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{"id":6294,"date":"2008-06-17T15:48:11","date_gmt":"2008-06-17T20:48:11","guid":{"rendered":"http:\/\/simswyeth.com\/?p=195"},"modified":"2013-12-11T19:55:56","modified_gmt":"2013-12-11T19:55:56","slug":"persuasive-public-speaking","status":"publish","type":"post","link":"https:\/\/www.simswyeth.com\/20080617-persuasive-public-speaking\/","title":{"rendered":"FUD in Public Speaking and Persuasion"},"content":{"rendered":"

FUD is Fear, Uncertainty and Doubt<\/strong><\/a>.\u00a0 I first heard the term when consulting at Gartner.\u00a0 I was working with the analysts in preparing for a Gartner Symposium, and several of them used FUD at the start of their talks to engage the listeners on an emotional level.<\/p>\n

For instance, they might have said, “While e-mail may be the killer-app of first generation internet programs, it could very well become the\u00a0mass murderer\u00a0of the second generation as it\u00a0hurls armies of hackers, worms, viruses and spam against the the\u00a0gates\u00a0of your corporate security infrastructure.”<\/p>\n

I made that up.\u00a0 But something like that.<\/p>\n

Fear-based arguments are common and valid, in my experience.\u00a0 Our lives are built around the fear of\u00a0pain and the hope of gain.\u00a0 Every story we have ever enjoyed in novel, play, film, or ballad is about a person who had a problem (and had FUD) and struggled to make it go away.<\/p>\n

In fact, FUD is what makes drama dramatic.\u00a0 If we\u00a0don’t have FUD\u00a0when the pretty young thing all alone in the house on a dark and stormy night hears a sound downstairs and gets out of bed in her nightgown to see what’s happening, then the story doesn’t work.<\/p>\n

We have to care about the girl, and we have to be afraid that something might jump out of the closet, hatchet raised.<\/p>\n

What if a CIO heard a noise in the middle of the night, and it was her phone, and she heard that a hacker had broken through her security system at work, the one she touted and convinced the company to buy, and she had to get dressed and drive into headquarters and face the embarrassment of a crisis that higher-ups were likely to blame on her?<\/p>\n

Those CIOs in the audience listening to the Gartner analysts are human beings motivated by the same things that everyone else is motivated by–the fear of loss, and the hope of gain.\u00a0 I’m not a CIO, but if I were, I’d be worried about making bad decisions, not looking good when my systems aren’t successful, spending too much, spending too little, and taking too much time to get things done.<\/p>\n

We know that humans are interested in their own problems.\u00a0 We talk about our problems most of the\u00a0time.\u00a0\u00a0They’re \u00a0number one in the conversation hit parade.\u00a0 If\u00a0we talk to\u00a0our listeners\u00a0about their<\/em> problems, they are much more likely to listen.\u00a0 If\u00a0we demonstrate a firm grasp of their problems, and the consequences for them if they don’t solve the problems, they are more likely to respect us and trust us.\u00a0 So reminding them of their problems might not be a bad strategy.<\/p>\n

There is evidence in social science that it is not wise to use FUD arguments on people who are already in a state of high anxiety.\u00a0 But there is also evidence that we retain and value information when it is linked to our emotions–any emotions, positive or negative.<\/p>\n

Consulting is based on problem solving (i.e., the removal of FUD.)\u00a0 Philosophy is built around problem solving.\u00a0\u00a0 Politics likewise.\u00a0\u00a0For\u00a0the\u00a0client, the voter, the audience, beyond the FUD\u00a0is\u00a0a vision of a new and better reality.\u00a0 But our credibility as speakers depends largely on defining, in vivid and human terms, the problem that your content solves.<\/p>\n

Let’s not be afraid of FUD.\u00a0 Used appropriately, FUD can turn a dry\u00a0information dump into a\u00a0compelling story<\/a><\/strong> about a person, a product, a department, or a company that prevents disaster and saves the day.<\/p>\n

<\/div>\n
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 <\/p>\n","protected":false},"excerpt":{"rendered":"

FUD is Fear, Uncertainty and Doubt.\u00a0 I first heard the term when consulting at Gartner.\u00a0 I was working with the analysts in preparing for a Gartner Symposium, and several of them used FUD at the start of their talks to engage the listeners on an emotional level. For instance, they might have said, “While e-mail… Read More »FUD in Public Speaking and Persuasion<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","_ti_tpc_template_sync":false,"_ti_tpc_template_id":""},"categories":[336],"tags":[548,411,297,344,155,365,21,905,30,113],"yoast_head":"\nFUD in Public Speaking and Persuasion - M Sims Wyeth LLC<\/title>\n<meta name=\"description\" content=\"Help with employee development, executive presence, and communication skills. 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