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Behind THE



Save Over 50% Until 8/31! Use offer code BETA at


Vol. 1, Issue 2 • August 2009 • $24.95

News and Information for the Speaking Community by SpeakerMatch

Reasons Speakers Fail to Hit the Mark

Lesson of the Month

Understanding and Responding to Your Audience

By Patricia Fripp and Jeff Davidson

Making a connection with your audience is vital in delivering a successful presentation. And in order to make a connection, it’s Patricia Fripp important to get into the habit of doing your homework before each speech. The following are three common reasons that presentations don’t have the outcome you may expect, along with the remedies that can easily be applied.

1. Not understanding the assignment before leaving your own office. It is critical to understand why you have been scheduled to speak to this group at this time. Such understanding necessitates that you read about the organization, get information about the audience’s current challenges and hot buttons, and learn what the meeting planner has in mind for the presentation. Five-minute conversations over the phone with a meeting planner do not tend to supply you with all you need to

know in that area.

By Ardis Bazyn

If you’re a celebrity speaker, you are brought in so that people in the audience can go home and say “I saw so and Jeff Davidson so.” It barely matters what you speak about as long as you are semi-coherent and don’t offend the group. From the rest of us, however, the people in the seats desire to hear ideas and concepts that directly relate to the professional and personal challenges they face. Or, they want to hear about issues of universal importance, such as those affecting their communities, state, nation, or the planet.

What determines how and what to present to a given audience? Do you always use the same prepared speech on the requested topic area? How do you decide if Ardis Bazyn changes should be made and whether to involve the audience more? Do you investigate what the audience characteristics are and use them to decide what they might enjoy?

Good groundwork helps you get off on the right foot When I receive an invitation to a particular function, I try to find out as much as I can about the audience ahead of time. I ask the person who invited me to attend. I check out the company or organization’s Web site, if possible. I also try to arrive early enough to talk to a few participants to get a “feel” for the atmosphere.

The only way to come armed with the proper information about the scenario and setting is to spend at least an hour researching the group and the situation.

2. Failing to know your audience beyond understanding the setting and why you are invited to speak. continued on page 11

Tip of the Month

Don’t put a boardroom-style photo on your profile. Show enthusiasm! Show teeth in your smile! Meeting planners want to hire someone with a great personality, and your photo can convey a lot. It’s a small space to work with, but props, your expression, and even your hands can make a big difference. Read more at

continued on page 7

What’s Inside Letter from the Editor.. . . . . . . . . . . . . . . . . . . . . . . . . .


Action Steps – Discover the secret of increasing sales through the power of persuasion by understanding the four behavior styles of the Platinum Rule®.. . . . . . . . . . . . . . . . . . . . . . . . . . .


Know How’s – This simple statement can determine your success... . . . . . . . . . . . . . . . . . . . . . . .


Resources – Boost your business savvy with these free Web Articles and resources... . . . . . . . . LinkedIn Forum – What every speaker must understand about every audience... . . . . .



The line between failure and success is so fine that we scarcely know when we pass it: so fine that we are often on the line and do not know it. – Elbert Hubbard

Letter from the Editor

Understanding Your Audience is Key to Your Success as a Speaker Bryan Caplovitz


hile there are a number of factors that determine the overall success or failure of a business, one of the most crucial components is good customer service. And for those of us in the speaking business, understanding your audience is a vital aspect of providing good service. The August theme of Behind the Podium addresses this fundamental concept along with many of the nuances associated with making the customer happy. Understanding and Responding to Your Audience: this month’s Lesson of the Month, is the perfect springboard for ideas on how you can go about developing a better understanding of your audience. Do you always use the same prepared speech? What changes will make the biggest impact with this audience? How much audience involvement is appropriate? Answering questions such as these can make a significant difference in the quality of your speech and the relationship with your clients. And clients care about results — the bottom line with customers is that they want to know what you can do for them. This month’s Business Owner KnowHow article entitled Stop Talking about Yourself! Start Letting Clients Know What You Can Do For Them provides a succinct perspective on letting clients know how they can benefit from your services. And you should be able to get to the core of the benefits you provide in just a couple of sentences by creating a “What” statement for your business. We’ll also delve more into the specific personality types of the audience, such as introverts, and how to most effectively approach them in the Increase Your Speaker Success Rate’s article entitled Increase the Effectiveness of Your Presentation By Engaging Introverts. I hope you enjoy this month’s issue, and, as always, I welcome your feedback. Sincerely,

Action Steps

The Platinum Rule® Gives You the Power to Convert More Leads into More Sales – Part II By Ron Finklestein

P series focused art I of this

on the three-step process that lays the foundation for applying The Platinum Rule® Ron Finklestein — agreeing on the agenda, agreeing on how the product or service will solve the need, and the decision-making process.

