September 15, 2011 40 Comments

Memorable Speakers Blend Stories, A Connection to the Audience, and Takeaways

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I’m into day two of the Inbound Marketing Summit in Boston, part of the #FutureM events that are dedicated to showing how big a tech and marketing town Boston really is. I spoke yesterday, as did author Ben Mesrich. Today, I’ll see Guy Kawasaki, Tim Hayden, and Dan Heath, among others. It has me thinking about speaking and speakers.

Great Speakers Tell Stories

A great speaker doesn’t simply preach from the stage. They tell illustrative stories that explain their points. Professor Youngme Moon talked about brands that we feel passionate about, and used Mini as one of the examples, including some of their powerful advertising. More so, she shared her own feelings about the brand and how the story related to her. These tales give us more to consider than simple numbers and data points.

Great Speakers Connect to the Audience

My biggest failing as a professional speaker right now is that I allow myself to wander deeper and deeper into a rapport with the audience, sometimes forsaking the narrative of my presentation for that spark of connectivity. However, if you get it right, that balance of presenting and connecting with the people in the audience, it’s golden. We are a society used to being entertained through glass. Break that glass and touch the audience in a way that reminds them that you’re right there. (Maybe just don’t overdo it like me.)

Great Speakers Deliver Takeaways

Not to turn this into my own personal therapy session, but where I also could use some improvement is in the department of giving the audience some direct takeaways, some actions to take, some things to do when they get back to their lairs. A great speaker not only inspires, educates, and motivates, but she or he gives some “serving suggestions” so that the audience can take these ingredients and make something useful to themselves.

Practice Wins Every Time

Practice these three elements in your speech-giving, even if your content is fluid. Make sure you check yourself for the first and third elements, stories and takeaways, and then be ready to touch your audience with a real connection. The more you work on this, the better your speaking will be.

Me? I have more practice ahead. The people who I want to serve deserve the best.

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  • http://blog.intelligistgroup.com Alan Berkson

    My takeaway? “Break that glass and touch the audience in a way that reminds them that you’re right there”. Powerful. 

    • http://chrisbrogan.com Chris Brogan

      Don’t touch the audience with the broken glass. They’ll bleed. : ) 

  • http://blog.intelligistgroup.com Alan Berkson

    My takeaway? “Break that glass and touch the audience in a way that reminds them that you’re right there”. Powerful. 

  • http://limecubemarketing.com/blog Simon Mason

    Nice simple advice – I would think much of this could be applied to making videos as well – I’ve not got into any speaking yet though I would like to do so – but I am doing more and more video and I think the story telling, providing useful takeaways and practice are all useful tips for this too.

    “When they get back to their lairs” made me smile – are you doing the Bond villain circuit now Chris?

  • http://www.warriorshepherd.com/blog Dave Hearn

    This is a great reminder.  

    I need to work on my stories more!

    +1 for the broken glass.  

  • http://joshmuirhead.ca Josh Muirhead

    Great post this morning Chris (and good on you for your own personal therapy session – as your first bullet point would say that’s exactly what you should do).

    Personally, I always find myself watching, and re-watching great speakers to see what they do vs. those who are “good but not great” and I think you’ve nailed in on the head for what makes them standout

    Personal, and concrete stories | Good interaction with the audience, while not totally losing your speech | and something to take away

    One more thing I would ad is that really great speakers know how to speak. This might sound odd, but often the people who can captivate an audience for hours are able to do this because they know stuff on body language, flow, use of visuals ext.

    Thanks for sharing
    Josh 

  • http://www.ryanhanley.com/about Ryan Hanley

    Chris,

    You need to swing by Albany, NY.  I would love to see you speak but getting to one of these events in Boston or NYC is not in cards in the foreseeable future… If you do decide to come, Coffee is on Me.

    As always, thanks for the useful information!

    Ryan H.

  • http://twitter.com/VelChain Dave Lutz

    Chris, great tips! So often it’s also about doing advance work on understanding who your primary audience is and customizing your presentation to help them solve some of their biggest challenges or opportunities. A canned speech with great stories and inspiration can be entertaining, but the difference that one makes by inspiring someone to create or improve something afterwards is where the gold lies.

  • http://profiles.google.com/jennabcw Jenna Benton

    This is so great! Using it the next time I speak for teens.

  • http://www.unlockthedoor.net Stuart Mills

    Very invigorating stuff Chris! I hope to move into public speaking one day, and I’m sure I will aim to succeed once I get the chance to ‘shine’. 

    In the meantime, I’m sure you can just as easily use these tips for writing blog posts, right? Or writing in general? Telling stories can be done through writing, as can connecting with your audience/reader, as can giving away ‘takeaways’.

