Dynamic Marketing Communiqué

Your word is gold…or even dollars! Get people to say “yes” to you with this public speaking tip! [Speak on the Shoulders of Giants]

September 2, 2020

Benjamin Franklin.

One of the Founding Fathers of the United States of America.

A politician.

A freemason.

A diplomat.

An author and publisher.

Is there something else we haven’t mentioned about him?

There is!

Franklin was also known as America’s “Great Persuader.”

In 1776, when America couldn’t reach an agreement on the vote for the Declaration of Independence, Franklin persuaded John Morton, a Pennsylvanian representative at the Continental Congress, to vote for the resolution although it would guarantee Morton’s defeat in his district.

This was what Franklin told Morton at that time:

“You will be remembered in history as a Signer.”

Pennsylvania got its vote for freedom through Morton’s signature and his name was permanently engraved in American history—just as Franklin said.

What was the secret behind Franklin’s words that convinced Morton to sign the resolution?

The POWER DOLLAR.

This is one of the tips stated in James C. Humes’ book titled, “Speak Like Churchill, Stand Like Lincoln.”

Just like an actual dollar, your words can work wonders for you!

The Power Dollar works by utilizing your words (instead of actual money) to “buy” your audience’s stance so they can share your stance on a certain topic.

With the right words and the right posture, you can persuade people and convince them to follow your call-to-action.

Persuasion is a part of every great speech. More than just informing the audience, a great speech also influences the audience’s beliefs, attitudes, intentions, and behaviors.

According to Aristotle, the famous Greek philosopher, scientist, and rhetorician, there are three basic ways to convince your audience and make them listen to what you have to say.

He calls these the “Three Modes of Persuasion.”

1. Ethos

This pertains to your credibility as a speaker.

Your credibility can come from your educational background, your expertise or experience in relation to your topic, and the credible sources you are citing in your presentation.

2. Pathos

This is the appeal to your audience’s emotions.

The pathos is a powerful mode of persuasion because people are often moved by their emotions rather than their logic or common sense.

3. Logos

This is the appeal to your audience’s logical side. It focuses on the facts you present and the organized delivery of your message.

A strong logos will help you establish your ethos or credibility as a speaker.

The Superb Fundraiser

Aside from being known as America’s “Great Persuader,” Benjamin Franklin was also known as the “First Superb Fundraiser” of his time.

Franklin knew how to collect money from purses and wallets of wealthy personalities. By conversing with these people and persuading them to donate money, he raised funds for America’s first public library, first hospital, and first college in Philadelphia (now known as the University of Pennsylvania).

Here are the components of the Franklin formula for fundraising, as stated in Humes’ book:

1. Defiance

This word suggests an audacious or cocky attitude.

Franklin believed that the first step in fundraising is psychological.

In order to convince the people you’re talking to, you must make them believe that you are doing them a favor by providing them with a win-win situation.

Franklin demonstrated this when he approached Pennsylvanian Governor William Keith to talk about Philadelphia’s printing press while the governor was taking his supper.

Here’s what Franklin said at the time:

“Give me money for sea passage to London, and I will find the best printing press in the world and buy it, my lord.”

Franklin got the trip ticket and for four years in London, he mastered the techniques in printing. He then became the city’s top printer when he returned to Philadelphia!

This wouldn’t have happened if Franklin didn’t approach Governor Keith, the most powerful person in Philadelphia at that time, and ask him for money.

When you’re trying to persuade people to your call-to-action, don’t act as if you’re down on bended knees. Approach them as if you’re an equal—buyer to seller, co-investors, and the like.

2. Design

Next to being defiant, Franklin believed that you must be able to paint a picture of the product or service you’re offering.

A skilled inventor, Franklin invented the lightning rod. After creating the product, he told people it is capable of protecting their houses as it deflects a lightning strike.

After also inventing the bifocals, he showed interested people how it would enable them to identify trees outside their window while they are reading a book with the same set of spectacles.

People are always after the benefits they can get from listening to what you have to say. Give it to them by answering the question, “What’s in it for them?”

3. Donation

As a fundraiser, Franklin knew how to tackle finances well. When it comes to requesting for donations, here’s what he had to say:

“What is the most you think you can ask for? Then double it! Don’t base your request on how much he will give you but on how much you will need!”

If you don’t want people to reject your request or offer, then don’t just settle for the “How much do you think you can invest?”

Be specific!

Have an exact number in mind.

If the people you’re talking to don’t think they can donate such an amount, then that’s when you can negotiate.

4. Duel

Franklin observed that turndowns often happen because the asker speaks immediately after making the request.

Think of it as if you’re in a duel with the people you’re talking to.

After stating your request, wait. Let them take the first draw. Make sure they answer before you speak once again.

Remember the first D in this formula: Defiance.

You’re approaching them as an equal. If you speak too soon after making your request, it’s as if you’re stepping down as an equal.

Applying this formula almost disables them to say “No.”

If, in any instance they reject, then at least you’ve won their respect.

It’s still a win-win situation for you!

It’s not just Franklin’s words that got the “yes” of the people he conversed with—it’s HOW he said those words as well.

The Franklin formula is not just applicable in fundraising. You can also use it in marketing pitches, sales talks, and public speeches where you try to convince your audience to follow your call-to-action.

You don’t have to do it exactly as Franklin did!

As long as you present yourself as confidently as you can, paint a good picture of the product or service you’re offering, and be specific with details, you have a sure-fire key to convince your audience or people you’re simply conversing with.

Do you have what it takes to be the next Benjamin Franklin?

Apply the Power Dollar in your next presentation!

About The Dynamic Marketing Communiqué’s
“Wednesdays: Speak on the Shoulders of Giants”

In a meeting with one person

…a boardroom with five people

…or a huge venue with hundreds of people

—whatever the situation or setting, it’s very important to learn and eventually master the art of public speaking.

No matter what, you always need to effectively get your message across.

What good is a presentation with awesome content if you don’t deliver it properly?

Every Wednesday, we publish different tips, insights, and secrets on how you can improve your presentation skills to captivate your audience and lead interesting discussions.

The need for great presentation skills applies EVERYWHERE.

(Small meetings with your team, big meetings with your boss, an important marketing pitch, speaking engagements for events with a big audience, etc.)

Learning these skills is not just for the corporate world. Being in other industries such as the Arts, Information Technology, Medicine, and Education while knowing how to present well will definitely give you an edge.

Have that advantage.

Hope you’ve found this week’s public speaking tip interesting and helpful.

Stay tuned for next Wednesday’s Speak on the Shoulders of Giants!

Cheers,

Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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