This article is the latest of a series of public speaking book reviews here on Six Minutes.

• What’s Inside?
• The Price
• What I Loved
• How could it be better?
• What Others Think
• Verdict

What’s Inside?

The core concept of Made to Stick is that your ideas are more likely to be memorable if you communicate them with six principles in mind:

1. Simple
2. Unexpected
3. Concrete
4. Credible
5. Emotional
6. Stories

The authors explore each of these principles in depth, both:

• Illuminating why it is important for memorable messages, and
• Demonstrating how to apply it through a stream of case studies taken from advertising, corporate strategies, movies, inspirational stories, and urban legends.

They also introduce the concept of “The Curse of Knowledge” — knowing something too well so that this knowledge inhibits our ability to communicate the essence of it to our audience. They portray this curse of knowledge as a villain, and address how to overcome this self-defeating phenomenon.

The Price

At the time of writing this review, you can get this hardcover book (291 pages) for only $17.16 from amazon.com. This is 34% off the list price.

Reviews are overwhelmingly positive:

4 Things I Love about Made to Stick

The four things I liked most about Made to Stick are:

1. 100% Relevant to Your Speeches and Presentations

It’s not marketed as a book for speakers, but everything here applies to every presentation you’ll do.

I’m already thinking about how I could have improved past presentations, and how I can make future presentations better.

However, the best part is that the book is also 100% relevant to all other communication that you do, whether it be reports, emails, conversations, meetings, etc.

2. Well-written and organized

The book has just 6 chapters (one per principle), plus a prologue and epilogue. The roadmap is clear and easily understood.

This is not a dense book with nothing but theories. Dozens of concrete examples (or hundreds?) bring emotional stories to life and show how to put the ideas into action. Further, there is wide-ranging variety in the types of anecdotes used, before-and-after studies, and other methods.

3. No Jargon

You don’t need a psychology degree or marketing background to understand any of the concepts. Everything is written clearly and in terms that anyone can understand. There’s really only one term used which may be new to some readers — schema — but it is essential to the book’s message, and they explain it well. (Or, perhaps since I already knew the term, I am suffering from the Curse of Knowledge?)

4. Extras

In addition to the voluminous citations and index, the appendix also includes a very handy 5-page “easy reference guide” which summarizes the entire book in the type of shorthand a speaker might use for cue cards when delivering a keynote. Just the essential details. This is a very useful reference that I’ll refer to often.

For example, consider the follow passage which summarizes part of chapter one. Each of the numbers (which I added) corresponds to a story or set of stories used to illustrate their ideas. As I type them in, I recall each story and its lesson.

1. Simple

Find the Core

[1] Commander’s Intent. [2] Determine the single most important thing: “THE low-fare airline.” [3] Inverted pyramid: Don’t bury the lead. [4] The pain of decision paralysis. [5] Beat decision paralysis through relentless prioritization: “It’s the economy, stupid.” Clinic: [6] Sun exposure. [7] Names, names, names.

How could it be better?

1. Ditch the SUCCESs Acronym

Mnemonics devices are powerful; I’ve used them myself often. However, I cringe when I see any process or framework which is framed as an acronym. In forcing the six principles into the S.U.C.C.E.S.s acronym, I think the authors left more accurate terms out. For example:

• Although emotion is a key ingredient of communication, chapter five is really more about relevance than emotion.
• Chapter two might have been better framed as surprising (or curious) instead of unexpected.
• The authors admit that core might have been a better term than simple for chapter one.
• Stories aren’t really on par with the other five concepts, but rather a way to deliver all five in a convenient package. (The authors point this out near the end of chapter six.) However, they are presented as a parallel concept to the other five.

2. More Before-and-After Examples

The book already has many before-and-after examples where the authors examine the before (non-sticky) message and compare it to the after (stickier) message.

But, I’m greedy. I’d like even more examples built around this template. I find it much easier to see how to get to the sticky message when we have the non-sticky message for context.

