There’s something about a well-done speech that stays with you.

As a small business owner, professional writer and marketing consultant, I’m always on the lookout for communication done well. Public speaking ranks high to my mind, so, I tend to seek out opportunities that allow me to learn from the masters.

Sometimes those gems hit you by surprise.

I will never forget one of the best live speeches I’ve witnessed. It was Bill Bradley in 2001. Who is Bill Bradley you ask? Frankly, I didn’t know much about him either (you can bet I went to find out more after watching this artful communicator). He was a presidential candidate and a US senator at the time.

Tickets were cheap. I was in town. So, I figured, why not go?

This was a small crowd gathered in the Palestra at the University of Rochester (seating capacity was 5000-8000). This indoor sports arena was hot. Acoustics were poor. Spectators were packed uncomfortably tight on bleachers.

Yet, this gentleman was so captivating, none of that mattered the moment he began to speak.

Here was a guy who had reason to brag, but never did. He managed to reveal tidbits of his personal history in such relatable ways it felt like he was talking to you, not about him. He poked fun at himself to ensure all attendees felt like peers.

Before crafting his comments, then Senator Bradley researched his audience (how many presidential nominees would do that today – for a small crowd – at a college campus – to a group comprised of people unlikely to vote for him {bet many would have after this event}).

His comments were brilliant (and it was apparent he was too as he humbly peppered the presentation with references to his accomplishments).

He took the time to know about audience interests, making it obvious presentation revisions were made into the night prior. This wasn’t a big-donor, connection-intense presidential results swaying crowd. A large percentage of the audience was comprised of students and faculty. Still, his preparation and style demonstrated he cared about every person in that room.

His comments were so fluid (no script reading or obvious notes), the presentation seemed extemporaneous. Clearly not so – he wove audience specific material throughout. This was one of the tightest, most entertaining and engaging presentations I’ve ever witnessed – from someone who had excuses (including flight issues delaying his arrival) for poor preparation.

Not only was I wowed by his speaking skills (to the point specific details are memorable 15 years later), but his personable approach had me leaving the room liking him, so much so I considered what wonderful friend he must be.

I doubt I’ll ever achieve his presentation skill level, but his example is one I hold as something to reach for.

Designing your small business message for effective impact

Great speeches are borne from smart design and ample preparation. So are most marketing strategies that fill company coffers.

While presentation skills are important, you’ll be amazed at how much better yours become with a good script and time spent preparing. Those tight speeches you see that seem off-of-the-cuff aren’t. That artful communicator spent a lot of time crafting and memorizing comments, including predicting audience questions and comments (or paid someone else to do so).

Simple is best. This applies to speeches as much as it does to any marketing material, including graphic design.

This wonderful TED talk by Roman Mars demonstrates many great communications skills merged together. It’s worth the 18 minute watch no matter where you are with your small business promotional efforts. Roman is hysterical with his subtle (and sometimes overt) comments. This is a polished presentation that took a lot of preparation – including audio and visual accoutrements. It feels extemporaneous because it’s so well-rehearsed. Although his subject is flags, he presents in a way that makes what he’s sharing applicable to all (with easy action ideas for engagement).

 

Most small business owners worry a professional won’t be able capture their voice. Granted, it’s hard to find a ghost writer who can craft copy that sounds like you, but they’re out there. Don’t settle for less. You’ll get giddy when you find a vendor who can use your vocabulary to showcase you as a brilliant wordsmith.

Public speaking engagements can lead to surprising returns (many pay, more comes from attendees buying your wares). The “fear greater than death” most claim gets gone when you’re prepared. Great content helps.

Why not consider hiring someone to help you shine and prosper as a small business owner with speech material that’s exciting for you and engaging for your audience? The speech preparation is your onus. Writing it need not be. Done right, you’ll relish the next opportunity to get in front of a group. Call me at (540) 400-7106 or e-mail NLevin@FulcrumNY.com if you’d like to explore the possibilities.