I was confirmed into the Anglican Church when I was twelve years of age. I remember it was the first time I ever wore a tie in my life. Prior to that, every week I had to ride my bicycle to the church after school and do bible studies with other kids with the Minister in order to pass the test to be able to confirmed. My parents were not religious at all, but I guess because Christianity is such a central component to our belief systems and literature, that they wanted me to get the basics.
Years later I discovered Zig Ziglar, one of the most famous modern day sales trainers. He was raised in the Deep South of America where bible studies is very big. I have read his books and watched his videos. I am fan. I noticed he was an incredible communicator. I also noticed that a lot of his sales stories where like the parables he would have read in his “red letter” bible, that is where the words attributed to Jesus are written in red. Australians are not particularly religious like Americans are, but I did recognise the power of these parables in communication. I don’t mean the actual quotation of the parables themselves, but the storytelling structure.
The parable structure always has a learning component wrapped up in the story being told. Often in business, we want to achieve the same thing for our audience. We might be giving a “persuade” speech rather than simple “inform” speech” or we may be calling for the audience to “take action” rather than just “entertain” them.
The parables are always from real life, rather than being a confection created for effect. This makes it easy for us to identify with the story. When I mentioned going through the confirmation process as a child, I am sure many readers went through a similar experience, including those who are from Hindu, Muslim or Buddhist religious belief systems. Our real life stories make it easy to connect with our audience, because they can understand or emphasise with what we are saying.
The parables are also very easy to understand. The message is crystal clear. Do this and things will be good. Do that and things will be bad. This simplicity is what makes the storytelling so effective. Zig Ziglar was a master of telling his stories which each had a lesson there for us in sales to absorb. They were from his experience or the experience of others from the real world, not from the “how it should be world”.
This is the danger when we become speakers. We pontificate from on high, from way above the clouds, as if we were superhumans who never made a mistake or had a failure. The ego has to be strong to tell a story against yourself. We have grown up supersensitive to being criticised and so it is like kryptonite, we avoid it completely. Criticising yourself sounds crazy, so we only talk about what a legend we are.
Zig understood that audiences love a good redemption tale. Of course we like to hear how to do things so that they go well, that parable is always in fashion. Interestingly though, we often feel distant from this model story of bravery, perseverance against the odds, intelligence, strength and wisdom. We naturally aspire to those things, but they can feel like they are a million miles away from where we are at this moment. Now failure, disaster, train wrecks all feel much closer to our reality and of course we want to avoid those. Parable stories on what no to do are much more popular than the ones on what we should be doing.
When things go pear shaped, don’t miss the chance to take a note on that for a future talk. The events may feel radioactive at the time, but get it down on the record, so that you can retell it when the pain has subsided. Particularly include the characters involved, the extent of the damage and the depth of the heroics or stupidity involved. Don’t be limited to your own disasters. Comb through the media and books for other people’s disasters, which can then be trotted out as a parable for doom and gloom.
Storytelling master Zig Ziglar copied the parables, probably without even giving it a second thought, because it was so much a part of his cultural upbringings in Yazoo City, Mississippi. As presenters we can find our own blue ribbon stories of triumph and catastrophe. We can wrap these up in simple, true renditions of reality that our audience can identify with and easily recall. The parables are well remembered for a reason – they work as a storytelling structure and we can adopt it for our own talks too. In ten minutes, I bet you can come up with at least two or three good incidents that have parable like qualities, which can then be fleshed out into mini-stories of business good and evil for an audience. Give it a try!
Whenever I hear that Jesper Koll, CEO of WisdomTree Investments Japan,is going to give a talk here in Tokyo, I want to attend. I have heard him speak before and he is very good, so my anticipation level of another great presentation is high. I am not alone in thinking like this and his talks are always packed. This underlines why being able to present at a professional level builds your personal brand. The basis for a professional presentation is receiving high level training and then getting a lot of practice to hone the craft. You might be thinking, “well I don’t get that many opportunities to give talks, so the frequency index is a bit low for me”. Fair enough, but you can get the training and that is the starting point to get the speaking spots. All professional business speakers did a lot of speaking for free, before they ever got paid. In business, we will have to give excellent talks from the very start and then at every opportunity, to build our reputation. This is why the training needs to come first and the frequency becomes a consequence of the training results.
For those who are not in the “established reputation” group, which obviously is the majority, there are things we can do very easily to join them. While we are working in our companies, there will be chances to give updates, reports, represent the section, etc., and this is where we need to start building our reputation. Fortunately, there is rarely a queue formed on the right to give these talks. Most people hate speaking in public, because they have no clue what they are doing. They just bumble along, shuffling forward like the army of the dead reluctant presenters. Good, keep bumbling. That means we can get the opportunity to volunteer our services instead.
When the top bosses see you give your report and your slides are crystal clear, well presented and your delivery is really excellent, you will be noted as someone who can represent the firm. It may not happen quickly, but don’t worry, those very same abilities as a competent presenter are also the requirements for leading others. You are likely to be promoted in your firm because you are seen as a skilled communicator, someone with persuasion power.