What Others Think

Barry Schwartz, Washington Post:

I find the Heaths’ analysis convincing and their recommendations quite helpful. I think I will be a better teacher if I keep SUCCES in mind when preparing materials for my classes.

Jessie Scanlon, BusinessWeek:

The clear writing and myriad examples make the book highly readable, and overall, it scores well on the SUCCESs checklist: It’s simple, includes unexpected ideas, offers concrete examples, draws on credible sources, covers a subject readers have an inherent interest in, and tells some good stories along the way.

Guy Kawasaki:

My prediction for Made to Stick is that it will join The Tipping Point and Built to Last as a must-read for business people. [...] A warning though: If you read this book, you’ll revamp a lot of your marketing material (as you probably should).

Brent Dykes, PowerPoint Ninja:

I strongly recommend this book as it will ensure the foundation of your PowerPoint presentations — your central message or idea — is solid. Not even PowerPoint ninjutsu can save a weak idea or message.

Verdict

I finished reading this book only two days ago, and I’ve already encouraged several people I know to read it. Now I’m encouraging you.

Your ability to communicate your message in a clear, impactful, and memorable way determines your success as a speaker. Made to Stick is the best book I have read which focuses on this key skill.

Highly recommended for every speaker.

Similar Articles You May Like... Ethos, Pathos, Logos: 3 Pillars of Public Speaking Book Review: Advanced Presentations by Design by Andrew Abela Book Review: The Story Factor (Annette Simmons) What is Pathos and Why is it Critical for Speakers? Public Speaking Tips: Weekend Review [2010-03-06] Which College Textbook for Public Speaking is Best?

Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.

In this article, we will learn how the rule of three improves speeches at the macro-speech level when applied to speech stories or to entire speech outlines.

Storytelling and the Rule of Three

Last week, my daughter and I visited our local library to fetch another bounty of  children’s books. We returned with a diverse collection that included:

• the educational Sesame Subjects: My First Book About Fish,
• the hilarious Caps for Sale: A Tale of a Peddler, Some Monkeys and Their Monkey Business; and
• the classic The Golden Goose from the Brothers Grimm.

(Note to parents: All highly recommended!)

The Golden Goose is the story of three brothers who attempt to chop down the thickest tree in the forest. First, the oldest brother fails; then, the middle brother fails; finally, the youngest brother succeeds — a three-part plot structure.

The three-part story outline is a common structure in folk tales, Biblical tales, and Hollywood plots:

• Three Little Pigs — The first two pigs get eaten because their houses are weak; the third pig’s house of bricks is strong.
• Goldilocks and the Three Bears — The porridge was too hot; the porridge was too cold; the porridge was just right.
• The Three Billy Goats Gruff — The first two goats sneak past the troll, while the third goat defeats the troll.
• The Good Samaritan [New Testament, Bible] — The first traveller passes. The second traveller passes. The third (the Samaritan) helps the injured man.
• Boy meets girl; boy loses girl; boy gets girl in the end.

The Three Act Structure

These fall under a general pattern known as a Three Act Structure. It is widely used in storytelling and screenwriting because it is a proven formula. Stephen J. Cannell claims that “Every great movie, book or play that has stood the test of time has a solid Three-Act structure.”

Syd Field (author of The Screen Writer’s Workbook and other instructive screenwriting guides) asserts that most successful screenplays follow a structure like this:

• Act I: Setup (approximately 30 minutes of a 2-hour movie)
• Act II: Confrontation (approximately 60 minutes)
• Act III: Resolution (approximately 30 minutes)

He further asserts that these acts are separated by two plot points: events that thrust the plot in a new direction. For example, plot point #1 might be the pivotal moment when the reluctant hero is convinced to join the crusade for justice (after spending most of Act One refusing to do so). Plot point #2 might be the moment when the momentum swings from the villain to the hero, eventually leading to a triumphant climax.

This three-part structure is so pervasive in movies, books, and other storytelling forms that audiences feel naturally comfortable when it is used. This comfort can be leveraged by a skillful public speaker.

