You only have a matter of minutes to establish confidence, creditability and a sense of authenticity. If you can’t, you are in big trouble. Convincing an audience takes skill, accuracy and power – just like spitting watermelon seeds. Let the world champion seed spitter help you create content that convinces an audience.

Behold the noble watermelon, big brother of the cucumber and beloved summer fruit … well, vegetable, kind of. Even though it’s the Oklahoma state vegetable, there’s a lot of confusion over what it is, involving Latin terms you can’t pronounce. So, for the sake of this article, we will call it a – fregetable.

Every year, melon marksmen line up to compete for the World Championship of Watermelon Seed Spittin’. Please note that the “g” is silent for no apparent reason. That brings us to convincing an audience. Just like in Spittin’, there are things that should be silent – and here’s the reason.

You Gotta Believe

As obvious as it seems, to convince people, they have to believe you. Everything starts with a few basic seeds.

•  What you want them to accept, believe and do.

•  What they already know and believe.

•  How acceptable what you want is or isn’t.

•  What kind of information it will take make them believe.

•  Then offer the least amount of information they need to do what you want them to do.

Shoving It Down

Okay, you are creating content, marketing or communication. The natural tendency is to gather your facts, line them up and fire them like a machine gun at the audience. Sounds like a solid strategy … but you’re forgetting watermelons.

Watermelon is cold, sweet, juicy and totally delicious. But you eat it in slices. Just like your content, marketing or communication, no one should have to swallow the whole melon at one time. Remember: it’s too much of a good thing. The same idea applies to facts and data.

Data isn’t a club. It isn’t the blunt object of agreement.

When people are insecure about their message and content, they over-document in hope of making an audience agree. Too much explanation can kill the presentation and actually encourage disagreement. Of course, it depends on the audience, but in most cases people don’t need the back-story, how you developed the data, references of the people involved, or deep documentation. Just look at how much “OxiClean” TV pitchman Billy Mays sold with a 10-second demo and a catch phrase.

When you develop content remember what we talked about in, Great Content is Like Cooking Collard Greens. If 95% of the audience doesn’t need some content, don’t give it to them.

Minimum Data & Maximum Proof

Data isn’t always proof. Since it can be “sliced & diced” in countless ways you may find that audiences, consumers and end-users are instantly skeptical. Then it becomes an arm-wrestling contest of my “data is better than your data.” If you need an example, just look at political polls.

Proof is an endorsement, situation or fact that erases all doubt. Proof provides a reference and a comparison that makes you more believable and convincing. One ounce of proof is worth a ton of data.

Be specific. Make a statement and then back it up with some neutral, impartial proof – and you’re done. Then move on.

Spittin for the Record

According to the Guinness Book of Records, the World Record Watermelon Seed Spit is 68 feet, 9 1/8 inches. I don’t mind telling you, that’s a long way to spit anything! The record was set in 1989 by Lee Wheelis of Luling, Texas. Let’s see how his tips for seed-spitting apply to creating and delivering content that convince an audience.

Eyeball the target

You don’t spit the seed, run like mad and reposition the target in hopes of hitting the bull’s-eye. You engage the audience first. Find some common ground where you already agree. Look for an issue, problem or even some positive experience you share. You want to have a firm footing before you spit.

Don’t spit into the wind

What’s easier, pushing against existing beliefs and opinions in hopes of wearing the audience down … or providing some objective information that’s backed by reasonable proof and let people change their minds? If you’re battling a headwind of negative beliefs, just pick up your melons and go home.

Select your seeds carefully

Don’t try to make people swallow the whole melon. Chose your points carefully based on the results you need. Start with small agreements and then build. If you can establish just enough reasonable doubt that the audience starts to reconsider their beliefs – you hit the target!

Turn the seed in the right direction

You can’t spit a seed sideways – it’s both illogical and darned uncomfortable. Do the same thing with your content. Small bits, little slices of information that’s presented from the audience’s perspective. Offer the least amount of information they need to do what you want them to do. Then stop.

Spit it out

Don’t talk too much or too long. When you have to convince an audience or change beliefs don’t be fancy. Use simple language and easy to understand concepts. Stories, short examples and solid proof get the job done. Don’t try to be entertaining or humorous. The goal is to be clear, short and easy to understand. Get Up – Speak Up – Shut Up!

Don’t Expect a Record On the First Shot

In World Champion Spittin’, you get more than one shot. You want to make every one count, but you don’t want to get disqualified.

1. Build links between what you want the audience to want, believe and do … and what the audience desires, needs and is willing to do. People and companies are actually selfish. So you aren’t really changing their minds as much as you are making a connection to their wants and desires.

2. Be credible first, believable second and convincing third.

3. Be patient, positive and persistent. Change one mind at a time. Persuade one decision-maker or consumer. And, don’t expect to spit 68 feet on the first try.

Convincing an audience is like spitting watermelon seeds. Just remember the watermelon is a “fregetable.” So, use watermelon spitting as your guide, convince the audience and be un-fregetable.

Sorry … I just couldn’t resist.

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