Last week I attended the National Achievers Congress with Gary Vaynerchuk and Grant Cardone as headline speakers. There were a variety of speakers and topics on the program but one common thread was that all speakers had a purpose to their presentation.
Generally speaking it was an “up sell” to their bigger program. Nothing wrong with that as I believe most attendees would have realised that was what they were there for and all presenters did share some of their knowledge from their years’ of experience.
Whether you are speaking to a group to promote your products or services or perhaps your latest book or simply to inspire and motivate a team, you have to know the point of your presentation. What are you there for?
A client I worked with one time 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.
It would have been perfectly okay to just answer 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.
Same as our headline speakers at the congress. Their “stated” objective was to share knowledge, tips and ideas to help the audience.
The “unstated” objective for my client 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.
For the other example of celebrity speakers, the “unstated” objective was to motivate the audience to take action immediately and sign up for the more expensive program. Which did happen of course as people were impressed and the speakers knew how to keep referring to the end promotion.
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.
Sue Currie is a speaker and the author of IMPRESSario, Present and Promote the Star Within You. She is recognised as a leading authority on personal branding to boost image, profile, brand and business. Through her image management programs, workshops, consulting and keynote presentations, Sue helps businesses and entrepreneurs present an influential brand image.