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Relate To People and Hold Their Interest

Laurie's 'Public Speaking' Newsletter

There's an old adage that goes, 'Talk to people about themselves and they'll never get bored'. And the same thing applies to an audience. By using examples they can relate to you can't help but hold their interest. And by holding their interest they're buying you and your ideas.

Not long back I was talking to a group of dental nurses on how to maximise their career potential. At one point I acknowledged some of the things they have to do, like preparing the dental filling compounds and instruments for use; putting the patient at ease; and liaising with reception to ensure things run smoothly with a minimum of interruption. Another time I was addressing an association of panel beaters on how communicating with confidence could generate more business. To emphasize the importance of specific steps in sequence I said, "It's a bit like you refashioning the damaged part, filling imperfections with body filler, shaping it to become one with the rest of the body and finally smoothing it off with a super fine abrasive."

Then there was the one-to-one session I conducted with the owner/driver of an interstate trucking company who was terrified at the mere thought of giving a speech at his daughter's 21st birthday party.
"I just haven't got it," he lamented. "Where do I begin?"
I then related his fears to areas where he is already a competent communicator.
"Tell me. when you load and unload your trucks at the various depots, you have no trouble communicating with the people you interact with do you."
"Of course not."
This established the undeniable fact that most times he can get his message across with relative ease. I then replaced his self-defeating notion of 'I just haven't got it' with the simple principles of being himself, some forethought of what to say, and building on the natural speaking talents he already has. After the celebration he dropped me a note to say his speech was beyond his wildest expectations. People actually cheered him.

Another time I opened a talk to a group of home-care workers with the words: "When I was three years old I remember being dragged up the cold grey steps of the Box Hill Home for Boys as my mother walked away because she was too sick to look after me. It was a very lonely year before she was well enough to take me home again. With the ongoing help of Melbourne Legacy we managed to locate my other two brothers and re-build our broken lives. Ladies and gentlemen I have a certain understanding of the unsung work you do with those in need in our society." I'd won their respect and they were ready to listen to what I had to say.

To a group of postal workers, I opened with these words: "Having been a postman for 7 years I have a certain understanding of the incredible pressures postal workers have to cope with in order to succeed. Technology may have changed things dramatically, but the fundamentals of teamwork and customer service still remain. Today we'll look at three ways to pool your talents and work as a team." They were eager to learn more for I was one of them.

People Relate to the Common Ground
The remarkable thing is that in all of the above examples people made the comment. "Gee, you know a lot about our business!" The truth is I know little about dentistry, panel beating, or interstate trucking. But I have a mouth full of teeth. I've sat in the dentist's chair and observed things. At least three times in my life I've stuck my head in a panel-beating workshop and got a glimpse of what's going on. And likewise with people loading and unloading trucks in a warehouse. I do understand what it's like to be part of a family that's been torn apart. And my 7-year stint as a postman gives me an understanding of the responsibilities and pressures a modern day postal worker has to contend with. Using analogies and examples your audience can identify with will establish a genuine rapport where people will sit up and listen.

Extra Tip: Get there early and get to know people. Over coffee before a conference started, internationally renowned speaker Daniel Johnson learned all about cat fishing from a delegate everyone knew. When he talked about cat fishing in his presentation it not only brought the house down, it made him an accepted part of the conference. You can also inject 'spontaneity' into your presentation by using information gleaned from small talk on the day to introduce ideas you were going to talk about anyway: "During the break Mary Smith was saying how audience involvement takes the pressure off the speaker. and she's right! Let's have a look at that." Even more impressive if Mary Smith happens to be the boss!

Feel free to use this article in your newsletter etc. or forward it on to a friend. All I ask is that you acknowledge its source with the following byline:
Laurie Smale www.panicfreepublicspeaking.com.au