The Philosophy Behind The Platinum Rule® The Golden Rule implies the basic assumption that other people would like to be treated the way that you would like to be treated. The alternative to the Golden Rule is the Platinum Rule: “Treat others the way they want to be treated.” The Platinum Rule accommodates the feelings of others. The focus of relationships shifts from “this is what I want, so I’ll give everyone the same thing” to “let me first understand what they want and then I’ll give it to them.” The Platinum Rule defines four behaviors styles: Director, Socializer, Relater, and Thinker. Each style has certain behavior characteristics and these characteristics are observable. The personality of every person can fit within one of these four broad categories. While on a day-to-day basis we might move closer to one style or another, every person has one general category that dominates his or her personality. As we observe people’s behaviors, we can adapt our behavior so that we treat them the way they want to be treated. By doing so, we maintain the rapport and effectiveness in our relationships, which leads to developing more sales faster.

The Platinum Rule teaches: e Why people do what they do e What they need in order to do their best e The strengths and weaknesses of their personal style


The power of using The Platinum Rule is that it is easy to learn and easy to use. It has a 30-year track record and is being used by companies all over the world. Companies use The Platinum Rule in sales, marketing, customer service, business strategy, and process improvement, to name a few, to improve the effectiveness of the entire organization. Because of its history and track record, The Platinum Rule provides concrete actions and steps you can implement to become more effective in dealing with prospects, and customers. What makes it so simple is that it is structured around three specific observable behaviors:

e The Verbal: the actual words that are used – the content

e The Vocal: the way the words are said – inflection, intonation, and emphasis.

e The Visual: subconscious

communication of intentions through body language, facial expressions, and gestures.

Through the simple act of listening and watching what is being said and how it is being said, you can quickly and easily understand behavior styles and how people want to be treated. Your ability to adapt your behavior and meet them where they are is where theory and action meet. The goal of The Platinum Rule is personal chemistry and productive continued on page 3

News and Information for the Speaking Community by SpeakerMatch

The Platinum Rule® Gives You the Power to Convert More Leads into More Sales – Part II continued from page 2 relationships that result in more sales, faster. You don’t have to change your personality. You simply have to understand what drives people and recognize the options you have when dealing with them. Everyone possesses the qualities of each style to various degrees and everyone has a dominant style. The key to using The Platinum Rule is understanding what a person’s dominant behavioral style is and treating him or her appropriately.

Here is a very basic breakdown of the behavior styles defined by The Platinum Rule: Directors are driven by two governing needs—controlling and achieving. They are goal-oriented go-getters who are most comfortable when they are in charge of people and situations. Socializers are friendly and enthusiastic and like to be where the action is. They thrive on admiration, acknowledgment, and compliments. They are idea-people who excel at getting others excited about their vision. Thinkers are analytical, persistent, systematic people who enjoy problem solving. They are detail-oriented, which makes them more concerned with content than style. Thinkers are task-oriented people who enjoy perfecting processes and working toward tangible results. Relaters are warm and nurturing individuals. They are the most peopleoriented of the four styles. Relaters are excellent listeners, devoted friends, and loyal employees. They are good planners, persistent workers, and good with followthrough. How can you apply this knowledge to grow your business? When you identify the behavioral styles of your clients and

prospects, you will know how to sell to them by treating them the way they want to be treated.