    We can all gain a lot from this post, even if we aren’t speakers :-)

  • http://www.parmfarm.com/blog1/are-you-burned-out/ Amy Parmenter

    Chris!!  I think you could list the same 3 elements for great blog posts, don’t you agree.  Grerat stories, great connection, great takeaways!  I could use more practice myself…

    Thx as always…

    Amy Parmenter
    The ParmFarm

  • http://twitter.com/b_WEST Chris Burdge

    That’s why we chose you to keynote Social Media Camp in Victoria next June Chris. You are (as Julien would say) the bomb! 

  • http://twitter.com/jacquelynkitt Jacquelyn Kittredge

    Hey Chris –
    My favorite takeaway from your presentation at #IMS11 was the advice to enter something interesting in the “Current Employment” section of your Google Plus profile. I didn’t know that what is entered here displays when people hover their mouse over your name.
    Thank you for that !

  • Anonymous

    Parallax point of view fer yu!

    Musicians are great communicators. Take David Bowies 911 heros ( utube ) Holly Toledo, he had Firemen crawling out of their seats.

    If you choose to watch him, looking how he plays up the tension. How incredibly smooth he is. Amazing!

    We forget, content is one things, then there is emotion! If can do what Bowie did to is audience, you can talk about wall paper and people are going to love it!

  • Maryellen

    Thanks Chris. It was a pleasure to meet you this morning. I enjoyed sharing with you what a benefactor Dolly Parton is to the state of Tennessee. Despite outward appearances to the contrary she has always been the real deal. Thanks for speaking at #IMS11!

  • http://linkedin.com/in/joesorge Joe Sorge

    Yougme Moon FTW! 

  • http://wordsdonewrite.blogspot.com Words Done Write

    Not to blow smoke up your skirt, Chris, but I thought you had a great balance of presenting and connecting when I saw you speak at LinkedOC. I think you’re your own harshest critic ;-)

  • http://traffikd.com social traffic

    Does public speaking still rank above death as most peoples top fear? Learning to be able to speak to others is one of the most important things you can learn to become comfortable with.

  • anonymous

    ASIANS CAN ACTUALLY READ MINDS!!!!!!!!!!!!
    they can hear, and see what your visually thinking
    this is the complete truth

    the reason alot of asians have completely expressionless faces, only associate with asians and dont associate with non asians very much is to avoid accidentally revealing that they can read read minds, if all over a billion asians were to show facial expressions all the time just as much as non asians, associate with non asians much more, and be much more friendly and talkative, then alot of them might accidentally reveal that they can read minds by accidentally showing a facial expression or dirty look when someone thinks, or visually pictures something in their mind they dont like or find astonishing or funny, and if they were all to associate with non asians alot more there would be alot more people around for them to accidentally show facial expressions when those other people think things they dont like, so they only associate with asians so there wont be anyone around for them to see that and have any accidents happen in the first place

    think about it, its not normal how alot of them act, and the entire way they act is all to hide their mind reading abilities, it makes perfect sense to do all of that to hide that they can read minds, because all of that is the perfect way to do it!
    every single asian on the planet is hiding their mind reading abilities, they will lie about having mind reading abilities forever!
    because they value hiding their mind reading abilities more then their own lives!
    thats why nobody knows about it!

    try thinking, best yet visually picturing in your mind something something absolutely crazy as you possibly can when you are around asians, and try looking for asians who give people particular looks, especially dirty looks for what appears to be for completely no reason, that is them giving people looks when they hear and visually see someone thinking something they dont like, find funny or astonishing
    it still happens despite a large number of them having completely expressionless faces all the time, it would just happen alot more if none of them had completely expressionless faces all the time, its not uncommon!

    i know this sounds crazy, impossible, and completely unbelievable, BUT IT ISNT CRAZY WHEN ITS TRUE

    the reason you think this truly is crazy, impossible and unbelieveable is because our society has propagandized people into believing that nothing extra ordinary is real and that is really is impossible, and that its crazy to think that its true that people can read minds, all just to cover up that asians can read minds! who says that cant exist? the people who have mind reading abilities who are trying to cover it up!

    you have to spread the message!!!
    the world has to know about this!!!!

    • Anonymous

      Interesting , for many, many reasons. Reading faces is a very right brained activity. Eastern Philosophy / Religion is very right brained opposed to the western tradition  that is very left brained. 

      Asia is vastly more different than western cultures and very misunderstood . American’s are very under educated and aware of cross cultural differences. Asia, is huge and diverse.

      I can go on and on, very fascinating subject.

    • Anonymous

      Asians are as human as anyone else, it’s all relative !

      Asians have as many expressions as we do, it’s just that we don’t pick up on the nuances .

      You can pick up allot cross culturally that you don’t in your culture… Familiarity is kind of blinding.

