Often a story can be based upon two of the four reasons for laughing.

1.    Man’s inhumanity to man.
2.    A natural target.
3.    The unexpected.
4.    Sex.

This increases its effectiveness.

To illustrate: “At one of our sales meetings, a fellow flinched every time an automobile horn was sounded on the street. He jumped so much that he disturbed the other salesmen. So we stopped the meeting and asked him for an explanation.

“He said, ‘A few days ago, my wife ran away with our chauffeur. Every time I hear an automobile horn, I’m afraid it’s that chauffeur bringing her back!’”

There’s a double sock there. First, the unexpected is spoken. Then there’s man’s inhumanity to man. The audience laughs because the fellow might get his wife back when he obviously wishes she would “drop dead.”

Analyze the basis for humor in each story before telling it. If it has two platforms for laugh-getting, tell it in such a way that you fully capitalize on both foundations.

HOW TO HANDLE THE PUNCH LINE

The final sentence or phrase of a joke is referred to as the “punch line.” It’s the part that prompts the audience to laugh.

Be very sure that your punch line is worded correctly. The audience must understand its relationship to your build-up, other¬wise there’s no punch.

For instance, at a sales meeting a speaker told of: “A farmer was passing an insane asylum with a wagon load of fertilizer. An inmate called out, ‘Hey! Where are you going with that fertilizer?’

“The farmer replied, To put it on my strawberries.’  ” That’s funny,’ said the inmate. 1 put sugar and cream on mine.’”

The speaker got a laugh, but it could have been better. His punch line should have been more closely related to the build-up. For example, he could have “pulled the string” with: “That’s funny,” said the inmate. “I put sugar and cream on mine, and they’ve got me in the nut house!”

The improved phrasing more clearly points up the insanity angle. It doubles the laughter! Why?

Because of man’s inhumanity to man. The inmate thinks he’s smarter than the farmer but that he’s in the insane asylum in spite of it. The improved phrasing brings this out more strongly.

The main point here: Build-up makes way for the punch line, gets the audience ready for it. Naturally, the build-up should establish the basis for the laugh—inhumanity, natural target, the unexpected, or sex. But the punch line should bear out this basis. Unless there’s strong relationship between the build-up and the punch line, the story loses much of its sock.

Sales Meeting Information

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Poor talks have done more to ruin sales meetings than any other one thing. While you can minimize the amount of speaking and number of speeches, some talking is always necessary.

In every possible instance, get the speakers to use the five-step plan in organizing their material. Their talks will be more interesting and effective.

Result: Your sales meeting will undoubtedly be improved.

HOW TO ORGANIZE A SPEECH

- Collect Material for the Talk
- Decide Upon the Point
- Determine Whether the Point Is Appropriate
- Develop Examples—The Meat of the Talk
- Restate the Point, Making a Plea for Action
- Work Up an Interest-getter

Sales Meeting

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A public speaking teacher said, “A few people like to show off before the boss. But most speakers are apprehensive if the boss is present. Even I feel less sure of myself if the president of the college is in the audience when I’m making a speech. So don’t play up the presence of company officials. It makes your speaker less sure of himself.”

Give a pep-talk prior to the meeting. Rendezvous with all speakers shortly before kick-off time, to answer any last minute questions. Inspire them by telling briefly of over-all plans. Let them know there’ll be a sequence of subject matter. Tell them a variety of events will be staged. Assure them there’s no duplication of material. Then close on an encouraging note. “Let’s top all previous meetings. We can do it—let’s go get ‘em!”

“I’m no Knute Rockne,” said a Monroe, North Carolina sales leader. “But my pep talks inspire confidence, if nothing else. Give ‘em a try. You’ll be glad you did.”

Make speakers take a few deep breaths. Deep breathing relaxes the respiration system and reduces tension in the right places.  While a “pro” is being introduced, watch him closely.  You’ll see him breathe deeply three or four times before taking the stand.

This reduces symptoms of fear, which, in turn, reduces fear itself.  A speaker from Kansas City does push-ups before taking the stand!  “They relax me,” he said. “I get behind a screen and do a few push-ups. As someone once quipped, ‘Don’t knock it if you haven’t tried it!’”

