Speak up–tips to give an effective presentation or speech

What are your strategies for giving an effective presentation?

Your Rant: My boss wants me to fill in for him and give a presentation to a big conference. I’m nervous and don’t even know where to begin.

911 Repair,

Before I give you my speech on public speaking, let me tell you about the time G.M. came up with a presentation that just didn’t translate into sales. It took place in the ‘70’s when Chevrolet decided to export a popular U.S. model to Mexico. Expectations were high because the Nova was reasonably priced, it was a hot seller, and Chevrolet was going to put its marketing muscle behind the car. There was only one small problem: in Spanish Nova means “no go.”

Chevrolet learned the hard way the importance of speaking the same language as your audience. (The Mexican sales of the Nova stalled, just like its south of the border translation.) It’s no different when giving a presentation. The following questions should help you connect with your audience. I’ve adapted them from “Loud and Clear: How to prepare and deliver effective business and technical presentations” (by Morrisey, Sechrest & Warman, Addison Wesley, 1997). Unlike most books on giving presentations, this is specifically targeted for the workplace. It covers everything from how to handle a heckler to how to set up a room for maximum impact.

What is your objective? Unless you’re at a psychic’s convention, chances are the audience will not be able to read your mind to get your message. So you’ve got to be clear in communicating it. Before you start writing your speech, write down your main point in a single sentence. Then make sure your speech gets that point across.

What do you know about the audience? Do some digging to find out who will be there and what their hot buttons are, then tailor your speech to them. To keep my focus as I write a speech, I keep my objective and a description of a typical audience member and his chief concerns on a post-it note stuck to my computer.

What emotional impact do you hope to have on the audience? Most people giving presentations adopt the attitude of Dragnet’s Sgt. Friday, “Just the facts, ma’am.” They forget that what people take away from a presentation is how the speaker made them FEEL. So remember that even though most business people don’t wear them on their sleeves, they DO have hearts: play to them.

What will the audience take away? They’re giving you their most valuable possession-time. Give them something in return. I try to give a blend of solid advice plus humor (or as I like to say, “ha-ha plus ahah”). You can develop your own formula. But before you speak ask yourself: “is this worth giving up half an hour for?”

If you use this advice, it should help you connect with your audience. Then, hopefully, your presentation won’t be a Nova.

911 Pulse:

What is the worst sin that you can make while giving a speech?

• Say nothing new, 14%
• Never end, 30.2%
• Ramble, 55.6%

User strategy:

If it’s 2D information, just put it in writing and pass out a flyer. You the speaker are 3D, and as such are meant to deliver 3D information, i.e., that which cannot be easily reduced to print. That includes jokes, passion, persuasion, criticism, logical arguments, analogies, charm, personal anecdotes, emotional graphics and physical movement. End strong with something that wakes them up and send them out repeating your ending. A moral of the story, the secret at the end of the chase, a twist on the conventional wisdom or a surprise revelation.