The “YOU” Power in Presenting
You can’t satisfy everyone all of the time!! Nevertheless, for any public speaker or presenter, the goal should be to persuade everyone in the audience. Over the years, I have altered aspects of the way I “show up” as a trainer or speaker. Whether it was my tone of voice, eye contact or body language, every little change made a difference. However, my greatest challenge and where I continue to make most of the changes today lies in my use of words. But why focus on words when many researchers have stated that “Words are only responsible for about 7% of your message, body language and tone of voice make up the other 93% ?” I will admit – I am guilty of saying it myself over the years. Nevertheless, I have come to realize that this is a myth!! I say this not only because of my own experience and research but because I have heard many monotone and “static” speakers who captured my attention as well as the attention of many others. What they did use? Powerful words to covey valuable information. I certainly don’t want to send the message that tone of voice and body language shouldn’t be considered. I prefer to think that they are all equally important even if you are standing behind a podium.
What I know for sure is this – the goals we should have when we present to any audience are these:
- Make them want to hear what you have to say
- Help them to understand your message
- Make them glad that they showed up (because some of them didn’t have a choice)
Here is a list of things we can and should adjust when we present:
What is it about words that grabs your attention? During my daily scroll through the Yahoo home page, an item “jumps out” and makes me want to read more. It is not that I am interested in who they are talking about but rather, the way they word the headline. Drawing people in is something that words could do.
Let’s look, for example, at how we can write a captivating objective (where applicable). The first thing to consider here is the use of “action” verbs. Objectives become measurable when you have stated exactly how the information will be proven useful. Examples of these verbs include: ”Define”, “Identify”, “Demonstrate”, “Illustrate”, “Analyze”, “Evaluate”, “Compare”and “Contrast.”
Avoid verbs like “Understand,” “Know”, “Be aware of” as these can be difficult to quantify. Would you rather pay for a course that is going to help you to “understand” or “to be aware of” a particular skill? Or would you rather pay for a course that will teach you how to “demonstrate” that skill?
Here are two examples of objectives:
“You will be aware of the negative behaviors of employees and understand how to inspire them.
“You will be able to define the sources of inspiration for your employees and change the negative behaviors.”
The second objective is more powerful and shows exactly what you will actually be able to do.
Here is another example of the use of powerful words:
While Britain was under attack from Germany, somehow, Winston Churchill had to find a way to inspire his countrymen to greatness. This is an excerpt from Winston Churchill’s first speech on 13 May 1940 to the House of Commons after having been offered the King’s commission to become Prime Minister of the United Kingdom in the first year of World War II.
Observe his response with all the power words in bold:
“I would say to the House as I said to those who have joined this government: I have nothing to offer but blood, toil, tears and sweat. We have before us an ordeal of the most grievous kind. We have before us many, many long months of struggle and of suffering. You ask, what is our policy? I can say: It is to wage war, by sea, land and air, with all our might and with all the strength that God can give us; to wage war against a monstrous tyranny, never surpassed in the dark, lamentable catalogue of human crime. That is our policy. You ask, what is our aim? I can answer in one word: It is victory, victory at all costs, victory in spite of all terror, victory, however long and hard the road may be; for without victory, there is no survival.”
Churchill had not been the preferred choice of the people and he was regularly heckled but during this speech, people were now listening and cheering. One historian even described this speech’s effect as “electrifying.”
So is it a good idea to use power words? It’s not just a good idea, it’s a DAMN good idea!!
Please don’t confuse the use of power words with sounding sophisticated. Beware of all the fad business jargon: paradigm, potentialize, core competency, etc. If your talk is full of them, you will sound like you are “full of it” (but no one will tell you). Don’t try to sound like angry local politician unless you are one.
