Knowledge doesn’t equal influence. We’ve all sat through well-informed and well-researched presentations that ultimately didn’t result in any change in thought or behavior. What differentiates simply sharing information from having influence? To answer that question, we need to look at how our ideas are structured, prioritized, and attached to consequences. Information that isn’t attached to consequences feels theoretical and isn’t necessarily actionable. Though the audience may agree that it’s an important topic, there is no urgency to act on it. Influence happens when the information becomes personal and relevant to the audience.
Part of making that happen is through the message focus. Informational talks often try to cover a lot of territory. The problem with that is that the audience isn’t sure what’s most important. Influential talks focus on one key message that all the information points back to. This helps the audience contextualize new information, making it easier to remember and understand. Rather than a series of interesting points, it’s a single cohesive argument that leads to a specific conclusion.
Another part of making that happen is how the information is contextualized. Abstract concepts are helpful when they are attached to tangible examples, common pain points, or familiar decisions. That doesn’t mean we dumb it down; it means we contextualize it in scenarios where people can see the implications. When the audience can see how it will impact them in their daily lives, it feels more real and is less intimidating. Instead of just interesting, it feels useful. Practical is the juncture at which people are able to act.
Part of the ability to act is tied to credibility. We feel more confident in acting on information when we believe the person sharing it knows what they are talking about. There’s a confidence that comes with authority on the topic. That confidence comes through in the data, sure, but also in the delivery and the logical flow of information. It also comes through when the speaker is able to answer questions without becoming defensive. When we trust the speaker and feel confident in their abilities, we’re more likely to trust their perspective and advice.
Part of the ability to act is also tied to relevance. Information can be practical and personal, but if it’s not relevant to the audience, they aren’t going to know how to apply it or even if they should. There’s an application and implication that comes with relevance. It’s answering not only what, but so what and now what. When we focus on relevance, we’re moving from simply informing to influencing. We’re moving the audience to a new understanding and toward action.