Sixty—yes, 6-0—seconds is all you’ve got to grab their attention. In the first 10 seconds they decide what you’re like based on your appearance, including your clothes, your hair and your body language. Are you smart? Are you likeable? Can you be trusted?
In the next 10 seconds they decide if you’re going to bore them or not. That’s the question: are you going to be boring? They don’t even give you the benefit of the doubt by wondering if you’re going to be interesting. No, every audience these days has been bored so often that they expect it.
For about the next 40 seconds you have the chance to overcome their initial, fleeting impressions. If you fail, they may sit in their chairs but you will have lost them. “Numbing” they’ll think, as they spend the time in your audience texting, surfing or tweeting about how boring you are!
Want to get them humming instead?
Work with an image consultant on your appearance so the first 10 seconds work in your favor. You cannot underestimate this, so the investment is well worth it. Learn how to dress and move so they decide you are likeable, trustworthy and smart. Smart is always IN.
Work with an experienced business speaking coach on your opening lines so they know from the first words out of your mouth that you’ve got something to say that they want to hear. Inspire them first…you can always inform them later. The sooner you earn their attention, and the better you hold it, the more likely you are to keep it for the duration of your presentation. This 10 seconds stands between oblivion and opportunity.
Your subsequent 40 seconds must be the most powerful part of your speech or presentation. No holding back till the end in the mistaken belief that they’ll best remember the last thing they hear. No building up to a climax, or thinking you don’t want to give away the store right in the first minute. If you don’t give them a compelling reason to stay tuned, they will tune out. If they don’t listen to the end, they won’t hear your great message at all.
What can you say that meets these demands of your audience?
1) Your first words must be about the audience—specifically something they care passionately about. No “Thank you for inviting me today” or “I am honored to be here to speak to you about…” or “Company X believes blah, blah, blah…” Speak about the audience!
2) Be counter-intuitive, contrarian, or outrageous. There’s way too much “doing what we always do,” or following the corporate marketing message or being careful not to get anyone upset. I don’t condone inappropriate language of any kind, nor do I suggest you tell jokes or put anyone or anything down. Challenge the status quo or better yet, ask them to challenge the status quo in their own minds.
3) Start with the end—that’s right, tell them your call-to-action (the harder or more inspiring the better) and that you guarantee that by the end of your time together, they will be rushing out of their seats to get started.
4) Start with an analogy or a metaphor. “Being an IT service desk support person is like…” The more outrageous, the more you’ll get them thinking.
5) Get to know their leader or a prominent person in their field. Select a bright and edgy short quote from that person and say “what if (name here) told you that (the quote)? Would you believe it? Would you challenge him (her)? Would you be inspired?" If you use a quote that most of them won’t recognize, you can get them thinking a lot more about the character of the leader.
6) Study up on the language of your audience and use it in a humorous way. Is there an acronym that you can use for a different, funny or ironic meaning? Can you tease them a little about their alphabet soup? The goal isn’t to be hysterically funny, but rather to show them that you’ve studied their culture and you get them more than most strangers do.
7) Use a prop. Yes, most business speakers blanch at the idea of using a prop—don’t they risk being seen as silly or juvenile? The right prop used with confidence will make the audience take a second look and pay attention for those crucial 40 seconds. Make sure you have a prop that’s large enough and clearly visible for everyone to see. If it makes noise, that’s good too. Select your prop to work with your call-to-action so you can show it several times during your speech or presentation.
Stop numbing your audiences with…
- Boring, predictable platitudes
- Dull corporate-speak
- Telling them what you’re going to tell them, telling them, then telling them what you told them
- Slides, slides and more slides
Get them humming with…
- A great personal presence
- Ten words they never expected you to open with
- Forty seconds of content that inspires, surprises or delights them
- Fast paced, tailored content that is shorter than they expect
- A call-to-action they can’t resist
For more tips on public speaking for business speakers and to learn more about Susan Trivers who is not your typical consultant please visit Susan Trivers.
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