Three-Part Speech Outlines

When you apply the rule of three to your speech outline, you gain all the benefits of the three-part structure. Your presentation gains warmth, familiarity, and understandability. With the three-part outline framing your ideas, your speech will be easier to follow and remember.

Let’s examine a variety of three-part speech outlines, beginning with the most basic.

Speech Outline #1A: Introduction, Body, and Conclusion

It doesn’t get any simpler than this. Even if you don’t read the rest of this article, you will improve as a speaker if you consistently apply this generic speech outline.

It seems obvious. Almost too obvious. Yet two of the most common speaking blunders are:

1. Omit the introduction: The speaker launches directly into the meat of the content without providing a roadmap or context.
   • Result: The audience wonders “How did we get here?“
2. Omit the conclusion: The presentation ends abruptly immediately after the last statistic or slide with “So… any questions?” Perhaps this is the result of poor time management and a novice speaker who decides “I’m running short on time. I’ll skip the conclusion.”
   • Result: The audience feels stranded, far from the point of origin, wondering “That’s it? What does it mean?“

Speech Outline #1B: Tell them what you’re going to say, Say it, Tell them what you said

This isn’t a new speech outline, but a slight elaboration of the first:

1. Tell them what you’re going to say (Introduction)
2. Say it (Body)
3. Tell them what you said (Conclusion)

Some may say that this speech structure is almost too simplistic. If it is accompanied by boring content and lifeless delivery, that’s a fair critique.

However, repetition is a powerful speechwriting technique, and you can do much worse than repeating your key points three times during a speech to persuade your audience. Take inspiration from Lewis Carroll in The Hunting of the Snark:

I have said it thrice: What i tell you three times is true.

Speech Outline #2: Past, Present, Future

This speech outline can either stand on its own:

• Past, Present, Future

or take the place of “Body” in the pattern above to make:

• Introduction, Body [= Past, Present, Future], Conclusion

A common application is a persuasive speech where you pitch a solution to a business problem:

• Past – You set the context by identifying a problem facing your company, and describing how it came to be.
• Present – You lay out the decision to be made now, and the alternatives to choose from.
• Future – You paint a picture of prosperity that will be realized if the right choice is made (perhaps you use a successful case study).

If you apply this speech outline well, your audience will more easily understand your message. On the other hand, your audience is more likely to be confused if you jump forward and backward in time repeatedly (talk about the decision first, then the future prosperity, then the root cause of the past problem, then another alternative, then…)

Speech Outline #3: Complication, Resolution, Example

Another three part speech outline for persuasive speeches is the S.Co.R.E. method offered by Andrew Abela in Advanced Presentations by Design: Creating Communication that Drives Action (read the Six Minutes book review).

Abela recommends starting your speech (Introduction) by establishing the Situation, and then iterating through a three-element series of Complication, Resolution, Example. In a sequence form, your speech might look like:

• Introduction – Situation
• Body
  • Complication, Resolution, Example
  • Complication, Resolution, Example
  • Complication, Resolution, Example
  • …, …, …
• Conclusion

The three-part Complication-Resolution-Example structure can be repeated once (e.g. a five-minute speech) or many times (e.g. a one-hour seminar).

Speech Outline #4A: Three Main Points

A basic three-part informative speech outline is as follows:

1. Introduction — Establish topic and core message; list supporting points
2. Body
   1. Supporting Point One
   2. Supporting Point Two
   3. Supporting Point Three
3. Conclusion — Recap main points; summarize core message; call-to-action

In this case, the rule of three magic lies in limiting yourself to your best three points. Any fewer, and your message won’t be compelling. Any more, and your message risks becoming tedious. Brainstorm many, but select your best three.

The Decker Grid System (from You’ve Got to Be Believed to Be Heard – reviewed here) is built on this foundation. Bert Decker goes on to say that, for longer speeches, each of your three supporting points can be reinforced with (no surprise) three sub-points each.

Speech Outline #4B: Three Stories

Stories can strengthen any type of speech, but are especially powerful in motivational speeches where making an emotional connection with your audience is required. When you tell stories, pattern them on the three-act structure for maximum impact.

