How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 405

endure. We are met on a great battlefield of that war. We have come to
dedicate a portion of that field as a final resting-place for those who here
gave their lives that that nation might live. It is altogether fitting and
proper that we should do this. But in a larger sense, we cannot dedicate,
we cannot consecrate, we cannot hallow this ground. The brave men,
living and dead who struggled here have consecrated it far above our poor
power to add or detract. The world will little note nor long remember
what we say here, but it can never forget what they did here. It is for us
the living rather to be dedicated here to the unfinished work, which they
who fought here have thus far so nobly advanced. It is rather for us to be
here dedicated to the great task remaining before us — that from these
honored dead we take increased devotion to that cause for which they
gave the last full measure of devotion — that we here highly resolve that
these dead shall not have died in vain, that this nation under God shall
have a new birth of freedom, and that government of the people, by the
people, for the people shall not perish from the earth.
How about Winston Churchill’s ‘‘blood, sweat, and tears’’ speech? He
read it in less than two and a half minutes. Even Nelson Mandela's famous
speech signaling the end of apartheid — a speech he gave after twentyseven years of imprisonment — lasted only five minutes.
Make sure your speech is articulate and intelligent, but be careful not to
use esoteric language. Use simple terms and jargon that are familiar to
your audience. Complexity will not impress them; rather it will muddle
your message. Make your points simple, clear, and direct. Avoid facts,
figures, examples, questions, or anything else that — if used ineffectively
— might complicate your message.
Conversely, if you are trying to dissuade, use all the complexity you want.
If a person feels confused, perplexed, bewildered, etc., well, as they say, a
confused mind says, "No!"
4. Primacy and Recency Effects
Timing is everything. The Primacy and Recency Effects refer to timing
your message so it will have its greatest impact. The "Primacy Effect"
refers to the impact of points made at the beginning of a presentation, and
the "Recency Effect" refers to the impact of information presented at the
end of a presentation. These effects can be powerful presentation tools
since it is typically the very first and very last parts of your presentation
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