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14 posts from July 2010

July 29, 2010

Summer Reading #10 – Marketing Lessons from the Grateful Dead

Gratefuldead At Public Words we’re keen followers of David Meerman Scott, author of The New Rules of Marketing and PR, World Wide Rave, and Real-Time Marketing and PR, due out in November.  David has released a surprise summer book, just in time for marketers who want to combine a little fun with their work:  Marketing Lessons from the Grateful Dead:  What Every Business Can Learn from the Most Iconic Band in History.  It’s co-written with Brian Halligan, CEO of Hubspot, and another Deadhead.  Full disclosure:  we’ve helped David with his speeches.  Fuller disclosure:  I vaguely remember attending a Grateful Dead concert in the late seventies.  Maybe the early eighties. 

The book is a delightful combination of serious marketing insights and trivia about the band, including some great photos from the Dead’s archive.  It doesn’t take long to read, and you can justify the time spent as work-related. 

Here are just a few of the marketing lessons:

1.    Create a unique business model
2.    Build a diverse team
3.    Embrace technology
4.    Establish a new category
5.    Bring people on an odyssey

I highly recommend the book for some very useful marketing insights presented in a user-friendly way.   David and Brian’s text is thoughtful and teases the lessons out of the Dead’s history in a way that is relevant, topical, and never feels forced.  The lessons are buttressed with current examples from companies that have tried similar things.  A great beach read for Type-A marketers who have trouble leaving their work behind. 

July 28, 2010

How to win an argument without words

For my blog today, I'm linking to an article I just did for Forbes.com, "How to win an argument without words," about using "non-verbal judo" to overpower your opponents:  http://bit.ly/bGBXCk.  Enjoy!

July 27, 2010

Neuromarketing and Public Speaking – Summer Reading #9

Book_neuromarketing The new science of neuromarketing has a good deal to offer public speakers who want to succeed with their audiences by delivering memorable speeches.  In their book Neuromarketing:  Understanding the “Buy Buttons” in your Customer’s Brain, marketers Patrick Renvoise and Christophe Morin give a simple, lucid account of the basics of brain science as applied to marketing.  Public speakers can use a great deal of it to enhance both their talks and their delivery of them.

The basic shape of our new picture of the human brain should be familiar by now to readers of this blog.  The unconscious mind is far larger, faster, and more powerful than the conscious mind.  Most of our decision-making is controlled by the unconscious mind.  Our conscious minds are easily overwhelmed by everyday experience, and we rely much more than we realize on our unconscious minds to handle most of our important thinking chores.  The basic role of the unconscious mind is to keep us alive and safe.  As such, it constantly scans the immediate neighborhood for threats to our safety and opportunities to eat and mate.   We signal what we find to the other humans in our area and they pick up on our emotional attitudes through mirror neurons that cause them to experience the same feelings we do. 

All of this basic wiring causes problems for us when we stand up to give a speech.  Our natural nervousness -- because we find a large crowd in front of us -- causes our unconscious minds to signal danger.  The audience picks up on that danger and goes into similar paroxysms of fight or flight thinking.  The only way to fight this is with a positive ‘script’ that causes you to send out happy messages to your new friends in the audience instead of messages of terror. 

Renvoise and Morin get most of this right, though they don’t go into as much detail as necessary to truly understand why we behave the way we typically do in front of a crowd.  Instead they focus on how to construct messages that will engage your audience and keep them interested – as befits their roles as marketers. 

For example, they offer the six triggers that what they call the “old brain” (the unconscious mind) responds to:

1.    Me (the brain is most interested in itself)
2.    Contrast (we respond quickly to clear contrasts – new vs old)
3.    Tangible Input (keep it concrete; avoid abstract words)
4.    The beginning and the end (that’s what we remember)
5.    Visual stimuli (we respond to pictures)
6.    Emotion (emotion is memorable)

Fill your speeches with these triggers and your audience will be hanging on your every word.  The book is positioned on the simple end of the complexity spectrum, but it’s a useful read for all public speakers nonetheless. 

July 26, 2010

Summer Reading Series #8: How You Stand, How You Move, How You Live

Book_howyoustand In many ways, the single most important thing a public speaker can do to improve her performance is to stand properly.  How we stand signals to the audience – unconsciously – whether or not we perceive threats in the room, and the audience picks up those signals – still unconsciously –and goes into flight or fight mode accordingly.  The result is that a nervous speaker makes the audience nervous and it all goes downhill from there.   And of course it all happens before the speaker even opens her mouth to begin to speak! 

