How to use Public Speaking to Grow Your Business
No jacket required. One of the many albums I had on endless repeat in the 1980s – Phil Collins at the peak of his power in his post-Genesis solo career. Along with Michael Jacksons Thriller and The Ultravox Greatest Hits album, these were the soundtrack of my teenage bedroom. I recently rescued these vinyl LPs from long term storage on top of a book shelf in the spare room. Vinyl is back baby. In the first half of 2020, vinyl sales exceeded CD sales for the first time since the 1980s. Although in retrospect I’m not sure what is more surprising – that people are buying vinyl again or that people are still buying CDs!
Somethings never go out of fashion – because they work so well. Chips in a butty. Biscuits dunked in tea. Paper note books or post-it notes.
Public Speaking is one of those things. No other skill will help you advance in your career, champion your cause, elevate your social standing or grow your business more than public speaking.
Warren Buffet said the easiest way to add 50% to your market value is to learn to stand up and speak – and he’s a guy who knows a thing or two about market values!
Here are three things you can start doing that will help you grow your business every time you speak – online and live in the room.
Don’t talk about yourself
You might think people are here to hear about you or your new widget – but they are not. The audience is interested in themselves, not in you. It’s not about you. Don’t focus on what the audience is thinking about you – whether they like you or believe you or find you boring. It’s not about you. It’s not what the audience thinks of you that matters, it is what you think of the audience. Talk about the challenges the audience faces and then introduce how your product or service can help them. Don’t describe how you spend your time, rather explain how people benefit from your help. Describe what people experience, what they see and what they feel when they become your client.
Say three things clearly
It is very tempting to list every feature, every benefit – every cog and button in your wonderful product or service. You are proud of it, you have poured your blood, sweat and tears into making it a reality and you want people to appreciate how darn wonderful it is.
Remember, it’s not about you. You don’t need to list all the wonderful attributes of your product as if the sheer number of features will overwhelm the audience and compel them to sign up as customers immediately – astounded by your cleverness.
Talk less, smile more.
Say three things, no more. It could be, for example: one benefit of your product, one customer story, one amazing fact. Three is the magic number when it comes to planning a speech or presentation. People can remember three things – we can hold three related ideas in our head – and because they stay in our head during the presentation this makes the ideas feel more compelling and connected.
The less you try to say, the more clearly you will be able to say it… and the more likely it is that the audience will understand and remember your message.
Leave the audience with a clear action plan
Make sure your audience leaves the room with a clear action plan – something they can do that will benefit them and move them closer to becoming your client. As you consider who you expect to be in the room or on the zoom call, think: “what can I offer them that will add real value to their business or help their life.” You don’t need to do a hard sell from the stage – if people leave the room feeling that you have helped them they are going to want to come back for more.
So, don’t try to sell – simply try to forge a connection.
This Weeks Podcast Guest
This week’s guest on Public Speaking and Presenting Made Easy is someone who has learned how to use Public Speaking to boost her profile, build a consulting business and build a distinctive brand. You can see the full interview will Kim-Adele Platts here and she shares some great advice on how to succeed as a keynote speaker and develop your personal brand.