The Three Main Points speech outline can be given a storytelling slant with the following:

1. Attention grabbing opening which introduces the topic and core message
2. Tell story #1.
   • Make point #1.
3. Tell story #2.
   • Make point #2.
4. Tell story #3.
   • Make point #3.
5. Memorable conclusion which ties together all three stories to support the core message.

Speech Outline #5: Pros, Cons, Recommendation

We’ll conclude with a common speech outline used for persuasive speeches where you are recommending a course of action.

1. Introduction – Brief setup of problem and proposal
2. Body
   1. Pros – What are the benefits of this proposal?
   2. Cons – What are the drawbacks of this proposal?
   3. Recommendation – Why do the pros outweigh the cons?
3. Conclusion – Restate the pros and repeat the recommendation

Other Three-Part Speech Outlines?

Do you use other speech outlines that follow the rule of three? Please share in the comments.

Conclusion of the Rule of Three Article Series

The final article addresses how the rule of three applies to speech humor.

Similar Articles You May Like... How to Add Power or Humor with the Rule of Three How to Use the Rule of Three in Your Speeches 5 Speechwriting Lessons from Obama’s Inaugural Speech Toastmasters Speech 4: How to Say It Book Review: Made to Stick How to Make Metaphorical Magic in Your Speech

Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.

I wish all my colleagues would read this business communications book.

Advanced Presentations by Design: Creating Communication that Drives Action offers a comprehensive approach to planning and designing presentations focused on selling ideas and persuading your audience.

This article is the latest in a series of public speaking book reviews here on Six Minutes.

• What’s Inside?
• The Price
• What I Loved
• How could it be better?
• What Others Think
• Verdict

What’s Inside?

This book is quite broad in scope. It covers all aspects of presentation design, from audience analysis all the way through the creation of visuals.

It is well-structured, and follows a 10-step method which you can follow to prepare your presentation. In each step, the author guides you to answer the following questions.

1. Audience — Who is your (most important) audience?
2. Objectives — What is your objective for this presentation?
3. Problem  / Solution — What business problem are you helping to provide a solution for?
4. Evidence — What evidence are you offering to support your solution?
5. Anecdotes — Which anecdotes illustrate your message?
6. Sequencing — In what sequence will you present your evidence?
7. Charts — Which charts will best convey your data?
8. Layouts — What layout will you use for each slide?
9. Stakeholders — Have you addressed the concerns of each stakeholder?
10. Measurement — How will you measure the success of your presentation?

The first six topics offer compelling arguments for devoting adequate time to clearly structuring your ideas and arguments before diving into the mechanics of slide design.

The Price

At the time of writing this review, you can get this book for only $32.18 from amazon.com. This is 28% off the list price of $45.00.

3 Things I Love about Advanced Presentations by Design

The three things I liked most about Advanced Presentations by Design are:

1. The Support Material (Diagrams, References)

Abela achieves a rare feat with this book. He manages to maintain quite a broad scope, while at the same time providing significant depth in exploring key topics.

This is accomplished through a variety of techniques:

• Detailed descriptions with numerous examples and anecdotes;
• Numerous diagrams to illustrate key concepts; and
• Dozens of supplementary notes in the margins, backed by a full 9 pages of references in the appendix. Nearly every claim that Abela makes is supported by a corresponding reference to an authoritative text or academic paper in communications, marketing, or visual design.

2. Practical and Action-Oriented Style

This is not a boring, theoretical textbook.

This book owes its origins to presentation design workshops given by Abela for many years. The concepts and material evolved through each iteration, and are captured here in book form.

These origins are evident throughout the text. At times, it hardly seems like you are reading this book; instead, it seems you are following along in an interactive workshop. Practical examples are numerous. Worksheets are even provided for you to apply the concepts directly to your own presentation materials.

I’m sure it is no accident that the reader is driven to actively apply the techniques learned. Indeed, this reflects the subtitle of the book: Creating Communication That Drives Action.