Standing with confidence and authority, then, is key to beginning a speech successfully.  If you stand with a confident, open posture, you'll send unconscious 'trust' messages to the audience and begin much stronger than the frightened speaker.  And you'll create a happier bond with the audience. 

The Alexander technique is one of several methods designed by charismatic founders that will help you in precisely this important way.   Alexander was an actor in Australia who found that his posture was injuring his voice, and he developed his technique to heal himself. 

The founder and director of the Alexander Technique School New England, Missy Vineyard, has written a book on the technique, and it is mostly about standing and sitting properly.  How You Stand, How You Move, How You Live, is an extraordinary exploration of how posture and motion influence our lives.  I recommend it highly for anyone who wonders if his posture is helping or hurting his public speaking performance. 

In the meanwhile, here’s a quick way to test your posture.  Stand, feet shoulder width apart, looking forward, arms at sides.  Now raise your arms as high over your head as you can, touching them together, and let them fall naturally back to your sides.  That quickly aligns spine, neck and shoulders – though you should be warned that your natural slump, if you have one, will quickly take over again.  Gravity is never defeated for long.  

July 23, 2010

Summer Reading Series #7 - Why Aikido Matters to Public Speakers

Book_theintuitivebody Readers of this blog will know that I’m a big proponent of Improv as a practice that is of enormous benefit to public speakers.  I believe that every serious public speaker should take a year-long course in Improv and learn essential lessons like, there are no mistakes, and yes, and. . . . 

If you’re already an Improv adept, here’s another practice to add to your set of skills:  martial arts.  It has been a number of years since I worked my way up to a brown belt in Taekwondo, and I would hate to be put to the test now, but the experience was invaluable.  From a martial art, you learn presence and awareness, as well as fast reflexes. 

For those who find the thought of a violent martial art too, well, violent for your tastes, consider Aikido.  It’s all about using your opponent’s energy.  It’s perhaps the most non-violent of the martial arts.  Begin by reading Wendy Palmer’s The Intuitive Body, because her gentle insights into human nature and performance under stress will have immediately applicable lessons for all public speakers. 

Palmer focuses on awareness, on what actors call being present.  It is, of course, a goal (if that’s the right word) of meditation.  She asks three questions which are powerful for public speakers seeking to increase their presence – and thus charisma. 

1.    Am I paying attention to my breathing?
2.    Is the front of my field equal with the back?
3.    Can I feel the weight of my body?

The first question should be a familiar one for public speakers:  through breathing we stay calm, present, and focused.  The second requires a little more explanation.   By ‘field’, Palmer means your energy, or perhaps aura.  And by ‘equal’ she’s pointing to the fact that, especially in Western cultures, we’re all about our front half.  That means we ignore our backs, broadly speaking.  And yet the back can be the most expressive part of a person.  If you look attentively at someone’s back, you will know instantly how she’s feeling.  You can mask the emotions in your face, but not your back. 

So the next time you’re preparing to give a speech, think about being present in your whole body, not just your front and face.  Mentally explore how that back is doing.  You’ll be surprised at how much the exercise improves your presence. 

Finally, the third question has to do similarly with presence.  Feeling your own weight means experiencing your body completely in space, feeling the pull of gravity on your legs, your back, your lower spine, and all the rest.  It’s a very powerful exercise, again, for a nervous speaker to try before speaking.

You don’t have to become a black belt to benefit from a study of a martial art as a public speaker.  You just have to be present. 



July 21, 2010

Summer Reading Series #6 – The Moving Body

Book_themovingbody The great French acting teacher and theorist Jacques Lecoq has spent a lifetime investigating the dramatic possibilities of human motion and the body.  He sums up his work in the book The Moving Body, which I recommend highly for any serious student of body language and public speaking. 

Lecoq began as a physical education instructor, and he made a study of virtually every form of dramatic theatre that involves the body – from mime to commedia del arte to Greek tragedy.  For Lecoq, movement must always have meaning; gesture must always be justified. 