“Humanize” the experience as much as possible. It helps you to be clearer and to appear that you want to connect with the audience. Colleagues, direct reports, customers or participants in a presentation should not have to struggle to translate every sentence you say to them. You might as well be speaking Mandarin. Any speaker who won’t take the time to be personable and clear will lose the audience, customers and money. Let me put it another way for business executives: a shortfall will be experienced in your ability to maximize organizational capability and, in effect, profitability.
Which headline in each example would convince you to spend time reading it?
Money Saving Secrets Every Professional Should Know
7 Money Saving Secrets Every Professional Should Know
Surprising Reasons Why Customers Remain Loyal To Your Business
5 Surprising Reasons For Why Customers Remain Loyal To Your Business
Can We Really Trust Tap Water? Things You Should Know
Can We Really Trust Tap Water? 3 Things You Should Know
Numbers, when used in a presentation, will also attract attention but they must make sense. A presenter in my class once spoke on “Drinking and Driving” and stated that we must aim to keep our blood alcohol level at 35 microgrammes of alcohol per 100 milligrammes of breath. This means nothing if the audience is the general public. Is that equivalent to 3 beers, 2 glasses of wine??? That is the information we need. Humanize the experience!!
Also, when numbers are used as part of the title of books and articles or the subject line in emails, writers will get your attention because numbers instill a sense of scarcity, one of Roberto Cialdini’s Principles of Influence which asserts that people will try to seize those opportunities that are rare or scarce.
When you have you material all set up, delivering a clear and confident message to the audience also requires….
Your eyes are for engaging with the audience. You don’t have to stare at people like some people do when someone nabs a french fry from their plate, but ensure that you choose people in the audience to connect with. The reactions of individuals in the audience will reassure you. You will also be able to assess how you are doing.
In small audiences of 20 or less, you should be able to connect with everyone through eye contact. If your audience is very large however, choose about 6-7 people to focus on during the presentation. Remember that even though you are focusing on someone, the people close to them may connect with you as well since they may think you are looking at them. Finish a point while making eye contact with someone and move to someone else to finish you second point. If you try to focus on the entire audience, they will appear blurry.
TONE OF VOICE
There are three main factors to keep in mind here:
- Use expression in your tone of voice so that you could emphasize certain points giving true meaning to what you are trying to say.
- Inject pauses after powerful statements to control your speed and to allow audience to think.
- Breathe. It helps you to relax and reduces filler language such as “um”,”er”, “right” and “ok”….ok?
This supports the use of your……
Regardless of how important your information is, your audience will recognize if you believe in your material. Your body language will show how relaxed and confident you are. Stand evenly on two feet with a strong but relaxed posture. Avoid the rocking back and forth (something I have seen often when speakers try to put all their weight on one foot).
Touch-Turn-Talk is a simple yet effective technique I learn’t years ago and still use it today. The “Touch” is the 1.5 seconds you look at your screen. This screen can be your computer, the screen at the front or one at the back of the room. Wherever it is, make it quick!!! The “Turn” to the audience should also be quick but this only matters if the screen you are using is the one the audience is looking at (i.e. the one behind you). The “Talk” is where the “magic of influence” lies. This is where you are facing and addressing the audience. We all know how annoying it could be to see a presenter read of the screen for extended periods of time. The audience could read, we don’t need the presenter to do it!!! One more thing; walk around your audience or use movement when you want control and more involvement with the group.
Always rememder that audience members are all different. They process information differently. Some people are visual, some are auditory and some are kinesthetic. This means that some people remember best materials they’ve seen, some remember things they’ve heard, while others remember things they’ve experienced respectively. If you use words, body language and tone of voice wisely, including examples, stories and analogies to support your information where applicable, your chances of persuading everyone in the room increases significantly.
And one last thing….KNOW YOUR MATERIAL!!! This will help your words to flow more smoothly, the expression in your voice to be self assured, your eye contact with the audience to be longer and your body language to be confident.
Founder of V-Formation Training and Development
Professional Speaker and Trainer
868-681-3492 | firstname.lastname@example.org