How NOT to talk – The dangers of "It’s all about me" Spokesman
Imagine this: You just left a presentation that inspired and motivated you. The speaker made you laugh one minute and then see the connections the next. He got insights, advice, enjoyed relevant stories and examples, a great brochure and an inspiring message. And most importantly, the speaker seemed to speak directly to you and your needs. It was almost as if you and the speaker shared similar life experiences and values. Leaving, he is grateful that he decided to attend the presentation and promises to take action based on what he learned. He was completely blown away by the “It’s All About You” speaker and wishes all speakers were like this. What a valuable use of his time it was!
And now imagine this: You are sitting in an audience about to hear a speaker say [what you hope] is an inspiring story of how they became so successful. Perhaps you can learn some valuable lessons that you can apply to your current situation. The speaker begins with a long, text-filled PowerPoint slide listing his credentials and qualifications, complete with fancy initials following his name. They brag about their accomplishments, their awards, their strong work ethic, and how many businesses and fancy cars they owned when they were 18 years old. Wait and hope they share something of value, something that isn’t just about THEM, that shows they care about what their audience gets out of the presentation. But nothing. The bottom line is something like, “I’m so busy and successful that you’d have to stand in line if you wanted to work with me.” Oh ok. The “It’s All About Me” speaker just stole an hour of your life that you’ll never get back.
It’s not about you… Really!
It’s not too hard to see the first speaker earn accolades for being attuned to the needs of their audience. Before speaking, he has researched who they are, why they are there, and what they expect to hear. He offers valuable content that is aimed directly at them. The second speaker, however, is not tuned at all. His goal is to impress his audience by listing his qualifications and credentials, but he doesn’t realize that his audience is full of smart and successful people hoping to learn something new and interesting from her. With his self-centered content and his inability to provide anything of value to the audience, he just ends up alienating and frustrating them.
This is the reality: People worry about themselves and how to solve their problems. So, for them to appreciate your message, the speech must be about the audience and their needs. As a speaker, he must resist the temptation to focus on talking about his products and services, and what makes him the best person for the job.
A composed, prepared, and information-rich presentation will go much further to showcase your expertise than list your qualifications, credentials, and experience. Even if they ask you to talk about your company or your products, talk about your customers or the problems you solve. Give them valuable content, and they’re much more likely to give you their appreciation, recommendation, and business.
