Archive for the ‘Understanding your audience’ Category

Persuading Tough Audience – Use One of Them!

March 24th, 2008 |1 comment

We all have to communicate with tough audiences, and recently I had to persuade the toughest: my 2 year old daughter Alice.

As anyone who has had children in childcare will know, children seem to pick up every kind of cold and sniffle that is going around, then they bring them home to share with mum and dad! On Monday, Alice had bought home a head cold and by Tuesday night she had developed a nasty cough along with a very sore throat. She had become very worked up and was not wanting to cooperate with anyone. She was just sitting on Mums knee and crying uncontrollably.

To help ease her symptoms, we wanted to give her some medicine. However, in the state that she was in, she wanted nothing to do with it.

After many requests for her to take it (and the occasional attempt to force it down her throat!) we decided to give some medicine to Teddy. Teddy had no problems taking the medicine and felt much better after it. Once Alice saw this, she too wanted to take the medicine. She was asleep with in half an hour!

How does this relate to persuading tough Audience? If you are trying to persuade a hostile audience that distrusts you, use someone like the audience to show that you can help them. These are called ‘Third Party Endorsments’ or testimonials.

Why do they work? Well look at the situation from the audiences point of view. If they distrust you, anything you say will be taken as a way of simply selling your point of view so they buy. However, if you can get someone like them (the audience) to say that they have used you, this will add credibility to your message. This will give you a greater chance of persuading them to your message.

To persuade anyone, whether it is through public speaking, sending e-mails, or convincing your 2 year old daughter to take her medicine, you need to be able to appeal to their interests and needs. In the state that Alice was in, she was not convinced that the medicine would work, and was weary of trusting Mum and Dad. However, she knew that Teddy would not lie to her, and when she saw him take it, she knew it would be OK.

Have you ever been in a situation where you have been trying to persuade someone to adopt your ideas? It could happen when you are giving a speech, addressing a meeting or just wanting the family to do what you want to do on the weekend. Instead of trying to brow-beat them into submission, try appealing to what is important to them and showing them how what you propose fits in with what you are saying.

By appealing to their self interest, you will have a greater chance of them wanting to listen and eventually adopt your ideas.

Cheers

Darren Fleming


How to Make Statistics Training Interesting!

March 24th, 2008 |3 comments

I recently had the opportunity to offer some presentation coaching with a client – Trina – who spent her day delivering statistical training. Her area of speciality was ‘imputation’, which looks at how you estimate certain numbers. As you could imagine, you could make the topic very dry and boring without even trying!

As I watched Trina deliver her training, I noticed that the people in the room were actually becoming involved and excited (well OK – Just involved) in what was being presented. Granted the participants were interested in the information, but lets face it, this was the fourth day of a full week of advanced statistical training! People were bound to be tired and over it. Why were these people so interested?

At the end of the training, Trina came up to me and apologised for all the things that she did wrong, and wished that she could do better. She said this was why she needed public speaking coaching. She apologised for holding her notes while she spoke, apologised for being nervous and apologised for being genuinely excited about the topic when no-one else was. What she did not realise was that her excitement for the topic was what made her so successful at her job.

Her enthusiasm for her topic was evident from the start. She told the participants that she was genuinely excited about the statistical Normal Curve, and what could be achieved by understanding it. She told stories of how her last employer ignored the normal curve, and how it cost them dearly. She showed the participants how they could follow the rules and avoid the same dire consequences. This is what involve the audience.

It was her enthusiasm for the subject that really entertained the audience. She was excited, and happy to be training and the carried her through and the audience through what was at times very tough and tedious learning

The fact that she held her notes, was no real distraction. The audience knew it was a technical presentation, and knew there was a lot of information to be presented, and understood that it would have been difficult to present off the top of your head. I gave her a few pointers on how to reduce the number of notes. She had several pages of the notes she was using. These were primarily be PowerPoint slides she was talking to. She could have made these notes more useful to her by reducing the amount that she wrote on them. Simple bullet points instead of full sentences would have helped her.

She also would have been better do not read the slides verbatim. Many public speaking articles have been written about how to use PowerPoint properly. They all suggest that you should not read what is on the slides as it simply distracts the audience. In fact, there is some research coming out of the University of New South Wales suggesting that reading the slides at the same time as people listening to you and reading them reduces the amount that they take in. This is due to cognitive overload. Our brain can only do so much at once and if we have to listen and read the same stuff, we will not taken as much information.

