48: Speakers Should Define The ‘NEED’ and PURPOSE of their Message
Real Talking Tips 48, “The NEED is Your Through Line” is the third episode in my Elaine A. Clark – Making It M.I.N.E.® performance system.
In contrast to Intentions that were discussed in Real Talking Tips Episode 47 that actively and continually change, the NEED of each speaker’s message should remain constant and never change. A clearly defined NEED is the speaker’s through line, driving force, and purpose for speaking.
• A person’s NEED can be for basic existence needs: sleep, clothing, water, food, and shelter.
• The speaker’s NEED should be unique to a specific situation and expected audience response.
• The NEED must be condensed and clarified into only one or two words.
The purpose of choosing a one or two word NEED is to connect with the audience on a core level so they accept and share the same NEED as the speaker.
• The NEED focuses HOW the speaker conveys information.
• The NEED defines WHY the message is delivered in that particular way.
While defining the NEED may seem simplistic, it is quite the opposite. Choosing the right NEED word makes all the difference between a strong connection with the audience and a speaker who misses the mark.
After you watch this video and want to learn more about the NEED and the other parts of my Making It M.I.N.E.® performance system, turn to Chapter 5 of my book – There’s Money Where Your Mouth Is.
To connect and use the whole M-I-N-E system together, watch Real Talking Tips episodes 46-49 and read the blog notes provided on this website – ElaineClarkVO.com/podcast.
As always, I encourage you to practice along with the Real Talking Tips videos, audio podcast, this blog, my Elaine Clark apps – Adding Melody To Your Voice and Activate Your Voice plus my best selling Elaine A. Clark books, There’s Money Where Your Mouth Is and Voice-Overs for Podcasting.
Click the video to watch or select the audio podcast by clicking start or selecting your favorite audio player in the icon below.
48: Speakers Should Define The ‘NEED’ and PURPOSE of
their Message
Real Talking Tips 48 is the third episode in my Elaine A. Clark Making It M.I.N.E.® performance system – The NEED is Your Through Line.
In contrast to INTENTIONS that are active, morph, and change, the NEED of each speaker’s message should remain constant and not change. The NEED is the speaker’s through line, driving force, and purpose for speaking. While some people prefer to use the word “objective” rather than “need”, that terminology puts me in my head because “objective” is more of a business term.
I find that a person’s NEED is in their core. It’s what the speaker is compelled to do. When hungry, we say “I need to eat” rather than “My objective is to eat.” Right?
The NEED can be basic existence, like sleep, clothing, water, food, and shelter. When conveying a message, the NEED should be unique to the speaker’s goal that results in an expected outcome. The NEED should connect with the audience so they accept and share the same need as the speaker.
While this concept may seem simplistic, it is quite the opposite. Choosing the right NEED makes all the difference between a strong connection with the audience and missing the mark.
N: The NEED Is the Speaker’s Through Line
with the Audience.
The speaker’s NEED is like a boomerang. The speaker decides on a one-word need to clarify and focus the message. Then the speaker uses that NEED as a through line to connect with the audience. For the NEED to succeed, the speaker and audience must want the same end result. The need is met when both the speaker and audience have a ‘Win-Win’ experience.
Here’s an illustration of NEED:
1. If a person needs LOVE and the other person wants FRIENDSHIP then the speaker’s need is not met since the receiving party has a different need for the relationship.
2. If two people need LOVE but the terms of the love are not in sync, then the LOVE requirement need is not met by either individual.
3. When both people need LOVE and find the type of love they want in the other person, then the reciprocal LOVE need is achieved.
The clarity of a single word brings a speaker’s NEED into focus. The more words used to describe the need, the muddier the message.
Here are two examples illustrating the difference between a verbose and concise description.
1. A show where experts discuss history, with a narrator, graphics and videos.
2. Documentary.
The long description sends the listener into their head to decipher the meaning. The short one-word description is more easily understood and allows the listener to accept the information without the brain having to search and process the information.
A Single Word ‘NEED’ Clarifies the Message.
We all buy things. We all need things. Advertisers know that. Politicians and business executives know that, too. Products that we use every day provide more than a product. Specific products are marketed to a person’s need for health, recognition, confidence, approval, validation, change, hope, acceptance, sleep, time, escape, savings, flexibility, entertainment, enlightenment, peace, action, youthfulness, calm, and so on.
Would you ever go to a small grocery store that charges more for food, beverages, and small gadgets and accessories? When that idea was pitched to investors, they thought it was crazy. Why would anyone shop there? Isn’t price the driving force? Then the concept was clarified into one word: Convenient. Convenience stores popped up all over because they are quick, easy, and convenient. And who doesn’t NEED convenience?
Products and services are MORE than what they are, what they do, or where they came from. It’s WHY the person needs that 1-word Need result. Therefore, products and services need clarity to define the benefits and outcomes of what they offer consumers.
Here’s your NEED assignment challenge.
1. When you watch a commercial or listen to a presentation, define the one-word NEED that the product or service provides.
2. Research the competitive product or service and define in one word what that company, product, or person provides.
3. When you go to the store, define in one word why you need to shop at that store, at that particular location, and purchase that specific product.
THE NEED = WHAT THE PRODUCT GIVES A PERSON
Join me in Real Talking Tips Episode 49 as we add Emotion to my Elaine A. Clark – Making it M.I.N.E.® performance and speech communication system.
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