Here are some examples: Directors are goal-oriented. When selling to Directors, the best approach is to give them the headline first, focusing on results. Since they like to be in control, let them give you permission to tell the rest of your story (if they like the headline). Socializers like to have fun and they will sell themselves if you can get them excited about your products and services. Your message should focus on the outcomes they will experience, the fun they will have, and the recognition they will receive for being visionary enough to implement your solution. Thinkers don’t like to be wrong, so you need to be prepared when selling to a thinker. They want to know that your facts and figures are correct. They will want to know the details behind the methodology and how the results were documented. Don’t press a Thinker for a decision. They will decide when they are ready. Build credibility by doing what you said you were going to do. Relaters want to know that you care for them. Relaters are concerned about the impact that the change will have on the team (family.) Spend time building a relationship. The power of The Platinum Rule is that it is easy to learn and implement, but in order to experience great success it does take some practice. To Your Success! Ronald Finklestein is a business coach, consultant, speaker, trainer and author of two published books. For more information call (330) 990-0788.

Behind the Podium is published 12 times a year as a resource for emerging professional speakers, business leaders, technical gurus, educators, and other subject-matter experts. Editor Bryan Caplovitz welcomes your input. Please e-mail any comments or suggestions to Bryan at editor@

Panel of Experts Paul Edwards, Advisor, Speaker, Author Ardis Bazyn, Speaker, Coach, Author Ron Finklestein, Business Master Advisory Board Johnny Campbell, Transition Man Patricia Fripp Executive Speech Coach, Sales Trainer, and Professional Speaker Jeff Davidson, Speaker and Author Behind the Podium publishes the opinions of experts and authorities from many fields; however, the use of those opinions is no substitute for accounting, legal, investment, or other professional services. Material may not be reproduced in part or in whole in any form whatsoever without the written permission of SpeakerMatch. SpeakerMatch is the world’s largest source for speaking opportunities. Behind the Podium is published 12 times a year, monthly, by SpeakerMatch, 4807 Spicewood Springs Road, Suite 2118, Austin, TX 78759-7944. $149/yr, $24.95/issue (US funds). Periodicals postage paid at Austin, TX and additional mailing offices. Behind the Podium is a trademark of Simply Speaking, Inc. Copyright © 2009 by Simply Speaking, Inc. Postmaster: Send address changes to SpeakerMatch Subscription Department, 4807 Spicewood Springs Road, Suite 2118, Austin, TX 78759-7944. Subscription information: Direct subscription inquiries, payments and address changes to SpeakerMatch Subscription Department, Behind the Podium, 4807 Spicewood Springs Road, Suite 2118, Austin, TX 78759-7944. To resolve service problems, call (866) 372-8768 or visit our Web site at On occasion we make our subscribers’ names available to companies with products or services in which you may be interested. If you do not want to be included in these mailings, please notify us in writing. Call us toll-free at: 1 (866) 372-8768 Outside the United States: +1 (512) 372-8768

SpeakerMatch Teleseminar Agenda September


Thursday, September 17 at 12 p.m. CST

Thursday, November 19 at 12 p.m. CST

Speaking in the College Market

Creating A Successful Business Model

GUEST: James Malinchak

GUEST: Jane Atkinson

Thursday, September 24 at 12 p.m. CST

Registration becomes available one week prior to event unless otherwise noted.

Maximizing Your Hireability NOW GUEST: David Newman

Schedule is subject to change. Visit to view the most current information.


Book Review


our story could be one of adventure, revenge or lessons on life.

It has been said that everyone’s life is a story. Before you put yours down on paper, it might be a good idea to check out The Autobiographer’s Handbook by Jennifer Traig. The book contains the advice and wisdom of 41 memorists about how to write an autobiography. Each author offers a paragraph or two of instruction. Then there are directions on how to follow the advice. There are exercises aspiring writers are asked to do. Traig is one of the tutors at 826 Valencia, a series of nonprofit writing centers. The centers were opened by Dave Eggers after he made a lot of money on his own story, A Heartbreaking Work of Staggering Genius. One autobiographer keeps his advice simple: “Wake up. Drink coffee. Write.

Ignore phone, ignore email, ignore world. It will all be there when you are done. Just don’t ignore your lovers for too long. They might not stick around.” Another cautions the writer to remember that the neighbors, your dad’s boss and your mother’s book club will read your story. One mentions that a memorist may be driven by less than honorable motives, such as to settle scores, become famous, or get on the best-seller list. Another says writing a memoir will save you money on therapy. Critiquing the book, Toby Young, author of How to Lose Friends and Alienate People, says the best autobiographical writing is often laced with malice. He quotes the English poet Alexander Pope, who wrote: “What outcrops of wit and honesty appear / From hate, obstinacy, spleen and fear.”


