If you want to do something when you give a presentation, it is convince your audience of your message. And the best way to do that, of course, is to make sure you tell your story in an engaging, memorable and influential way. That is why we advocate The Art & Science of Great Presentations: presentations that really make an impact. And to do that, you need to rely on the power of rhetoric. In this blog, we explain to you what rhetoric means and how you can make the power of rhetoric work for you during a performance.
As a speaker, you can use it to convey a message in a way that is engaging, memorable and influential is. And the key to this impact often lies in the rhythm of your words. Here are some rhetorical techniques you can apply in your presentations for more powerful rhythm and stronger persuasion.
Before we dive into rhetorical techniques, we are of course going to explain to you exactly what rhetoric is.
Rhetoric is the art of persuasion. If you look at the meaning of this Ancient Greek word, it is derived from the word 'rhetor', meaning 'teacher' or 'speaker'. Rhetoric is therefore literally the art of speaking or oratory. In other words, being able to beautifully articulate thoughts, ideas and actions that we want to take people to.
In Ancient Greece, rhetoric was already important. Not least because back then you didn't have PowerPoint 😉. Language and speech was the strength that orators had to rely on. So they did nothing but tell 'good stories'. Scripture was not yet common and many people could not yet read either. So it makes sense that in those days a lot of attention was paid to building an argument well. After all, to address the people you had to speak both the right language and the most beautiful words and the best figures of speech...
In short, from the Ancient Greeks, 'storytelling' was the force because they had nothing but the spoken word then. After the invention of printing, there was still the need to convey the written word with stories as well. And now we live in a time when we are inundated with media and need beautiful, clear and eloquent wording. That is why rhetoric - the knowledge of it, delving into it and all the background there is - is hugely valuable. So much has been figured out: when it comes to argumentation, backgrounds, how you express yourself... So much has been done in preliminary work by our ancestors. Let's use that above all.
Good, now that you know more about the origins and background of rhetoric, we can dive into different rhetorical techniques. You can use these while giving a presentation to make your persuasion stronger. In particular, the key to impact lies in the rhythm of your words. If you apply these techniques in your speaking, we are sure you will make more impact on your audience.
Rhetorical techniques you can use in your presentation:
Alliteration is the use of the same initial letter or sound at the beginning of adjacent or closely related words in a sentence. Like the "st" sound in "The conclusion: frames send strong. This technique can create a cadence in your speech, making your words more appealing and memorable to your audience. Take, for example, the sentence ''People make moments'. Here, the repeated 'm' sound provides an audible rhythm and cadence, making the sentence stick better.
The ellipsis is a figure of speech in which one or more words are omitted. This can give your sentence a colloquial and rhythmic character. Take, for example, 'The 'intelligent' lockdown: the Dutch approach during the first corona wave'. The colon replaces the finite verb, making the sentence more rhythmic and engaging. Another example of an ellipsis: 'Sustainability: our promise for the future'. Here the person form 'is' is again omitted.
The three-beat is a rhetorical technique in which three related points or ideas are stated for a powerful rhythmic effect. As in the sentence "No strict, harsh, complete lockdown. Employ this technique during your presentations to emphasise your points more strongly and make it easier for your audience to remember them. Imagine you are giving a presentation on innovation in technology. You could say: 'Innovation is about daring, dreaming and doing'. This three-pronged approach provides a rhythm to your sentence and emphasises the three aspects of innovation you want to convey.
Contrasts can also create a rhythmic effect by contrasting ideas or concepts. This can help to emphasise certain points in your presentation, as in the sentence 'If you are against relief, then you are therefore for aggravation'. Another example could be, for example, if you are giving a presentation on the importance of balance in life, to say: 'It's not just work, but also relaxation. Not only giving, but also receiving.' Here, a rhythm is created by contrasting certain, recognisable concepts.
Repetition is a powerful rhetorical tool that can improve the structure and rhythm of your presentation. You can use the technique of repetition to add emphasis to your message. There are several ways to repeat when you speak, including using an anaphora, diacope, chiasm, repetition with variation, and repetition with pause.
An anaphora in a presentation on teamwork might be: 'Together we are strong. Together we can overcome. Together we can make a difference.' By constantly using the phrase ''together we can' to repeat, you can emphasise the power of collaboration.
A diacope repeats a word or phrase with something in between, such as "What we see here is framing - a strong piece of framing.
A chiasm mirrors two sentences or phrases, as in 'Ladies and gentlemen, boys and girls...'.
In addition, you can use repetition with variation (saying the same thing but in a different way) and repetition with pause to create extra impact.
By applying these rhetorical techniques in your presentations, you can engage your audience more, get your points across better and increase your overall persuasiveness. Mastering these techniques can make the difference between a good speaker and an exceptional speaker. Remember, the key to successful rhetoric is practice. So keep practising to improve yourself and experiment with these techniques in your future presentations for even greater impact.
Getting started!
Want to get started applying rhetoric to your story? Then write out your text in full and see where you can apply which rhetorical elements. Could you use some support? Then download our free canvas with exercises to get started yourself, accompanied by a video of professional speaker Richard de Hoop. Are you still not quite there or would you like a professional to help you? Then enlist the help of one of our content designers, Kees and Peter.
