Public Speaking Basics Can Build Your Business

by Mark S. Fulton

On the morning of September 11, 2001, I was leaving a business breakfast meeting when I overheard someone say that a plane had hit the World Trade Center. My first thought was that a private plane had gone tragically off course. I got into to my car, turned on the radio and heard the first reports about the unfolding national nightmare.

As I drove back to my office, my mind reeling from what I was hearing, I remembered that I was scheduled to speak at a service organization luncheon that day. I called my contact with the group and asked what they planned to do in light of the day’s events. He told me they were going ahead with the meeting—and they still wanted me to speak.

The meeting proceeded through the usual formalities, including the pledge of allegiance. As we recited the solemn words together, they seemed to resonate with a special fervor, as if all of us were saying them for the first time.

Later, when I rose to speak on the subject of business ethics, I found myself strangely energized. My comments on doing the right thing in business took on an eerie relevance in a world where wrongdoing had entered a new and horrible dimension.

While my speech on September 11 was not about my business, it was an opportunity to demonstrate my business acumen and do some networking—two important activities for building my business coaching practice. Although the day’s tragic events cast a shadow on the proceedings, they also drew the luncheon participants together in a special way.

In my last column, I discussed the benefits of public speaking as a means to promote your business. It can connect you with prospective clients that your marketing efforts haven’t reached, boost your credibility in the marketplace and build your self-confidence.

Your unique business knowledge and experiences can have a broad application for people in other businesses facing similar challenges. Who knows, you might even prevent someone from making the same mistakes you’ve made. Then again, you may work in an esoteric or unusual industry that others can’t relate to but would find interesting.

Actually, you needn’t limit your speech subjects to your profession. Maybe you have a hobby or interest that would make you an appealing speaker. Think about life-changing experiences that gave you new insights or made you a better person. Of course, there is always a way to mention what you do for a living as part of any presentation.

There are three basic parts to a speech: the open, the body and the close. You have about 30 seconds to hook your audience’s attention before their attention starts to drift, so make your open an interest grabber. I like to tell a brief story that introduces the speech’s theme. You can also use a startling statistic, funny quotation, rhetorical question or a reference to current events.

You can organize the body of your speech in several different ways, depending on your subject. You may choose to discuss the pros and cons of something; examine problems and solutions; relate events in chronological order and so on. Most importantly, make your speech as short and as simple as it can be while covering the subject sufficiently.

Close your speech swiftly and succinctly. Don’t rehash everything you’ve already said. Instead, simply remind your audience of your main points. Then share a brief story, an inspiring quote or a call to action that pulls it all together—and then sit down. The quicker you wrap things up, the better. The folks who have been waiting to go to the bathroom will bless you.

If you really want to get a good handle on giving effective speeches, there are many good books on the subject. Here are a few:
• “How to Say It Best” by Jack Griffin
• “Just Say a Few Words” by Bob Monkhouse
• “It’s Not What You Say, It’s How You Say It” by Joan Detz

In addition to structuring the content of your speech, these books will also help you to deliver it with confidence.

Whenever I need a good quotation, anecdote or funny line, I turn to one of many books I have that contain great speech material. Here are some that have a combination of materials:
• “How to Be the Life of the Podium” by Sylvia Simmons
• “And I Quote” by Ashton Applewhite
• “Speaker’s Library of Business Stories, Anecdotes and Humor” by Joe Griffith

Another wonderful resource for budding speakers is Toastmasters International. Founded in 1924, Toastmasters has 8500 chapters, each dedicated to helping individuals learn basic speaking skills in a supportive and fun environment. You can locate a chapter near you by visiting the their web site at www.toastmasters.org.

Despite the awful events of September 11, my speech on business ethics received an enthusiastic response. As the Enron scandal continues to bloom, I suspect the subject of business ethics will grow in popularity. If it does, I’m ready to harvest any speaking opportunities that crop up—and at the same time cultivate my coaching business.

Copyright 2002 © Mark S. Fulton