Word Search



My policy is to learn from the past, focus on the present, and dream about the future. I’m a firm believer in learning from adversity. Often the worst of times can turn to your advantage. My life is a study of that. – Donald Trump

Future Speaker A little girl had just finished her first week of school. “I’m just wasting my time,” she said to her brother. “I can’t read, I can’t write, and they won’t let me talk!”

Key on page 12


News and Information for the Speaking Community by SpeakerMatch

Business Owner Know Hows

Stop Talking about Yourself! Start Letting Clients Know What You Can Do For Them s You become more knowledgeable in your area of expertise.

Would you like to focus your workday around what you love about your business and what you do best? Sharing a specific “What” statement to potential clients and referral partners will accomplish that. Be very specific about who you enjoy working with and what result they will receive from you.

s C

an you remember the last time you interviewed a company to provide an important service for you? How long did it take for you to find out what specific result that company would provide for you? I bet they spent plenty of time talking around what they do, with loads of generalizations about what they provided for other clients. It’s time to stop talking about ourselves and simply tell our prospective clients what results we will provide for them. The term we use to describe the result we provide for our clients is our “What.” You can use your “What” as your response when asked, “What do you do?” Wouldn’t it be great to have a clearly articulated, succinct answer that the potential client can understand and share with their friends and colleagues?

More Benefits of Determining Your “What:”

s I t allows you to create marketing strategies to proactively reach out to people who already want what your service offers. s You become recognized and known

in the community for providing your specific result.

 ou are seen as an expert and people sY will seek you out.

s I am a CPA with a 10-step system for

new business owners to optimize the tax laws in favor of their bottom line.

s My investment services allow young professionals to focus on their life while I focus on growing their IRA portfolios.

Questions to Help You Start Creating Your “What” Statement for Your Business:

s What do people need and are willing to pay for that you may provide?

s What specific problem does your business solve?

s What are you passionate about in your business?

s What do you believe you could be the best at in your industry?

s What is the most important and

compelling result your clients receive from your service?

Some Examples of “What” Statements:

s We help entrepreneurs in resort

locations create a simple marketing plan to work with their ideal clients and easily increase their revenues.

s I go beyond selling an elite health

product; I help young mothers start and grow their own businesses.

s My unique massage process makes

you feel not only rejuvenated and youthful again, but it is also a spiritual experience.

s I am a restaurateur catering to

connoisseurs of French cuisine and rare wines.

s To help you find your dream home

in the valley, I have created a 7-step process beginning with discovering the details of what you desire to a closing checklist.

Make a decision and market the specific part of your business you enjoy delivering. Pull your ideas together into a succinct, easily articulated and understood “What” statement.

s The result you will receive from my fitness program is to recapture the ideal, sexy you.


Presenting Like a Pro

A Four-Point Guideline for Delivering Winning Presentations By Understanding Your Audience By Johnny Campbell


very speaker wants to deliver an effective presentation. Successful presentations ensure sales, referrals and repeat bookings, which are the driving force of the speaking business. And at the core of every effective presentation is an understanding of the audience. By researching your audience before making a presentation you will better position yourself for future engagements. While researching for your next speech, keep these questions in mind:

What Are the Needs and Wants of the Audience? The topic of your speech should focus on what the audience needs to know.

Having some knowledge about your audience will enable you to understand how they perceive the information as valuable to them. Just relaying the information is not sufficient. It’s important that you are able to show them “what’s in it for them” in order to make an impact. And providing the knowledge is only once aspect of the speech. Inspiring enthusiasm on the subject will make the difference in how it is received.

What Does the Audience Already Know? It’s easy to bore your audience by telling them what they already know. That’s why learning about your audience is crucial in making your speech a success. If the audience is new to the topic, then you will need to cover the basics. If not, then you may want to summarize the basics before you continue with the rest of the presentation.

What Does The Audience Understand?

Johnny Campbell

However, not everyone is excited about hearing the information, so it helps if you can figure out what the audience wants to know, also.

Knowing a subject and understanding it can be very different. Knowing a subject, but not understanding it enough to get value out it, can waste a significant amount of time and money. People often leave seminars thinking they understand the material that was

presented, but do they understand it sufficiently to take action? And if they decide to take the first step, do they understand the real scope of the work involved?

