Public speaking doesn't have to be terrifying. Here's how to capture, and keep, the crowd's attention.
It’s that time of year. Business leaders and educators everywhere are
attempting to inspire graduates at high schools and colleges with a
terrific commencement speech. Among the more notable attempts was one
from David McCullough, a Wellesley High School English teacher, whose “You Are Not Special” speech, encouraged students to go out and make their privileged lives remarkable despite everyone-gets-a-soccer-trophy childhoods.
At my daughter’s high school graduation last week, we heard speeches
from three valedictorians and one salutatorian. In a graduating class of
more than 700 students, these students have crazy good grades. They are
the brightest bulbs in the box. Current and future leaders. And their
speeches were awful.
I’m sure they all Googled “qualities of good speeches” and learned
that the hallmark of an exceptional speech is an engaging story. So they
all told stories. One valedictorian shared his first goal from when he
was five years old: He had wanted to be a bus driver. Then he added with
a laugh, “Thankfully, my parents talked me into setting much higher
goals!” His insensitive remark wafted over the caps and gowns to the
parents in the bleachers, who groaned and shook their heads.
Business leaders and entrepreneurs are almost by definition
passionate, driven, exceptional people. But your most brilliant idea or
message can sabotage your cause if you don’t consider how to catch and
keep an audience’s attention:
Appropriate. Sure, a memorable speaker can and should paint
vivid stories. But did no one point out to the valedictorian that his
bus driver comment was elitist and inappropriate? How many hard-working,
non-white-collar parents or grandparents made his education and
success—and those of his peers-- possible? As an eager college intern, I
once introduced a corporate video about impending cutbacks with a
breezy comment about how there wasn’t a pre-movie cartoon. I quickly
regretted my poor attempt at levity. Don’t forget, a great speech should
be a gift from you. It’s not all about you.
Audience. Another valedictorian delivered a mundane address but ended with a popular phrase from The Hunger Games,
saying, “Congratulations class of 2012. May the odds be ever in your
favor!” Students and parents perked up and cheered. Sometimes a familiar
phrase, image, song or creative cultural element—something universal to
your audience—can make your point quickly and convey camaraderie more
effectively than your own words.
Practice The last valedictorian was so uncomfortable that she
giggled throughout while desperately trying to convey a serious,
inspirational message. The rhythm of her words was so stilted and
punctuated by awkward pauses and giggles that no one could feel anything
but pity. Kids: How do you get to Carnegie Hall? Practice, practice,
practice. This goes for business owners, too. If the message is
important for your team, customers, partners or peers, say it out loud
until you can do so with great conviction and confidence.
Passion The best speeches are authentic and transparent and
come straight from the heart. Pull stories from your own life and use
the language you use every day. Lofty vocabulary and long, compound
sentences don’t inspire anyone. Consider one of the most brilliant (and
arrogant) public figures of our time, Steve Jobs. His 2005 commencement address to Stanford University graduates is among the greatest speeches ever because it was uniquely, passionately, unexpectedly Steve.
Well-crafted stories are among the most powerful tools in your
business arsenal. Whether seeking investors, recruiting top talent,
pitching new customers or addressing your company, good leaders know how
to shape and sell a story. But truly great leaders also take time to
personalize and fine-tune their delivery for maximum impact—making the
difference between ho-hum and Hallelujah!
SOURCE: www.inc.com
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