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Publish It Right: Legal, Rights, Production & Promotion Tips
The Simple Art of Presentation: Improving your speaking and presentation skills can turn your message into the most effective tool in your book marketing arsenal.
As a publisher, getting the word out about your book is the most important aspect of your marketing campaign. How does one do this efficiently and effectively, and what are the steps one takes to get there?There is a myriad of ways to approach your customer. Your marketing plan should set out in clear and precise language the steps you will take to meet your goals. Experts consider public presentation to targeted groups the most effective means to get your message to the most people and convert those contacts into sales. Coupling your presentation with the opportunity for back-of-the-room sales, you quickly get your message and product into the hands of your most likely customers.
Anyone Can Do It!
That's what I told my college students, when I taught Public Speaking and Communications in a former lifetime. To learn the necessary skills, I required three things of them: the ability to converse; their imagination; and a desire to be better at something tomorrow than they were today.
The same requirements hold for anyone who wishes to be a better presenter. Although, I would add three more requirements for anyone who is using the professional platform: planning, product and knowledge.
In its simplest form, every presentation focuses on one of four possible goals: to inform, to educate, to entertain, or to persuade. To achieve any of these goals there are three things you must do: tell them what you're going to tell them; tell them; then tell them what you just told them. This is simplistic, I know, but it works.
The art of the presenter is found in their ability to focus on a particular subject that addresses this particular audience, and to do it a fashion that gets their attention and keeps their interest.
The Excitement Quotient
Almost everyone has heard at one time or another that the greatest fear most people have is the fear of speaking to an audience. In fact, it ranks number one consistently with the fear of death coming in anywhere from four to seven depending on which poll you follow.
"Fear of public speaking" is a misnomer, however. When you come right down to it, that so-called fear is really nervous energy, and that's something you actually want to nurture. Here's a little experiment for you to consider. Think of a time when you were particularly frightened by something. Now focus on the physical sensations. You may find that your temperature tends to rise; your stomach muscles tighten; you breathe more rapidly; and your palms sweat. Now, think of a time when you were incredibly excited a time that was laden with wonderful anticipation. Again focus on the physical sensations...What do you sense? If you are like most people, you'll experience the same sensations as before: increased temperature, taut muscles, rapid breathing, and the sweats.
It's important to realize that we experience high fear and high excitement in very similar ways with an adrenaline rush that manifests itself in the same way physically. What your body does is give you a burst of energy to meet your task head-on. Unfortunately, many mask the value of this positive energy flow because they sense it as fear rather than excitement.
Ask any actor. They're likely to tell you that the day they're no longer sensing this nervous energy before a stage performance is the day they'll quit show business. The energy you feel before a presentation is what you need to make your presentation its most dynamic.
Ron Hoff in his book I Can See You Naked describes this a bit differently. He calls it "getting out of the gray." According to Hoff, you can be as passionate a speaker as Martin Luther King Jr.(the red zone) or as cool as Ronald Reagan (the blue), but don't get caught in the gray. Stretching the Boundaries of Perception
"The important thing is to pull yourself up by your own hair, to turn yourself inside out, and see the whole world with fresh eyes" - Peter Weiss
To enhance the dynamism of any presentation, we can take the advice of Peter Weiss. These days we hear a lot about the enigmatic paradigm shift, but that is where you can find the kernel you need to spruce up your presentation. In business it's called a paradigm; in science innovation; and in the arts we call it metaphor.
Building metaphors will help you to find new, original and unique ways to bring your message to your audience. Think of your audience and how they'll view your subject. What is their frame of reference to your material? Focus in on that frame. Then use that common point to change their frame of reference. The greater your skill at this, the better able you will be to move your audience to your way of thinking about your subject. It is empathy that makes you accessible, builds your credibility, and makes more sales.
The key to all this is understanding who your audience is in the first place. Every audience is different, and the more you know about them the better you'll be able to target them. Think of your audience as an individual, a character in your play. Speak to them on that basis. They are your partner, a friend in need, and what you have to say will help them fill that need.
Use strong visual images to bring them with you. You want them to see what you see and hear what you hear. Language is the key. Language is power and it is always at your disposal, but, as the sage said, "Choose wisely."
90 Seconds and Counting
Whether in front of a live audience on the dais, TV or radio, the experts agree, you have 90 seconds to make it or break it. It doesn't matter if your presentation is five minutes or two hours. Those first 90 seconds are critical. You have to wow them with a terrific opening, let them know who you are and what you're going to talk about, and you've got 90 seconds to click.
Remember Douglas Adams's immortal words "Don't Panic!" There's no need to. You can do it. Think like a journalist for a moment. Answer the key questions: who, what when, where, why and how. Do it succinctly and do it with a smile.
To start, open with something that will grab the attention of your audience. As long as it is appropriate to the occasion and audience, it can be anything. Tell a joke, a story, or share a personal experience that gets to the heart of your message. If all else fails, disarm them.
I have a friend who is a professional presenter in the field of eye care. He speaks at conferences where many others often speak about very technical matters that can occasionally drag on the audiences' attention. He is also 5'1" tall. When he follows on the heels of other speakers, he will walk up next to the podium, where all can see him, and announce, "I'll be short." After the laughter this draws, he gets down to business, and though he may be short and to the point in his comments, he is huge on a stage. He can disarm, and entertain, never losing sight of his main point, and as such he is sought after for his keynote addresses. Mostly, he grabs their attention, and then gives them the information they want to hear most.
Project, Emote, Move!!!
Another key point is to make contact with your audience. Keep eye contact strong. Let them know you're really talking to them. Bring passion to your presentation. Care about them and what you are saying. Show them the benefits they will receive from buying your book or service.
Finally, don't stand still. Move to and through your audience as best you are able. Don't be afraid to gesture. Make them strong, full, specific, and keep your hands open and above the waist. Try not to point or use a closed fist, as these can be perceived as threatening. This way you will exude confidence in yourself and what you have to say. When you aren't gesturing, let your hands remain comfortably at your sides.
Marshall McLuhan is noted for saying, "The medium is the message." He was right. When you take the stage, you are the medium and the message. Sell yourself first and the audience will go where you take them, including to the table at the back of the room to buy your book.
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Phil Murphy is the former editor of Independent Publisher and Publishing for Entrepreneurs magazines, and is now Director of Communications at Jenkins Group Inc. He holds a Master of Arts in Theatre from the University of Michigan, has worked as a professional actor, and taught acting and public speaking.