What Does The Audience Fear? Knowing your audience well enough to address their fears during the course of the presentation can also significantly impact your effectiveness. Understanding what worries them the most adds one more layer of credibility to your speech. Developing an understanding of your audience through research will prove to be time well spent. The initial time investment will be returned through a more powerful presentation and better audience response. Johnny Campbell, The Transition Man, has 10 years’ experience delivering presentations. For more information on building a financially successful speaking business, visit his Web site at, or e-mail him at:

Determination gives you the resolve to keep going in spite of the roadblocks that lay before you. – Denis Waitley


News and Information for the Speaking Community by SpeakerMatch

Understanding and Responding to Your Audience continued from page 1

A speaker questionnaire sent in advance answers relevant questions concerning the size of the audience, the age range of the audience, and the gender of the audience members. It is also helpful to know how the room will be laid out—whether a microphone will be available, and if there are people with hearing impairments in the audience. If you know the answer to these questions, you can accommodate the audience more readily. For example, you could bring your own microphone. Also, you could determine whether to break into groups during your presentation.

Have a variety of personal experience stories in mind to tweak your presentation If you know the history or background of the group, you can change certain elements of your presentation. In most cases, I use personal experience stories when I speak. I may have made a note of several possibilities. If I know an audience is a group of members who have recently experienced similar events in their lives— heart attack, lost their sight, or started a new business, I can relate more quickly by telling about my own past experience in that situation. One of my speeches on “Coping with Challenge and Change” talks about the challenges and changes I’ve experienced in my life through the years. Depending on the audience, I may focus on the more relevant experiences. Audience members will tend to remain more attentive if they can relate to your presentation. When I speak on “Setting Realistic Goals”, I focus on how determination and drive are necessary when reaching for your dream goal or vision for the future. If I speak to a sales group, I can mention the time management techniques important to keeping in contact with your customers. I also can relay what some obstacles I’ve had to overcome to complete my own goals. Then the audience could be asked (if appropriate) to break into groups and share an experience with the others. In my presentations on “Image Building for Organizations or Churches,” I use my experiences starting several new businesses and promoting membership

organizations. I can tell why I’ve written surveys, questionnaires, or conducted personal interviews to make important changes in customer service, marketing techniques, or publicity. Each experience in any venue can help others prevent wasting their time making similar mistakes. Conversely, others can improve their own outreach to employees, customers, or members by listening to my experiences. In audiences of this type, you could break into groups and discuss personal experiences in the topic area (membership, marketing, customer service). Have you learned beneficial information, marketing tools, or inspiration that kept you focused on a more positive future? Any speaker who gives insight by sharing personal

Human interest stories are always appreciated. For inspiration, you might mention some mentor or friend who assisted you in some memorable way. experiences will likely motivate audience members more than simply giving the “how to or steps necessary.” Identifying your own unique background and using your most profound experiences will help others to remember the reasons why they should change, learn, work harder, or whatever your goal may be.

Use your objectives to help influence audience response First, make a list of outcomes you want from your audience. Do you want to humor them? Do you want to inform them? Do you wish to persuade them to take action? Do you want them to be inspired? Once you decide on the outcome you want, think of your past experiences and how they might be useful to your audience. For humor, you may remember

a funny childhood experience or an experience with one of your children. Jokes can work especially if you can use a leader in the group as an example. This should be done only if you have formed a positive rapport with this person and that you won’t offend the person. Human interest stories are always appreciated. For inspiration, you might mention some mentor or friend who assisted you in some memorable way. Also, audience interaction keeps the audience more interested in your topic. Involve your audience by allowing them to share their own experiences on the relevant topic with the person nearest them. If you are persuading a group to take an action, you may tell about an incident where you took a similar step and how it helped you to succeed. If you didn’t take action and that caused you some problems, use that experience to tell others about how you wish you had taken a more positive step. Information sharing can be dull if you don’t add some interesting stories or focus to the topic. In speeches or sales talks you’ve heard, what has helped you remember the main focus? Was it the topic itself or the personal experiences of the speaker? Aren’t you what your experiences taught you? Well, don’t forget to share your experiences with others! Ardis Bazyn is a speaker, coach, and author. Her Web site is www. ©Copyright, 2004 by Bazyn Communications.