Rising through the ranks opens up more possibilities for giving presentations. Often the big bosses themselves hate presenting too and will be very happy to throw you the speaking spot. Grab it every time. Once you get into the public arena, other will start to notice you. More invitations will come. I have never asked Jesper about this, but I will bet he wasn’t an overnight success as a speaker. I am sure he took years to polish his delivery. As you wise up to how the system works, you will start creating your own chances. You will be nominating yourself to give pertinent talks, on some worthy subjects for the local burghers. Don’t let “imposter syndrome” hold you back. Remember that 99% of people giving business presentations range in skill from average to rubbish. You have every right to be out there and because you have received the training, you are automatically in the top 5% straight away.
Picking topics which are hot is a no-brainer. This is where your copy writing skills are called upon to draft the gripping blurb advertising your talk. Don’t rely on the hosts to do this for you. This is your brand we are talking about here and you must have total control over how you are represented to an audience. This is what the people will see and on that basis they will attend, until such time as you are well regarded speaker and people will turn up to hear whatever you have to say regardless, because they are fans.
This is what happens for me when Jesper’s name is bandied about as a speaker. I just go straight to the signup page and register, without reading the finer details, because I know it will be good. The other dimension is that not everyone will be able to attend your talk but many, many more will see the notification. They will start to associate your name with a particular topic. In Jesper’s case it will be Japan’s economy, because he is an expert economist and that is what he talks about. Your name in lights as an expert on a topic is part of building an audience and personal brand for the future.
When we get to the delivery stage, we can also build anticipation. You are introduced by the MC, who is absolutely quoting from the brilliant introduction of yourself, which you prepared in advance. I say “absolutely” because you need to nobble the MC beforehand and give firm instructions they follow the script and don’t go off piste. It should be brimming to overflow with credibility and this starts to build a positive anticipation in those who don’t know anything about you as yet.
When the MC introduction is finished and you are on stage, don't start immediately. Just hold the proceedings for a few seconds, which by the way can seem like an eternity and then start. If you want to see an anticipation build of stupendous proportions, then watch the video of Michael Jackson, when he performed at the Super Bowl in 1993. He didn’t move a muscle for one minute and thirteen seconds. At that point, all he did was change his head direction to the left. He then held that new pose until the one minute thirty two mark and then he began his performance. It takes a huge amount of guts to hold an audience for that long. Well folks we are not Michael Jackson, so we can only hold our audience for a short time, but we should still hold them in order to build that anticipation.
Keep close the idea of creating anticipation in the mind of your audience and develop your presentations accordingly. If you start this way, you can anticipate a lot of success for your personal and professional brands.
We normally think of omnichannel in relation to the medium being used to contact buyers. We can also use this idea when thinking about planning our talk. We automatically revert to the brain when we start this exercise. Our logical, rational, analytical mode is needed but that is not enough for audiences. We need heart, value and sex appeal for our messages to resonate. We tend however to get stuck on the first rung of the planning ladder, the intellectual angle. We all know though that we are emotional creatures, running around justifying our emotional choices with a veneer of logic. Our talk need to access all of our human instincts.
We need our brain to be working well. Logic is required to make the argument make sense to our audience. It means we need to be piling on the evidence, proof, data, statistics and testimonials etc. The navigation of the talk should be logical, so that it flows like a good novel, making it easy for the audience to follow where we are going with this content. I have mentioned before a talk I attended, where the visiting VIP just rambled through this maze and mist of an esoteric discussion, peppered with his vague musings, which was totally impenetrable. It lacked structure, logical flow and clear, concise communication. It was totally self-indulgent. To this day, I still have no idea what he was on about, but his personal reputation and his organisation’s reputation were both shredded that day.
Some members in the audience will be analytical types who love the logic, the detail, the nitty gritty, the evidence and they will be happy to see it. They will be calibrating everything we say and running it through their mind looking for inconsistencies, gaps, flaws and mistakes of fact. We will win this group over if we are well organised, however they are not the only personality type in the audience. We have to go omnichannel to appeal to other personality types.
Some will be more swayed by their hearts. We need to get them in touch with their emotions and feelings during our talk. Novels and movies are emotional engagement masterpieces in many cases. We are drawn into the characters in the story and what happens to them. I am a pretty logical guy, but I remember being captured by the heroine in the Japanese television drama Oshin. Her rise from crushing poverty to running a massive retail empire was a true story, which appealed to my logical brain, but her travails were all pulling at the heartstrings.
We do not have multiple weeks like a television show or three hours like a movie or hundreds of pages in a novel to emotionally engage our audience. We can have some elements of the human drama of what we are talking about. Because we are in business there is absolutely no shortage of drama which we can relate. There are the full spectrum of characters to draw upon as well, from amongst our colleagues, subordinates, superiors, suppliers and clients. Everyone loves a gory tale of corporate value destruction, factional bloodletting spitting out winners and losers and the dirty deeds done dirt cheap by business nasties.
