THE ART OF PUBLIC SPEAKING. Dale Carnegie

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      Force is both a cause and an effect. Inner force, which must precede outer force, is a combination of four elements, acting progressively. First of all, force arises from conviction. You must be convinced of the truth, or the importance, or the meaning, of what you are about to say before you can give it forceful delivery. It must lay strong hold upon your convictions before it can grip your audience. Conviction convinces.

      The Saturday Evening Post in an article on "England's T.R."—Winston Spencer Churchill—attributed much of Churchill's and Roosevelt's public platform success to their forceful delivery. No matter what is in hand, these men make themselves believe for the time being that that one thing is the most important on earth. Hence they speak to their audiences in a Do-this-or-you-PERISH manner.

      That kind of speaking wins, and it is that virile, strenuous, aggressive attitude which both distinguishes and maintains the platform careers of our greatest leaders.

      But let us look a little closer at the origins of inner force. How does conviction affect the man who feels it? We have answered the inquiry in the very question itself—he feels it: Conviction produces emotional tension. Study the pictures of Theodore Roosevelt and of Billy Sunday in action—action is the word. Note the tension of their jaw muscles, the taut lines of sinews in their entire bodies when reaching a climax of force. Moral and physical force are alike in being both preceded and accompanied by in-tens-ity—tension—tightness of the cords of power.

      It is this tautness of the bow-string, this knotting of the muscles, this contraction before the spring, that makes an audience feel—almost see—the reserve power in a speaker. In some really wonderful way it is more what a speaker does not say and do that reveals the dynamo within. Anything may come from such stored-up force once it is let loose; and that keeps an audience alert, hanging on the lips of a speaker for his next word. After all, it is all a question of manhood, for a stuffed doll has neither convictions nor emotional tension. If you are upholstered with sawdust, keep off the platform, for your own speech will puncture you.

      Growing out of this conviction-tension comes resolve to make the audience share that conviction-tension. Purpose is the backbone of force; without it speech is flabby—it may glitter, but it is the iridescence of the spineless jellyfish. You must hold fast to your resolve if you would hold fast to your audience.

      Finally, all this conviction-tension-purpose is lifeless and useless unless it results in propulsion. You remember how Young in his wonderful "Night Thoughts" delineates the man who

      Pushes his prudent purpose to resolve,

       Resolves, and re-resolves, and dies the same.

      Let not your force "die a-borning,"—bring it to full life in its conviction, emotional tension, resolve, and propulsive power.

      Can Force be Acquired?

      Yes, if the acquirer has any such capacities as we have just outlined. How to acquire this vital factor is suggested in its very analysis: Live with your subject until you are convinced of its importance.

      If your message does not of itself arouse you to tension, PULL yourself together. When a man faces the necessity of leaping across a crevasse he does not wait for inspiration, he wills his muscles into tensity for the spring—it is not without purpose that our English language uses the same word to depict a mighty though delicate steel contrivance and a quick leap through the air. Then resolve—and let it all end in actual punch.

      This truth is worth reiteration: The man within is the final factor. He must supply the fuel. The audience, or even the man himself, may add the match—it matters little which, only so that there be fire. However skillfully your engine is constructed, however well it works, you will have no force if the fire has gone out under the boiler. It matters little how well you have mastered poise, pause, modulation, and tempo, if your speech lacks fire it is dead. Neither a dead engine nor a dead speech will move anybody.

      Four factors of force are measurably within your control, and in that far may be acquired: ideas, feeling about the subject, wording, and delivery. Each of these is more or less fully discussed in this volume, except wording, which really requires a fuller rhetorical study than can here be ventured. It is, however, of the utmost importance that you should be aware of precisely how wording bears upon force in a sentence. Study "The Working Principles of Rhetoric," by John Franklin Genung, or the rhetorical treatises of Adams Sherman Hill, of Charles Sears Baldwin, or any others whose names may easily be learned from any teacher.

      Here are a few suggestions on the use of words to attain force:

      Choice of Words PLAIN words are more forceful than words less commonly used—juggle has more vigor than prestidigitate. SHORT words are stronger than long words—end has more directness than terminate. SAXON words are usually more forceful than Latinistic words—for force, use wars against rather than militate against. SPECIFIC words are stronger than general words—pressman is more definite than printer. CONNOTATIVE words, those that suggest more than they say, have more power than ordinary words—"She let herself be married" expresses more than "She married." EPITHETS, figuratively descriptive words, are more effective than direct names—"Go tell that old fox," has more "punch" than "Go tell that sly fellow." ONOMATOPOETIC words, words that convey the sense by the sound, are more powerful than other words—crash is more effective than cataclysm.

      Arrangement of words Cut out modifiers. Cut out connectives. Begin with words that demand attention. "End with words that deserve distinction," says Prof. Barrett Wendell. Set strong ideas over against weaker ones, so as to gain strength by the contrast. Avoid elaborate sentence structure—short sentences are stronger than long ones. Cut out every useless word, so as to give prominence to the really important ones. Let each sentence be a condensed battering ram, swinging to its final blow on the attention. A familiar, homely idiom, if not worn by much use, is more effective than a highly formal, scholarly expression. Consider well the relative value of different positions in the sentence so that you may give the prominent place to ideas you wish to emphasize.

      "But," says someone, "is it not more honest to depend the inherent interest in a subject, its native truth, clearness and sincerity of presentation, and beauty of utterance, to win your audience? Why not charm men instead of capturing them by assault?"

      Why Use Force?

      There is much truth in such an appeal, but not all the truth. Clearness, persuasion, beauty, simple statement of truth, are all essential—indeed, they are all definite parts of a forceful presentment of a subject, without being the only parts. Strong meat may not be as attractive as ices, but all depends on the appetite and the stage of the meal.

      You can not deliver an aggressive message with caressing little strokes. No! Jab it in with hard, swift solar plexus punches. You cannot strike fire from flint or from an audience with love taps. Say to a crowded theatre in a lackadaisical manner: "It seems to me that the house is on fire," and your announcement may be greeted with a laugh. If you flash out the words: "The house's on fire!" they will crush one another in getting to the exits.

      The spirit and the language of force are definite with conviction. No immortal speech in literature contains such expressions as "it seems to me," "I should judge," "in my opinion," "I suppose," "perhaps it is true." The speeches that will live have been delivered by men ablaze with the courage of their convictions, who СКАЧАТЬ