If you have overcome personal resistance, relational resistance and practical resistance, you are now ready to tackle social resistance. Every person in your audience wants to know: if I do this thing you suggest, or believe this idea you promote – who is in it with me? In essence the question is: what tribe do I become part of? In the Lord of the Rings Frodo has learned that 1. He is chosen (Story Secret #2) he has learned that he can trust Gandalf (Story Secret #3) and he has heard the plan (Story Secret #4). Now he trembles as he almost accepts his duty…”So I must go to Mordor and deliver this ring into the fires that created it. And I must go alone…” But Gandalf surprises him. The wizard gets up, opens the door and brings in Samwise who had been eavesdropping the entire time. Neither Samwise nor Frodo can believe their good fortune when Gandalf informs them that Samwise must accompany Frodo. Sam is thrilled because of the promise of adventure, Frodo is thrilled because he would not be alone. Samwise becomes Frodo’s loyal companion and it is thanks to him that Frodo finally manages to achieve the objective. We all need loyal support when we accept a new idea, try out a new habit or open up to a new perspective. But there are other social forces too that are needed to make sure we succeed. I will share six of them with you here. Note though, that they work together in pairs. 1. The Sidekick and the Sceptic Samwise is an example of the Sidekick – someone usually in the same peer group as the hero (the hero is of course your audience member). Can you tell a story or produce a testimonial from someone like them who has bought and used your idea/behaviour perspective successfully? Find someone that your audience knows and can relate to. I have seen many a speaker who draws on the approval of one of the audience members to strengthen their case. “In the break I talked to (name) she agreed with me that…” Piglet is Winnie the Pooh’s sidekick: unquestioningly enthusiastic and positive. Yet opposite piglet sits Eeyore… Sceptics who end up buying your idea/habit/perspective give the best testimonials. “When I first heard about… I thought it would be too expensive to implement, too airy fairy/too time consuming, but, I am warming up to the idea.” A sceptic’s voice is even more powerful when he/she is of a higher status than the general status of your audience: get their boss’s story of why he wanted to book you as speaker. Get the opinion of someone well known to the audience that endorses the idea you are putting forward. You can do this very successfully with quotes or stories. Always balance the positive energy of a piglet story or with an Eeyore story, else people will take it with a pinch of salt. 2. Emotion and Reason Your audience needs to know that their peers and superiors are already in the tribe they will join if they accept your ideas, but they also need to know that they will be both emotionally and mentally accepted into the fold. They need to feel good about joining and be able to satisfy their logic. If both Tigger and Owl support the idea, they will be likely to accept it too. Ever wondered why advertisements either use sex appeal or scientific proof to make their point? Your case is doubly stronger if you can do both. It is always a good idea to use either a celebrity or a professor’s quote or story to strengthen the idea. The trick is not to be too obvious, though. People can see through sales talk and they want to hear authentic stories. I have become weary of speakers who ‘namedrop’. It is not so important who you know, but who knows the ideas you are promoting. 3. The Guide and Contagonist When all is said and done, you as the guide will be inviting the audience into your peer group. They need to like and trust you and they need to know if you like and trust them. You as Guide face the opposite energy of the Contagonist. This is the person, or type of person, that will distract, tempt and confuse your audience. Your job is too also guide them through these possible misunderstandings, distortions and false solutions that may be hidden in the ideas you promote. Failing to do so will leave them vulnerable to failure, but will also leave you more open to criticism. Just like the Sceptic’s testimonial is often stronger than that of the Sidekick, your illumination of pitfalls and misunderstandings is more powerful than your praise singing. Stories of failure can build success and stories of doubt can build faith. For seven whole volumes Harry Potter distrusted and suspected Severus Snape, but after he heard his true story, sadly a little too late, Harry named one of his own sons after him. For more on these archetypes google Dramatica.
Now just as you think you have covered it all and now it is plain sailing, everything goes wrong. This is when you need Story Secret 6…
Dr. Petro Janse van Vuuren
Researcher, Speaker and Coach
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