Self-Presentation: How Should You Tell Listeners About Yourself?
communication
Let’s be honest: public speaking feeds our ego. And that’s okay!
But while an inexperienced speaker just wants not to screw up and please the audience, professionals focus on a more objective and measurable goal.
If you formulate exactly how you want to behave at stage and represent material, each new performance will help to work weaknesses out of your approach. Personal goals look like this:
Let’s imagine: you and your team have reached Zen in communication with clients. Everyone appreciates you, and ask for a conference where you can share your experience. Then the goal might be to try yourself in questions and answers format. It improves the skill to explain complex things in a constructive way.
Communication is the tool to influence the audience. You can use 3 frameworks to understand how you are going to make an impact and what you want to get in the end.
What should people want to do after my speech?
You usually suggest some action to your audience at the end of your speech. It might be about buying something, thinking over some idea, or subscribing to your Instagram account.
Beware! You can get into a hidden trap when you choose your Call To Action.
Sometimes the speaker recommends an action the audience is not ready for. Remember, your speech is one of the marketing communication tools like targeting or mailing list. At first, the audience should get to know you, then make a series of touches with you and only after that they are ready to make some meaningful step forward.
What CTA is good for, “The principles of communication with the customer” lecture? It is unlikely that the audience will immediately pay for your business consultations. But, for example, subscribing to a mail list or Instagram account is an option for a good CTA.
Read more on how to end the speech
What problem is my speech going to solve?
There’s a simple rule that works out in public speaking — if you want people to listen to you, then your speech should aim at people’s pain or interest.
Answer yourself honestly if this information is really useful to listeners. Do they worry about it? Questions like this will help to define the content.
When you think over someone’s profit, you make a step towards partnership
A common problem of a novice speaker is imposter syndrome. It seems to you that you have no right to share your experience if there were f*ckups. Or, for example, you feel like you’re supposed to know the answer to any question.
To tell the truth, it doesn’t work like that. The main thing is to understand the specific benefit that your speech can bring to listeners. Focus on it and try to give the information as clearly as possible.
Raise the «10 principles of communication with clients» topic. From one side, it’ll be extremely useful for your colleagues, potential clients, and even for brand managers who have some difficulties in finding a common language with stroppy managers.
From another side, you can show how to react correctly when someone feels like editing your job. Or you can explain the importance of the client’s presence during the brainstorm. There are dozens of useful cases that you can raise.
How is the audience going to change after my speech?
The idea is to understand what’s the difference between the listener before and after your speech.
This framework can really help when it comes to some theoretical lectures. For instance, It can be hard to find a specific Call To Action in this type of speech. And it also can be complicated to find purpose… But anyways the new information is going to change people somehow!
If it’s a lecture about architecture, then the audience will probably start to notice some interesting details in the building in front of them. And maybe they will tell their friends about these details. This is the scale of change.
You can use only one framework or all of them together to choose the right way in creating your speech.
There are 3 tools:
This is a table with two variables: how much the audience knows about the topic, and how they feel about the main idea of your lecture. We’ve been using this matrix for years. We can’t say that this table shows exact measurable data, but anyways it’s really useful tool that many times helped us out.
Place the audience or each of its segments in the appropriate cell and understand where people should be after the speech.
Remember, it’s impossible to move the audience more than one cell up or to the right in the table after one speech only. For example, your audience knows something about your speech topic, but doesn’t fully trust your ideas. So, then you can put your audience in the “I heard something ±” cell. After the speech, people can trust your ideas more, and you can move them into “+” cell.
We talked about it more closely in the article on How to Make a Persuasive Speech: 5 Questions About Your Audience
CJM will help to analyze the journey of the listener to your speech.
Look at the conference program from the perspective of a listener. Are people going to be inspired or tired? You should be in the same reality as your audience
For example, you see that people are exhausted after the previous speaker. No worries, you can suggest making a small coffee-break to sponsors, so everyone can refresh themselves before your speech.
Simple phrases like: «During the previous speech, there were 3 times when the electricity was cut off. So, just in case, I took a flashlight with me».
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