Increase the Effectiveness of Your Presentation by Engaging Introverts By Paul Edwards

Have you ever had a speaking engagement in which the members of the audience just stared at you while you talked and didn’t even smile at your jokes? Or have you ever had a speaking engagement in which you sent out waves of positive, enthusiastic energy into the audience only to watch them crash upon silent, straightPaul Edwards faced listeners? If either of these scenarios have happened to you, don’t worry, it’s probably not you — in all likelihood you have probably spoken to a group of people who simply have a preference for introversion. According to the Myers-Briggs Type Indicator (MBTI), extroversion and introversion make up the first of the psychological preference pairs. But what you may not know is

that introversion has less to do with sociability, as most people think, and everything to do with energy recharging. People with a preference for introversion recharge in solitary activities and their energy flow is inward, toward themselves. On the other hand, people with a preference for extroversion recharge in social activities and their energy flows outward. This is why “introverts” don’t naturally interact with speakers and “extroverts” do. Introverts are paying careful attention to what the speaker is saying, but they are processing their thoughts and feelings internally. To the speaker, it feels like he or she is talking to a room full of zombies. To help increase the participation level of introverted audience members, try these tips: continued on page 12

About that sign “What happened?” said the hospital visitor to the heavily bandaged man sitting up in bed. “I decided to take a ride on the roller coaster. As we came up to the top of the highest loop, I noticed a little sign by the side of the track. I tried to read it but I couldn’t make it out. “I decided to go around again, but we went by so quickly I still couldn’t read it. By now, I was determined to read that sign so I went round a third time. As we reached the top, I stood up in the car to get a better view.” “And did you manage to see what the sign said this time?” asked the visitor. “Yeah. It said ‘Don’t stand up in the car.’”

Building a Social Media Empire How to use the power of social media marketing to build a six-figure speaking enterprise GUEST: Johnny Campbell

This is a replay from an event that took place on Thursday, June 4, 2009 at 12 p.m. Central. Social Media Marketing is the next generation of marketing. It’s new, cuttingedge, and here to stay. And it’s growing exponentially. Social Media Marketing done correctly can help you build your


brand, book more speeches, and sell more products. During this one hour call, Johnny Campbell will discuss how you can connect the various social media applications together to create an incomeproducing social media enterprise.

You’ll learn … • How to market your products/services with blogs

• How to use Facebook & LinkedIn to make sales & find clients • How to use YouTube to attract more clients and publicity • How to use Twitter and various Twitter apps to promote your business Just one of many recorded events available at SpeakerMatch Radio.

News and Information for the Speaking Community by SpeakerMatch


Take Advantage of the Wide Array of Free Business Advice Available on the Web


he Web is an invaluable source of information for all aspects of your speaking business. Check out these Web sites for tips on running a home-based business, networking, SEO marketing, and more: (Working From Home: The Top 5 Pitfalls to Avoid) workingfromhom_snqf.htm

(3 Myths About Starting a Motivational Speaking Career and Business) article_654738_50.html

Home Business Resource Directory Business coaching, marketing tips and more. A clearinghouse of articles on topics ranging from computer software to investments.

(Take Care of Your Customers Before Someone Else Does) Business+Management

Other Resources:

(10 Tips: What is Successful Time Management?) category/time-management/

eSSORTMENT A stockpile of information including money and fitness and health and fitness.

(How Universal Networking Sites Work for Businesses) How-Universal-Networking-Sites-WorkFor-Businesses/12172

Article Alley - article_131733_64.html The Art of Prospecting for Customers. - (Corporate Gift Ideas)

Li’l Engine - (Search Engine Optimization and Internet Marketing Strategies)


