Making the Most of Speech Openings
Speech openings can diminish or strengthen a speaker's connection with the audience. In the category of those that diminish the connection, you'll find the phrase, "Hello everyone... That's because the phrase makes members of the audience feel that they're part of a monolithic mass, while all of us think of ourselves as unique individuals. Opening with "Hello everyone.." may be common, but it may not be smart.
When you address a group this way, it implies you see a featureless group, rather than a gathering of individuals. "Hello everyone..." and "Thanks everyone..." and their variations depersonalize the audience. For those of us in the audience, it seems to suggest you're speaking past us, to some unknown at the back of the venue.
The same audience response is true, to some extent, of the phrase "Ladies and gentlemen" although its long history implies formalism rather than depersonalization.
You might well object, though, that many speakers and entertainers use the speech opening phrase, "Ladies and gentlemen...". And, you'd be right. They do. For example, comedian and talk-show host David Letterman often uses the phrase as he launches into a joke or anecdote. In that case, the phrase is likely not a bad habit; it's probably done intentionally. By using "Ladies and gentlemen..." he adopts a formalism that contrasts very effectively with his off-the-wall style of humor. The contrast between the two makes the jokes more enjoyable.
Similarly, some very good public speakers also use this speech opening intentionally. Once more, the idea is to sound formal, but now it's used to provide emphasis, rather than contrast. Prefacing a key point with the "Ladies and gentlemen..." orally underlines the words to come, and gives them greater emphasis than the other words.
Finally, some speakers and entertainers use the phrase unintentionally, through habit or misguided advice. They haven't enjoyed good, detailed critiques that would expose the usage.
While I can find reasons to use "Ladies and gentlemen..." I can't find one for "Hello everyone..." or "Thanks everyone..." Both speech openings depersonalize the audience, which lessens the effectiveness of a speech or presentation.
And what, you might ask, should we do instead? Whether the setting is formal or informal, start by thinking of the audience as a collection of individual, and remind yourself that each person wants to be addressed personally. Keep in mind that old marketing acronym, WIIFM, "What's in it for me?" It's a way of reminding ourselves that every individual in an audience has his or her own wants and needs, starting with recognition of their existence.
And, that can be done quite simply. If you say simply "Hello..." rather than "Hello everyone..." you've made it possible for each person in the audience to assume the greeting is meant for them personally. The same applies to "Thank you..." and other usages.
I also find it works well if you pause after saying a simple "Hello" and then make eye contact with a number of people in the audience. You don't have to make contact with everyone, but at least a few.
Wrapping up our exploration of speech openings and audience responses, never speak to the group as if were an undifferentiated group; always address it as a collection of individuals. Bottom line: avoid both "Ladies and gentlemen..." and "Hello everyone..." (and similar speech opening variations) unless you have good and specific reasons.
About the Author
Robert F. Abbott, who wrote the booklet Communication Flows in Organizations, has written hundreds of business communication articles. To read more of his free speaking tips articles go to http://www.communicate-with-confidence.com/speaking-tips.html .
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