember the last time I was stopped for speeding. And I've never burned toast."
Don't you hate people like that? Everything always seems to go their way. They never make mistakes and they're modest enough to tell you.
Let's be real: no one can identify with you if you're perfect. Your message will go in one ear and out the other. Skip the perfect angle if you want an instant connection.
2) Privileged Syndrome.
"I belong to the upper crust. I was born with a silver spoon. I went to the best universities money can buy. All of the certificates hanging in my office prove my success."
Who cares?
Maybe you're inner circle, but certainly not your audience. If you give this kind of spiel, you'll erect a Berlin Wall between them and you. Do yourself a favor Mr. Speaker and tear down this wall.
3) Special Syndrome.
"I'm a celebrity. I have rich parents. When I say, 'Jump!' my people ask, 'How high?' No one can recite the alphabet backwards as fast as I can."
Yawn...
Wake me up before the break.
If you come across as "special" instead of "similar," your audience will keep their distance. They'll believe only special people will become successful-but not the average person. If you lift yourself up, be careful not to let your audience down.
There was a young female vocalist who tried to impress everyone on American Idol, but in doing so-she ended up impressing no one. Don't repeat her misfortune. Give your audience the real you, warts and all, and you'll create the instant connection most speakers only dream about.
Tommy Yan helps business owners and entrepreneurs make more money through direct response marketing. He publishes Tommy's Tease weekly e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at http://www.TommyYan.com.
