Written by: Vickie Sullivan | March 12, 2020
How to Make Your Speech Go Viral
I had a profound experience late last year. I still can’t get it out of my mind, so of course I’m going to drill down on it here.
Eve Ensler’s speech “The Profound Power of an Authentic Apology” at TEDWomen hit me hard. The specificity of her four-point plan can heal so many situations, even those outside the Me-Too movement. I thought of the apologies I need to make.
She also used a technique that we can all apply. Her statement, “For 30 years, I’ve called men out; now I’m calling men in,” is what insiders call a money line, a buzzworthy phrase that gets repeated everywhere.
Money lines are potent. Let’s drill down on the strategy behind this statement and look at why this line works:
• It defines her prominence. Instead of casting herself as a famous author and playwright (the introduction did that), Ensler focused on the underlying theme of all her work. This is a great technique for your bio story, as well. She focuses on the impact, not the role.
• It shows what’s next. Ensler also signaled a shift in what comes next. Money lines are an effective way to set up a big change ahead. They’re a great segue for folks who have momentum and want to keep it. Why this works: It builds anticipation. The audience leans forward with “what is she going to do next?”
Listen: Two Ingredients Every Money Line Has
Many professional speakers work on their stories, their main points. That’s a great plan, but it’s just a start. After that, you must work on the money lines. Those bon mots are the difference between a great speech in the moment and a defining speech that gets remembered.
Now Read This: