Chris Brogan’s Two Tips To Public Speaking: What’s In It For Me?

FoxBusiness.com published this deansguide article 11-20-08

Do you want to learn two hugely important tips to become a better public speaker, more connected with your audience, and a method to provide your audience with an actionable next step? If the answer is yes then please read Chris Brogan’s fantastic article “Two Important Speaking Tips.”

Courtesy of (CC) Brian Solis, www.briansolis.com and bub.blicio.us.

Chris Brogan, one of this generation’s true social media superstars states: WIIFM aka “What Is In It For Me?” Before you can understand how to provide the audience with the answer to WIIFM, let’s examine one of the most common mistakes speakers make–me included.

Our Introduction Rarely Connects Us to the Audience

According to Chris: “We have a tendency to clear our autobiographical throats before we dig into educating an audience. Then, we end with no real sense of what comes next. This means we leave people excited, but with nothing to do.”

Analysis: Often times I rely upon building my credentials first before getting to WIIFM. Do you find yourself moving your own value message forward before connecting with the audience’s need to CARE about your message?

2 Tips to Help Your Public Speaking

1. WIIFM: Ask Your Audience a Question- According to Chris you want to ask your audience a question “that sounds like it came right out of their head.”

Example: If you are giving a session on the merits of blogging as a tool for job seekers in their job search you might ask:

“Do you think people REALLY believe blogging will change the process of searching for a job?”

Benefits: By asking this type of question, you are relating to the audience’s need to care and understand what is in it for me.

Second benefit is what Chris refers to as taking away their “sword”:

“This means start by making sure your audience (especially if they’re skeptics) knows that you’re on their side.

2. Takeaways: these are very important for a speaker to include in their presentation. They are the next step actions and things people can do to apply the tips-information you have provided during your presentation. As Chris states, and I can vouch for this myself, takeaways are “the whole “next steps” stuff that people seem to crave at events.”

The Takeaways you provide should be “very actionable.” When I finished my workshop on Blogging to Employment, I gave my audience a homework assignment that included research, writing their initial blog article, and formulation of a target list.

Benefit of Takeaways Keeps You Connected: you remain connected and have a solid reason to collaborate with your audience as a resource and coach for their next step actionable items.

Organizational Structure: people need and want structure and organization. By giving Takeaways and “homework” you are helping your audience to be more organized in their quest for new information and solutions.

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Technology and Networking in 1978: My 30 Year High School Reunion a Reminder

Can you guess which one is me?

Excuses are like long term personal contracts that freeze a person’s ability to make change, take action, move forward. One of the worst excuses I often hear people expound upon is the fact that blogging and social media networking is just too time consuming, not effective enough, or over their heads technologically. Bull_hit! It is all about your willingness to learn, expand your knowledge base, dedicate yourself to the task, and remain steadfast on course through dedication.

Back in 1978, there was very little technology that allowed a person or business to network themselves and build their brand. How did I arrive at this subject?

My 30 year high school reunion, Terra Linda High School in San Rafael, CA, is being held tonight and it sparks many memories. One of the biggest memories is how our world used to be and how technology has changed what we can do, where we can go, and who we can ultimately become due to the advances.

In order to appreciate the Web 2.0 world of Social Networking tools, blogging, and the global conversation that is inspiring a seachange in the media and information industry, lets take a look back at where we used to reside: 1978.

You have NO excuse not to network, connect, and utilize the tools of blogging and Web 2.0 to your advantage. Here is what you would have faced 30 years ago:

Technology in 1978: Or what I used to do, what I could not do, and what I never knew I wanted to do

1. Remote Control: I was my father’s remote as I sat by the TV while he pointed and “clicked”

2. Cable TV: We had 4 channels 2-4-5-7; ESPN did not exist, cable TV did not exist

3. VCR-Video: VCR’s were invented but not in the market in my area, Video stores did not exist

4. No MTV: Music videos did not exist

5. Microwave Ovens: no microwaves, no Hotpockets!

6. “Partyline”: no not some 900 number. My grandparents phone service was a party line where 6 families shared the same phone line!

7. No Internet: ?????????????

8. No Personal Computers

9. No Video games: Pong was just around the corner

10. No Cellphones

11. No Answering machines: if you missed the call you were left wondering

12. No Voicemail: same thing but now you could screen calls without screwing up!

13. No Social Media Networking: Facebook, twitter

14. No Niche Media Networking: Linkedin, Plaxo

15. No PDA

16. No Video Cameras: none that were small and affordable only the mass media behemoths

17. Microcomponents: Sterio components and speakers were HUGE

18. CB Radios: They were a national phenom and since technology have gone back to their intended use

19. Ham Radio: Same thing Hamm Operators are a dying breed with the internet, skype, and other technologies

20. Networking: Back in 1978 it was through your family, Chamber of Commerce, Barbershop, or the local rag newspaper

21. Sadly No Active Rain: Are there words to express my gratitude?

Where can you find me if not in the picture above:

1. Active Rain profile

2. Innerarchitect.com/about

3. Linkedin.com profile

4. Facebook.com profile

5. Collegeplanningspecialist.wordpress.com author

6. Plaxo.com me

7. twitter.com deansguide

If you can’t get find me to network with me–you ain’t tryin!

Linkedin “The Boot” That Is Blasting Through The Closed Boardroom Mentality

What does Linkedin really mean to you and your business? According to Linkedin the following:

1. Control Your Professional Brand- show case skills and talents via your profile and Answer section

2. Network and Reconnect- 24 million members strong, an excuse to call on an old friend or business connection

3. Share Your Knowledge- and Expertise: allows you to show case your talents, gain exposure, or find answers

4. Receive Opportunities- it could be a job offer, consulting assignment, or appearance opportunity

What Is Linkedin?

