You might be pitching your brand to clients, giving a talk at a conference or talking to other healthcare professionals formally. Regardless of the context, speaking to a group of people fills many people with dread. However, from a marketing perspective, it is the one time you have the complete attention of an audience, so it is important that you make a good impression so that the audience remembers you and what you do fondly.
This is not an activity that comes natural to many, so this article aims to provide some advice that will help you when presenting to a group.
Control your nerves
I have never liked being the centre of attention and am quite an introvert, so for me, giving a pitch is a literally terrifying experience. Earlier this year, at TED X Manchester, I was in the audience when Maisie Williams, an actress from the TV show Game of Thrones, gave a talk about her fledgling business.
I was impressed by her ability to deliver a 10-minute speech without notes to a live audience of over 2400 people, but even more amazed by how she handled herself when she couldn't remember what to say next. She simply paused for a few seconds to compose her thoughts, and then kept on going. At no point did the audience heckle or make it difficult for her—they wanted to hear what she had to say.
The feelings of being nervous and being excited have a lot in common. Both feelings are aroused emotions that cause a person to sweat, their heart rate to increase and their cortisol levels to surge as their body prepares for action. We experience both emotions due to a degree of uncertainty—either an opportunity or a threat, with opportunity associated with feelings of excitement and a threat associated with feelings of anxiety.
The important thing to note is that you can mitigate the threat you feel during public speaking by ensuring that you have rehearsed adequately, which will challenge any doubts you have about your ability or performance. Yet, despite this, your body is still going to be in a heightened state. A frequent method used by many public speakers is to reframe anxiety as excitement. Rather than allowing anxiety to take hold over their body, many experienced public speakers tell themselves that what they are feeling is excitement. In this way, they convince themselves that they are excited, rather than nervous, about giving their talk.
So, next time you have to present to a group of people, make sure your rehearse your speech and stop thinking about how nervous you feel—tell yourself that you're excited instead.
Wear dark clothing and be consistent
Giving a presentation requires lots of focus and energy, which means you're likely to perspire, and in turn will make you feel uncomfortable. When deciding what to wear, opt for dark, sweatproof clothing made from breathable fabrics, such as cotton, linen, lightweight merino wool, rayon, silk or moisture wick fabric. This way, even if you are sweating, your audience will be none the wiser.
If you know you are going to be giving the same talk several times, and that it is going to be recorded, consider wearing the same outfit. This will make turning your appearances into a single video easier. Many public figures follow this approach, from Steve Jobs to Jimmy Carr!
Make the first 30 seconds count
The first 30 seconds sets the tone of your talk and will (or won't) get your audience's attention. Tell them who you are and why they should listen to you, but do it in a manner that will make them like you.
Inject humour into your speech
The best way to ensure that you are remembered is to make people laugh. It helps if the joke leads to a point you are trying to make, but this doesn't have to be the case. Think about your audience and their experiences. Perhaps many members of the audience have to deal with complaints on a daily basis. If so, a joke about this can help to break the ice and bring people together.
Talk to your audience beforehand
Don't wait until after your talk to start networking. Try introducing yourself to members of your audience before you give the talk. Not only will this help you to network, it will also help to break down the initial barrier before you need to get on stage. More often than not, you will have a pleasant conversation with someone, and this will make you feel more supported and confident when it's your turn to go up on stage and present.
Smile and make eye contact
An engaged audience will remember you and your business. Remember to connect with as many people as possible at the front of the audience during the first 30 seconds as possible, and then as many people as possible throughout the rest of your talk. This will help you to engage with the audience on a personal level, and will make them like you more. If it seems like you're enjoying giving the talk, the audience are more likely to enjoy listening to it too.
Brevity is levity
Don't drag your presentation out just because you think you have got to fill a slot. Both the audience and the event organisers would rather you give a clear and engaging talk that is slightly shorter than expected than drag what you have to say out and lose the audience's attention. If anything, speaking in public is more about editing down your content so you can get the point across as clearly and concisely as possible.
Draw upon your own life experiences
The safest humour is based on personal stories, as they are likely to be unique and can be easily practised and perfected. Personal stories will also help the audience to engage with you as an individual, so don't be afraid to let your personality shine. Remember that people don't just invest in your business or product—they invest in you and your story (Nihill, 2016). If you want people to remember what you say, tell a compelling story as part of your presentation.
Use references to current events, media or location
Making a reference to current events in the media or your current venue or location can help to keep your talk current and dynamic, as well as helping you to appear more genuine and less rehearsed. Make a point of thanking the audience for attending.
Use your hands
Don't leave your hands down by your side—use them to gesture or articulate what you are saying. Not doing anything with your hands can make you look stiff, nervous or unenthusiastic.
Speak up!
By talking a little bit louder, not only will people hear you at the back, you will also reduce the tendency to use filler words, such as ‘ah’, ‘um’ or ‘erm’. It might feel a strange thing to do, but it will sound perfectly normal to your audience.
Conclusion
For most of us, public speaking does not come naturally, and can be a particularly daunting prospect. However, public speaking is an effective way of getting your message across and promoting your brand. Inject some humour, rehearse and tell yourself that you're excited, not nervous.