Speaker - June 2007

Blow ‘em away with the WOW factor

The How of WOW: A Guide to Giving
a Speech That Will Positively Blow
’em Away
By Tony Carlson
NY: AMACOM; 277 pages with index;
$14.95

Yes! That’s what we all want—to blow ’em away with our speeches.

In a surprisingly good book for both beginners and vets, Canadian speaking consultant Tony Carlson gives great advice. He treats the challenges of the platform with both breadth and depth. Read this book and you’ll think, Wow! Do what it says, and your audience will think the same thing.

According to Carlson, only 1 in 500 speeches is good enough to be remembered. So, how do we rise above the elevator music level of speaking? Carlson’s answer: “Insight. Enlightenment. Meaning. Stimulation. Wit. Entertainment.”

But what are the steps?

1. Crafting your style: Let the greatest speakers be your mentors. Don’t be afraid of emulating them. Eventually, your own style will take over, but with the power of the greats.

2. The three most important components of successful performance: Rehearse, rehearse, rehearse. As noted actor, Michael Caine, has said, “Rehearsal is the work; performance is the relaxation.” And do it standing up, with at least one person listening.

3. Audience research: What are the main points that need to be highlighted and how can you bring all your talents to bear down on that focus?

4. Early arrival: Time to check the sound system; schmooze with those that may be a familiar, emotional connection during the presentation.

5. Technology: Great, but don’t let the PowerPoint process outshine your personality. Let it back you up, not out.

6. First line: Can be a shocker that lets the audience know you mean business—something many suspect, but no one will say, except for you.

7. Starting off: Present your most human side, engaging the audience with a vulnerability they can appreciate.

8. Appearing authentic: Put yourself in the situation you’re describing—deeply.

9. Power of the platform: Move around and use it to engage the audience with your (and their) agenda. This, too, requires rehearsal.

10. Daring to be different: Not necessarily with gimmicks, but with good, old-fashioned, honest candor. Tell the truth that others dare not, without hurting anybody unnecessarily.

11. Arc: Improve on the old formula: Strong start, strong finish, with the rest in the middle. Instead, build an arc that grows and grows until you “feel a sense of catharsis,” a climax of emotion that your audience enjoys.

12. History: Each of us has a family story or two that goes into a piece of history that our audience can relate to. It creates common ground.

13. Ad-libs: Good, especially when they’re already practiced—very carefully.

14. Acting: During the talk, become the actor you always wanted to be, to reinforce the drama and intensity. This is definitely not the time to hold back on being the ham; just keep it focused on the agenda.