LinkedIn “is the world’s largest professional network with over 24 million members and growing rapidly. LinkedIn helps you exchange knowledge, ideas, and opportunities with your trusted contacts.”

Why Is Linkedin Fun?

Linkedin is to business what baseball cards were to my childhood; collecting of statistics. Stats include:

1. Your Connections
2.
Total Connections from Your network
3.
New People in your network

What Makes Linkedin Serious Business?

All the ways to connect and utilize this tool for so many different people and tasks

1. New Users Guide Users manual with powerful strategies
2. Job Seekers Tips for landing a dream job along with ideas on how to market and brand “you”
3. Entrepreneurs: tap into experienced professionals and answer critical questions
4. Attorneys: Manage reputation, demonstrate knowledge and expertise, create client base
5. Business Development: Foster partnerships, look for opportunities, find new channels
6. Consultants: Demonstrate expertise while building your business
7. Journalists: Resources to news and inside information a vast resource for writers
8. Non Profits: Bring awareness of your cause and find the right resources
9. Venture Capital: Opportunities and Ideas come to you with connectivity

“Expert vs Expertise”: How Are You Perceived In Your Business Niche

The most powerful tip I can give anyone who needs to believe in themselves or someone who needs to be knocked down a peg (been there and done that in both cases) is to understand the difference between the words “expert” and “expertise.” In order to build your confidence in your business become an expert or educate yourself further which will raise your level of expertise.

Are You a Expert?

The word expert is bandied about and utilized far to often and out of context. It makes the person claiming to be an expert look foolish if they do not understand the definition.

Answers.com an expert is “a person with a high degree of skill in or knowledge of a certain subject.”

Wikipedia.org describes an expert the same way as answer.com with this added requirement “someone widely recognized as a reliable source of technique or skill.”

Analysis: If you wish to claim to be an expert then you should have a rich portfolio of news articles, blog articles, media interviews, or any guest appearances on substantial programs related to your expertise and niche. Essentially you have to be recognized as an expert by the public at large

Do You Have Expertise?

Expertise is knowledge and skill in a particular subject without being recognized as an expert by the public on a regional or national scale.

This is the right way (in my opinion) to present yourself, and the method I choose, when discussing your knowledge level.

Note: There are differing levels of expertise and almost everyone has expertise in some subject or skill

Final Final

You can actively become more educated by taking classes or seminars in your niche. The work you put in to raise your level of knowledge has 3 big benefits:

1. Confidence-you become more confident as your continuing education makes you “smarter” within your niche

2. Recognition-your clients and peers will recognize your hard work and your higher level of knowledge which could lead to articles or spotlights done on you by outside media sources

3. Credibility-you become more and more credible as a source of information and skill within your niche. Along with credibility comes the added benefit of trust. Clients and peers trust you as a go to source of information

Help People, Make New Friends, Create Opportunities: Become An Expert In Your Field By Networking “The Right” Way

Networking events are the lifeblood of business in many niches. Yet one of the greatest benefits of networking is the education you should receive while looking to connect. If you are networking the “Right Way” you will begin to do your due diligence, research your niche, offer your expertise in keynote-workshops, provide constant valuable information, and you will write about your experiences during your quest to be connected.

One of the best sources of contacts important to the author I represent, Susan Hanshaw, has been employment networking groups. The following is a look at how Realtors, one of my client groups I consult, should position themselves, how to understand value, how to give value, and how to become a trusted source of information and help–the rest will take care of itself!

Why Networking Groups for Employment?

Many folks are being forced out of jobs, lay offs being the first step, and need to reevaluate their financial positions. Many decide they want more from life and wish to become entrepreneurs in a field that is a passion for them–following their hearts. Others feel stressed by their expenses including a large mortgage that is a continual source of stress. What is the biggest purchase and sale in most people’s lives? People need your expertise so start ACTING like the expert YOU are already!

The Solution

Many people sell their homes or property to fund their dreams, sell their property to relieve their stress, or many will “trade” down aka sell their larger home for a more manageable mortgage and smaller property.

Realtors being transaction oriented, you can see the trend here.

Position Yourself as The Expert

Position yourself as the real estate expert for a particular region. Go to these meeting with information that will help these people to decide on a course of action. Help them with information and you will find new clients

Tone

DO NOT TRY TO SELL ANYONE ON YOU, YOUR LISTINGS, OR YOUR OBVIOUS GREATNESS AS A REALTOR! This is the fastest way to being asked to leave, being ignored, and turning your potential referral audience off–forever!

1. Instead position yourself as someone who is an expert or having expertise and can answer questions, for free no obligations, and consult with the group.

2. Bring handouts for other employment networking events, job fairs, or offer knowledge of businesses that are hiring. Be a source of employment yourself

3. Write articles on your blog, website, or newsletter highlighting your new “friends” and their goal of employment. Call it your Expert Section and use it as a tool to bring more exposure to these folks. Maybe highlight one member per week or month. Print out your article(s) and circulate amongst the group.

4. Build a List when you offer to include these folks in your blog post you will receive their contact information. Ask for permission to include them in your list. You then have the beginnings of your “Employment” list to send people to your newsletter, blog, or info on things you are doing in the community

5.Offer to speak about real estate in your groups region, alternatives, and the state of the market today

Where Do I Find These Groups?

1. Google the phrases employment education, employment networking groups, and any other combinations of phrases surrounding employment, job search, group, organization. Include the region, county, city you want to focus upon.

2. CSIX Connect is a fantastic example of employment networking. Go to http://www.csix.org/ for more information and an example of the type of group you should attend

Remember

Have fun when networking. Provide great value that people want. Be open and listen to learn. Connect and make lasting relationships. Don’t ask but instead ask how you may provide help–the rest will take care of itself