The first step towards preparing any speech or presentation is to know--really know, from interviews, analysis and deep probing--what matters to the audience. When you speak about what matters to them, they will listen, remember and take action.
Too many CEOs, key executives and other leaders know what matters to themselves--the soundness of the company, the bottom line, their position in relation to the competition. Those ideas and concerns most likely do not matter directly to audiences of employees. Employees care about their job responsibilities, their performance evaluations and their security.
Effective speakers can bring these two together--if they begin with what matters to the audience of employees. Here are two examples:
Don't: "Our company's competitive strength relies on greater productivity and improved customer service. So today I am going to outline the steps we are taking to ensure that we remain competitive and improve customer service."
DO: "Each of you is a professional. You come to work every day to fulfill our goal of providing the best (product) at the right price and to retain our standing through exceptional customer service.
In today's difficult economy there are challenges. I recognize that job security is on the minds of everyone. Your job security is important to the company as well--when you are secure, you will have a clear mind and a determined heart to meet the challenges and help our company through the downturn."
Your key points can be the same following the "DO" opening as those following the first. You must couch the key points in terms of the audience's self interest.
Also, include a variety of delivery methods such as some audience participation, some humor and some upbeat music or video. You want the audience to leave saying "Wow, that was great. Let's get to work!"
How do you speak about what matters to your employees? Share your ideas through our comment link below.
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