Stage Might

Improve your public speaking skills to woo new clients.
by Robert Dickman

Whether you're selling stuff, services, or yourself, public speaking is a great way to drum up new business. For many gurus, it's one of the most effective ways to market their services. But many people experience paralyzing stage fright at the mere thought of speaking in front of a group of strangers. 

Over the years, I've seen numerous surveys in which businesspeople rank public speaking as a fear even greater than death. To lessen that anxiety, it helps to think of public speaking as a chance to tell a story. Storytelling is a natural way to engage your audience and develop the kind of rapport that can lead to ongoing relationships. A good speech is always some kind of story -and, regardless of the topic, it's a story about you.

What You Need to Know

To give a good speech, it helps to understand a little bit about audience expectations and what it takes to get their attention.

The Power of a Story

If you want to convey meaningful information, there's no better way to get the job done than by telling a story. A good story effectively engages the intellectual and emotional parts of the listener's mind. That's important -- especially when you consider how easy it is for highly specialized experts to become myopically focused on narrow pieces of the puzzle. Storytelling creates a broader context, through which you can link your area of expertise to the audience's interests and concerns. Sharing stories about difficulties and problems draws an audience in -- because we all have experience with adversity. It's what makes us human.

For instance, I recently worked with a group of people who sold vending machines as a small-business opportunity. They would get up before a group of potential customers and deliver incredibly dry speeches on the technical virtues of their vending machines, which put their audiences to sleep. I encouraged them to change the focus of their speeches and explain how they had solved problems in their own lives. One woman, for example, revealed how her vending machine business enabled her to put her children through school after she got divorced. Storytelling helped her connect with her audiences more effectively.

Audiences R Us

Keep in mind that your audience is human. They didn't take the trouble to come hear you speak simply to poke holes in your thinking (even though it may feel that way). Think about your own experience as an audience member. You aren't likely to go out of your way to hear a speaker just to rip her opinions and ideas to bits. You're rooting for her-- because you are hoping to be informed, entertained, and, perhaps, inspired by what she has to say. Why show up unless you expect to get something positive out of the presentation?

The more you know about your audience, the easier it is to dazzle and impress them. Before accepting a speaking engagement, consider what you have to say that will be of value to them. Can you solve their problems, make them more money, or save them some time? Can you allay fears, ignite imaginations, and offer a fresh perspective? Focus on things you've learned from your own experience that would be relevant to other people.

Don't just dump data in your audience's lap. One of my clients, a software engineer, told a story to illustrate how she solved a design problem that had stumped her for over a year. One night, she dreamed of a blue heron diving into a black sea. In the morning she recalled the bird's movements through the water, and thinking about those movements helped solve her software dilemma. She gave her audience all the technical facts they needed --but she did so within the context of a personal story. And she was a hit.

Fear Itself

Don't worry if you experience some stage fright -- ifs a natural part of speaking in public. Most people experience discomfort when facing an audience -- especially when there's a lot at stake or people they hope to impress. Fear is not the problem, however. The problem is that when we experience fear, we often think there is something else that's wrong -- which only produces more fear. If you prepare for this anxiety and anticipate it, you can stop the cycle.

Limit Bells and Whistles

Keep the slides and PowerPoint presentations to a minimum. Power Point is often used as a crutch to mask the fact that the person up on stage has nothing to say. As a speaker, you should be the focus of the audience's attention. Don't distract the crowd with long, bullet-point lists or silly clip-art.

Carefully chosen, well-rehearsed audio and visual materials can enhance a speech, but they may also create technical problems which could hurt your delivery. As you prepare your talk, ask yourself if the bells and whistles are really necessary. If you decide to go for it, make sure you get the tech support you need (especially in an unfamiliar setting), and be ready to keep your talk on track if the A/V system fails.

What You Need to Do

With all that in mind, here are a few suggestions to help you craft and deliver a speech that will connect with your audience.

