Editor’s note: Scott Topper is a corporate improv skills coach for IMproSolutions, Los Angeles.
As he approached the podium, Taylor could feel his face begin to redden and the perspiration building on his palms. He mentally recited his opening line with each step to center-stage, hoping above all else that he did not stumble over his words or draw a complete blank. His business was still in its infancy – it had been less than 18 months since he officially opened the doors – but the immediate dent he aimed to make in his market was more like a surface-scratch, and it became blindingly apparent that new avenues must be explored to expand his brand and increase company-wide profitability. He shook off the looming nerves, adjusted the microphone and began to speak.
Many business owners can identify with Taylor’s anxiety and apprehension, as the stage is leagues away from the comfort-zone of the boardroom. Addressing a crowd of contemporaries is vastly different than delivering a presentation to a small group of colleagues. Speeches are one of the premiere channels for brand construction and public speaking prowess displays your status as a thought leader in your field.
There’s an inaccurate belief in business that only professional speakers should talk publicly. The truth is that only a small number of people who are actively speaking at local events, conferences and meetings are professional speakers. Most of them do it for product and service promotion or expanded visibility for themselves or their brand. When you employ these five fundamentals, you can become a great public speaker and learn to market yourself successfully.
1. Assess your skills and knowledge
The first thing you should do is to assess your skills and abilities. Are there any topics that you’re an expert on?
If you’re a business professional, you can talk about the most effective marketing techniques and help people improve their lives. Show them how to start a business, attract more customers and promote their products more effectively. If you’re a blogger, you can host Webinars. Regardless of your field, you can use your skills to educate and inform people – and create a steady income.
2. Create your statement and share your story
Your primary goal when delivering a speech is to engage the audience with a dynamic message that creates value and resonates in their minds. Create a clear statement of what you do and how you can help customers.
If you want to grow your business, focus on shaping a successful brand that tells your story and inspires people to take action. Craft a presentation that imparts your values and ideals on your audience. The most influential speakers have something special to say: they speak from personal experience and share real-life stories that engage and motivate people. Personal stories are easy to relate to and have the greatest impact on your audience. If you want to become a good speaker, come up with something new to make the mundane interesting. Encourage your audience to see things from a new perspective.
3. Rehearse, practice and scrutinize
As the old adage goes, practice makes perfect. This is especially true when building your business and reputation through public speaking. Scrutinize each and every aspect of your speech. Committing it to memory and rehearsing in front of a small group of people will help allay any pre-performance anxieties.
Public speaking can be a risky business. Drawing a blank, failing to engage the audience or forgetting a line is entirely possible while on stage but constant practice diminishes this risk. It’s important to understand that starting a public speaking business requires hard work and commitment. Anyone can become a good speaker with persistent practice but this doesn’t mean it’s easy.
4. Contact local and national associations
When all of the legwork involving crafting an insightful, engaging speech is complete, you need to find your audience. Many neophytes in the speaking world are confounded regarding the ins-and-outs of securing engagements but it can be as simple as marketing yourself and your presentation to your target market.
As a business owner, you need to contact local and national organizations and tell them you’re looking for speaking engagements. Search for business events where you could talk about your products and services. Depending on your niche, you can go to schools, colleges, libraries and social clubs to make informative speeches. Tell the organization about your business and ask for permission to hold a speech. Find a way to tie your message to theirs to maximize your opportunities.
5. Get the audience involved
Inviting your audience to be active participants in your performance is one of the best ways to ensure engagement and connection. Encourage questions and sharing of ideas to create a dialogue. Ask people to stand up, get into groups and share one or two things they found useful in your presentation. Tell them why you enjoy speaking about this topic and how your speech can help them.