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  • http://raulcolon.net Raul Colon

    I think we all learn from you Chris even when you feel like you can improve. Which is what makes you even more special to many readers like me. In my case I have been working with many things so I can present a lot better especially on stage. I have 3 weeks till my next public speaking engagement and I will try to modify my presentation so it can be aligned to that. 

  • Terryjaymes

    Thanks again for the information on Speaking – Chris!

    Because of my two radio shows and it’s content, I’ve recently been asked to do some speaking. It’s no easy task. All I know is that I feel wonderful after I do it. I also know I have no clue what I’m doing. You insight has helped me and I in turn, will be able to help others.

    Thanks.

    Terry

  • Sarah Boisvert

    Great comments, Chris! 
    You are correct that all of the first elements really come together with practice.  
    First, actually TIME your talk.  There is nothing worse than a speaker who has cover the first part of their presentation and is about to start the big wrap up when the 2 minute warning goes off! He/She then has to rush through what is sometimes the best part of the speech!

    Second, practice in front of a mirror. Third enlist a colleague [or two!] to sit through the presentation and if you can, do the talk for a small informal group.  I was trained as a concert pianist at Juilliard and I would ALWAYS do free little recitals before big concert tours – what a difference!

    Thanks again,
    Sarah

  • http://www.owlmedicine.com Lisa Weikel

    I’m wondering why my comment, which was appreciative of your message and only suggested that people might want to check out Gail Larsen, who teaches a workshop on “Real Speaking” (as discussed in her book Transformational Speaking).  She can help people access their inner stories, which will help them implement precisely what you’re suggesting.  Is it because I gave Gail’s web address?  I did disclose that she’s a friend and I’ve personally experienced her workshop.  I didn’t think it interferes at all with what you do – in fact, I thought I was being helpful.  I’m sorry if I offended.  I am sort-of taken aback that you would weed out my comment, yet not weed out that bizarre, whack-a-doodle stuff about Asians.  What am I missing?

    • http://twitter.com/JudyHelfand JudyHelfand

      Lisa,
      I don’t think it is you. Quite a few months back Chris’ blog comments stopped being friendly to “links”.  Comments that have links end up going into a different bucket and aren’t published immediately, if at all.  They have to be approved.

      That is my take on all of this. I know it is frustrating when you are trying to leave a great comment with good info for the group.

      Judy

  • http://twitter.com/kristalswan Krista Swan

    Chris,
    I saw you speak at the Disney Social Media Moms event at WDW last March, and I thought you hit all three of these points really well. We could certainly all use more practice (in most things!), but I’ve been thinking about the information and stories and tips you shared then ever since.
    I really appreciate your approach in general, being helpful and human both online and in person. Thanks for doing what you are doing!
    ~Krista

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  • http://twitter.com/LibertyPkg Liberty Packaging

    Chris, I’m at HUGS2011 and heard wonderful things about your talk yesterday – sorry I missed it.

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  • http://socialbutterflyguy.com/ DJ Waldow

    Chris: I love how self-reflective and honest you are about your own speaking in this post. 

    I love public speaking. I think I’m pretty good at connecting with the audience but kinda suck at Story Telling and Delivering Takeaways. Good reminder that I need to practice those parts of my talks. Speaking of practice, unless it’s an Ignite talk, I tend to kinda wing it. Sometimes that turns into not such a good thing.
    Thanks for these reminders. 

    By the way, Tom Webster (besides being an awesome dude and a good friend) NAILS all of the above. I just heard him speak in Charlotte for Social Fresh. His best talk ever, IMHO. He told a story. He connected with the audience (& used humor appropriately and effectively), he delivered takeaways … and he practiced <–it was clear.

    See you … soon!

  • http://www.aabuk.com Abaya

    I am totally agreed with this ” Practice wins every Time.”

  • Anonymous

    It takes intention to be able to present. Too often people only focus on content and forget that to be a great speaker you need a mix of both useful and interesting information…AND ability and style.  Great speakers practice.  Great speakers seek stories (personal stories and those about others).  Great speakers care a lot about the experience they deliver to the audience.  

    Just because someone is smart or has done something cool – it does not mean they will be good on the stage.

  • http://reidwalley.com Reid Walley

    I just delivered a speech about amazing customer service yesterday to a room of business owners. I didn’t use one friggin story – and I certainly should have. As I’m sharing with my Dad how the speech went, he shares 2 personal stories of customer service from Amazon (big, fat negative review) and Bed, Bath & Beyond (big, fat positive review). They were awesome stories, and are totally getting added to my speech. Stories rock!

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  • http://www.applause.co.uk/powerpoint-presentation-design.php applause

    Presenting and speaking is no different to another form of art it takes patience, practice and a lot of crafting. Presentation aids such as Powerpoint, props even things thrown at the audience can you used to effect but only if relevant and should never detract attention from the presenter, rather enhance or explain a concept of idea more clearly.

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