3. Innovative Concepts that I Look Forward to Applying

As I read through this book, several meaty concepts really jumped out at me. Three of the most memorable are the S.Co.R.E. method, the Squint Test, and the Ballroom vs Conference Room presentation style distinction.

• S.Co.R.E. Method (Situation, Complication, Resolution, Example)
  Abela offers this as a universally applicable storytelling structure upon which you can base your entire presentation. It is an iterative method — S.Co.R.E, Co.R.E, Co.R.E., Co.R.E., etc. — with the example from one iteration leading naturally into the next most important complication from your audience viewpoint.
• Squint Test
  Abela suggests that the best test for effective slide design is whether or not the slide conveys meaning when you squint at it (to blur it). Thus, if the shapes and layout of the slide convey meaning, you have a winning slide. This is an application of the Principal of Compatibility, as described in Kosslyn’s Clear and To the Point.
• Ballroom Style vs. Conference Room Style
  Abela asserts that presentations fall into one of two contexts, and this context should influence your choice of slide design considerably.
  • Ballroom Presentations — colorful, vibrant, photograph-heavy slides, large audiences (e.g. the types of presentations addressed by Duarte’s slide:ology or Reynolds’ Presentation Zen)
  • Conference Room Presentations — less flashy, more details, handouts rather than slides, smaller audiences

How Could It Be Better?

1. The last two steps of the framework (Stakeholders and Measurement) receive minimal treatment. I would like to see more attention (and thus more pages) devoted to exploring these concepts, particularly because most speaking books do not address them adequately.
2. The Rhetoric section (the Anecdotes and Sequencing steps) addresses only macro-content: individual stories, as well as overall speech structure. I think this section could be enhanced by exploring some micro-content techniques such as repetition of key words or phrases, crafting of signature phrases, or the importance of precise words to promote action from the audience.
3. While the concept is thought-provoking, I don’t completely buy into his clear distinction between Ballroom and Conference Room presentations. Thinking of my own presentations, seminars, and courses, nearly all call for a combination of both methods. (Perhaps that is the key lesson to learn?)
4. This is nitpicking, but the cover needs a makeover. The simple design doesn’t grab me visually. More significantly, it fails the Squint Test, and the graphic elements seem gratuitous.

About the Author — Andrew Abela

Dr. Andrew Abela is an authority on marketing, persuasion, and presentation methods.

Dr. Abela is an associate professor of marketing at Catholic University of America in Washington, D.C. He was previously a brand manager with Proctor & Gamble and a management consultant with McKinsey and Company.

He authors the Extreme Presentation Method blog, an excellent blog which is often cited in the Six Minutes reviews.

What Others are Saying about Advanced Presentations by Design

Juice Analytics:

If you make presentations for a living or just as a hobby, I can wholeheartedly recommend this book. Abela does an impressive job of teaching his process and keeping it interesting.

ShockMD.com:

Advanced presentation has to my opinion the most appeal to scientist[s] also because the author has based his method on research studies, an evidence based approach to presentations.

Tracy Allison Altman:

But the book is more than a recap of scientific findings: He writes from the perspective of a marketer and business manager, offering practical, evidence-based advice about how to focus on a problem your audience has, and how to show them you can help solve it.

Juan Carlos Mendez-Garcia:

I have attended his seminars, and definitely recommend his method. For anyone interested in improving their presentation skills, and generating action out of their presentations, it is must-read.

Balanced Scorecard: (based on translation)

[...] well worth the investment of time and money [...] well worth reading [...]

Ellen Naylor:

“Advanced Presentations by Design” is a great book you might consider [...] His one-day workshop was one of the best I have attended [...]

Verdict

Advanced Presentations by Design offers a straightforward and powerful framework for improving your business and scientific presentations. Highly recommended.

Similar Articles You May Like... Book Review: Made to Stick Book Review: Universal Principles of Design Book Review: Multimedia Learning by Richard E. Mayer Presentation Skills Book Review – slide:ology by Nancy Duarte PowerPoint Book Review – Clear and to The Point: 8 Psychological Principles for Compelling PowerPoint Presentations Book Review: The Story Factor (Annette Simmons)

Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.

