Just like you

Another way that speakers might build trust is to demonstrate that they are just like the audience.

This means demonstrating a similar social status, background, values, interests, way of speaking and dressing, and so on.

For example, this ad is for a high chair, but really it's selling IKEA in general.

How does this ad establish IKEA's character and show they are just like the audience? (Note that you might not be the target audience!)

Ikea-Proudly-Second-Best_Dining-Room

How does this ad try to show that the speaker is just like the audience?

IKEA is trying to be just like average middle-class parents.

The ad acknowledged that parenting is messy and often doesn't go to plan. You may or may not use the IKEA high chair you bought, you might not treat it well, and that doesn't matter because what's important is your relationship with your children.

Notice what the ad doesn't do: it doesn't try to present a glamorous, idealised view of parenting where everything is beautiful and harmonious. It's just a dad trying to feed his kid, who seems to have better things to do.

Here's another example. How does the wigmaker in this Instagram video show she is just like her 9-year-old client? (The top text is a caption and the bottom is a transcript.)

Lusta Hair Instagram Story

Watch the Instagram reel.

Holly: I’m super excited to find you some new hair! We’re going to go through a few things so we can find the perfect wig for you. How old are you, Macey?

Macey: 9.

Holly: I’ve been wearing wigs since a little bit before 9. I was about 6 or 7 when I started wearing wigs. Something that’s comfortable, natural, feels like you’re secure and won’t fall off, all the things. That sound like a good checklist?

Macey: Yes.

Holly: Sounds like all the things you want?

Macey: Yes.

Holly: Yeah, okay! Now I know you guys already did measurements for us but I’m going to double check them, is that okay?

Macey: Yep.

Holly: Alright, cool. I’m going to measure around here. Should we start with the lighter one?

Macey: Yeah.

Holly: Yeah? So I’ll line it up at the front here, there you go, you can facepalm that for me. Alright, you can have a look.

Macey: I love it!

Holly: What do you think?

Macey: It’s awesome. I love it.

Holly: It’s awesome? I think it looks so good on you.

Macey: I love it.

Holly: You love it? Obsessed. That looks so good.

Macey: So obsessed.

Holly: Yeah? You’re obsessed too?

Holly: When I’m putting mine on I will hold it by the side bits and use those to like pull it into place.

Lusta Children's Project—Macey(2024)

How does this video try to show that the speaker is just like the audience?

The speaker says she was 6 or 7 when she started wearing wigs (younger than Macey, her audience, who is 9).

And then she takes off her wig to show Macey that she is also bald.

If the speaker and audience have led very different lives, the commonality might be found in something like shared values.

This snippet is from a famous speech by Queen Elizabeth I, rallying English troops for a battle with the oncoming Spanish Armada. How does the Queen show she is just like her soldiers?

Let tyrants fear. I have always so behaved myself that, under God, I have placed my chiefest strength and safeguard in the loyal hearts and good-will of my subjects; and therefore I am come amongst you, as you see, at this time, not for my recreation and disport, but being resolved, in the midst and heat of the battle, to live and die amongst you all; to lay down for my God, and for my kingdom, and my people, my honour and my blood, even in the dust.

Tilbury speech(1588)

How does this speech try to show that the speaker is just like the audience?

Elizabeth is the Queen of England, so she is, in many ways, completely unlike the troops surrounding her.

However, she tries to get the audience to put all differences aside and focus on something they all want to believe they have in common: a willingness to die for the kingdom.

One way that Elizabeth demonstrates her willingness to die is by literally riding out on horseback to talk directly to the army, who could easily turn against her rather than be forced into a battle they could easily lose.

It's not only kings and queens who can appeal to common values.

How does this speech from Faith Bandler, an Australian civil rights activist, establish common ground with her audience?

So in the struggle to reconcile you said it’s about working together. That will mean lightening the burden of that terrible baggage that has to do with our differences. And in the short term, there’s a fair bit to do about it.

Many have worked with determination, at most times against tremendous odds, with the talk-back jockeys lined up against them, and those who are deliberately blinkered and our troubled relationships with them. They are chained in their stubbornness, but we are free, and if we need to go forward without them, then we must.

To the youth present, and the not so young, let me say this: this movement should be one wherein we should ask not what is in it for me, but what is in it for us.

Hope and Reconciliation Speech(1999)

Bandler acknowledges there are differences among the audience, but asks everyone to put those aside for the sake of working together and achieving something for the benefit of all in the community.

How does this speech try to show that the speaker is just like the audience?

You have a try. Using this image as inspiration, imagine a speaker is trying to establish themselves as just like the audience.

How might they do it? What would they say or how would they present themselves?

Chimp rags to riches 03

Using this image as inspiration, how might a speaker establish themselves as just like the audience? (3-5 sentences)

Persuasive levers 1: Character