We need to capture the attention of our audiences from the start. As incoming emails, texts, calls and social media alerts compete for attention, we need to quickly connect with the audience and give them a reason to stick with us to the end.
Here is a formula to hook them in and establish common ground in less than 2 minutes.
Element 1: Give Them a Reason to Listen
Tell your audience what is in it for them and how they will benefit from listening to the topic. For example, will it help make their lives easier or better or save money? Will the audience gain knowledge that will help them do their jobs easier or faster? Or, if you are presenting an update on one of your projects, is there overlap that could help other initiatives underway?
We want to make sure that we have something our audience will gain by the end and say it out loud in the beginning.
Element 2: Give Away the Ending
Rather than waiting until the end, give your key takeaway in the beginning. What is the one thing you want your audience to walk away with at the end? Or, is there a call to action you want them to take?
Here are a just few ideas for how you could do this:
- At the end of the day, I hope you will be so inspired by what you hear to sign up to volunteer for the program.
- Today, you will hear the latest trends in [area] and three ways you can take advantage of them today.
- I am glad to have the opportunity today to clear up some confusion on [topic] and correct some misinformation that has been circulating.
- By the end of the presentation, you will understand the benefits we will gain if we approve the proposed budget.
- My goal is that at the end of our session you will understand the basics of the new process we are implementing.
Element 3: Share Your Background
Explain why the audience should listen to you by sharing what makes you an expert. This could be a combination of your experiences, credentials, education, current or former jobs, and more.
Depending on the situation, you might need to spend more time here. If you already know your audience, you can accomplish this with a quick thought like: I’m looking forward to giving you an update in what I learned working on [topic] over the last few months.
If you do not yet know the audience, then you can give a few more details as you introduce yourself.
Element 4: Let Them Know What to Expect
Explain how you’re going to structure your talk by sharing the topics you plan to cover. This helps show that you have a logical plan for how you are going to deliver on the benefits you promised.
Also, acknowledge questions or concerns that the audience has about what you are speaking about. This reinforces your credibility while also engaging your audience.
Putting It All Together
Now we need to put the different elements together into a brief introduction. Below is a sample of how I have started classes that I have taught. This is just one of many ways you could apply the formula. So, try a different order or emphasize one element more than another. Also, make it your own by adding in personal details and showing off your personality.
Today we will spend the next hour talking about one of my favorite topics: giving presentations. Now, I didn’t always feel this way. In fact, I felt petrified about speaking in front of people for such a long time. After a particularly terrifying experience giving a speech in high school, I started to research public speaking so I could overcome my fear. So, if you are sitting there and feel afraid of talking in front of a group, I want you to know that I understand. I eventually overcame it, and I know you can over time, too. Today, my goal is that you will walk out with at least three actionable steps you can implement right away so you can feel more confident in your next presentation. These are things that I learned on my own journey as well as what I have learned helping companies and individuals over the last 15+ years tell their own stories. First, we’ll talk about tips and tricks for how we come across visually; then we will talk through ideas to sound more confident; and, finally, we will discuss the content itself. Then we can open it up for your questions.
Why the Formula Works
The formula works because it helps engage your audience with the things they care about – what they will gain, what you will cover, and why you are the right person to deliver the message.
Additionally, each of these elements directly ties to the topic. So, this helps us avoid a common pitfall when people sometimes try to kick off a presentation with a funny story, joke or quote that is not relevant to the rest of the discussion.
Take Action
Try using this formula in your next presentation. Be creative with the different elements and tailor it to your situation and audience. Afterward, note what you think worked well and you want to keep and if there is anything you want to try differently next time. Becoming a more confident speaker is something we accomplish over time as we try different things to see what works best for us. Be patient and you will eventually find your stride.
