How Highly Effective People Speak

Great speakers aren't born; they're made by understanding how your listeners think and act.

1: How Memories Shape Decisions – The Availability Bias

The availability bias explains why people rely heavily on information they can quickly recall when making decisions. Our brains prioritize vivid, emotional, and easily retrievable memories over obscure facts or statistics. For example, a gripping story about a shark attack will likely override an official report on the low probability of shark-related deaths.

Highly effective speakers use this tendency to their advantage by making their messages unforgettable. They craft emotionally engaging narratives with relatable characters and stakes. Facts and figures are important, but turning them into visual and emotional stories makes the message stick with listeners and feel more relevant.

To communicate effectively, focus on delivering stories with a clear protagonist and conflict. Aristotle himself advocated for pathos—appealing to emotions—as a cornerstone of persuasive speech. A well-told story often beats cold data because of how our brains retrieve and process powerful and emotional imagery.

Examples

• A vivid "man vs. shark" story overshadows dry statistics about shark attacks.
• A charity using a video of a child helped by donations leaves more impact than reporting the total funds raised.
• A politician sharing a personal tale at a rally can spark stronger connections than citing policy details.

2: The Power of Comparison – The Contrast Effect

The contrast effect leverages our tendency to perceive things in terms of opposites. When choices are starkly compared, we are more likely to see one option as superior. Ronald Reagan’s speeches often used this effect, painting freedom as the bright alternative to oppressive government control.

This tool fosters clarity and conviction, making audiences feel they’ve thoughtfully considered their choices. By highlighting contrasts—between good vs. bad, easy vs. hard, or safe vs. risky—you let your message stand out in sharper relief.

Great communicators further reinforce their point by presenting and dismantling alternative perspectives. This not only builds trust, as you acknowledge all sides, but also shifts the audience’s focus naturally toward the preferred outcome.

Examples

• John F. Kennedy’s speech set up the moon landing as “hard” but worthwhile against the “easy” alternatives.
• Advertisements showing a “before and after” effect guide consumers toward their product.
• Educators contrast old teaching methods with modern techniques to drive reform.

3: The Appeal of Certainty – The Zero-Risk Bias

The zero-risk bias illustrates our natural preference for guaranteed outcomes over potentially higher gains that carry any risk. Given a choice, most of us instinctively favor certainty over uncertainty, even if the uncertain path has more potential reward.

Businesses exploit this when they offer options like a 100% money-back guarantee. People choose these options even if they’re more expensive because the promise of no loss feels safe. Effective communicators can apply this principle by removing perceived risks from their ideas or solutions.

If eliminating risk isn’t possible, shift attention to areas where certainty can be promised. For instance, guarantee reliability, consistency, or ethical practices. These assurances build trust, tipping the audience’s judgment in your favor.

Examples

• A company promising 0% transaction failures attracts clients over one that doesn’t elaborate on its reliability.
• A tutoring service guarantees noticeable grade improvements or a full refund.
• A subscription service emphasizes risk-free cancellation anytime to encourage sign-ups.

4: First Impressions Matter – The Halo Effect

The halo effect dictates how our initial impression of a person or object colors everything else we think about them. Positive qualities noticed upfront make individuals more likable and credible overall. This principle has a reverse side: a weak or negative first impression can unfairly tarnish perceptions.

Strong first impressions are, therefore, essential for gaining trust and influencing others. Consider not only what you say but also your tone, appearance, body language, and context. Open with warmth, respect, and relatable humility, as illustrated in JFK’s highly complimentary introduction at Rice University in 1962.

Being prepared and polishing your image—whether through impeccable speech delivery, confident body language, or tidy attire—can significantly strengthen how your audience views you and your ideas.

Examples

• JFK praising a university's history during his introductory remarks won over his audience before delving into policy discussions.
• Dressing slightly better than your peers signals competence without appearing aloof.
• Friendly, enthusiastic greetings make the speaker seem approachable, inviting positive assumptions about their expertise.

5: Simplifying the Difficult – Attribute Substitution

When faced with complex situations, we often rely on simpler “rules of thumb” to make decisions or judgments. This happens when our brains swap a hard question like “Is this proposal effective?” with an easier one like “Do I trust this speaker?” or “Are they aligned with my values?”

Speakers can use attribute substitution to persuade by understanding their audience’s shared values and aligning their message accordingly. Additionally, tying ideas to trusted sources like universities or notable figures can validate what’s being said and make it easier for listeners to agree.

This approach allows speakers to shape how their audience processes information without overwhelming them. The more relatable and familiar you seem, the quicker your audience accepts your message without over-analyzing.

Examples

• A politician frames their argument around felt community values like honesty or family to connect deeply with voters.
• A scientific claim referencing a respected journal gains trust without requiring listeners to verify the study.
• Startups succeed by associating their product with established technologies or well-known brands.

Takeaways

1. Craft narratives that tug at emotions and are rich in visual imagery to make ideas more memorable and impactful.
2. Highlight sharp contrasts between options to help your audience see your message as the better choice.
3. Open confidently and align yourself with trusted symbols or values to build instant trust and connection.