The last paragraph had four you’s,
three yours, two you’res and one you’d.
That’s 10 YOU Factor words. Plus, just
one I. Of course, you can use “I,”
“I’m,” “me” and “mine,” but your
focus should be on your audience.
One cHange = 123 BOOkingS
The easiest and quickest way to tell
if you’re focused on your audience is
to count your use of pronouns. Are
you using mostly first-person pronouns,
or do you have a lot more of The
“Your goal probably isn’t a red wheelchair. You’ll most likely never need a
wheelchair. But your red wheelchair
could be making President’s Club
or earning the Eagle Award or outselling Bobby Giebelhausen.” (That
was a customized reference for that
After Berg implemented The YOU
Factor into his personal story, everything changed within a month. A California utility company president heard
his speech and was so impacted by it
that he booked Berg for 123 full-fee
speeches for his company at every location. That’s the kind of power you can
have when you connect your story to
your audience and make it about them,
not about you.
tr Y tHeSe tecHniqUeS
Here are two techniques that can dramatically impact how your story connects to your audience.
My personal story began this way:
Imagine being so shy you couldn’t
stand up in front of your high school
classmates to give an oral report.
Not only were you shy, you also had
very little self-confidence. You were
so shy you couldn’t even lead your
Sunday school class in silent prayer.
Yes, that was me until age 28!
You’ve told your personal story
without using I, making the story about
them, until the end. That’s when you
say it was you.
Or you can use “The I and You
Combination.” This is also part of my
personal story. See what you think.
Have you had a life-changing event
that is seared into your mind to this
day? Those moments never leave
you. In 1969, I had just been promoted to sales manager and had to
run my first sales meeting in Arizona. Do you remember the first
time you had to speak in front of a
group or had to conduct your first
“Follow The I Factor
with The YOU Factor
and you’ll connect
better with audiences.”
One of the best examples for incorporating more you pronouns comes
from the late Art Berg, CSP, CPAE. If
you’re new to NSA, you might only
know him because of the Art Berg
Grant. Berg was a friend and coaching
client who shared his personal story of
a tragic car crash that left him a quadriplegic confined to a wheelchair.
As a coaching client, Berg embraced
The YOU Factor, and it completely
changed his impact on his audiences.
One of his best stories was about his
goal to have a red wheelchair when he
was in rehab. (So what, and who
cares?) Once he understood The YOU
Factor, Berg immediately customized
and connected his material by saying,