If they snooze, you lose

 

 

I spent 17 years in the advertising business. Though most of it”™s a blur, I do remember one meeting in particular. We were sitting around a table in a darkened, overheated conference room. The speaker was droning on and on. Statistics and research findings filled the screen. People were dozing off. Suddenly, the executive next to me screamed and jumped back from the table. I asked if he was OK and, though he seemed embarrassed, he assured me he was fine. When the meeting ended I asked him what happened. He told me he had become so bored by the presenter that he started watching the whirling fan inside the projector. After a few minutes, he said, he took out a pencil and started poking at the fan through the protective screen. He probed a bit too far and the fan snatched the pencil out of his hand ”“ that”™s when he yelped.

 

So what”™s my point? Well, if the fan on the projector is more interesting than the presenter, then the presenter needs help. The biggest problem with a lot of speakers and presenters is that they”™re boring. Here are three suggestions to jumpstart any talk.

What”™s in it for me?

Your audience wants to know from the outset: How will I benefit by listening to you? Will you make me money, lessen my stress, improve my productivity, make me happier? Without giving them a benefit right up front, you won”™t hook them.

 

I went to the Bronx Zoo a few years ago and, upon entering the World of Darkness exhibit, saw a sign that read, “Please do not run or scream or you will frighten the animals.” Apparently, the sign wasn”™t very effective so the zoo added a second sign that stated, “If you frighten the animals, they will hide and you will not be able to see them.” Now that”™s a hook. Most visitors will probably reason, “I”™ll be darned if I”™ll wait on line and not get to see any of the animals, so I better be quiet.”

So, whenever you give a presentation or if you”™re running a meeting, first tell your audience how they will benefit from listening to you.

Passion sells

If there is one thing that can grab and keep your audience”™s attention, it”™s your energy. Audiences are mirrors. They reflect the presenter. If your energy is up, your audience will be more attentive. If your energy is flat, you may lose them.

 

So how do you communicate passion and energy? Smile. Project your voice. Add inflection. Gesture and walk around. And don”™t wait to the day of your speech to turn on your energy. When you rehearse, rehearse with energy.

Add sizzle

In advertising, as the saying goes, “You don”™t sell the steak, you sell the sizzle.” Same goes for public speaking. Add excitement, fun and intrigue to your content. Don”™t say, “Well, what I talk about isn”™t very exciting.” Nails can be made to sound exciting if you know how. The trick is to make certain that your sizzle is a little surprising and it relates to your topic. Use personal stories, props, surprising statistics, analogies, quotes and music to hook your listeners. The opportunities are endless.

 

Kevin Carroll, a corporate trainer and motivational speaker, is president of Carroll Communications in Westport. Reach him at kevin@kevincarroll.com.