I want to tell you about a little trick of beach writing that I think is really important. And that is making sure that you're appealing to lots of different personality preferences. We all have different preferences for how we want to take in information and also how we want to make decisions, we just may not realize that we have those differences. Now, this theory says that some people prefer to take in information when it is given them in the form of facts. So detail people we would say, facts and numbers, statistics, things that are very concrete and here are now very certain if you like, so have a think about whether that's you or whether that's your opposite preference, first of all, and then the opposite to that it people who we might describe as big picture. So they like stories and connections, and metaphor and simile picked How do you make one thing like another, that's what these people like?

Ideally, you want to get both of those into your speech, because let's face it, when you're speaking to an audience, you don't know what their preference is. And it's not good enough to just operate from your own preference that will switch off 50% of the audience guaranteed. That when you're writing, you need to make sure that you have both fact and story, have numbers and metaphors, make sure that things are very tangible, and here and now. And also that there's an element of fantasy and excitement in there as well for the people that prefer that. The second pairing is about the difference between logic and emotion. So some people have a preference for things to be very logical, they want to make a conclusion that a plus b equals C. Part of your speaking therefore needs to be laying out an argument in a logical manner.

By those people, those logical people also tend to have a very long range view. So they'd like to think long term strategic planning, what's happening in five years. The opposite to that is people have a preference for emotion, and particularly the impact on people. Now, don't make a mistake and think that they are soft, or that there's any particular gender split here because that isn't. This is just as important as logic. In fact, you think about any buying decision, it's emotional.

You think about what's really important to people. When the chips are down. They really care about their children, their family, their home, it's emotional. So do not overlook in your speech, the impact on people. You can use stories like you did in the first preference to illustrate this. And you can also change your tone of voice as well, to show that you are thinking about people and not just being a robot and Given the facts and figures, because that becomes very, very dry.

I want you to take your content that you have now and rework it thinking about including all of these preferences you need in any good speech to have fact and story, logic and emotion. The go ahead and change your content now to suit all those preferences. And then we'll work again on how you can start a speech really impactfully