How to Avoid the Four Speaking Sins Your Audience Won’t Forgive
According to media magnate Roger Ailes, “there are only four things people you communicate with won’t forgive you for: not being prepared, comfortable, committed, and interesting.” That’s it. It doesn’t matter whether you are conducting a short business meeting, an informal lunch with a prospective client, or speaking at a large convention. If you nail those four things, you will be more successful in your communication.
Be Prepared
The Boy Scout motto, Be Prepared, is the first step on the way to successful communication. You need to be completely prepared for any pitch or presentation you make no matter how formal or informal.
- Audience: Do you know who your audience is? Do you know (or can you somewhat accurately guess) the temperaments of the people to whom you will be speaking? What motivators do you need to include to reach their values? What atmosphere do you need to create to meet the needs of all present? Do you need to include elements that keep your audience actively involved?
- Parameters: What is the purpose of your communication … persuade, inform, etc.? How much time have you been allotted? How will your presentation be effected by the physical limitations of the room? What audiovisual elements need to be present?
- Knowledge: Have you done enough research? Do you understand the views that may be different from your own? Do you know how your message will fit into the day-to-day activities of those involved? Can you define the core of your point (your theme) in a single sentence?
There is nothing to say that you have to answer all of these questions by yourself. Many highly successful business communications occur after a team of people has put a plan into action. It is important to remember, however, that the presenter of any communication is putting his or her integrity on the line. If you are that person, be sure that you have enough information to be comfortable with that knowledge.
In order to accomplish the other three tasks of a successful communicator, you must have a solid communication design. Your main task, apart from providing accurate and necessary information, is to interest and engage all temperament styles. There are many, many sample outlines that could be used to accomplish this task, but if you are slightly more daring, you may consider the altering the model used in the movies — the theatrical model. Aristotle identified five main parts to this model:
- Exposition. In the theatrical model, the exposition takes place when background information is provided and the current setting is established. In the business world, this occurs when the speaker is introduced and his or her credentials are explained.
- Inciting Event. In the theatrical model, this is the point when the real story begins. A radical or emotional change occurs in the life of the main character that disrupts normal life. In a speech, this could be a joke, an anecdote, a startling fact, or a shocking statement. This is when the speakers says or does something unexpected to capture attention and motivate the audience to listen.
- Rising Action. In books, movies, and plays, during the rising action the bulk of the action takes place. Here is where you see the character transform and move from one point to another. You see plots and subplots, twists, and surprises. In a speech or business meeting, you will see a presentation of the facts, supporting details, hands-on applications (if appropriate), or maybe idea generation sessions.
- Climax. The climax is the highest emotional point. It is where the conflict introduced in the inciting event is ultimately resolved. In a speech or presentation, this is where the business application of the main point is presented, where the facts are tied together, a call for action is made, and final information is provided.
- Falling Action. During the falling action phase, we are introduced to the character’s life after the climax. We see the character return to a new normal life. In the business world, this is where we see a summary of thoughts, a parting thought, and a challenge for the future.
Be Comfortable
Once the presentation content and format has been completed, your task shifts from theory to practice. You must learn to be comfortable with your presentation and the idea of yourself as presenter. Take a look at the presentation style of your own temperament. Does it match the needs of the audience? Will you need to present, at least in part, in a manner that is not typically in your temperament in order to meet the expectations of your audience?
Avoiding the Four Speaking Sins Your Audience Won't Forgive
If you appear comfortable in the role of presenter, your audience will respond in kind. Return to the preparation questions for more help. Is the main comfort issue yours because you are presenting to superiors? Is comfort an issue for your audience because you are the superior? Is the topic you are discussing going to make some uneasy? Think about and devise a plan of action to make everyone feel comfortable. Don’t be afraid to be yourself. Lighten up and use humor where appropriate. Have a good time. Your audience will too!
Be Committed
How strongly do you feel about your topic? Are you committed to explaining your ideas, solving a problem, or outlining your plan? Your audience needs to know just how committed you are to the information or suggestions that you are putting in front of them. You don’t need to tell them. They need to experience it. They need to see it in your eyes, on your face, and in your body language. At the end of the day, they should know how strongly you feel about the information in your presentation.
Be Interesting
This, the fourth and final “must” of communication, may appear to be the most difficult of them all. The “what ifs” start to dance in your head. What if my subject is boring? What if I have nothing in common with the people I am speaking to? They go on and on.
The simple answer goes back to the first “must” — be prepared. Think outside of the box. What everyday ties to your subject can you create? What are the values of the people in your audience? Are there Greens who love trivia and unique facts? Are there Oranges who need adventure and excitement? Are there Golds who want ties to tradition? Are there Blues who want personal anecdotes? Chances are the answer is yes to all of the above.
If you prepare for all temperaments, you will have something of interest to all temperaments. They will remember you as someone who communicated effectively to them. You, and quite possibly your information, will be remembered because you took the time to find something of interest to all!