His central insight is that meaningful movement can have 3 ways of justifying itself:  indication, actions, or states.  Indications are gestures like pointing out a moving object, or a sign.  An action is just like it sounds, doing something to carry out some purpose:  find an object, catch a train, stop someone from leaving.  States are the physical manifestations of attitudes, such as emotions or feelings. 

If you’re a public speaker, these categories are very useful ways of thinking about your movement.  If you’re not doing one of these three, then your movement will be purely mechanical – it won’t be justified.  From Lecoq’s point of view, that means it won’t be interesting.  Public speakers who keep these categories in mind, and analyze their own movements from this point of view, will eliminate a good deal of unnecessary gesture and greatly increase the interest, and therefore the charisma, of their body language. 

Lecoq's insights are not based on science, but rather on deep observation of human movement from the point of view of finding the drama in it.  As such, Lecoq has much to teach the public speaker. 

Indicate, act, or state.  Do one of the three.  Eliminate everything else.

July 20, 2010

Steve Jobs' Inauthentic Press Conference

For my blog today I'm linking to a piece I did for HBR.org on Steve Jobs' Friday press conference.  The post has attracted a good deal of commentary already, because Jobs and Apple have their defenders no matter what.  Heck, I'm an Apple consumer too -- I have an iMac, a MacBook, 3 ipods, an iPhone (which doesn't drop calls) and an iPad.  But I still say Steve was out of control.  Here's the link -- enjoy:  http://bit.ly/9iLa2l

July 19, 2010

Summer Reading Series, #5: Awareness Through Movement

Book_awarenessthroughmovement Moshe Feldenkrais was one of the more original thinkers of the 20th century.  An engineer, he studied physics, judo, and improved sonar for the British during WW II.  Injuries sustained first playing soccer and then on a submarine led him to develop the Feldenkrais method of exercise and self-awareness.  His exercises have helped many people recover more fully from injuries and handicaps than traditional medical practices allow. 

His book, Awareness Through Movement:  Easy-to-do health exercises to improve your posture, vision, imagination, and personal awareness, is a must-read for public speakers.  Practicing the Feldenkrais exercises in the book will heighten your awareness of yourself, your poise, and your general alertness – all useful for optimal public speaking. 

Feldenkrais is a keen observer of the way human bodies move, and he understands what is effective and what is not.  Performing the Feldenkrais exercises will help you undo a lifetime of bad habits and develop good ones.  A great summer project for speakers who want to increase their confidence and charisma. 
 

July 16, 2010

Summer Reading #4: Mark Bowden and Winning Body Language

Book_winningbodylanguage Readers of this blog will know that I’m passionate about good communications, public speaking, and body language.  The revolution in brain research over the past couple of decades, and especially the last ten years, has provided those of us in communications with a whole new way to think about “the two conversations” – content and body language – and how they work together to create great – and awful – communication. 

But there are other, older traditions that have concerned themselves with encoding ancient wisdom about communications and body language, and those traditions can enrich our understanding enormously.  Recently, I received a copy of a book entitled Winning Body Language, by Mark Bowden.  Mark’s a successful communications coach of politicians and executives in Canada and the UK.  He draws on a number of these traditions in his work, including mime, theatre, and other sources, to create a fascinating take on how to use non-verbal communications to persuade, charm, and even control your audiences.  Mark and I have chatted over the last several years about our practices and approaches, and so I was eager to read his book. 

Most books on body language fail miserably because they adopt the 20th-century approach to understanding non-verbal communications.  That approach came out of the study of “emblems,” or gestures that have specific meaning, like the peace sign or the “single-finger salute.”  The result was a century-long attempt to decode hand gestures, for example, in terms of single, specific meanings.  The hand waving that accompanies speech got largely ignored, because it resisted this kind of decoding.

But it turns out that the hand waving is where the action is, and it is the most important for communications.  The recent brain research shows us that most of our thinking is unconscious.  We get an intent or an emotion deep within the unconscious part of our minds.  That motivates gesture – that’s the hand-waving – and only after the gestures have begun do we get conscious thought.  It’s literally true that our conscious minds spend a good deal of time explaining to ourselves why we have just done something.  Decisions are taken by the unconscious mind and only later justified by the conscious mind.  Those hand-waving gestures cue us – and those around us – to what we’re thinking before we’re aware that we’re thinking it. 

