What makes public speaking still relevant in an age of electronic communication?
That’s a great question, particularly since people will be reading this rather than hearing me give a speech. We live in a time of increasing demands for our attention, being bombarded by messages in all sorts of ways, whether Facebook and twitter, videos, texts, ads, podcasts, television and radio. A study done in 2008 indicated we are receiving anywhere from 3000-8000 messages a day. And I would venture the number has gone up since then. So each of our messages is competing for that attention, so the chances that ours gets noticed is already diminished, and the amount of time the receiver gets to focus on it is probably quite slim. The reader may have several windows open on their device and be bouncing between messages. And even if they get your message, they are receiving only a sliver of you. Contrast that with a well-delivered public speaking engagement. People are focused on you and your message for a significant amount of time. They experience you in a more complete way, sensing your authenticity and building that ‘know, like and trust factor’ right away. The people apt to become your clients are more fully engaged and you can get them to take action quicker. A speaking engagement can result in thousands of dollars of new revenue.
What makes a great speaker?
A passion for sharing something that matters to both the speaker and to the people with whom she or he wants to share it is a key component. Starting there, it becomes a matter of being able to craft a speech in ways that grab an audience’s attention and maintains it. Then comes the power and impact of a strong presentation, where things such as your energy, posture and stage presence underscore an audience’s confidence in you and your message. It all combines to create a powerful connection.
What are some things people do wrong when they start to speak?
I find that many speakers start off the speech making it somewhat about themselves. The audience is there to get ideas on how to solve an issue that’s important to them, so when a speaker starts off a speech saying, “I’m so happy to be here today,” and repeats his or her name and a laundry list of experience and qualifications, the audience’s minds are left to drift a bit — since the speaker isn’t talking about them and their issue. Making the opening about yourself is one big mistake. Another is failing to have a specific call to action at the end of the speech, so people clearly know what they can do next. You want to get that decision on the spot, not something for them to think about after they’ve left the room.
What role does creativity play in speaking?
I’m glad you asked that, because business is an art and speaking is one of the creative ways we can make our message connect better. It’s important to find fresh ways to call people’s attention to things they may have heard over and over. It’s very rare that the information you share is something the audience has never heard – take the idea of a nutritionist talking about healthy eating; most of the audience has heard over and over about eating more greens, less red meat etc. Yet most people are still following their old habits. It’s not more information that will make them change, it’s a creative approach that will help them see the impact of their choices, the benefits of making a change and the reason they want to do it now. Sharing stories and unique ways to explore possibilities will go a long way to make that happen.
What about fear of public speaking? What can people do if they’re faced with it?
That could be a blog post all its own. What I do say is that there isn’t a one-size-fits-all bandaid since fear has many levels and sources. There are tools around mindset, such as reframing the speech as a gift exchange to take away the energy of thinking you have to convince people. Preparation can help, such as creating a visual roadmap of your speech so you don’t forget your points. Even things like better breathing can make a difference.
What are three quick tips people can apply to make speaking work better for them?
Just three? If I had to choose I would say:
- Know your audience and also the reason they are there to hear you speak: with what issue are they struggling?
- Memorize the opening 1-2 minutes of your speech so the audience’s first impression of you is that you know your stuff well.
- Have tangible and measurable goals for every speech you give.
John is the founder and CEO of Speak Louder Than Words. He works with purposeful, committed business leaders who have a bigger vision of changing lives but who struggle when they’re called to speak and share their value with others. He combines a theatre directing background with business acumen to help these leaders succeed. You can see more about John at http://tinyurl.com/aboutjohnr, and at www.SpeakLouderThanWords.com. He invites you to follow his business page on Facebook at www.facebook.com/SpeakLTW and tweet with him at @SpeakLTW.
