Eloquence in Public Speaking HOW TO SET YOUR WORDS ON FIRE KENNETH McFARLAND © 1961, by PRENTICE-HALL, INC. Englewood Cliffs, N.J. ALL RIGHTS RESERVED. NO PART OF THIS BOOK MAY BE REPRODUCED IN ANY FORM, WITHOUT PERMISSION IN WRITING FROM THE PUBLISHER. Library of Congress Catalog Card Number: 61-10060 published on CD with permission of James & Kay McFarland TO MY FAMILY: Often alone while the author was getting the speaking experience that made this book possible. Preface A corny joke in my high school annual of 1924 has a teacher asking a student to define a vacuum. The Youth responds by saying, "Well, I've got it in my head but I can't tell it." In the confusion of our modem world one thing is becoming increasingly clear—you may as well have a vacuum in your head if you can't tell what you do have in there. If you can't tell it, you can't sell it. Almost all the positions and distinctions that are desirable in life seem to hinge more and more upon the individual's ability to successfully persuade others. In an age of bigness and mass living, halting conversation with one person at a time is too slow. Only those will be recognized who can stand up and speak out. The modern generation is becoming increasingly intolerant of leaders who cannot literally point the way. This book is designed to help any person who earnestly wishes to speak more effectively. It is not a text book. It is much more than the traditional "speech book." It proceeds on the principle that one cannot speak with sincerity and conviction unless he is a sincere person who lives by his convictions. It declares you cannot separate the speaker from his speech, that it is folly to expect things to come out of a person that are not in him. In this volume you will find all the techniques and devices you need for constructing and delivering a speech, but it frankly tells you these are not enough. As important as these things are, they are still the scaffolding. In these pages you will perceive that the author is deeply concerned with helping you kindle that inward spark that sets fire to your words and burns them into the memory of your hearers. The book seeks to help you develop your own dynamic philosophy of living that is so essential to continued success in speaking. A little dictionary in my pocket defines "eloquent" with one word— "forcible." I believe an eloquent spokesMAN is an eloquent MAN who has learned to tell others effectively about the things that make eloquent lives. This book will achieve its purpose if it helps you increase your capacity to live eloquently, and increases your ability to eloquently tell others how to do it. Table of Contents I. UNPRECEDENTED OPPORTUNITIES DEMAND A NEW APPROACH ………………………………………………….1 Dearth of good speakers. People have more facts and less understanding. Unnatural vacuum between need and supply of speakers. No lack of interest. Leaders who once "talked" must now "speak." Urgent need in business and industry. Fundamental understandings not inherited. Our high degree of organization can be great medium. Idea builders must keep pace with engineers. II. THOUGHT ON FIRE…………………………………….17 Bryan defines eloquence. Speaking a medium of service. No set pattern of eloquence. Dramatic life not required. Don't practice your mistakes. Opportunities grow as capacity increases. Good speech serves by saving hearer's time; transposing facts into philosophy; inspiring action; reaching people otherwise uninformed. Speech proficiency requires sacrifice. Nothing more rewarding than "putting light in people's faces." III. SPEAKER MUST BE INFORMED…………………………..32 Broad information required to speak with understanding. No substitute for preparation. Be sure "new" ideas not just new to you. One misstatement can discredit entire discourse. How to increase your source of supply. How younger speaker may impress older listeners. Extemporaneous speaking distinguished from impromptu; both require preparation. Prepared speakers must still think on their feet. Years of experience go into great speeches. IV. PREACH WHAT YOU PRACTICE ……………………….49 Six questions aspiring speakers should ask themselves. Effective speech outpouring of one's own convictions, ideals, experience, knowledge, faith. Hearers must recognize speaker as genuine person. Persuasive speech must, be from heart to heart as well as mind to mind. Platform no place for phoney. Still no substitute for knowing. Cannot separate what you say from what you are. The Fifty-Rose Man. Things you can do. V. CONFIDENCE IN PUBLIC SPEAKING …………..