Robert Zajonc (pronounced ZYE-unts) was an American social scientist who explored the interplay between feeling and thought—between emotion and cognition.

He was interested in determining which influenced the other more strongly.  On balance, he came down on the side of emotion.

He was best known for establishing what he called “the mere exposure” effect.  In this experiment, he showed subjects a series of random shapes in rapid succession—so rapid that they could not possibly tell if any were repeated.

When subjects were later asked which shapes they found most pleasing, they reliably chose the ones to which they had been exposed the most often, though they had no conscious awareness of the fact.

Familiarity, in other words, breeds a kind of affection, an established truth that has, ever since, encouraged advertisers to repeat themselves.

Speakers can do the same.  Find a phrase, an image, or a single word to weave throughout your talk. 

“I have a dream,” is such a phrase.  “Of the people, by the people, for the people,” is another.  And the current American President, Mr. Obama, has been repeating the word, “Responsibility,” perhaps to defuse the charge that he’s bailing out reckless banks and irresponsible people.

“Every word uttered strikes a note on he key board of the imagination,” said Ludwig Wittgenstein. 

Choose the words or phrases to repeat so that your audience will remember your message with affection.

Sims Wyeth is a speech coach in Montclair, NJ specializing in presentation skills and public speaking training in order to give accomplished people the knowledge and skill they need to become accomplished speakers. Learn more public speaking tips at www.SimsWyeth.com.

When does a polished speaker become slick? 

I ask this question because I occasionally see so-called “professional speakers” behaving in peculiar ways.  They have developed a presentation “style” that doesn’t seem natural, that smacks of late night infomercials and snake oil charlatans. 

What they do would get them fired in most corporations, not because of what they say, but because of what their style says about them.

First, let’s define the terms.  Polished means at ease, organized, and skilled at structuring and delivering a talk.

Slick means gimmicky, schticky, schmaltzy, overdone, histrionic, overly theatrical, manipulative, and insincere.

A polished speaker does not let his desire to impress overwhelm his obligation to provide something of value to the audience.

A slick speaker has a routine that he uses to dazzle his audience, and seems more interested in wowing than connecting.

I’m not saying that style is unimportant.  But the style of a speaker should suit the topic and the occasion.  A style that draws attention to itself, or is out of sync with the content, undermines the credibility of the speaker and creates a gap between speaker and audience.

Most of us live at a safe distance from the polished to slick border line.  But as we get more skilled and confident, let us beware of the danger. 

Audiences crave intimacy with a speaker.  Slickness turns them off.

Sims Wyeth is a private speech coach in Montclair, NJ specializing in executive speech coaching and public speaking training in order to give accomplished people the knowledge and skill they need to become accomplished speakers. Learn more public speaking tips at www.SimsWyeth.com.