Issue 3 - March 2004

Eight habits of highly effective speakers
By Marjorie Brody, MA, CSP, CMC

Many professionals fear giving a presentation more than death. It’s no different for chiropractors. But if you want to acquire and retain new patients and establish the credibility of your profession and your office, public speaking is a skill you will have to master.

Delivering a presentation — standing in front of a large group or sitting in a conference room across from potential patients — can be stressful for even the most experienced speaker.

If you follow these eight techniques when preparing for presentations, you will feel more confident and secure when facing your audience members, no matter who they are.

1Know your PAL™ —Purpose, Audience and Logistics. Before you can reach your audience, you need to have a purpose. If your purpose is to inform, then provide new and useful information. If, however, you want to persuade, then make them believe your message or call them to action.

Once you have a purpose, find out as much as you can about your audience. Ask yourself: Who is the audience? Why are they there? What are their demographics? What is their attitude toward your objective? What knowledge do they have or need?

Knowing the logistics is important, too. Are you part of a team or panel of speakers? What will the other speakers be discussing? How large is the audience? What visual equipment is available? How much time do you have to present? What time of day will you be speaking?

Establishing your PAL will allow you to deliver the right information to the right audience. Once you have determined your PAL, write your overall objective in one sentence or less to help maintain your focus.

2Prepare. After you have clarified the objectives, prepare the presentation. First collect the materials. Look for analogies, metaphors, stories, medical and chiropractic research, involvement techniques or case studies to support any facts and figures. Organize it so there is a logical progression of ideas. Limit the points, keeping the message simple. And check your writing to avoid redundancies.

3Create a user-friendly final draft. The final draft should be in outline form on notepaper, minimal 18-point font in boldface. Highlight the must-know, should-know and could-know materials in different colors. (If you run short on time, you’ll know which information you can omit.)

Avoid using note cards; they can cause you to do too much shuffling. Only write on the top two thirds of the page, otherwise your eyes and voice will drop and you will lose the audience’s attention.

Then make an extra copy. Imagine what would happen if you created a masterpiece ... only to have the briefcase it’s in stolen. Always leave a copy of the final draft at home or in the office for someone to fax in an emergency.

4Practice, practice, practice. Practice at least three to six times, out loud — saying it differently each time to keep the spontaneity. If you will be delivering your presentation standing up, then practice the same way. If you can practice in front of people, their comments will help you refine the presentation. Tape record yourself. Remember, if you don’t find your presentation interesting, no one else will either.

5Arrive early. Make sure the room is set up correctly and the equipment is working. Check all visual aids. Bring extra bulbs, cords, etc. in case of technical difficulties. Limber up by doing breathing and stretching exercises to control adrenaline and relax.

6Use proper delivery techniques. As an effective speaker, you want your audience to be receptive to the three V’s — Visual, Verbal and Vocal communication.

Visual — The old adage, “Clothes make the man,” is still valid. The first thing your audience sees is your appearance. You can never look “too professional,” even if the audience is dressed down.

Body language also sends the audience a message. Don’t cross your arms or fidget. Use gestures to emphasize points, but don’t flail your arms around.

Vocal — Speak with passion by using vocal variety. Speak clearly and be sure to enunciate. If you rush your delivery or speak softly, the audience will have to work too hard to pay attention. Emphasize or “punch” certain words for effect, but don’t forget to incorporate pauses to give the audience time to understand important points.

Verbal — Remember four verbal communication rules: Use descriptive, simple language; use short sentences; and avoid buzzwords and chiropractic terms audience members may not know.

7Design and use effective visual aids. Keep visual aids simple. If text is typed, use a simple, 18-point font or larger. Limit the information on each slide and keep the wording brief. Keep the lights on during a slide presentation. You don’t want your audience members to take a catnap.

Although presentation technology (hardware and software) keeps changing, the basic rules of using visual aids do not:

• Use visual aids to emphasize points, not as the entire presentation.

• Be prepared to speak without aids in case of equipment or power failure.

• People come to see speakers … you are your best visual aid!

8Handle questions with tact. Answer questions briefly and concisely. It’s best to paraphrase the question before answering. This will help to clarify it in your mind and make sure you understand it. Restating the question makes certain the whole audience hears it. At some time you may encounter someone whose only objective is to stump you or put you on the defensive. If you don’t know the answer, say so. Tell the questioner that you will find out the answer and get back to him or her.

Knowing how to create and deliver effective presentations will enhance your ability to project a positive image. These eight secrets are a head start toward helping you gain the competitive edge when presenting. u

Article copyright 2003 Marjorie Brody and Brody Communications Ltd. Marjorie Brody, MA, CSP, CMC, is a speaker, consultant and coach to Fortune 1,000 executives .She is author of the book Speaking is an Audience-Centered Sport, and more than a dozen other career-related books. She is a recognized media expert whose commentary on workplace/career issues is regularly featured on TV and radio shows, and in newspapers and magazines. To contact Brody, call 800-726-7936, or visit www.MarjorieBrody.com