So yes it is possible to make statistics interesting! If Trina could make statistics interesting, can’t you make you all topic interesting? How do you do this? Follow Trina’s example: be excited about your topic; have stories relate to your topic; & show how the stories relate to your audience.

You can get more information about stories in public speaking by following this link to Executive Speaking.

Till later,

Cheers,

Darren

If you liked this, there are more great tips on making any speech interesting at Speak Motivate and Lead.
Australian Public Speaking courses
www.executivespeaking.com.au


Making Money With Your Public Speaking Skills

March 24th, 2008 |no comments

This blog was not created to show people how to become wealthy public speakers. There are plenty of public speaking blogs out there that can do that.

However, I recently came across this piece of advice from Patricia Fripp, a San Francisco based public speaking coach. They points are great and should be spread. You can get more of Patricia Fripps insights here.

Everything in life is about marketing. Weather you are trying to sell an idea at work or your services as a speaker you need to understand what you have to offer others. Below are some points that will help.

Successful marketing means that you identify prospective clients and position yourself in the market so they choose you over your competition. When I sit down with clients who want to position their marketing, I seek the answers to four basic questions:

1. WHO IS YOUR POTENTIAL CLIENT?

Who wants to buy or could be stimulated to want to buy? Who is in a position to buy what you sell? What geographical and financial factors affect this ability? A good way to identify future clients is to listen
— really listen — to those you have now. Their comments, especially negative ones, will help you tailor both your product and your approach to other prospects.

2. WHY WILL THEY WANT TO BUY?

What emotional and physical factors will influence them? I just worked with an east coast psychiatrist who ran a practice with ten other psychiatrists and wanted to position herself. Our conversations quickly disclosed that her community was predominantly upwardly mobile professionals. Many of the women had delayed having children. Due to fertility drugs, a high percentage of families had twins, triplets, or more. We decided to focus her practice on these families, the first practice in the area to do that. How did we do this? First, we realized her potential audience was geographical, that is, in her community rather than regional, national or international. These prospects had distinctive demographics. By appealing to a unique aspect, we hit on her core group. She’s now hugely successful in her practice.

3. WHAT ANGLE SHOULD YOU TAKE? How is your product or service unique?

Why is it perfect for your target audience? How is it different from everyone else’s? How will it fulfill your core group’s needs in a way that no one else can? This is positioning yourself in the market.
(Remember how Avis advertised, “We try harder.”) As an example, when other advertising consultants do presentations, they talk about budgets, print versus TV, soft versus hard sell. I position myself by emphasizing that you start by targeting your audience, positioning your product, and creating distinctive selling propositions. Lots of mom-and-pop businesses, confronted by super stores, can’t compete or even survive unless they find a unique niche to fill.

4. HOW ARE YOU GOING TO SELL IT?

We all know people with great ideas, products, and inventions. They spend a fortune developing this product, but it sits there because they have no idea what to do with it. Is there a system in place to put your product in the customers’ hands and return their money to you? Or do you need to create one?

Cheers

Darren Fleming
Australian Public Speaking courses


Arguing with Whiskey

March 17th, 2008 |no comments

Have you ever struggled with how to structure your message so you will get buy-in from your audience? If you are in a management position you will know what I mean. T0 truly get full buy-in from your audience, you need to get inside their heads and understand what they want and what they are thinking.

One of the greatest examples of understanding your audience comes from the 1933 Mississippi Lawmaker Noah ‘Soggy’ Sweat. During the debate about prohibition he was asked for his thougths on Whiskey. This is what he had to say:

If when you say whiskey you mean the devil’s brew, the poison scourge, the bloody monster, that defiles innocence, dethrones reason, destroys the home, creates misery and poverty, yea, literally takes the bread from the mouths of little children; if you mean the evil drink that topples the Christian man and woman from the pinnacle of righteous, gracious living into the bottomless pit of degradation, and despair, and shame and helplessness, and hopelessness, then certainly I am against it.

If when you say whiskey you mean the oil of conversation, the philosophic wine, the ale that is consumed when good fellows get together, that puts a song in their hearts and laughter on their lips, and the warm glow of contentment in their eyes; if you mean Christmas cheer; if you mean the stimulating drink that puts the spring in the old gentleman’s step on a frosty, crispy morning; if you mean the drink which enables a man to magnify his joy, and his happiness, and to forget, if only for a little while, life’s great tragedies, and heartaches, and sorrows; if you mean that drink, the sale of which pours into our treasuries untold millions of dollars, which are used to provide tender care for our little crippled children, our blind, our deaf, our dumb, our pitiful aged and infirm; to build highways and hospitals and schools, then certainly I am for it.