So the old approach to understanding body language isn’t either accurate or helpful, because it teaches people to try to think consciously about their specific gestures, which means by definition that it happens too late in the intent-gesture-thought sequence.  The result is something watchers of politicians have often seen:  the perpetrator looks awkward and fake.  What then is the right approach? 

People wishing to master their body language and thus the impression they make on others need a more holistic system, one that utilizes the power of the unconscious mind.  I’ve put forward such a system in my book Trust Me:  Four Steps to Authenticity and Charisma.  So naturally I was inclined to dismiss Mark’s system in his book at first as completely wrong.  Call it a natural competitive reaction.  Primitive, wasn’t it?

But I’ve pondered the differences and similarities between the two systems a little longer, and I’ve realized that I’ve done Mark an injustice.  There is actually quite a lot of common ground between the two of us, and in any case Mark deserves respect for having worked out an holistic approach to the mastery of body language.  In spite of the advances of brain research, this is still largely new territory, and those of us who are passionate about pushing knowledge forward should be grateful for the good work of others in the same field. 

I’m going to use the rest of this blog, therefore, to give Mark a platform to discuss the tenets of his system, with my thanks for his generous participation and willingness to debate something we are both passionate about. 

Nick:  Mark, thanks for joining us!  You mention a number of sources for your work, including ancient practices like mime and acting gurus like Jacques Lecoq, as well as Moshe Feldenkrais.  Can you tell us how these gurus and traditions have shaped your thinking?

Mark:  Thanks, Nick. It is always good to discuss this area with someone prepared to dig deep into the existing knowledge on nonverbal communication and open to new theories, science and practices.

So to start with: Lecoq was a gymnast, physiotherapist, theatre practitioner and Frenchman who reinducted the western world into its hidden legacy of physical performance styles and élan. In doing so, he fundamentally revolutionized world performance culture including innovators such as Cirque de Soleil, Julie Taymor and Oscar winning actors such as Geoffrey Rush.

Lecoq taught out of his school in Paris and internationally for over four decades until 1999 under his tenant “tout bouge”—everything moves. His belief and practice as I studied and understood it was that movement is the universe’s common currency and to understand its vocabulary is to be available to express more about ourselves. Lecoq created a mime pedagogy within which his students could be provoked by physical impulses into authentic feelings. As artists they could then utilize these emotional reactions in their performances.

Some of my techniques are an extension or distillation of Lecoq’s work and so draw a line back through history to the anarchic, irreverent satire of the Italian Commedia dell ‘Arte, into the ecstatic, cathartic and politically influential ancient Greek Tragedy, and way back to the first performers telling the story of the hunt and acting out its animal behaviors to bond their tribe in a relationship with a bigger, perhaps spiritual universe.

As you rightly say, Nick, “give your speech and change the world,” and mime (from the Greek memos—to imitate or copy) has provoked and influenced human perceptions and actions for thousands of years. So much so that under Pope Benedict XIV, the Commedia were forbidden to speak and so the silent style that so many now believe all mime to be, or to ever have been was enforced. The philosophies, skills and practices that had stood the test of thousands of years were driven underground as performers were outlawed as thieves, vagabonds, rogues and gypsies for close to two centuries, only to start a reemergence in Europe in the early 1900’s.

Now Moshé Feldenkrais on the other hand was an Israeli nuclear physicist, spy and martial arts expert partly responsible for Judo’s journey from East to West. After suffering a debilitating injury he set about creating a movement system designed to improve both physical and self awareness. He studied how the physical twists and turns in a person’s muscular-skeletal frame could congruently cause twists and turns in their psychological outlook. Feldenkrais died in 1984 leaving a legacy of students well trained in the effects, application and teaching of Awareness Through Movement, and his techniques, taught through renowned theatrical movement practitioners such as Monica Pagneux, have had a profound effect on the artistry of Oscar winning establishment actors such as Emma Thompson, and mavericks like Helena Bonham Carter and Sacha Baron Cohen.

Both Lecoq and Feldenkrais were pioneers in exploring and codifying the way specific movements could predictably supply an impulse to a specific intention or feelings in both the performer and the observer. It is this practice of “working from a physical impulse” to produce feelings totally authentic to each moment of a performance that I have brought to the training of leaders when communicating.

Nick:  Mark, what are the key tenets of your system?  Can you explain to us what you mean by the grotesque and truth planes, for example? 

