Whenever I ask CEOs and senior managers what they think are the magical ingredients that make a speaker compelling, they are unanimous in their judgment: someone who connects. More specifically, someone who is emotionally connected to himself or herself first, and who can ultimately transfer that connection to the audience through vocal and physical delivery. When Eileen Murray, head of technology, operations and product control at Credit Suisse First Boston, spoke last year at the Women’s Bond Club of New York as recipient of the Merit Award, a prestigious honor given annually to an outstanding female financial services executive, she touched the heart of her audience by sharing personal testimonies. She credited her professional drive and success to “my mother, who is my best friend and strongest mentor.” She shared that she learned early about competition by growing up in a family of nine siblings. “We had only one bathroom. I learned very early to be the first one in line in the morning.” She used humor. She presented facts and figures in a concise and meaningful manner. She quoted Churchill. Eileen is a dynamic speaker because she is passionate and committed, just like Carly Fiorina.
Practical Matters
How does one become such an effective speaker? As with any craft, good speakers must master the basics: Tell them what you are going to tell them, tell them what you are telling them and tell them what you have just told them. I have found I am much more willing to listen if the speaker hooks me in immediately by giving me catchy phrasing, an interesting anecdote or a joke that is not cliché but leads to an important point. Hit the key message at the very onset of your speech, such as, “We are at the top of our game. It does not get any better than this, but it can go in a heartbeat! We must become fearless together even with our success. Don’t take it for granted!”Assume your audience is listening and asking themselves, “So what’s in it for me?” and “Why should I care?” Define your purpose, give facts and figures and, as Churchill advised, “Short words are best ... and the old words when short are best of all.” Keep your speech simple and focused on three to five main bullet points. Finally, in the closing of your speech, tell your audience how the problem will be solved and how this action will make it more beneficial and productive to the overall good of the situation. Ask something of your audience and give them a purpose: “So, how do we stay committed? Work hard, meet challenges and, above all, have fun. Go out there and make us number one.” This is your way of telling them what you want them to do. Stand and Deliver
Keep in mind, however, that content comprises only 10 percent of the delivery. According to The Oxford Union Guide to Public Speaking, nonverbal communication constitutes approximately 60 percent of delivery, while vocal tonality, pitch, pace and pausing make up 30 percent. The audience retains only 25 percent of what is seen or heard in a presentation. Visuals, such as flip charts or PowerPoint slides, are important because viewers can see and memorize them.
After constructing your effective message, you must practice. Practice makes you spontaneous and more comfortable while speaking. Experiment with the material by rehearsing it out loud, using verbal techniques of pauses, tones and inflections within the voice. I have found that memorizing three key topics and being able to improvise or extemporaneously fill in the body of the speech gives one freedom. I do not suggest that you rehearse in front of a spouse, partner or close companion, in that they might undermine your confidence unintentionally by asking, “Are you going to say it like that?” Do not rely on memory of the text alone. By memorizing the entire speech, you run the risk of letting your nerves take over and flubbing your lines. It is always best to outline a road map of key points, and then expound on those points freely.
| Do not rely on memory of the text alone. By memorizing the entire speech, you run the risk of flubbing your lines. It is always best to outline a roadmap of key points, and then expound on those points freely. |
By practicing and actually giving speeches from time to time, you will develop your own style. Your delivery must be your unique rate and pace of speech. Great speakers may influence you, but you must be authentic. Believe in yourself and commit to your material with a strong emotional investment. I tell clients that one way to connect with your audience is to command their attention by standing in front of the group and thinking to yourself as you speak: “I have something important to say! I want you to hear this!”
While emotions are crucial, most speakers do not focus on relaxation. I reiterate this fundamental in public speaking: breathe. When I tell a client to take three deep breaths before speaking publicly, it seems like an imposition. It is essential to focus on breathing before and during the delivery; this relieves tension and makes you more comfortable. I cannot stress enough the need for good body language, posture, gestures, movement and, especially, strong eye contact. I always pick out someone in the audience with whom I make good eye contact; this also gives me confidence. Once I have that inner security of making such a connection, I am able to move my focus to more members of the audience and deliver the speech with a sense of stability.
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