Charisma is one of those things that’s a bit hard to pin down. We know it when we see it. But too often we have fallen prey to the historical belief that it’s more nature than nurture. However, researchers John Antonakis, Marika Fenley, and Sue Liechti believe charisma can be learned. They published their findings and formula in the Harvard Business Review. Their research shows that when leaders and speakers were trained in 12 key charisma learning tactics (CLTs), their leadership rating rose by about 60%.
So what are these magical 12 CLT’s? Well, Antonakis and team identified 9 verbal tactics and 3 non-verbal tactics. Of the 12 CLTs the research team discovered, 75% of them had to do with what the leader says. This means the content of our speech continues to be the primary way in which we form opinions about someone’s ability to lead us. Today we will walk through the 9 verbal CLTs that help us demonstrate charisma. And we’ll address the 3 nonverbal CLTs in our blog on Wednesday.
1. Metaphors, similes, and analogies.
Use language that helps your listeners connect ideas with others. Find ways to connect what they do know to what they don’t know. Use phrases like, “it’s like…” or “it’s similar to when/how…”.
2. Stories and anecdotes.
We’ve long known that anyone who can tell a good narrative has a leg up on someone who can’t. Because stories are so fundamental and foundational to our human experience, those who can tell great stories capture not only the attention, but the hearts and minds of their listeners as well.
3. Contrasts.
We are drawn to contrast and opposition which makes it a powerful verbal tactic. Look for ways to illuminate what makes your position/message/product different from the rest. Speakers with charisma know how to highlight contrasts.
4. Rhetorical questions.
You can use rhetorical questions to engage your audience and to extend their thought process. It’s a continuation tactic. It leads your audience to keep thinking about your message even after it’s done.
5. Three-part lists.
While these can seem a bit elementary, the truth is we love an organized, three-part message. “Why three? Because most people can remember three things; three is sufficient to provide proof of a pattern, and three gives an impression of completeness.” It is easy to follow and easy to remember. That’s probably the reason this CLT has such staying power.
6. Expressions of moral conviction.
Charismatic leaders are skilled at reminding us both what is wrong and what is right. Quintilian says the ideal orator is a good person, speaking well. Ethics are an important part of charisma.
7. Reflection of the groups’ sentiments.
Charismatic leaders are able to give voice to the feelings of the people they represent. Ask yourself, how does my audience feel about this? And then seek to connect with your audience by showing you understanding their feelings.
8. Setting of high goals.
When you stand up to speak, you should set high goals for your audience. What is it that you are asking of them? How can you challenge and push them to be better?
9. Conveying confidence that those goals can be achieved.
This is just a fancy way of saying that charismatic leaders offer hope. Much like a parent or coach or teacher, communicate that you believe in the abilities of your audience to reach the high goals you’ve set.
While 9 of the 12 CLTs involve what we say, 3 CLTs that involved how we say them. On Wednesday, we’ll address the 3 nonverbal components of the formula for charisma. Until then, think about how you can use some of the 9 verbal CLTs in your next big presentation to be a more charismatic speaker.
Need help crafting charismatic content that will move your listeners? We’re here and happy to help.
