When we are writing, we can create a style of our own. The way we use certain vocabulary, the phrasing we apply in our sentences, the types of subjects we tackle. What about when we are speaking? What would we like to be known for? When people hear we are speaking, are they saying to themselves, “I need to attend that talk”? The answer to can we create our own style is definitely “yes” and you don’t have to look far for role models.
Simon Sinek launched a new career off the back of his now famous TED talk, emphasising the WHY behind what we are all doing. Anthony Robbins is famous for his massive amounts of energy and self confidence when presenting. Rowan Atkinson for his sly and dry wit. Brian Tracy for his very science based approach to his subjects. Zig Ziglar for his storytelling. Locally here in Tokyo, Jesper Koll has a distinct use of casual dress, powerful rhetorical questions, data (and colour!) saturated slides and references to when Germany will win the next World Cup.
One aspect of building a following is getting numerous, sustained gigs over long periods of time, so that you become well known, like Jesper. There are many economists in Japan, but few performers like Jesper. He can mix it up, combining dry economics with pizzazz, to make the whole event enlightening and entertaining at the same time. I am a fan and I always attend.
What about the rest of us, who for many reasons, don’t get that many chances to speak publically in a year? How can we build a brand? The first thing is to decide what you would like to become well known for? Is it your sparling wit, your cutting analysis of complex problems, your supreme confidence on what you are saying, your expert authority, the quality of your data?
Generally speaking, we will have a relatively small number of content areas we will cover. For example, I never hear Jesper speak about Japanese politics because that is outside his specialized knowledge. In my case, I cover three topics – sales, leadership and presenting. That is a bit unusual, but as we are a training company, it makes sense because these are our core areas of expert authority. I write blogs, shoot video and speak on these subjects. Here is a hint, you can do the same thing. Your blogs can be thought leadership pieces or data heavy contributions or considered commentary on a subject.
Some friends say, unkindly, that I have a good head for podcasts, but I shoot my videos anyway. Audiences search out content in different places, so it makes sense to try and meet them where they are looking. Good head or nay, I choose to get my content out there. It is often through our blogs and videos that we become known for expertise or interest in different subjects. When people are looking for a speaker, they can see the quality of what we can do and this may inspire them to invite us to speak. The impetus is on us though, to make it easy to be found.
If you are a witty type, then certainly be witty when speaking. This is a natural extension of you and it is congruous with your presentation style. If you are not witty, then spare the rest of us from failed attempts at stand up comedy, when speaking on business topics. Cautionary note to Aussies and Brits – avoid all of those culture centric sardonic witticisms. They rarely translate to broader audiences.
If you have access to excellent research and quality data then make this something that you are known for. Jesper is a well established economist in Japan, so he can easily access his own original research data and other worthy published sources. When you go to his talk, you know you are going to get some new information. This draws a fan base of repeaters like me. We can do the same, because in our different lines of business we come across golden nuggets of information, which are not so easily available to all the punters out there in audience land. We can become known for the quality of our content.
The delivery is the key though. Boring people are not attractive and won’t build a following, no matter how good their information is. So don’t be boring! Engage your audience when you speak, speak clearly and confidently. I remember reading one of Anthony Robbins’s books about how he sought out speaking spots, as many as possible, when he first started. He did this to short circuit the learning curve for himself. I am sure many of those early speeches were horrible, but by getting the repetition done, he could find ways to become the speaker he is today. We should do the same and grab every opportunity to speak however humble it may be. We can improve and become better at our speaking craft and we should be committed to doing so. The last thing the business world needs is another boring presenter!
