I noted with interest while listening to a speaker this week, the number of times he mentioned the name of one of his new streams of business. He was clear on what he wanted that audience to hear. Another time, a client I worked with was invited to speak on a panel at an industry conference. This presenting opportunity was a chance to showcase his personal brand and company brand. Now that could have been okay – just answering the questions put to him by the chair of the panel. But by understanding the true objective of this engagement he was able to maximise the opportunity and ended up gaining media exposure – a further way to grow his brand.
Why do you want to make that presentation or give that speech? Is it because the boss has asked you to put forward a business case or proposal? Or perhaps you want to grow your business and personal brand by being seen in front of that networking group.
Before you start to write out your presentation you need to ask yourself, “Why am I giving this presentation?” This is really the most important question of all and what this really means is – what is in it for the audience? What’s the “take-away” for them?
At the end of your presentation you ideally want the audience to take away something of value with them. That might be a new way of doing or looking at something. You might want them to think about something or to ask you questions or you may want them to buy your product, idea or recommendation.
Using my client example there was a “stated” objective which was to answer the questions highlighting new company announcements, informing the audience and updating them about the impact this business was making.
The “unstated” objective was to impress and influence The Australian newspaper journalist in the audience to do a further interview.
Just by having in the back of his mind these outcomes he was able to clearly articulate the company announcements, promote the industry and state the economic value of it to the community, which in turn did impress the journalist. Subsequently an interview was done, photo taken and not only did the business get some attention so did the personal brand of the speaker.
If you don’t have a clear theme, purpose or objective to your presentation then there is the danger that you will not only waste your own time, but also the time of your audience and lose that opportunity to build your personal brand.
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Read last week’s blog How to Shine as a Business Brand Ambassador