Speak Like Steve Jobs Using A.I.D.A.

Apply this tip the next time all eyes and ears are on you.

Photo by Konsepta Studio on Unsplash

Not Everyone is a Natural-born Speaker

Do you ever feel like when it matters, your voice isn’t being heard? When you present in a large group of people, does it feel like what you have to contribute just bounces off your audience?

Not everyone is a natural-born speaker. But it’s a skill that can be acquired with practice.

It's easy to fade into the background and allow others to exercise their voices, but yours makes you unique. Use it in order for your genius not to be glossed over.

But it can be a challenge for some of us, especially the more introverted, to express ourselves outwardly. This is true, especially when faced with a group of other critical faces. No one enjoys facing a tough crowd. Not even the best speakers.

But life requires that we take part in meetings, client presentations, sales pitches. Even those of us who might not be natural-born speakers are placed in situations that require that we muster up the courage to deliver something that can captivate an audience.

So, what can you do to make your voice stand out?

As a student of marketing, I’ve come across a simple concept time and time again, which is one of the foundations of delivering any marketing message. Some of the most captivating presenters use it in their own presentations.

You must apply AIDA. Attention. Interest. Desire. Action.

By applying this formula to your formal conversations, speeches, and presentations, you are sure to impact more people with your words than you thought you could.

Attention/Awareness — Get Them on the Hook

You have to hook the group you are presenting to at once or else it will be hard to engage them. You can start by saying something polarizing, not well known, or funny. But something that is going to evoke emotion and causes those around you to feel engaged. You want to keep them on the hook. This way, you won’t have to beg them for their attention later. They will already hang on to your every word.

Interest — What’s in it for Them?

Now that you have their attention, your next job is to make it obviously clear why what you are saying is important and how adopting your point of view is beneficial to not only you but to them. People don’t really care about you unless you have something to offer them. And you can’t blame them for this. You require their attention, and so they expect something in return. People will care when they believe the things you’re saying are to their benefit. Think from the perspective of your audience and make your point digestible to them. They will be even more likely to take an interest in what you are saying.

Desire —Paint a Picture

Activate the imagination of your listeners. Paint a descriptive picture of what meaning comes from your speech. If what you say is descriptive enough and communicates benefit to your audience, they can fill in the blanks with their imagination. Illustrate your abstract opinions in words that are so hypnotizing that they can’t resist but desire to adopt your point of view.

Action — Give Them an Actionable Takeaway

Give your audience a call to action; something to keep them on the hook and show they were engaged with your speech. It doesn’t have to be anything too extravagant. You can ask a question or simply ask your audience to think more about what was said. But by doing this, you solidify your statements in the minds of those who heard them not to be forgotten in the mess of the discussion.

Example: Steve Jobs

Someone who could apply this formula very well is Steve Jobs. I mean, just look at how many products he could sell through his captivating keynote speeches. But one stands above the rest as a truly compelling speech. Let’s all think back to the original iPhone keynote for just a second.

This speech was so gripping that we discussed his use of A.I.D.A in the marketing class I was attending. He could instantly hook us by promising something revolutionary. He kept us interested by presenting us with the pain points of our current smartphones and music devices and solving them both with one product. This made us want it. And well… how many iPhones have you purchased over the years?

While this formula the way I have presented it is very general, it can be applied in several scenarios. Interviews, meetings, dates, sales pitches, speeches, and more. I hope keeping this concept in mind will help you out the next time you have to put some words together.