|
|
|
|
Excerpt from Chapter 8
Learn to Speak for Effect
Not Just for Facts
Brand It.
You can use a provocative stance and personality as a defining stamp. Or even introduce a signature element that becomes a trademark of your presentations. The President, at the State of the Union address, acknowledges everyday American heroes in the audience. It’s become a “branded” element of the State of the Union speech.
Whatever your personal style is, here are ten guidelines to observe for moving from good to great in presenting:
- Make a Strong Beginning. Your opening lines will make you or break you. So, begin with dramatic “news”, a tie-in with a contemporary event, or amusing story that will grab attention. (Kennedy surprised his audience when he began his talk at the Berlin Wall in German: “Ich bin ein Berliner!”) Don’t forget to walk in intentionally with stage presence so that you make a strong entrance. (Standing straight and evenly on both feet will go a long way to building presence.)
- Use Stories and For Instances. Bring your points to life through an anecdote, a “story,” or an example. People remember stories. That’s why parables and stories have been used throughout time. What is the best way to impact this audience emotionally with what you want to say? What is the best way to persuade them rationally? Weave in both as you develop your themes
- Use the Device of Threes. Develop three themes around a central point of view. Tell three stories. If you make too many points no one will remember them. If you have only one or two, you will appear too thin.
- Brand It with Your Brand. Let your personality and point of view come through. Don’t have a boilerplate talk, make it indelibly your own through your presence, style and way of conversing. You can even develop a branded element, such as a show and tell prop to make a point.
- Have a Strong Finale. After the beginning, the ending is what will be remembered. Think of a memorable take away phrase for the idea that you want to leave your audience with. Always end on a high note so that the audience will want more. . Use the Q & A period to repeat your message in a new way, not get into new themes.
- Coin Words and Sound bites. Harness the power of names and sound bites for key ideas and concepts throughout so that what you say is are unforgettable.
- Use the Branding Power of Your Voice. Your voice can have a dramatic impact or undercut your message. Put resonance in your voice by speaking from the diaphragm. Speak in as low a tone as is natural. Practice your speech out loud, record it and listen to your delivery. Use emotion in your voice to underscore a point.
- Talk (Not Read) to One Person. Think in terms of talking to one specific person. Don’t let a written speech or PowerPoint slides come between you and the audience. When you are thinking in terms of talking to one person, you will be less likely to pontificate or be overly formal. Likewise, use simple, Saxon (not Latinate) words and colloquial expressions that you would use in conversation.
- Pause and Slow Down. Don’t rush through a talk. Leave air around your key ideas so you don’t eliminate the impact of your lines.
- Always have an Element of Surprise. How often have you sat through a presentation, and thought, “I’ve heard all that before.” Always bring some “fresh” content to your talk.
|
|
|
|
