Here’s a great post recently featured on Freshly Pressed, from Nancy Duarte:
The number one thing, I think, is to be audience-centric…Develop all your material from a place of empathy toward them. You’re asking them to adopt your idea, which means they may have to abandon a belief they hold as true — and that’s hard. So, know your audience — take a walk in their shoes. What keeps them up at night? How are they wired to resist your message?
Understand your role in the presentation…that of a mentor — you should be giving the audience a magical gift or a special tool, or helping them get unstuck in some way. You have to defer to your audience. When you put your idea out there for an audience to contend with — if they reject your idea, your idea will die. You have to think of it as, “The speaker needs the audience more than the audience needs the speaker.”
And then the third thing — wrap your content in story.
I recently gave a speech to 200 people, the largest I’ve had so far, students of retail at the University of Minnesota, in Minneapolis, and about 20 retailers. It went very well, and I stayed an additional 90 minutes to talk to students, sign books and answer more questions. They were folding up the tables and chairs by the time we were done.
If you’re curious, here’s the link; I’m not suggesting I was great! It’s 1 hour and 22 minutes, the final 22 minutes are Q and A.
In the past two years since Malled was published, I’ve done a lot of public speaking: at public libraries, to college students, to retailers at conferences.
Do I get nervous? Speaking to a group of regular folks at a local library? No. To a room filled with fairly senior executives from major retailers, (some of whom I hope will hire me to address their own companies or conferences), who have paid me well to be there, yes.
Especially if it’s being videotaped!
But if you really want to sell books, you also have to be consistently public, visible, audible and articulate, even if we don’t know how to structure a speech or presentation. We may not own the right clothes or haircut or haircolor or glasses or manicure. We may have a horrible voice or stutter or pure stage fright. We often earn a small fraction of the incomes of those listening to us, who assume (wrongly) we must be making good money because (hah!) we have been interviewed on NPR or CBS and our books are in stores.
In 2011, I hired a speaking coach, DC-based Christine Clapp, who taught me how to structure a speech and get calm before delivering it; I did this the day before I did an hour, live, with call-ins, on The Diane Rehm Show, which has two million listeners and is NPR’s largest show. This is a link to the audio.
“Be emotionally naked,” Clapp advised.
I’ve watched many experienced speakers at conferences and some are awful, no matter how much they got paid. They use PowerPoint (zzzzzzz), they use slides and video (unless their content is visual, why?), they drone onandonandon, they say really boring shit and some wear all black in some tired attempt to look edgy and cool.
One, who is very famous and should know better, strode onto a Manhattan stage in 2010 carrying a rubber chicken and wearing an overcoat.
I stand still. I use some notes and no visual aids.
(Obviously, some of these tips are not useful if your presentation is purely academic, scientific or technical.)
– Are the references you’re making going to be familiar with your audience? I learned this the hard way when I referred to an airline, (an example of amazing customer service, Open Skies) to an audience of American business executives, forgetting that an airline with only one route (NY-Paris) wasn’t something many of them would know.
– Remember how differently others feel about some issues. I learned this the hard way with the same audience, telling them, proudly, how a former customer had asked me for referral to a therapist (everyone goes to therapists in NY!), which provoked guffaws from brawny macho Midwesterners. In Minnesota, knowing this is a NY thing, I prefaced that same story with a local reference, and it worked fine.
– Read the news, up until minutes or hours before you speak, to allow for including something timely and relevant to your subject.
– Humor is tough. If it’s safe enough to not offend anyone, it’s probably really dull.
– Dress stylishly. If you’re sitting behind a table or standing at a podium, people only see you from the waist or chest up. If you’re female, get a blow-out so your hair looks fab and you feel fully confident. No jewelry that clanks or might flash distractingly under bright lights.
– Make sure you have a watch or cellphone with you on the podium. Some podiums have a built-in timer, others do not. Do not lose track of time!
– Chill out, alone, for at least an hour before your presentation. Don’t waste your time and energy on anything but your sole reason for being there. Presenting well requires a lot of emotional, physical and intellectual energy.
– Always make sure you have 20-30 minutes for audience comments and questions.
– Anticipate questions and prepare your answers.
– Write out your remarks. Practice! Time it carefully so you don’t run out of time, or run out of things to say.
– If someone asks you a really tough or challenging question, stay cool. Take a breath, smile, say: “I’m glad you asked that question.” It shows you’re confident, not rattled, ready to answer thoughtfully. The audience is watching you handle yourself and your questioners.
– Always have water at hand, in a glass or cup, with no ice. Slugging from a water bottle looks tacky, and ice will slide into your face and make you look like a wet fool. I once completely lost the ability to speak, in front of a room full of people paying to be there. I had to wait for someone to run and bring me a cup of tea. Not good!
– No dairy products (milk, cheese) or hot/cold drinks beforehand. They’ll screw up your speaking voice.
– No matter how nervous you are, eat a small high-protein meal beforehand to fuel you through.
Do you do public speaking?
How’s it working for you?
Who’s the best — or worst — public speaker you’ve ever heard?