Can You Hold an Audience’s Attention?

You probably don’t know who Max Martin is (without Googling). Don’t worry. Over the years, I’ve talked to hundreds of people about Max Martin, and I’ve never come across anyone who knows who he is. Although, if I were to ask you if you know who Taylor Swift, Ariana Grande, Britney Spears, Celine Dion, Kelly Clarkson, Avril Lavigne, Katy Perry, and Christina Aguilera are, you’d probably say “yes” to all. All the artists that I just mentioned, plus dozens and dozens more, Max Martin has written songs for. In fact, Max Martin has written more songs that have topped the charts in the last 25 years than any other person on the planet. But how could someone so unknown be so influential in the music business? It’s by design. He likes to write songs and be the person behind the music since he likes going out in public with his family (without a mob).

Regardless, when I stumbled upon Max Martin in a music book, I was blown away by how quickly he can write songs. I had to know if there was some type of framework for the songs he writes, and if so, could we utilize his system for speech writing? The answer to that question is a resounding yes! We can inject one major aspect of Max Martin’s songwriting framework into how we communicate a message with an audience. One of the major goals that Max Martin has while writing a song is for the chorus to play as quickly as possible. He understands that the overwhelming majority of people are exposed to a song for the first time behind a steering wheel, so he knows he has to hook you quickly (before you turn the dial). This way, if the chorus plays quicker, then by the second time it starts to play, you will be anticipating it, and he can get the song stuck in your head sooner. Martin relies on a catchy chorus to not only hook you as soon as possible but to keep you engaged throughout the duration of his songs. And even if you hate pop music, there is no denying that Max Martin is a genius for attracting people to the music he’s written.

So, what does this mean for you, and how you should present a message? When you are giving a presentation to an audience, you must figure out a way to hook that audience as quickly as possible. Once you pull their attention to you, then your goal is to keep their attention. Just like Max utilizes catchy hooks in his songs, there are many ways that you can hold an audience’s attention. Some of these include storytelling, voice fluctuation, changing pacing, humor, and properly utilizing the space you’re speaking in. If you continue to get better at these elements, you too will hook your audience and be able to have an impact. You don’t need to be famous to share your thoughts and hold an audience's attention; just ask Max Martin.