The one thing that leaves most people white-knuckled is the idea
of speaking in public. In fact, more people say they're afraid
of public speaking than say they're afraid of death! But ask
top entrepreneurs what has helped propel them and their businesses
to the forefront, and they'll tell you their ability to
motivate groups of people has been instrumental in their
success.
As an entrepreneur, you'll have many opportunities to build
your business by addressing groups, whether in sales presentations,
seminars or talks before members of your community. A successful
presentation depends on three factors: content, structure and
style. Once you learn to create solid presentations, you may
actually look forward to speaking in public.
When planning a presentation, start by considering what your
audience wishes to gain from your talk. Then create a speech that
presents relevant facts and reasonable solutions. Structure your
presentation so it flows logically, and incorporate visuals to add
interest. Leave time for questions and audience interaction to
build rapport and demonstrate your expertise.
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Typically, content and structure are less of a problem for
presenters than is the issue of style. Choose presentation tools
that are appropriate to the venue and help you shine. You can
produce an eye-catching and comprehensive multimedia presentation
using a presentation graphics package, such as Microsoft
Powerpoint, in combination with a computer and a projector or
monitor. These programs allow you to incorporate bulleted points,
images, and audio and video clips. But no matter whether you use
the latest high-tech equipment or a simple pointer with flip
charts, make sure your presentation is visually appealing and never
dull. Your materials are your violin--and you'll be judged by
how well you play.
Most important, keep your presentation free of negative
behavior. Eliminate anything that detracts from communicating
solid, benefit-oriented information in an engaging format.
Over the years, I've worked with many problem presenters.
Here are just a few of the most common types. See if you can spot a
problem you need to work on.
The Slow Talker speaks at an unnaturally halting rate
that makes the audience want to jump out of their seats with
impatience.
The Low Talker speaks quietly, generally with eyes cast
down. This awkward shyness eventually makes the audience so
uncomfortable, they forget what's being said and concentrate on
the speaker's embarrassment instead.
The Double Talker presents few substantiated facts and
tends to over-promise. His or her proposals sound too good to be
true.
The Droner just doesn't know when to stop. The
presentation goes on endlessly, with no respect for the
audience's time.
The Techie presents too many details and little
bottom-line content. Techies often get bogged down with charts and
graphs that are difficult to read and understand.
The Stiff stands behind the podium with hands folded,
reading from a script, making few if any gestures, and simply bores
the audience to death.
The Apologizer destroys his or her credibility by making
excuses, often right at the outset, which can sabotage the entire
presentation.
The Twitcher is a nervous presenter who may repeatedly
grin, grimace or make other repetitious motions, such as pointing a
finger in the air for emphasis or swaying from one foot to the
other.
The Show-off gives more glitz than substance, offering
few relevant facts or solutions.
The best presenter is the one I call the Straight
Shooter. He or she makes eye contact with the audience, uses
natural body movement, and may even move around the room instead of
standing stiffly in one spot. The Straight Shooter uses direct
language so everything is understandable and clear.
To eliminate negative behaviors from your own presentations, set
up a videocamera and tape a rehearsal or two. Watch the tape
critically. Some of the most common negative behaviors are the
easiest to spot, so with just a bit of practice, you can smooth out
the rough edges and create a presentation style you'll be proud
of.
This article originally appeared in Business Start-Ups
magazine in September 1998.