Do you write your speeches with encyclopedic diction?

Do you draw your speechwriting inspiration from legal documents?

Technical writing, essays, financial reports, and legal writings all have their place — but none of them belong in your speechwriting.

Speeches which use simple, conversational language are more enjoyable to listen to, easier to follow, and more likely to be remembered.

The fourth Toastmasters speech project guides you to use simple, but descriptive language in your speeches. This article of the Toastmasters Speech Series examines the primary goals of this project, provides tips and techniques, and links to numerous sample speeches.

Why is This Speech Important?

The aims for this speech project focus on your selection of words and phrases:

• Choose words and grammar which communicate clearly.
• Choose words and grammar which appeal to the senses.
• Eliminate jargon.

Tips and Techniques

1. Choose Descriptive or Story-based Topics

Any topic can work, but to flex your speechwriting muscles, choose a topic which lends itself to vivid descriptions. Speeches based around stories or experiences will challenge you to select words and phrases to transport your audience from their chairs to the setting where your speech takes place.

2. Use Sensory Language

Make your audience see what you see, feel what you feel, taste what you taste, smell what you smell, and hear what you hear. In short, draw upon all five senses to create a completely immersive description. Transport your audience to a movie theatre by describing:

• Sight: the dizzying special effects of the martial arts scene
• Smell: the wafting aroma of buttered popcorn
• Sound: the booming surround-sound effects which made you jump from your seat
• Taste: the sweet licorice Twizzlers which melt in your mouth
• Touch: the claustrophobic squeeze of your knees pressed into the seatback in front of you

3. Use Repetition Wisely

Repetition of phrases throughout a paragraph, and repetition of sentences throughout your speech make your speech memorable. Wrap your speech around a signature phrase.

4. Avoid Topics About Words or Language

I often see Toastmasters choosing topics for project 4 which are about words or some other aspect of language, like poetry or figures of speech. For example, both Barren Words and Metaphors (by Oleg) and Swearing (by Andrew E. Scott) are very interesting speeches with language themes.

However, I recommend against choosing this type of topic. Rather than talking about words, let the focus be on your use of words, phrases, and grammar. Similarly, for project 5 (your body speaks), you should choose a topic that allows you to use your body, not a topic that is about body language. Further, in project 8 (get comfortable with visual aids), you will learn more by using visual aids to enhance your message rather than talking about projectors or flip charts.

What I Did for Speech 4

I wanted to choose a topic that would allow me to employ sensory words, so I elected to speak about my recipe for barbecued hamburgers.

The title of my speech was Recipe for Love, although it came to be known by its signature phrase (“the Meat, the Method, and the Merge”).

Speech Organization

The speech was organized quite simply around the burger preparation process:

• Introduction — I introduced the topic by placing it in the context of things which had been said the previous week and were thus familiar to the audience.
• The Meat — Preparation of the burger patties
• The Method — Cooking the patties
• The Merge — Combining the patties with the bun, “fixings”, and condiments
• Conclusion — Quick summary which restated the signature phrase in the speech.

Rhetorical Devices

Rhetorical devices employed in this speech:

• Alliteration: “tasty tips”, “brilliant barbecued burgers”, “the meat, the method, and the merge”, “personally prepared patties”, “manufacturing a mouthwatering masterpiece for your mate”
• Repetition: “the meat, the method, the merge” was used throughout the speech

Sensory words and phrases

I deliberately crafted the speech so that it would appeal to all five senses:

• Sight — “could cause flames to shoot up, enveloping your burgers”, “pleasing cross-hatch pattern”, “feast for the eyes as well as the palette”
• Smell — “The spiced butter will start to percolate through the meat and will release aromas that will make you the envy of the neighborhood”
• Sound — “you’ll hear the pleasing crackle of the barbecue”
• Taste — “spicy butter mixture”, “crisp lettuce, ripe tomato, onions with pop, sweet pickles, chili peppers, smoky bacon”
• Touch — “take each patty in the palm of your hand, and press down forming a valley”, “massage the patty into a pleasing thickness and shape”

