This month’s Influencers from Around the World post
comes from Yago De Marta. Yago has been a
guest blogger at Influence PEOPLE since I started this series. Originally from
Spain, Yago now spends most of his time in Latin America working with clients
to help them speak more fluently and persuasively. To learn more about Yago
visit YagoDeMarta.com or connect with
him on Facebook, LinkedIn or Twitter.
Chief Influence Officer
Helping You Learn to Hear “Yes”.
weeks ago I met 50 of the most talented young boys and girls in Latin America.
They have accomplished their objective – to get the best qualifications of
their country. And now, they are called to be the next leaders of their
continent. There I was, I had to give a speech about what I would do if I were
them, how I would strive to capture an audience’s attention.
them, “Speak easy.”
them what happened to me five years ago, when I realized of the meaning of “the
Bolivia because I was working for the presidential campaign when I heard the
singer Julio Iglesias was in that country and his next concert would be in the
same city where I was staying. I felt very excited because Julio is the
greatest Spanish singer, and with more than 350 million CDs sold, he is one of
the best-selling artists in the world.
arrived at the concert the stadium was full of people! I could feel how eager the
crowd was as they waited for Julio Iglesias to sing his songs. He started the
concert singing the sound track of our lives. These were songs people had song
in their minds thousand of times before. The audience became excited, then
happy. They were listening to songs that they loved and they felt as if they were
comes “the crazy effect!” Julio started singing songs he first sang in the 1990s.
Those songs are in English so most people couldn´t understand the lyrics. Worst
of all, those songs were not hits in Latin America.
sang “Caruso,” and “To all the girls I’ve love before,” people stopped singing,
and some started to whistle (the equivalent of booing in America). Then he sang
the greatest artists in the world was “losing” the audience and I realized how
many times I’ve seen the same effect with businessmen. People forget that a speech
(or a concert) is not yours; the audience owns the speech.
say whatever you want. What you say must be:
and most of all,
speak about things that only your care about and don’t make it relevant for the
audience somehow, some way, you’re dead!
finished to give my speech on “The Crazy Effect” to these young, super talented
girls and boys, two guys stood up and told me they wouldn’t dumb down their speaking
just to be understood by more people. They were not meant to give people “what
they needed” because that’s what they call “populism.” In other words, their
speeches would not be about the audience, they would be about them (the
people don’t know really what they want, they only think they do. However,
reality is people need to live a moment that’s worth something to them. So they
need things that are interesting, important, beautiful or thrilling…to them. In
other words, they need to feel that the speech is “about them.”
talk about whatever you want but you have to be understandable, credible and
memorable. Whatever you are talking about you have to make sure it touches the
people because it has to be about them.