Mark:  The key tenet of the GesturePlane system is that the feeling evoked by a verbal message can be radically and predictably changed in the performer and the perceiver simply by (amongst other things) the horizontal height at which the performer holds their hands.

For example when the hands are held in the TruthPlane (navel height) the message is perceived by both performer and audience as more sincere, honest and factual; when in the GrotesquePlane (below the waist line) the message is perceived by both performer and audience as disinteresting, depressing and quite often over before it has begun.

I clarify this further in the book (it makes up a good quarter!), and the full model of the whole gesture plane system and how to use it to your advantage is also comprehensively explained in Winning Body Language.
Simply put, these techniques use specific, consciously produced physical movements to “kick-start” a wave of feeling totally authentic to that moment of performance. This “from the outside in” approach to performance forms the basis of the traditional European school of acting and the more modern American school attached to the Meisner Technique; both distancing themselves from the much publicized and historically isolated “Method” approach of Lee Strasberg, which capitalized on the 1950’s popularization of Freudian theory and evolved a teaching style akin to psychotherapy where the analysis of human thought was deemed the perfected route to authentic actions.

Physically stimulating the unconscious mind to produce sustained emotion has proven throughout the history of art and culture a rich avenue to truthful expression. With any technique, there are those who do it well and those who do badly either through ignorance, laziness or poor training. The good examples… well, you just can’t see the technique!

Nick:  What’s next for Mark Bowden? 

Mark:  I’m writing the preface for the Chinese translation of my book (now in five languages), and I’m collaborating with the award winning British TV writer Shaun Prendergast on a new book for our publisher McGraw-Hill Business and Academic which looks at how story functions in confronting audiences with a finite number of human dilemmas that are universally engaging. This is a unique insight into the purpose,  power and underlying mechanics of story beyond the common—“there are only (pick a number) stories” and the “three act narrative” structural analyses most readily available today from McKee, Field et al.

The book will be for anyone who needs to engage an audience with story and wants to understand and utilize the deeper mechanics behind the human compulsion for a narrative journey. Our goal is to produce a work that most helpfully maps out some defined routes to moving your audience emotionally.

Nick:  Mark, Thank you very much. 

Readers, there you have it.  I encourage you to read both books, Trust Me, and Winning Body Language, and decide for yourself. 

And finally, please weigh in with your experiences.  What is your experience of working with your own body language?  What have you tried?  How well has it worked?  Let us hear from you!

July 07, 2010

John Maxwell on Communications -- Summer Reading, #3

Resized_everyone_communicates_few_connect It’s all about connection.  If you’re already a John C. Maxwell fan, his advice on successful communication – and public speaking – won’t surprise you.  His new book is Everyone Communicates, Few Connect.  The book is a great introductory primer for speakers early in their careers, and a nice reminder for more advanced professionals. 

Maxwell is a preacher, and he knows deep in his DNA that the way to a successful public speaking career is to connect with the audience.  That means making your speech more about the audience than about yourself. 

The book breaks no new ground in terms of communication research; indeed, it gets the infamous Mehrabian study slightly wrong (see pp. 48-49 – the study wasn’t about decoding communications, but about decoding attitudes behind communications).  I’ve blogged about that study before.  But what it does do is give you a wealth of stories, many of them memorable, about people who communicate well and people who don’t.  By the time you’ve read it through, you will be reformed and ready to start communicating through authentic connection, which is the only way to communicate.  You will think more about your audience than you do yourself.  And you will prepare – as Maxwell does – with a thoroughness that would embarrass a military campaign. 

Maxwell is focused and he takes communication very seriously.  The result is a book that has good, if familiar, advice of the hortatory sort on virtually every page.  Each chapter ends with a section on “connecting one-on-one”; “connecting in a group”; and, “connecting with an audience.”  Beginning speakers especially will find these tips and takeaways helpful.  Indeed, I wish every businessperson who gives presentations and speeches occasionally would read this book and take its prescriptions to heart.  If that were to happen, the business world would be a far, far better place for its hapless audiences. 

What I particularly like about Maxwell’s take on communications is his unwavering focus on the audience, his insistence on the speaker being fully present with the audience when giving a speech, and his enthusiasm for good communication itself.  There’s not much about body language in the book, but if you take Maxwell’s advice to heart, you will speak with such an enthusiasm for the task and a concern for the audience that I won’t have to worry too much about your non-verbal communication. 