This is my position, and as always, I refuse to be compromised on matters of principle.

This is a classic example of how to structure your message to include certian parts of your audience.

The strength of this speech lies in the listeners opinion. For example, if you are against whiskey then you would love the first half of his speech. If you were for whiskey, then you would hold on to the second part of his speech. But the clever part is that the speech shows the strength of the opposing views. This helps to bring the two sides together.

How can you use this in the workplace?

If you are presenting an argument, consider the opposing sides view. This is often called playing the Devils Advocate. By understanding where you audience is positioned, you will be equipped to present an argument that they will accept and adopt.

‘Til next time.

Cheers

Darren Fleming – Australia’s public Speaking Coach

https://executivespeaking.com.au


Who is Frightened of Obamas Speaking Skills?

March 5th, 2008 |1 comment

Election time brings out the most unusual of campaign tactics. If your opposition is not bring skeletons out of the closet, they are trying to plant some in there.

But the current battle between Hillary and Obama seems to have found another angle to attack. Hillary is attacking Obamas strength. She is attacking his ability to stand and deliver a strong message that the people want to hear.

It is clear that Obama has great public speaking skills, and this (in part) has hurt Hillary. But why should this be seen as a target for attack? If he had great economic skills, or great military skills, would they be attacking him for that?

There is a clear reason why they have attacked Obamas great public speaking skills, and it is this: Great speakers are seen as great leaders. If you can stand at the front of the room and speak, you are automatically seen as a leader. Why? It’s because no-one else wants to stand up and speak. If you can confidently stand there, speak with composure and enunciate a clear message, you will automatically be seen as someone to follow. This is why the Hillary camp is so afraid of his speaking skills; they know that he is a better speaker than she is, and therefore more attractive to the swinging voters.

‘Til next time.

Cheers

Darren Fleming – Australia’s public Speaking Coach

https://executivespeaking.com.au


Presenting in the Boardroom

February 25th, 2008 |1 comment

The most common form of public speaking and presenting occurs across the table, or in a clients Boardroom.

Presenting in the Boardroom requires a special understanding of certian unwritten rules and territorial factors.

Seating.  Before taking a seat, wait for your host to direct you. Never assume a position around the table.  When preparing, ask permission as to where you should set up, and if it is OK to set up now.  If you do need to sit down, ask if it is OK to sit in a particular seat. 

Respect the status in the room.  In some organisations there will be a very clearly defined hierarchy.  This may even include calling someone by their title such as “Mr”.  Make yourself aware of what is happening along these lines and follow suit.  In some groups, people will have clearly defined roles.  

Know your audience.  Do as much homework as possible on your audience.  Know what their hot-buttons are.  Know what they like and dislike, and tailor your presentation accordingly. 

Help them save face.  Ensure that you do not cause your host to lose face.  If you suspect that your host does not fully understand what you are saying, try re-phrasing your point another way.  If you are not sure if they understand, try something like, “Have I made that clear enough?”, as opposed to, “Do you understand what I am saying?”  This lets them feel that the reason they don’t understand is not due to them.  This is very important when dealing with Eastern Cultures.   

Be adaptable.  Be ready to bounce off what the people in the room do or say.  Being able to incorporate this into your presentation will give the impression that this is a completely unique presentation. 

Study the room dynamics.  In any group of people there will be some that are closer friends than others.  Some may even dislike each other.  If this is evident, avoid being drawn into it. 

Don’t skip slides.  If using PowerPoint, never skip a slid in front of a customer.  If you do, you will give the impression that you are hiding something from them.  If you need to tailor a presentation for a prospect, hide any unnecessary slides before you get there. 

