Who you think you are does not matter as much as who the audience thinks you are.
If you feel insecure as a speaker, but the audience views you as an expert who is going to solve their problems, your position is that of valued friend and expert.
If you think you’re great and have all the answers, but the audience sees you as a know-it-all, you position is that of the arrogantly confused.
Your positioning to the audience is controllable.
First, determine how you want to be viewed in public speaking. (expert, friend, funny, approachable, etc.)
Second, use the following ways to make your positioning visible.
1. Your Pre-event materials. Will the group your speaking to be given anything before the event? Will they know your topic? Then make sure your title fits your positioning. Will they see your picture? Make sure it matches your position. Will they get to read a short biography? If it reads like a novel, commentary, social roster, a dry lecture, or a letter will determine how you’re seen before you arrive.
2. Your arrival. Immediately meeting as many attendees as possible will position you as amiable and friendly. Staying to yourself and avoiding conversation will position you as unapproachable. Telling a few jokes and smiling with position you as light and humorous.
3. Your introduction. What will the introducer read about you to the group? If the person is a friend it may help you. If he or she is not, then make sure you give the person exactly what you want said about you. This will be many of the audience member’s first impression of you. Make it an accurate reflection.
4. Your opening words. Choosing to begin with a statistic, story, quote, or whatever will make the biggest impact on your position. The first three minutes of any speech goes to the audience. They are sizing you up. Wondering if it will be worth hanging in there. Wondering if you’re worth listening to. Wondering if they will be yawning or yelping or yelling at the end of the message. Choose the first few words with wisdom and to accurately put you in their heart just where you want.
5. Post speech. Hang around a few minutes afterwards to absorb the accolades. Shake hands. Smile. Do this especially if you feel you didn’t do your best. Most of the time we’re tempted to flee after a poor engagement. Don’t. By staying and being personal you will leave an impression that will actually strengthen your speech. That’s right. If they like you, they will like what you said more – even after the fact. They will position you as a friend. They will review the message and reflect on it as better than it really was. That’s the power of positioning.
6. Your leave behinds. Do you have a hand out? A book? A tape? A business card? Make sure all these reflect you accurately as well. After you’re long gone they may pull your materials out again and say, “Why don’t we have (your name here) back? I really like (him/her).”
Never underestimate the law of positioning. And never forget that you control it.
Paul Evans is the creator of Instant Speaking Success. This system takes speakers from dull to dynamic in seven simple steps. Currently helping over 17,000 speakers communicate with confidence, clarity and connection.
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