July 06, 2010

Summer Reading 2 – the Synaptic Self -- how our brains really communicate

Synapticself This is an exciting time to be interested in public speaking.  Brain research has accelerated and is providing us with many insights into the nature of perception and communication, both of which are key to understanding why a public speaker succeeds or fails.  Indeed, many of the commonsense understandings we have of the way our minds work turn out not to be true.  In particular, two of our everyday operating theories of the mind are wrong, and have interesting implications for public speaking:  the Little Director Theory, and the Mr. Spock Theory. 

Both of these theories are exploded in Joseph LeDoux’s fascinating work, Synaptic Self.  Like his earlier work, The Emotional Brain, LeDoux discusses both his own work and the research of many other scientists in putting together a best-guess theory of the brain as we know it now. 

The Little Director Theory

Most of us imagine that we have a little person (who looks remarkably like us) sitting in our heads directing our actions.  This little director notices that we’re thirsty, say, and then directs us to reach for a glass of water and drink.  The appeal of this theory is that it puts us in conscious charge of our brain and our actions.  Of course, we realize that we don’t have to consciously will our hearts to beat, but all the other important stuff is something that we consciously control. 

As LeDoux and others have discovered, our minds actually work quite differently than that.  We get an impulse, an emotion, or an intent deep in our unconscious brains.  That intent motivates a gesture – still unconsciously.  After those two events have happened, we get a conscious thought about them, explaining our actions and intents.  What we have is a Little Explainer, not a Little Director.  It’s literally true that we make our decisions unconsciously, before we’re even aware of them.  This finding has important  implications for public speaking, as we’ll see. 

The Mr. Spock Theory

The Mr. Spock Theory works like this:  we have a conscious, logical mind that represents our best self.  Emotions are messy, stupid, and, well, emotional.  It’s better to make decisions by ignoring emotions as much as possible and hewing to logic. 

LeDoux’s work on the brain shows that it is in fact impossible to make decisions without emotion.  Emotions get attached to memories in our minds so that we can distinguish what’s important from what’s unimportant.  Far from squelching them, we need to understand that emotions are essential to the efficient workings of our minds.  Without emotions, we would approach every decision, indeed every act, with paralyzing indifference.  Should I turn left or right?  Who cares?  Should I go or stay?  Doesn’t matter.  Without emotions, you hover in indecision, unable to move forward. 

OK, so what are the implications for public speaking?  There are many, but let’s focus on two.  First, every speech – every communication – needs to have both emotional and intellectual elements if it’s going to be remembered.  Don’t avoid the emotional and appeal only to logic, because you will be instantly forgotten. 

Second, in delivering a speech, don’t try to control your gestures with your conscious mind.  The result will be that the gestures will come too late, and you’ll look stiff, awkward, or unintentionally funny. 

LeDoux’s book will give you a clear understanding of how the brain works – as far as we know now.  It’s great summer reading for those who are passionate about communications and public speaking. 

July 05, 2010

Why speakers need to breathe - summer reading #1

Scienceofbreath Regular readers of this blog will know that I’m a big fan of breathing.  Not only does it keep you alive, but for public speakers, proper breathing calms you and gives your voice the right kind of quality so that people will want to listen to you speak, the quality known as resonance.  Resonance is impossible without good “belly” breathing; that is, breathing that involves expanding the stomach using the diaphragmatic muscles on the in-breath, and then once again using the diaphragmatic muscles on the out-breath to squeeze the air out through the mouth. 


So I’m going to inaugurate this series on summer reading – books that are interesting and useful for public speakers – with the classic book on breathing, Science of Breath, by Yogi Ramacharaka. 

The book seems to have been written early in the last century to judge by the language it employs.  Words like “Oriental” and “Occidental” are used instead of the more modern “Eastern” and “Western.”  Yogi Ramacharaka may be a real person, or he may be the pen name of William Walker Atkinson, an American lawyer who embraced Eastern thought, and who claimed to be a student of Ramacharaka's. 

But don’t let the flowery, old-fashioned prose and the mystery of the book's composition put you off.  Everything you need to know about breathing is contained in this 70-page book.  If you practice the techniques described in this book, you will increase your resonance and lung capacity.  Those are both good for your public speaking and your overall health.  Indeed, while you may not decide to practice distance healing or auras – two of the more advanced activities described quite simply in this remarkable volume – you should at least learn to breathe deeply and profoundly before you stand up to speak. 