Another instinct is the gut and this is where we are appealing to value for money. Is what we are talking about bringing concrete value to the audience. Have we proffered some information or insight, which was previously unknown to them? Are we making their business or personal life substantially better? Are we tuning into the conversation going on in in the minds of the audience and suggesting questions which they want answers to and then magically unveiling the solutions? The “what is in it for me” question is always the uppermost thought in an audience’s mind, when they sit there listening to us pontificate about a subject. I attended a talk by a big shot executive from one of the largest companies in the world. She was talking about personal branding, so she pulled a good crowd. However, it instantly became apparent that she was talking about how to brand yourself within a mega monster of a company like hers, when the audience was full of punters from small to medium sized enterprises. There were zero take-aways and zero value on offer that day.
The last omnichannel is sex appeal. Is your topic sexy, will it fill the seats? The title is always a key. A lot of thought needs to go into the best shorthand description which will grab attention. Sometimes we need a provocative title to break through the daily detritus filling the minds of our potential audience members. “How to” titles also work because we are flagging you will learn something if you attend. The delivery is another aspect of sex appeal. We have to be excellent in giving the talk, looking for every opportunity to engage with our audience. We want them thinking, writing down our stuff and often we have to branch into edutainment. I am not good at snappy repartee, quick wit, zinger one liners or being a skilled raconteur. I can tell stories though, which are interesting and insightful, which seems to get me by.
When we sit down to design the talk, we need to be asking ourselves, “have I got all of the omnichannel touchpoints covered for this talk?”. We know people are quite various in how they absorb information and in their interests. We have to do our best to appeal to as many people as we can in the one sitting. In the end, it is the planning starting point which matters most. If we plan to incorporate these four omnichannel elements of brain, heart, gut and sex appeal, then we will be more successful.
Usually when we have an opportunity to make a presentation, we get busy thinking about what we will talk about. The organisers may have set some rails by specifying the theme of the event or they may have asked us to speak on a particular topic. We are busy and often we start with creating new slides and scanning previous presentations for slides we can recycle. This is a poor strategy. What do we bang on about to our staff – plan the event or the project before you get started on the nitty gritty details. However, we neglect our own sage advice when it comes to presenting.
Part of the planning process should involve boiling the key message down to a nub that cleverly, succinctly and concisely summarises the whole point of the talk. Before we go there though we would be wise to consult others for ideas. It is a bit odd isn’t it, because we are always recommending collaboration and crowd sourcing of ideas for projects. How we seek those ideas though is a bit tricky.
Bounding up to someone for your presentation and suddenly saying , “do you have any ideas for this talk I am going to give” may not work all that well. Teamwork featuring excellent levels of collaboration is a concept, a sacred concept in most firms, but rather undefined. What is the environment for collaboration? Are people’s ideas welcomed in your workplace? Are we able to go outside the workplace and source broader networks for ideas? Do we have trustworthy networks in the first place?
I had to give a keynote speech to a relocation industry conference in Osaka. I called my contacts working in that industry and asked them about their issues, headaches and challenges. I have never worked in that industry and neither had anyone in my company, so I needed that broader network to help me. The irony was that after all the work I had put into crafting that piece de resistance , Covid put the whole event to the sword. I never did give that talk. It would have been brilliant of course!
Jokes aside, the idea of involving others is a good one, because we only know what we know. “Two brains are better than one” is ancient wisdom, but how often do we avail ourselves of outside input. I was getting my book “Japan Sales Mastery” translated and was struggling for the best title in Japanese. My friend Tak Adachi and I were having lunch and I mentioned my problem. He said why don’t you just call it “Za Eigyo” or “The Sale”. My son, later said to me why don’t I drop the katakana for “Za” from the title and just use “The” from English, to become “The Eigyo”.
This was a smart idea because I am an Australian writing in Japanese about selling in Japan, so the title combines both languages, to differentiate the book as a how foreigner would look at the world of sales in Japan. I would never have come up with those ideas on my own, so it demonstrated the value of collaboration.
The problem is we all recognise this in theory and we should be applying it to our presentation preparations, but we turn the whole thing into a solitary affair. We emerge from our cave, brandishing our slide deck and away we go. Getting more input is a better road to take, but there are some caveats. People we consult on the spot, will give us the very shallowest of ideas. We need to set this up, explain the theme and then fix a date a few days later, to allow them to digest the theme and work on some ideas. We are looking for diversity of views here and are not going to make any snap judgments. We should listen quietly – no interrupting, jumping in over the top of them or ending their sentences. We then thank them and privately reject, modify or incorporate their ideas.
If we ask them to give some feedback on our ideas, always frame the response. We want them to tell us what they like about it first and then tell us how we could make it even better. Confidence is a key aspect when presenting and that includes the preparation phase as well. This whole effort doesn’t have to take a lot of time, so we are not going to be caught in a time crunch and have to rush things, to be in time for the talk. More ancient wisdom says we don’t plan to fail, but we often fail to plan. We can incorporate more ideas into the preparation phase, if we simply plan for it.