Linked in Forum 1. What’s different about public speaking in the 21st century? This is one of the chapters in a new book I’m working on and I’d love to hear your thoughts. My feelings are that people need to really consider their conversational style, especially when speaking via various online media. What do you think? Becky Livingston I think that style needs to be very participatory, no matter what format the information is in. There seems to be two reasons for this. First, there are more and more GenX and GenY in our programs. They are looking for more involvement and variety in the way they get their information. Second, everyone involved in the decision to attend or have someone attend a program is looking for specific and (if possible) measurable results from the experience. If everything remains the same after they attend, the experience isn’t seen as valuable. That means the old concept of sage on the stage is going away and the need for a guide on the side becomes much more meaningful. I think if that’s the way you see your position when you make a presentation it naturally leads to a more real, personal (conversational) style. ~ Steve Schumann I think it has become more important than ever to cater to various styles of learning and a multitude of audience expectations. While catering to auditory,

visual and kinesthetic learning styles has always been important, it has become an absolute necessity now because we are learning (from recent research) that exposing an individual to multiple styles of learning increases retention exponentially and not just linearly, as was believed. So even if your audience consists primarily of auditory learners, you need to incorporate visual cues and kinesthetic elements into your presentation or class. This applies to online (Web, computer, etc.) as well as offline (speaking, writing, etc.) media. Of course, it becomes more challenging to do online than offline. ~ Sanjay Anand I think connection is key. By involving your listeners you’ll increase the likelihood of making a connection with them. If they feel connected, they will participate more (not necessarily verbally), if they participate more they will retain more, if they retain more they will tell others. ~ Jeff Hornstein

We are in a culture in which information is everywhere and the speed and mediums in which we get information are getting faster every day. With the new social media outlets growing leaps and bounds and the Internet use exploding, connecting to your audience has never been more important. It is apparent that the personal touch aspect is at an all-time low and actually craved by our audiences. I agree that being sensitive to the learning modalities is crucial to keeping your audience’s attention. It is very important as a speaker today to be able to become connected with your audience on an emotional and psychological level. The more you are able to relate to them, the better your connection will be, which also means that you and your topic will get through to more people. The most successful and talented speakers are able to move their audiences. Good communication is very important, and words are only seven percent of communication. ~ Greg Ferrera

2. Is HOW you say it more important than WHAT you say? Essentially, HOW you say it is actually part of WHAT you say. If your delivery is off (gestures, tone, emphasis) you can easily offer conflicting information to your audience without ever verbally doing so. A good comedienne can take tragedy to hilarity without rewriting a word. ~ Jo Jordan Most certainly — as a university professor who teaches nonverbal communication, and also as a frequent lecturer and writer on the subject, I think one’s tone, gestures, deliverability, and contact have much more meaning than the words themselves. ~ Dr. Dave Hale

In formal presentations, one-toone conversations, group discussions, and all the various forms of verbal communication, speakers need to pay attention to both form and content. A well-delivered speech, for example, with minimal substance will soon be forgotten. A bland (or confusing or overly-hyped) speech with superb content won’t be well received by the audience. The good ‘stuff’ of the communication will be wasted. The ideal, of course, is to provide meaningful and substantive information in a dynamic and engaging manner. Be attuned to your audience and modify delivery, as needed, to assure that you’ll be the most effective in getting your point across.

That depends largely on your intention and what you mean by important. If your intention is to communicate a clear message, it is important that what you say and the way you say it carry the same message and are as clear and engaging as possible. If you say something very well but it does not convey your intended message, it will not produce the desired result. On the other hand, if you say exactly what you wanted to say and say it so poorly that nobody listens, it will also not produce the desired result. As a speaker I try to make sure my words, tone, and body language all collaborate to convey my intended message and produce the intended result. ~ Gary Miller

~ Liz Bywater


News and Information for the Speaking Community by SpeakerMatch

Summer Gatherings Crossword Across 1. Dog parasite 5. Quarrel 8. Slav 9. Blue-pencil 11. Game fish 12. Average 13. Chained 15. __ Jordan of the NBA 16. Successful person 21. Asiatic wild doag 22. Vow 24. Not false 25. Man or Capri 26. Slip up 27. Soaks flax

Key on page 12.


