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Why Some Speeches Fail
There's reason, then there's everything else.
Can you help me?
I'm doing a survey to help expand my business.
It's quick -- and it would help me greatly if you can fill out this short survey. Thanks! ML
I hate mayonnaise. Couldn’t hate it any more than I do. If it’s on my burger I won’t eat it, if it’s in a dish I won’t taste it, and if it’s anywhere on my plate I’ll demand a new one. I make myself clear about this. I’m off to dinner this weekend with a new friend and her family. The text last night said, “I’m planning the meal. Is there anything you’re allergic to?” My reply: “Nothing. But, please, no mayonnaise.”
Friends have tried to talk me into mayo. What is it you don’t like, the flavor? It tastes like other things you enjoy. The texture? You’re fine with mustard and ketchup. The smell? What smell? You have to try it again.
There is no rational explanation for why I hate mayonnaise as intensely as God hates sin. I don’t like it, I can’t be talked into it, and I almost certainly never will, a river of reasons be damned.
You wonder why this or that speech doesn’t move the needle? It’s the same idea. On any given matter, some people’s minds are made up and are not subject to change.
Every audience has some plurality of people who feel this way about whatever you’re talking about. All the reasons in the world won’t budge them. Why am I dedicating an entire essay to this idea? Because if you believe you can convince everybody, you’ll keep piling on the facts until you’ve turned off the people you convinced in the first place -- and the stubborn ones won't be any closer to changing their minds.
Don’t imagine that more facts will move people. If three or four examples don’t work, five or six won’t, either. Think about your own decision-making. Past a certain point, volume doesn’t matter, and that point comes early.
The person isn't just being difficult. Reason isn't everything. We are even more influenced by emotion and instinct. You may be working on a matter for which your target just has a gut feeling in the other direction. They can’t tell you why, but they’re not going to change for you, either. Like me and the mayonnaise.
Some minds are already made up.
Knowing this will help you decide which battles to fight with your principal. When I’m writing for someone who insists on piling on “just one more” example or fact when they already have plenty, I explain the diminishing returns of added volume. But if they still want to add evidence, I won’t push back too hard. A little extra material won’t help their case, but it probably won’t hurt it much, either. And not everyone is willing to accept – or able to understand – that persuasion is not an exercise in pure reason. That includes my ability to persuade them how to best persuade an audience.
Some positions are fixed and firm. Accept it and go on. Some positions are mayonnaise.
Mike's Calendar
| Topic |
Organization |
Date |
Location |
| Public Relations Writing and Storytelling |
A private corporation |
Jan-Feb |
Washington, DC |
| TBA |
A new short play |
February |
New York City |
| Professional Writing |
A trade association |
February |
Washington, DC |
| Persuasion and Storytelling |
A trade association |
March |
Washington, DC |
| Speechwriting |
PSA |
March 19-20 |
Washington, DC |
| Speechwriting |
Georgetown University |
April 8-10 |
Washington, DC |
| Storytelling |
PSA Online Speechwriting School |
May 27 |
Chicago |
| PR Writing |
IABC World Conference |
June 14-17 |
Chicago |
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