You are there to make a sale.  Regardless of what you are presenting, you will be making a sale.  You may not be asking for an order number there and then, but if you want to have a future relationship with this audience, they will have to buy your credibility.  As in all sales situations, keep the following in mind:

  • K.I.S.S.  Keep it short and simple.  Attention spans are only getting shorter.  By getting to your point as soon as possible you will avoid wasting everyone’s time.
  • Understand what they want, and know what they need. Many people in a buying situation know what they want, but are unaware of what they really need.  Find out what their needs are, and fill them and you will have a better chance of success.
  • Use feature and benefits.  People do not buy the features of any product.  They buy the benefits those features give.  For example, people don’t buy a car with a V8 engine (feature) just because it has a big engine.  They buy a car with a V8 engine because of the power it has (benefit).  Understand the features of your product, and what benefits it brings to your client.
  • Use Questions.  A great way to understand more about your audience is to ask questions.  By asking questions, your audience will give an insight to what they really want.
  • Don’t over answer.  If you are asked a question, avoid the temptation to give a long answer that leaves no stone un-turned.  Answer as much as is needed to satisfy the person who asked the question.  If they ask more, great.  If they are asking questions, they are showing interest.
  • Leave questions to be asked.  By carefully omitting some information from your presentation you can prompt a question about it.  Some audience like to ask questions.  It lets them show that they understand what you are presenting.
  • Don’t finish with a Q&A.  Avoid finishing on with a Q&A session.  After you have dealt with all the questions, give a brief summary.  This allows you to have the last word and control what happens next.

 ‘Til next time,

Cheers

Darren Fleming


Presenting vs. Speaking

February 23rd, 2008 |no comments

Although people often speak about a PRESENTATION and a SPEECH as if they are the same thing, they are quite different. They have different goals.And they use different techniques to achieve their different goals.

The primary goal of a PRESENTATION is to communicate information or to teach people skills. When you’re giving a presentation, you are in effect a teacher or a trainer.

A PRESENTATION can be as brief as a two-minute update at a staff meeting or as long as a five-day or two-week seminar.

Status reports, briefings, training seminars, breakout sessions, product demonstrations, sales presentations, round-tables, research paper presentations, lectures, chalk talks, teleconferences, and webinars — all are PRESENTATIONS.

To improve the PRESENTATIONS you give:

* Keep them practical. Provide information or skills that will help your audience solve a problem or achieve a goal.

* Give participants a say in determining what they want to learn and how they want to learn it.

* Build on people’s experience and knowledge.

* Make your session highly interactive, with time for questions, discussion, and activities.

* Make use of all audio-visual resources available: PowerPoint slides, handouts, flip charts, white boards, video, and the like.

A SPEECH is less about imparting information and skills and more about creating a change in how your audience thinks and feels.

A SPEECH should always be brief, rarely — if ever — exceeding 50 minutes. Most speeches, especially those given by leaders, should be 20 minutes or less. (Patrick Henry’s “Give me liberty or give me death” speech lasted six minutes. The Gettysburg Address took two minutes. Roosevelt’s address to the nation after Pearl Harbor — “The only thing we have to fear is fear itself” — was seven minutes.)

Toasts, acceptance speeches, keynote addresses,  commencement addresses, eulogies, tributes, after-dinner speeches, motivational and inspirational speeches, pep talks, and political speeches — all are SPEECHES.

To improve the SPEECHES you give:

* Develop one — and only one — idea. (But make it a good idea.)

* Keep it short and simple. Use a clear outline and parallel structure. Repeat yourself often.

* Use visuals aids in small doses, if at all. (Avoid using PowerPoint as much as possible.)

* Tell stories. Stories help make any speech come alive in the hearts and minds of your audience. They are the most effective tool in a speaker’s toolbox.

* Be personable. (Your relationship with the audience is paramount.)

* Appeal primarily to people’s imaginations and emotions.

These ideas are courtesy of Chris Witt from www.wittcom.com

‘Til next time.

Cheers

Darren Fleming

 

 


Rudd’s Sorry Speech – A Lesson in Arguing.

February 17th, 2008 |1 comment

It is not often that a national leader gets to choose the moment that defines their leadership. Kevin Rudd has been fortunate in that he choose the time, place and topic for which he will be remembered. In the first of many looks of this speech, I want to examine the skill that Rudd’s speech writers used to attack the previous Howard government that refused to say sorry.

(For the international readers, from 1901 to the early 1970s, the Australian Government had a policy of systematic forced removal of indigenous children from their parents. It is estimated that about 50,000 children were removed from their parents. These children are now known as the Stolen Generation.)

When Rudd stood to say sorry to the stolen generation, he was taking the exact opposite position of former Prime Minister John Howard. Whilst it would have been tempting to say that he was going to right the wrong that Howard would not, he was more tactful than that. Instead he attacked the argument and some of the key terms that Howard relied on.

