presentation,  the  following  six  tips  will  help  you improve  the  goodwill  speech: 1. Present  new  information.  Your  audience, especially in areas where military installations have existed for some time, may be familiar with general information  concerning  your  command.  Develop material that has inherent interest; make your audience feel  they  are  getting  firsthand  information. 2.  Show   the   relationship   between   your command  and  the  audience.  To  achieve  strong audience  interest,  you  must  try  to  relate  the  goals, aspirations and objectives of your command to those of your  audience.  Seek  to  illustrate  that  what  your command  does  is  important  to  the  lives  of  the individuals in your audience. 3. Avoid definite requests for approval.  You must remember your objective is to “soft sell” the command. You  should  avoid  appearing  as  a  “barnstorming” salesman  trying  to  pressure  your  audience  into appreciating your command. The approval you seek must come from the audience’s recognition of the value of your command based on the material you present. 4. Offer some type of service. Whenever  possible, try to offer a service to your audience as a means of reinforcing  the  bonds  between  your  command  and  the civilian community. Types of services you might offer include  the  following: l l l l 5. Visits to the command Informal  brochures Offers to join in a civic campaign or endeavor Offers  to  provide  additional  speakers  for  future programs Be  informal  and  sincere.  In  presenting  a goodwill speech, the speaker must project sincerity and enthusiasm  while  displaying  modesty  and  tolerance.  He must avoid giving the impression that he is preaching or lecturing to the audience. The speaker must seek to establish a slightly informal air without suggesting a disorganized presentation. He should always use an extempaneous delivery in the goodwill speech, since this type of delivery permits the speaker to establish the best rapport. The extemporaneous delivery method will be explained later in this chapter. 6. Reinforce  goodwill.  Very frequently, a speaker will be invited to follow his presentation with a question and answer period or a social hour. It is important in these  after-speech  contacts  that  the  speaker  reinforces the goodwill he has developed by continuing to display good humor, tolerance, sincerity, controlled enthusiasm and  modesty. SPEECHES TO STIMULATE When a speech is given to stimulate, you want your audience to be inspired to the point of enthusiasm, or to feel awe, respect or devotion. Speeches commemorating events, such as Independence Day, Memorial Day or Armed Forces Day, usually have stimulation as their general  purpose. SPEECHES TO CONVINCE When the general purpose of a talk is to convince, you  attempt  to  influence  the  beliefs  or  intellectual attitudes  of  your  audience  with  evidence.  Political speakers  urge  belief  in  their  party’s  policies, philosophers attempt to convince people of the validity of their ideas and advertisers strive to convince their listeners of the superiority of certain products. SPEECHES TO ACTUATE The purpose of a talk designed to actuate is to solicit some  definite,  observable  action  by  your  audience  at  a specific  time.  The  fine  line  between  a  talk  to  convince and a talk to actuate stems from the fact that the talk to convince only attempts to change the mental processes of the audience, while the talk to actuate requires some definite   action   above   these   mental   processes.   A politician who asks you to go out and vote “yes” or “no” on a certain issue is an example of a speaker who is speaking  to  actuate.  Navy  recruiters,  for  example, attempt  to  actuate  people  to  join  the  Navy. SPEECHES TO ENTERTAIN A  speech  to  entertain  merely  requires  that  the audience   enjoy   themselves.   The   purpose   most after-dinner speakers have is to entertain with the use of colorful and interesting anecdotes. SPEECHES TO INFORM The object of a talk designated to inform is to teach and provide your audience with an understanding of your subject by increasing or widening their knowledge of the subject. Teachers lecture primarily to inform, plant supervisors show their workers how a certain piece of  equipment  operates  by  informing,  and,  most important  to  you,  officers  in  command  keep  their  men 6-3