Let speakers do a solo. They can’t feel comfortable when you seat people behind them while they are speaking.  It’s bad enough to seat people on either side.  A St. Paul merchant said, “When people are sitting behind me, I become conscious of them. I try to look at them from time to time. When I do, I lose contact with the rest of the audience.  It’s no good!”  If at all possible, put the total audience in one place.  Any speaker will be less apprehensive. He’ll be more capable, too.

Bring speakers on with a bang.  See that they are introduced in an enthusiastic way. Let everyone know they are a great person. Explain why they are qualified to handle the subject. This gives them that last-second certainty. Also, the emcee should wait for the speaker to reach
the stand.

A handshake and verbal pat on the back are encouraging. “I’ll never forget the moment I got up to speak,” reported the owner of a greeting card company. “The emcee gave me that last moment boost that I needed. He acted as if the sales meeting would finally be a success now that I was about to speak. It helped!”

Sales Meeting Planning

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Check the need for “refinders.” Occasionally the speaker will leave his notes for a few minutes. He may walk to the chalkboard, or step aside for a demonstration. Any such break in the routine throws him off pace. When he returns to the lectern, he finds it difficult to resume the use of notes and takes several seconds to find the proper place. This delay is embarrassing and causes him to lose poise. To avoid this, advise him to use “refinders.” That is, have him mark his notes so he can readily find his place again. A star in the margin of his notes will do the job.
Then he won’t lose time and confidence after each departure.

Have the speaker get the feel of the rostrum. Anyone not familiar with the speakers’ stand should visit it before the meeting. They can determine how to handle their notes, can see if they’ll stay in place.  They get an idea of how the room looks from the platform.  They can
visualize the audience. Then, when they jump up to make their talk, they are acquainted with the surroundings and much more sure of themselves.  As a consequence, they will have less fear.

“This has done more to help me than anything else,” a Wichita man declared.  “I realize now I had been afraid of the speakers’ stand. I didn’t want to visit the stand . . . not even before the meeting. But now I have no fear at all.”

Sales Meeting Tips

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2.    Ask well in advance. This gives them time to get used to the idea. It also enables him or her to research the subject, to organize material, and to practice delivery. These things make for self-confidence and self-assurance. “Before making my first speech, I had six weeks’ notice.  This helped, because I not only had time to get used to the idea, but I had time to get help from several friends.” These words come from a farm implement dealer who is now an accomplished speaker.

3.    Recommend appropriate visuals and other aids. If the speaker is a salesperson, he’s busy keeping “the body in front of the prospect.” He has little time for planning ways of spicing his
speech. Suggest visual and other aids. Help him integrate some good props. Then watch his confidence grow. A magazine crew manager said, “I always feel better if I have one or two good things to show during my talk. I know the audience will at least like that part of my talk.”

4.    Show confidence in her material. Having received an outline of her talk, acknowledge it with enthusiasm. Assure her she will cover the points of greatest need and interest. Tell her the  talk will be quite favorably received. “After the boss said he liked my material, I figured everyone would,” confessed a dealer of auto parts. “This made me much more willing to take the
stand at our last sales meeting.”

5.    Offer to get his notes typed. Typewritten words can be read more easily. Use large type.  “Nothing is worse than notes that are difficult to read.  Notes written in pencil are usually quite difficult to read under the light on the speakers’ stand. Use typewritten notes.” These
are the words of an experienced lecturer. Do not hyphenate a word, completing it on the next line. This makes the use of notes more obvious. The same can be said of a sentence that starts at
the bottom of one page and ends at the top of the next.

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There’s also more reason to help if the speaker has an extremely important subject. The length of his talk is a factor, too. The longer the talk, the more chance that he will bog down.

Another consideration is the amount of help he’s willing to accept. A few speakers know it all — or think they do. They’ll accept little help. Others will listen to your suggestions but forget them the moment the meeting begins. Trying to help such fellows is a waste of time. Expend your energy on those who will accept direction.

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