Topic Ideas for Toastmasters Speech 4

Example #1

The Impossible Task by Sara Piaskowy (written)

• Alliteration: “The task seems impossible, insurmountable, the idea is incomprehensible!”, “Sometimes it is staccato, sometimes smooth”
• Repetition: “smell” repeatedly (see below), “Now I LOVE mangos. Love in capital letters L.O.V.E. mangos.”; “I have learned how…” used in three consecutive sentences; “Burkina Faso has…” in four consecutive sentences near the conclusion.
• Simile: “the time like sand slipping through the hour glass”, “hit you like a brick wall”, “the strength and intensity of the heat makes you feel like the sun has come unhinged and is on a trajectory path headed straight towards you”
• Metaphor: “colors that can lift even the saddest of moods”
• Sensory phrases
  • Sight — “a river of motos zooming past”, “Ruffles and feathers and zigzag hem lines”
  • Sound — descriptions of music, “when there is no music… the sound of the language is what is entrancing”, “sing song, up and down, loud and soft quality to what I hear”
  • Touch — descriptions of dry, reddish dust everywhere; extreme heat
  • Smell — “there are several types of smells; there are rancid smells, urine smells, the smell of garbage, a body odor smell, dried fish smells, and don’t forget the smell of exhaust or the unpleasant odor of burning plastic which somehow wafts through your house unannounced.”
  • Taste — mangoes and other fruits, rice with red sauce, etc.

Example #2

1, 2, 3… Full stop! by Shrilatha Putthi (written)

• Repetition — “3-speech Toastmaster” is repeated many times in the speech; “nightmarish nightmare”
• Similes — too many to list (how many did you find?). Many go culturally beyond my North American roots, but one must remember that Shrilatha’s audience would be quite familiar with these cultural references.
• Alliteration — “tormenting truth”; “fun and frolic”; “gloriously grand gold”
• Triad (several are alliterative too) — “dejected, disgusted, and devastated”; “enjoyment, excitement, entertainment”; “I was, I am, and I will be…”

Example #3

Get Your Motor Running by Karen Woodson (video)

• Simile: “hit me like a ton of bricks” [0:57]
• Sound: “and then the powerful statement ‘Gentlemen, Start your engines’ is announced over the loud roar of the audience” [1:25]
• Sight: “a night race when the lights reflect off the shiny paint” [2:25]; numerous references to flags of different colors flying
• Triad: “bone-jarring, teeth-gnashing, wheel-spinning crash” [4:05]
• Alliteration and Triad: “covered in confetti and either champagne, coca-cola, or gatorade” [5:55]
• Another descriptive phrase: “as the rubber burns… roar of the engines… only during ‘cautions’ do the crowds relax enough to sit down” [3:35];

Example #4

The House on Silver Spring Lake by Leena Oh (video)

The opening paragraph embodies the goals of this project wonderfully. Fifty-nine words, and Leena uses sensory phrases which draw upon all five senses:

Imagine waking up in the morning, the sun streaming through the pine branches into your bedroom window (sight). You hear birds chirping (sound), and woodpeckers tapping for their breakfasts (sound). It’s chilly, so you try to stay in the warmth of your covers (touch) as long as possible, but you can’t resist the smell of breakfast and coffee (smell) drifting up from the kitchen.

Further, note that of those 59 words, only three have more than two syllables: imagine, woodpeckers, and possible.

More Examples of How to Say It

Here are a few more sample written and video speeches which may provide inspiration for you.