1. Federal savings bank: Abbr. 2. Page through a book 3. Gaelic 4. Nondrinker 5. Lake for storing water 6. Aroma 7. Sage 10. Unit of weight for wool 14. Bola or Windsor 16. Perform on stage 17. Heal 18. 60 minutes 19. Comfort 20. Round-trip light time: Abbr. 23. For __ a jolly good fellow

Three Reasons Speakers Fail to Hit the Mark continued from page 1

Knowing the audience is itself an art and a science. Who are they? What is their age range? What is their educational background? How long have they been with the organization? What is this particular meeting designed to do? Probe even further. How far have they come? Do they know each other or are they assembling for the first time? What will they hear before and after the presentation? What did they hear last year or at a similar meeting? How would they like to feel and what would they like to “get” as a result of your presentation — when they leave the room, how will they be changed? As you can quickly surmise, the answers to these questions are not ones that you can discern. You have to ask the meeting professional who hired you, the movers and shakers who will be in attendance, and other key operatives of the organization. This usually requires an e-mail or fax request, sometimes reviewing the questions by phone since your contacts will be very busy. Unless you find answers to these types of questions, and there isn’t much more that you could know, don’t accept the presentation. Without this information, your presentation may hit the mark if you are incredibly lucky, but chances are that you will simply dance around the

periphery of what you need to do and say to be successful. If it’s a one-time presentation, and you don’t intend to do much more speaking, you’ll probably be able to get away with this. If you want to speak professionally, however, there is no effective substitute for “knowing the audience.”


Not arriving with sufficient clearance time. Whether your presentation is across the world, across the country, or across town, increase your probability of success by arriving in plenty of time. This may require coming in the night before you’re scheduled to present. When you arrive early, you gain a considerable advantage which can often be the make-or-break factor in the success of your presentation. You get to settle in, calm down, check out the facilities, walk the room, talk to people, check out equipment, and arrange things. In doing so, you give yourself the edge over the speaker who arrives “just in time.” These days, with affordable mobile technology, you can be productive all day long wherever you are, so arrive early! Patricia Fripp CSP, CPAE is a San Francisco-based executive speech coach, sales trainer and, professional speaker on sales, customer service, promoting business, and Communication Skills. Jeff Davidson, MBA, CMC, helps people

manage information and communication overload. Patricia can be contacted by e-mail,, or by phone, 1 (800) 634-3035, and through her Web site www. Jeff Davidson travels throughout the U.S. speaking about achieving worklife balance to clients such as Kaiser Permanente, IBM, American Express, Lufthansa, Swissotel, AOL, Re/Max, USAA, D.O.E. and the World Bank. Widely quoted in USA Today, The Washington Post, The New York Times, and Investor’s Business Daily, Davidson is the author of the popular book series, The 60 Second Innovator, The 60 Second Organizer, and The 60 Second SelfStarter (Adams Media). Visit www. or write to Jeff@

If a friend is in trouble, don’t annoy him by asking if there is anything you can do. Think of something appropriate and do it. – Edgar Watson Howe



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SpeakerMatch is the world’s largest source for speaking opportunities. out how to keep burnout at bay in the next issue. September’s theme is Make the Speaking Business F ind Work for You: Balancing Your Personal and Professional Lives. Articles such as Stressssssss is Killing Me! Coming Soon in

and Making Room for Your Life will give you the ammunition you need to get a handle on stress and other headaches that often accompany the speaking life.

Increase the Effectiveness of Your Presentation by Engaging Introverts continued from page 8

1. If you ask a question, give them

time to process the answer. A few extra seconds is all that they will need to listen, process, and formulate a response. If you rush them, they will shut down.

2. Invite them specifically or

generally to participate. People with a preference for introversion value privacy and think it’s rude to shout out answers. So if you want introverts to talk, point to them and invite them to respond. (But remember rule #1—give them time.)

3. Politely control the extroverted

members of the audience. Extroverts have a tendency to not notice that they are hogging all the discussion time and introverts will not talk into crowded space. So let the extroverts have the first couple of words, but then call on an introvert and ask his or her opinion.

Crossword Key


Integrating these tips into your next presentation will not only help you get more participation from your introverted audiences, they will also keep you from thinking that you’re a really bad speaker. By the way, 50 percent of Americans have a preference for introversion and 50 percent have a preference for extroversion, so you are bound to come across both types in your speaking engagements. Paul Edward, MA, is a professional advisor, speaker, and author. His book ‘Moving Forward: Turning Good Intentions Into Great Results by Discovering Yourself, Your Place, & Your Path’ provides readers with strategies for improving relationships, making better decisions, and achieving goals. For more information, visit www.paulleighedward. com.

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Vision is the art of seeing things invisible. – Jonathan Swift, Thoughts on Various Subjects, 1711

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102 August 2009 - Behind the Podium  

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