Good public speaking begins with good breathing, and this book tells you how.  It belongs on every public speaker’s bookshelf. 

July 02, 2010

Why speakers need introductions, Part 2

I’m going to post this (short) blog a little earlier in the day in case you’re heading off early for the 4th.   Yesterday I talked about how important a good introduction is for setting up a speaker for success.  Today I’m going to offer you a way to guarantee that happens every time. 

If you’re a speaker, you’ve been down this road:  you get introduced by a VP of Marketing, and he starts by saying, “I’m not going to read the intro they sent me.”  That’s the intro you’ve carefully prepared.  He adds some irrelevant comments about how he met you the evening before over the Spilled Bloody Mary Incident (his fault, not yours).  What’s supposed to be charming self-deprecating humor is awkward and goes on too long.  The rest of the ad-libbed introduction gets lost in the verbal shuffle, and the VP gets key facts wrong, stumbling over the sentence structure and some unfamiliar words.  He leaves out mention of your book, and ends with another half-hearted attempt at humor.  You walk on stage to the sound of a lot of single hands clapping. 

In order to avoid this sort of disastrous incident, which happens more often than you’d believe possible, create a DVD intro that creates some drama and excitement, puts you in the best possible light, and gets the audience keyed up to see you.  You can do this in a carefully scripted 3-minute video, and the cost can be quite reasonable.  In any case you should mentally amortize the cost over all the introductions that won’t be botched from here on. 

What should go into those 3 minutes?  Answer the question why?  -- Why are you cool, why is your speech important, why should the audience care.  Give a few salient details about your accomplishments, and end with the music amped up and the cheers already rolling in.  Have the last words of the voice over be, “Ladies and Gentlemen, please welcome (You)!”  and the applause will follow naturally.  The great thing about video (with a compelling soundtrack) is that it can touch the emotions in a way that's much harder for the VP of Marketing to do, statistically speaking. 

It’s all about quality control.  Create your own intro DVD and you’ll never have to suffer a botched intro again. 

Happy Fourth!


July 01, 2010

Why does a speaker need to be introduced?

We live and work in a casual age, and you might be forgiven for wondering why that rather old-fashioned custom of the formal introduction for a speaker still takes place in meetings and conferences around the globe. 

Old-fashioned or not, an introduction is a very good idea – in fact, without it a speaker must work much, much harder and is even set up for failure.  The reasons lie in the audiences’ expectations. 

Audiences want several things from a speaker, and some of them right away.  First, audiences begin by asking why – why should I pay attention?  Why should I care?  If a speaker is successful, they’ll start asking how – how do I get started?  How do I make this my own?  That’s success for a speaker – moving the audience from why to how.

Second, audiences test speakers for a few things:  trust, credibility, and likability.  On these items, they’ll give a speaker a little time, but they make unconscious decisions very quickly, and those unconscious decisions are hard to turn around.  So it’s better to get it right from the start.

That’s where the introduction comes in.  An introduction can help answer the why question.  And an introduction can help establish credibility, especially, but also trust and likability.  The result of a good introduction is to greatly increase the likelihood that the speaker will do well.  At least, she’s off to a good start. 

A good introduction should answer 3 questions:  why this speaker, on this subject, to this audience?  A little humor is permitted, but an introduction should never denigrate the speaker, even in fun.  The idea is to build the speaker up in the audience’s mind. 

I’ve often noted that a celebrity speaker can be mediocre and yet the audience can report that it had a good time.  The reason is that the celebrity has already been ‘introduced’ to the audience – the audience knows the celebrity.  The work of a good introduction is to raise the speaker to celebrity status for the purposes of that occasion. 

A couple final points.  Always end with applause for the speaker, to allow her time to get up on the stage and ready to go.  And it’s a very good idea to shake the speaker’s hand as he or she goes by on the way to the lectern.  Shaking another person’s hand is grounding and comforting, and will help the speaker get off to a good start.

So don’t neglect the introduction.  And speakers, prepare a good one.  Don’t assume that the folks in charge will have a credible intro ready to go.  Make it easy for them and write it yourself.  You need the boost so that you can show up in front of that audience with credibility, trust, and likability.