……..57 Why do you lack confidence? Wholesome fear helpful. Confidence defined. You are greatest authority on yourself; stand on your own experience. Illustrations. You should have as much confidence as those who invited you to speak. Experiences of "little people" important. Those who "could do it better" are not doing it. Illustrations. Confidence comes with knowing you know. Don't apologize to audience because you are you. You are deliveryman with important message. Over-emphasis necessary to push ideas across footlights. Speaking in official capacity adds confidence. Suggestions on appropriate dress for speakers. Be confident but not over-confident. Be confident you can improve. VI. SIMPLICITY IS POWER ……………………………………..78 Most important things named with little words. Simplicity gets to the points. Big ideas in homely words. Grass roots people. "Let down your buckets where you are." Powerful simplicity illustrated. VII. HOW SPEECHES ARE DESIGNED………………………….93 Speeches classified as to purpose—to inform; to motivate action; to entertain. Speeches judged in terms of their objectives. No standard pattern for straight entertainment type. Examples. Action and Informative speeches fall in standard three-part pattern: Introduction, Body, Conclusion. Responding to Introductions. "Softening-up" exercises. Illustrations. The fast start. When to state objective. How to state. Illustrations. Identify with audience interest. How to build Body of speech. Topical outline plan recommended. Reasons. Conclusion should nail down and clinch objective. Types of Conclusions illustrated. VIII. THE CHANGE OF PACE………………………………….122 An all-important device. Skillful speaker rests audience between flights of oratory. Technique described and illustrated. IX. CONSTRUCTING THE SPEECH ……………………………126 Tried and true plan. Idea folder for each speech theme. Three sides of speech triangle—Speaker, Speech, Audience. Determine objective. Keep major points few and make them good. Use topical outline. Make first draft yours; supple- ment with research later. Test your points and "sparklers" before delivery. Final draft should be written. Memorize speaking outline but not speech. Model speech embodying five basic principles. Working Outline and Speaking Outline illustrated. Chapters VII, VIII, and IX summarized in seventeen steps for building a speech. X. DELIVERING THE SPEECH ………………………………..151 Preview of chapter. Effective delivery defined. Speaking engagement starts prior to introduction. Should one eat before speaking? Responding to introduction. When several speakers on same program. Try to insure favorable speaking conditions. Blend remarks with "local color." Launching the speech. Project your voice. How to use microphone. Suggestions for improving speaking voice. Styles of speech. Set your own style. Gesturing; "suit the action to the word." "Attention getters." Speed of speech. Basic factors in holding audience: physical manner; eye-to-eye contact; audience barometers; keep theme constructive. How to improve your word power. XI. TECHNIQUES FOR HOLDING AN AUDIENCE ………….188 Continuation of section on speech delivery. Preview of chapter. Handling interruptions. Special techniques for unfriendly audiences. Capitalize on distinguishing physical characteristics. How to handle "bloopers." Over-learn your quotes. Use subconscious in memorizing. Conducting question-and-answer periods. Using visual aids. Reading speech. Special techniques for radio and television. Speech formula from mountaineer. XII. SPEAKING TO YOUTH GROUPS……………………….209 Chapter completes section on speech delivery. Youth audiences require special technique. Seven basic principles. Sample approach to high school audience incorporating recommended principles. XIII. USING HUMOR …………………………………………….214 Humor should be used to advance speech and clinch ideas. Early speakers wary of humor. No conflict between humor and sincerity. Test yourself before telling stories. Humor not essential. Let humor come in if it wants to; do not drag it in. Humor must harmonize with both material and audience. Should always be kindly. Caution on jokes dealing with religion and race. Dialect stories risky. Don't fly off the nest if you lay an egg. Humor, like balance of speech, should be yours. Genius of story telling. When is story "proper"? You need be neither "low brow" nor "blue nose." Tests for appropriateness. Humor in selling. Summary of Points to Ponder. XIV. THE INDISPENSABLE QUALITY ……………………..238 Vitality is quality most desired in speech. More than enthusiasm. Speech titles should reflect vitality. Examples. Deal with things that make a difference. Devitalized "Speech for All Occasions." Examples of modern speaking and writing with vitality: Charles H. Brower, Adlai Stevenson, Bryson Reinhardt, H. G. Wells, Don Herold, Charles T. Lipscomb. Examples of making points with punch. Conclusion. 1 Unprecedented Opportunities Demand a New Approach Never have so many understood so little about so much. Sir Harry Lauder used to say the ability to hold