Steve Boyd on line - Newsletter
Winter 2001

In this issue:

• Stress What the Audience Does Not Know

• Questions Often Asked

• Polishing the Presentation

• Random Thoughts to Help the Speaker

STRESS WHAT THE AUDIENCE DOES NOT KNOW

A key to success in speaking is to have content that will be new information to the audience. Margaret Thatcher once said, "Never speak on a subject about which the audience knows more than you do."

Approach every speech answering this question: "What can I say on my topic that the audience does not already know?" This requires knowing well the background of your audience. This is probably not a problem if the topic is completely out the audience's area of expertise. For example, if I know that none of my audience members use PowerPoint in their presentations, then I’m pretty safe in having all new information if I talk about how to transition to PowerPoint from the overhead projector and transparencies. But if I’m a salesperson talking to experienced sales people, then I have to be careful to share information that they don’t already know.

Here are some tips on how to insure that your talk will include new information.

First, be current. With research technology so easy to use, you can always find recent information on the internet on about any topic. "Ask Jeeves" at <aj.com> is one of the simplest resources to begin with to find recent information. Or find currently knowledgeable people and interview them. Even reading the most recent copies of the daily newspaper or the Wall Street Journal can be helpful.

Second, use historical examples to help make your point. Reading nonfiction books can help in this regard. Reading about the history of a company or about a period of time in history or a biography of a key person can often be great sources for examples that the audience will not be familiar with. For example, if you are talking about the importance of the timing of the release of a new product, you might refer to the failure of the Edsel. Over 100,000 cars were sold between 1958 and 1960, but the car failed because it was released at the wrong time. The Edsel was a big luxury car and people were buying smaller cars because of the depressed economy. Many of the Edsel's features were incorporated in later luxury cars. The example is relevant because it relates to the point, but since it happened over 40 years ago, people either don’t know about it or may not remember it.

Third, include statistics little known but important. For example, I talk often speak about listening. Everyone in the audience may know that listening is important, but they probably do not realize that our listening efficiency is only about 25%. This statistic emphasizes the importance of improving our listening efficiency.

If people leave your speech feeling that they received new and usable information, you will have made an impact. These three suggestions will help you to avoid the yawning audience which leaves saying, "I’ve heard all of that before."

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A QUESTION OFTEN ASKED

A question I’m often asked is: "How can I tell if an audience is really listening?" Since the audience is silent, the speaker may wonder if anyone is really paying attention. Since as audience members we have learned how to look like we are listening when we really aren’t, this can be a valid concern for speakers. Here are some ways you may be sure the audience stays with you.

Ask a relevant question about what you have just said. Wait a moment and see what response you get. If there is a glazed look on the faces of the audience, you probably are not getting through. Just asking the question will draw attention back to you. In addition, it gives you an excuse to go back over relevant material as a way of review as well as reconnecting with the audience.

Take a step or two away from the position you have been speaking from. If people follow your movement, it usually is a clue that they are staying with you.

Relate a humorous story and if people smile or chuckle as you tell it you are probably connecting with them.

Pause before making a point and if the audience looks with anticipation, you probably have their attention.

Whatever you say, try to maintain eye contact with the audience to check their responses to what you have to say. If you only see a sea of faces, you are probably not interacting effectively with the audience. Use one of the above suggestions to bring the audience back to you and your message.

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POLISHING THE PRESENTATION

Speakers want to be comfortable when speaking and that is sometimes hard to do with perhaps hundreds of eyes staring at you. But when you look comfortable you also look more confident and will find it easier to connect with the audience. Increasing your comfort level will greatly enhance your overall effectiveness.

First, wear comfortable clothes. Wear clothing that is not distracting to you because it is too tight or too loose, too hot or too wrinkled. Look in the mirror before speaking and make sure you feel comfortable with your appearance. For example, I wear summer weight suits year round because I tend to be very active in speaking and thus want lightweight clothing.

Second, be comfortable with your speaking room. Get there early to have a chance to wander around the room. Check how it will feel to sit in your audience. Look for items on the wall and notice colors in the room so that they will not distract you suddenly during the middle of your speech. Check out the public address system and any mechanical equipment you will use in your presentation. If possible, talk to the people in charge of the room. Introduce yourself.

Third, be comfortable with your time. Allow enough time to get there early even if there are traffic jams or unexpected phone calls before you leave to speak. Have careful directions and make sure you understand them before you start your drive or flight. Have a checklist of what you need to take with you to your speech and the night before the speech check off items on your list. Nothing can make a speaker more uncomfortable in front of an audience than to have been rushed and hurried to get to the speech on time.

Fourth, develop a relationship with the people who are responsible for your speaking to the group. Make phone calls to the person in charge and check on preparations for the meeting in the weeks and days prior to the speech. Be available for any last minute details they may need from you. In the process you get to know the person and develop rapport. When you know they feel good about your coming to speak, this will in turn make you feel more at ease.

High comfort level in speaking does not come by accident. Following these simple steps can have a tranquilizing effect to squelch any unnecessary anxiety you may feel in delivering your next speech.

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RANDOM THOUGHTS TO HELP THE SPEAKER

· Round off statistics when possible.

· Use "Let me say that again . . ." once in your presentation to stress a key point.

· Smile before you speak your first word.

· Pause before you start to speak and before you sit down at the end of the speech.