PUBLIC SPEAKING: YOUR NEW MARKETING PLATFORM?

Public speaking is like a sharp knife. It can be an extremely useful tool but dangerous, too.

Speaking well in front of a group can do wonders for your name recognition and credibility -- and that of your business. Speaking poorly can undermine decades of effort to get others to take you seriously. It can brand you and your business as "not very sharp," and cause employees and customers to lose confidence in you.

So why risk it?

This is a very important question. Sometimes the smart answer may be "don't." But before you dismiss it, give it some consideration -- if only for the reason that it's so darn tough and expensive to get your company recognized. How hard it is to create awareness -- and get people to respect, trust and want to associate with you and your company.

Public speaking offers a powerful way to accomplish these things, and because so many of your peers can't or won't do it, you'll likely have the platform all to yourself.

So if you think you might want to take advantage of this unique opportunity to create awareness and build your brand -- in ways your competitors don't use -- here are some tips:

1.    You Are Your Company: As a business owner, you are your company's brand. Your image is synonymous with that of your company. Keep this in mind when you make public presentations. If your company brand is "tough," be tough. If it's innovation, show innovation. But above all, show quality. Do you see CEOs of high-growth, highly successful companies make poor presentations? Heck no. Don't do it yourself. The impressions you make will be lasting ones.

2.    Audiences Are Consumers -- They Know What Quality Looks Like: Just as customers are experts in customer service because they receive it every day, audiences are experts in presentations. They see and hear them every day on TV, radio and in person. This means that the bar for quality is pretty darn high. To be sure, audiences will know right up front you're not paid to speak, but you still need to meet a basic standard of competence, quality and preparation.

3.    Know Your Audience: Audiences want respect. The most basic ways to show respect are to arrive early, look great, stick to your time allotment, be prepared and -- know something about the audience. So before speaking to a group, find out something about them. Talk to members in advance and, of course, search the web. Then, when you speak, look for ways to demonstrate that you did your homework.

4.    Know Your Message: In developing your speech, the first question to ask is why you are speaking. If you were invited, ask the event coordinator why. Your message should fully address the reason you are there. Next, what do you want to say? That is, what is your message? Make sure it is meaningful and relevant to the audience, then work on your delivery. Make it clear, bold and compelling.

5.    Get a "Study Buddy": You can't do it alone. You're just not objective enough by yourself. Find someone who can help you write the speech, work on the message and means for delivery, get you to practice even when you don't want to, and give you feedback until you've "got it right." Who can play that role for you? To be sure, it must be someone you trust and whose judgment you value. It also must be someone who will give honest feedback and who has time to work with you -- many hours if needed. This could be an employee or a good friend. It also could be a speech coach.

6.    Be Yourself: Audiences want to hear a little about you, your business, and what or who contributed to who you are and how you see the world. You should make a special effort to find compelling ways to tell your stories. Stories are also a great way to drive home the points of your speech. Audiences remember stories and examples, but speakers often miss the mark when they make up stories rather than find real ones they actually experienced. Real stories are more easily told with excitement and feeling. In addition, using firsthand stories ensures that the material is original and accurate.

7.    Minimize Use of Visuals: When a business owner speaks, audiences are looking for vision and inspiring ideas, not a lot of detail. You want high contact, not high content. Visuals are best at providing content details. So while PowerPoint may have a place in meetings and presentations, use of visuals in a public speech should be kept to a minimum -- if not eliminated altogether. If you do use visuals, search for one visual way of presenting a concept and use it over and over again.

8.    Get Close, Build Rapport: Boring speakers keep their distance and read from their notes in a monotone voice with no visual aids or personal stories. You're not going to be boring. Go with few notes -- just an outline. Show up early and greet and visit with the attendees as they arrive. Start on time and don't hide behind a podium. Roam around and talk to people individually, making eye contact. Recognize people by name whenever possible. Ask questions and take questions, listening closely and responding. Tell personal stories and drive points home, closing strong and then making yourself available afterward.

9.    Videotape Your Rehearsals: Simply use your home camcorder and a simple, inexpensive tripod. But be forewarned -- it will be painful. But better you see (and correct) the nervous movements and shockingly frequent "ums and ahs" in private rather than drop them on an unsuspecting audience.

10.Time Your Rehearsals: Nobody likes a speaker who "runs over." Say your piece, make your points, and do it on time and under budget. Do that and you'll be halfway home. The only way to make sure you can do that is through timed practice.

11.Strong Opening, Strong Close: The most memorable parts of your speech are the opening and the close. The opening 30 seconds are probably the most important part of your speech. After all, first impressions are immensely powerful. Then a strong close can erase a lot of mistakes and, of course, it's your chance to leave a positive, lasting impression. So try to memorize the opening and closing word for word. Don't use notes. Personal stories that drive your points home might do well here.

Speaking well takes a lot of time and effort. Unfortunately, time is probably one of your scarcest commodities. And therein lies another reason why few business owners use public speaking as a competitive weapon.

Sally Williamson contributed her experience and expertise to this article. Ms. Williamson is CEO of Sally Williamson & Associates, an executive coaching firm that helps small businesses and large businesses develop effective communication strategies and business presentations. You can reach her at info@sallywilliamson.com.