Neuroscience and Speech

It is good to know that in communication we are our own brand, so knowing some basics of the brain is essential if we want to communicate effectively. To begin, we must be clear that our brain is a highly efficient organ, programmed for a minimum consumption of resources and the art of oratory allows to achieve the appropriate stimulus when it is fully mastered. Therefore, keep in mind the following aspects.

1) The first seconds are key to forming an opinion about another person since the subconscious works at that primitive level. It is related to our survival instinct. Therefore, we must bear in mind that from the first moment they see us we are already communicating. Even before we enter the scene. Having the presentation ready, a consistent attitude, take care of posture, dress, concentration, make eye contact and pay special attention to the first words are important aspects that will significantly mark the evolution of our interaction. If there is a universal axiom with which to define the human being is that it is tremendously subjective. 

2) Simplicity and structure: Use the rule of 3, developing at most three strategically selected messages. As we can see in our politicians the brain is governed in a basic way and the excess of information generates confusion and this in turn rejects. There is a significant difference between effectively communicating and immersing ourselves in ideas, data and irrelevant details that are generally more oriented to impress with our work than the communication itself. A method to assess is the ARE structure: Argumentation, Reasoning and Evidence that contribute credibility to our message. We can also use the "Make it simple, but significant". Likewise, we must remember the key points at the end of each section to reinforce the message. As Leonardo da Vinci said, simplicity is the ultimate sophistication. 

3) Challenge and adaptation: The brain works optimally with a certain level of tension or relaxed alertness (challenge and motivation). If this is very high, it falls into inattention and disorganization; if it is very low, it loses its alertness. Stress limits the functions of the hippocampus, a brain area closely related to memory and learning. In the learning process it is very important to adapt the challenges to the possibilities of the person who is going to do it and to progressively increase the level. This increase must not exceed the possibilities of the moment in which it occurs. Each achievement allows to develop perceived efficiency (to feel that it is possible). Perceived effectiveness increases self-esteem and self-confidence, since each achievement allows a higher level of motivation to be achieved. The opposite generates rejection. 

4) Principle of primacy and the principle of recency, whose foundation is that we remember those ideas at the beginning of the chain of thought and those at the end, presenting a greater difficulty to remember those of the intermediate zone. As issuers of the message we must take this into account (as well as the existing nuances depending on whether our message is spoken or written). As receivers, we can balance this effect through writing, since it makes it easier for us to think in a more calm and conscious way.  

5) The power of Storytelling: In a presentation the brain hardly retains data and words, so the ideal is to try to introduce examples and images. We need to be original, provide value and data with an organization and logical progression, something we can achieve through stories that project the message about our idea, product (that we can be ourselves) and / or service. Storytelling is a resource that, correctly used, generates trust, makes us differentiate and makes our message easier to count and remember. In addition, storytelling provides context to the data we want to show and therefore our presentations will be more memorable. The key is that it is relevant, credible, convincing, persuasive, timely, understandable, informative and authentic. 

6) Metaphors and effects: It facilitates the understanding of the message. The day after the presentation few will remember the technical characteristics of the MacBook Air buffer, but years later many of us remember how Steve Jobs took it out of an office envelope. 

7) Emotions: As in the field of neuromarketing we must appeal to emotions. It should be noted that in presentations this is not easy and that reaching emotionally is only within the reach of trained people or born communicators, since it is easy to fall into overacting, in a certain insubstantial lyric, with which we lose credibility. We must be very careful in this line, but at the same time keep it in mind, since emotions are essential. If we do not excite, if we do not transmit something that is of interest to our listeners, a tool or a relevant knowledge, we will not differentiate ourselves and our message will be flat and insubstantial.  

8) Pain Vs Pleasure. Advanced neuromarketing studies show that the response that consumers give to what promises to avoid pain is three times stronger than that which promises pleasure and happiness, so when it comes to making decisions, it is more important not to be hurt that we feel good As we can see, this fact is well known in political communication since using fear as a strategic element is recurrent. This can be a relevant piece of information when it comes to building a persuasive, high-impact discourse. 

9) Work the visual part. We must include representative visual contents. One relevant fact is that the brain processes visual information 60,000 times faster than the time it takes to process and decode a text. In addition, it brings novelty and activates attention. 

10) Non-verbal communication. It is a key element of communication and that many speakers hardly take into account. It is known that up to 93% of the message emanates from body language (this percentage appears first between 1967 and 1969 in Albert Mehrabian's studies, based on his research at Stanford University). Likewise, we must work on eye contact. If the protocol allows it, dare to set aside the stage effect and go down to the sand, move among the listeners. And, of course, it transmits with passion. If you do not believe in your message, nobody will do it for you.  

11) Adapt to the audience in a visual and verbal way, creating a common ground through the use of inclusive language and the formulation of rhetorical questions, building interest, adapting the level of public understanding and developing our adaptive strategy based on feedback we are contributing. The mechanisms of self-esteem protection mean that everything that is not understood generates rejection, so one of the worst mistakes we can make in communication is that our interest in personal brilliance prevails over that of the true protagonists of our presentation, the recipients of our message. 

Remember: prepare an energetic and impressive start and prepare an ending that takes up that beginning and gives strength to the memory of the message you have transmitted!