Then first was that the Stolen Generation were in fact real people. He told us the story of Nanna Nungala Fejo. She was taken from her parents when she was just 4 years old. He told us her story of being removed, living in missions and how she and her sisters were randomly placed in 3 lines and split up again. Eventually Nannas’ mum died, never having seen or heard from her children again. By giving us a real story, Rudd was able to get us to see a glimpse inside the stolen generation.

Secondly, he attacked the in-actions of previous governments, but not Howard directly. He criticised how previous governments had suspended their ‘… most basic instincts of what is right and what is wrong,’ and treated the episode as an, ‘intellectual curiosity.’ He also pointed out that there had been ‘stoney silence for more than a decade’ about the need to say sorry. This is a referral to Howards term in office, and set the stage for the next line of argument.

Finally, Rudd hit on Howard’s stoic argument of ‘intergenerational responsibility’. Howard argued that as it was not our generation that had committed the acts, we should not have to say sorry. This was Rudd’s shortest argument, but most directed at Howard. He simply stated that these atrocities were happening as late as the … ‘early 1970s.’ He then followed this up with ‘There are still serving members of this parliament who were first elected to this place in the early 1970s.’ This was a direct reference to the fact that Howard was in parliament when children were being removed. This attack was short, sharp and well aimed.

So what can we learn from Rudds’ speech? The first is how to structure a line of argument. By having the longest argument first, Rudd set the ground work for what was to come. Secondly, he appealed to our emotions with the use of the stories that we could relate too. Finally, he showed us that you can make pointed and direct attacks on your opposition without mentioning their name. This way you do not stoop to the lows that you are attacking.

How can you use this today at work? When you are pitching products, ideas or plans, put thought into how you will structure your argument. Never directly attack another person, product or company. Instead, show how you are the alternative to other options. Show your benefits and what they can mean to those you are trying to impress. USe stories to appeal to your audiences emotions, and follow that up with good sound logic.

‘Til next time,

Cheers

Darren Fleming

https://executivespeaking.com.au


The Nuts and Bolts of Public Speaking: Book review

February 3rd, 2008 |3 comments

I have just finished a great book on public Speaking, The Nuts and Bolts of Public Speaking.  The author Craig Valentine is the 1999 World Champion of Public Speaking and a highly paid keynote speaker in the US.

What sets this book apart from others is that it focuses on the basics.  From speech structure to how to use the rule of three to gte your point across with more impact, this book has it all.

There is one fantastic section that I loved.  It was on finding the magical moments from your own life that will bring your speech alive.  These are the parts of your speech that the audience will hang off.  Despite what we think, we all have an enormous amount of stories that we can draw upon to help us illustrate our points.  This section is well worth the cost of the book alone.

If this book could be improved anywhere, it is that there is no index or detailed table of contents.  This is a great reference book, but the lack of an index makes it difficult to reference!

Over all, a great book, and you can order a copy from Craig here.  Just tell him I sent you.

‘Til next time.

Cheers

Darren Fleming

Australian Toastmasters Champion


Great Speakers are Great Persuaders.

February 3rd, 2008 |2 comments

If you have to persuade anyone, you will need this!

When a great speaker stand to speak, they have a whole arsenal of tools that they can use to persuade you to their message.  One that we can all use is the “Push and Pull” method.

Put simply, the “Push and Pull” refers to how you structure the features and benefits in your message.  (Understanding the difference between features and benefits is a basic sales technique.  For example, the feature of the car is that it has an air-conditioner; the benefit is that you can travel in cool comfort on hot days.  People will always buy the benefits over the features)

You can use the Push and Pull to deliver your benefits in different ways:

  • The Push – The air-conditioner is great because you can travel in comfort.
  • The Pull – The air-conditioner is great because you don’t want to be hot and sticky when you arrive at your destination.

Both the Push and Pull give the benefits of having an air-conditioner but they are worded differently.  The Push a positive approach while the Pull has a negative approach.

You can use these two techniques individually or together.  If you were to use them together you could say something like, “The air-conditioner is great because you can travel in comfort.  After all, who wants to arrive all hot and sticky?”

So how does this apply to today’s work place?  When structuring your message, look at how you can use the positive and negatively worded benefits in your message.  This can apply to anything from change management, the need to increase sales or even in training sessions.  Simply focus on your message and how it benefits your audience and use the “Push and Pull” to get your message across.

‘Til next time.

Cheers

Darren Fleming

Australian Toastmasters Champion


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