Written Speech Examples

• The Brain is Our Universe by Edwin Vinas
  Edwin provides a detailed analysis of his goals for the speech, and the audience reactions he hoped to provoke. This analysis includes a review of the rhetorical devices he employs.
• My Uncle Dinny by Séamus McInerney
  Filled with sensory phrases. e.g. “We would have tea stretched out before the cream coloured range. I can still smell the turf fire and hear the big clock ticking as it always did.“
• The Greatest Thing I’ve Done by Noryfel Bien
  The opening is especially strong for two reasons: 1) It darts through a series of descriptive experiences that are easily visualized. 2) It uses repetition effectively. “I haven’t” and “I’m not” are used multiple times before the key transition phrase “I am a teacher” which leads into the body of the speech.
• Are you getting the most out of your chocolate by Lu
  The choice of topic allows numerous taste, smell, and touch sensory phrases.
• Fueling the Cooking by Les Aquino
• Apocalypse Now by Nitesh Luthra
• You’re What You Eat for Your Breakfast by Amit Bhatnagar
• The Key to Understanding Me by comment dit-on

Video Speech Examples

• How to Keep a Conversation Going by Jason McGarva
• People Who Have Inspired Me by Pa Toastmasters member
• Why Skill Based Play is Good by Paul Miller
• Unknown by Capital Communicators member
• Kindergarten by Michelle Cohen
• Say Cheese by Sherry Lu
• Our Motivations by Eric Brown
• Unknown by Deepak Mittal
• Unknown by Daniel Habedank
• China is My Future by Beau
• The Decline of the U.S. Dollar by Elie Ishag
• Goodbye by Zeki Yimdirim
• How to eat during the holidays by Mary Ann
• The Art of Communication by Shenequa Mitchell
• The Language of Play by Emilie Staryak
• Profits of the Journey by Rosetta Ishag
• So Many Topics, So Little Time by John Armstrong
• The Endangered Species Act by Elizabeth Guzman
• Where Words Can Lead You by Arnie Buss
• Unknown by Tom Wilson

Next in the Toastmasters Speech Series

The next article in this series examines Toastmasters Speech 5: Your Body Speaks.

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Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.

Author Annette Simmons weaves hundreds of stories into The Story Factor. These stories — drawn from cultures around the world — illustrate well the power of story in conveying lessons.

I discovered this public speaking book two years ago in my Toastmasters club library. When I picked up the book again recently to write this review, I was delighted to reacquaint myself with several stories that I have since adopted into my own speaking repertoire.

One of my favorites is embossed on the front cover of the first edition:

A man came upon a construction site where three people were working. He asked the first, What are you doing? and the man answered, I am laying bricks.

He asked the second, What are you doing? and the man answered, I am building a wall.

He walked up to the third man, who was humming a tune as he worked and asked, What are you doing? and the man stood up and smiled and said, I am building a cathedral.

The Six Stories You Need To Know How To Tell

The first chapter opens with this strong title, and proceeds to list the six types of stories which “will serve you well in your efforts to influence others“:

1. “Who Am I” Stories
2. “Why Am I Here” Stories
3. “The Vision” Story
4. “Teaching” Stories
5. “Values-in-Action” Stories
6. “I Know What You Are Thinking” Stories

Since reading this book, I see and hear these stories everywhere. Two years of observations have convinced me that these types of stories have universal appeal. Those who can draw upon these stories have tremendous influence. Perhaps there is some overlap among the six, and perhaps there are other important story types, but I return often to these types of stories in my speaking.

Where’s the Five-Step Recipe to Telling a Story?

If there is a fault in this book, it is that you can easily read it and still not be a good, let alone master, storyteller. This book will inspire you to become a master storyteller, but it does not provide any five-step magical recipes. The author addresses this in the opening:

Explaining storytelling is like explaining a kitten. We all know about kittens. We have wonderful memories of kittens — children holding kittens, watching kittens play, petting a kitten. Our memories are a meaningful whole. Trying to break [stories] down into pieces is like cutting a kitten in half in order to understand it. Half a kitten isn’t really half a kitten. Breaking storytelling down into pieces, parts, and priorities destroys it.

Who Should Read this Book?

Anyone who speaks — whether formally or informally — will benefit from reading this book.

If you think that storytelling is nice for Dr. Seuss, but has no place in your business or speaking life, this book will challenge your beliefs.

If you already recognize the power of storytelling, you will find many gems to add to your repertoire.

Get a copy, read this book, and share it with your colleagues.

I enjoyed this book immensely. I hope you will too.

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Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.