1. Topical Storm

Ask your host why the group wants to hear from you and what topics have been hits in the past. No matter what the subject, passion is the rocket fuel of public speaking. You need to feel some fire in your belly about whatever it is you're addressing. When you're asked to give a speech, take a half-hour right away to think about ideas. If you draw a blank, you either need to do some research or you should consider passing. If the topic isn't something you care about, choose another or wait for the next speaking opportunity.

2. Brainstorm

At first, you may find it hard to tell if the stories and ideas that come to mind can be shaped into a speech. Bounce them off friends, family, and coworkers, and pay attention to their feedback. Group brainstorming worked really well for the people who sold vending machines, because it sparked a creative chain reaction in which each person's story inspired others to remember relevant experiences and anecdotes. Trying out ideas on a supportive group of peers will boost your confidence in the value of the stories you want to tell.

3. Prepare Thoroughly

Practice really does make perfect. Your preparation should take three to five times as long as the speech itself. Even for a thirty-minute talk, you'll want to spend at least a few hours rehearsing. If you are using audio or visual materials, you need to coordinate those as well. Be sure to rehearse everything together and practice your speech out loud. Don't just rehearse in your head -- get used to the sound of your voice saying the words.

There's no taboo against using notes -- just don't make the mistake of trying to hide them. In your notes, list the major points you want to cover and sketch out the transitions. Don't read straight from your notes -- otherwise, why show up at all? Allow for spontaneity. With good preparation and a solid outline, you'll do just fine.

4. Get Grounded

Here is a quick exercise to use if you begin to feel nervous as you walk to the podium. Focus your attention on the area where your feet come in contact with the ground. Feel the weight of your body sink through them. Turning your attention to something real -- instead of imagined fears and anxieties -- reintegrates you with the task at hand and helps you focus on how best to address the challenge.

5. Remember to Breathe

Fear constricts the chest, shortens the breath, and reduces the supply of oxygen to the brain. That's bad. The more conscious you are of breathing in a deep and relaxed pattern, the greater your power to manage your fear and speak well. Focused breathing helps you overcome panic. Of course, your breath is also the source of your voice. By slowing and deepening your breathing, your brain is amply nourished with oxygen, your anxiety becomes manageable, and your voice projects more clearly.

I recommend that when you first get up in front of your audience, take at least one full breath -- inhale and exhale-- before you start to talk. This will help you relax and focus, and it gives the audience a moment to establish a connection with you. Write yourself a reminder at the top of your notes saying, "Breathe!"

6. Have a conversation

Treat your audience as your peers. Don't talk down to them by over-explaining your points or constantly apologizing for mistakes or stumbles. Audiences like to be invited into the conversation. Ask an occasional question ("How much money do you need to be happy?") or suggest they concentrate on something personally significant ("Think of the reasons you care about work"). These kinds of chatty, rhetorical questions make the setting more intimate, and they are a great way to re-focus audience members' attention on their favorite subject: themselves.

And remember to keep your talk jargon-free! The last thing you want to do is to make somebody feel befuddled or excluded.

7. Be Real

It's a myth that speakers should always appear calm, cool, and collected. If you try to be as suave as a news anchor, you run the risk of looking wooden or slick. A bit of struggle makes you seem more human. Audiences respond to authentic behavior, and they can probably relate to a little discomfort. If someone asks you a difficult question during a Q&A session, it's ok to pause and think about it. Audience members know that thinking on your feet isn't easy, and if you remain engaged and give an answer that is truthful and humorous, you'll be warmly received and applauded.

ABOUT THE AUTHOR:

At nineteen, Robert Dickman entered a Zen monastery where he was introduced to the ancient art of Noh Theater and the "internal" martial arts. He later moved to Hollywood, where he worked as a character actor and coach for writers, directors, producers, and fellow actors. He has become a sought-alter performance consultant in both show biz and biz biz. Gene Hackman calls him a "powerful, intuitive coach" and Time magazine recently asked him to rate the public speaking abilities of the current crop of presidential candidates. He lives in Santa Monica, California.