Public Speaking, Creating Value Through Personal Interaction
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Scott
Jun 10, 2009, 12:29:49 PM6/10/09
to Presentation and Public Speaking
Public speaking serves many purposes, first of which is providing
information to an audience. However, this purpose often serves another
master, promotion. Clearly, a public speaker only has an audience if
people are interested in gaining insight and information about the
topic(s) being covered, but the speaker must find value in sharing
that information as well. For many speakers, the value is
intellectual, sharing of knowledge for the betterment of mankind or
the expansion of knowledge in a particular field. For others it is to
foster an increase in discussion and debate about a particular
discipline or topic. In still other cases, the goal of speaking is to
increase interest in a topic, concept, research area or product. This
is the main focus of this article, the use of public speaking to
increase the fiscal interests of the speaker or the entity which the
speaker represents.
Examples of this application of public speaking are widespread and
varied. Authors are frequently sent on speaking engagements to build
interest in their literary works. Examples of this on a small scale
would be local author events at small bookstores and at larger chains.
On a greater scale, appearances on major TV programs, like Oprah or
Good Morning America, and Radio Talk shows are used to promote their
works. By adding a personal touch and a human face to the public, the
audience is further engaged with the topic discussion. On more product
oriented examples (as if books are not products), infomercials are a
prime example of public speaking to increase value. Using studio
audiences and interaction lends credibility to product claims. When an
audience can see a product being used, with witnesses present, they
are subconsciously more apt to believe the claims. Feedback from the
"common man" or a regular person like themselves allows a consumer to
feel more connected to a product. Furthermore, well known spokespeople
add comfortability to the mix. People tend to feel more at ease, and
less skeptical, when they see or hear information from a known source.
When Publisher's Clearing House chose Ed McMahon as their spokesperson
years ago, he was well known and popular from the Tonight Show. He
made PCH a household name because his name was known to so many. He
was also considered trustworthy and reliable, so that affect was
passed along to PCH for a time. While the advertising medium is not
often considered "public speaking" the principle is important to
understand none the less.
Why would a person want to take up public speaking as a matter of
vocation? What is the underlying value for this? For some, the value
can be clear cut. Top notch speakers can command substantial fees for
their services or appearances. Former CEO's and politicians can often
obtain fees in the thousands of dollars, some into tens of thousands.
Their experiences and areas of expertise draw enough interest and
respect to garner serious financial value for them and informational
value for their audiences. Various motivational and financial gurus
also have clear value in their speaking engagements as sales pitches.
They speak to sell "systems" or philosophies which their audiences
hope to turn into financial and life success. Once again the financial
value to these speakers is often clearly tracked by actual product
sales attributed to particular events. For smaller reach speakers,
like members of local speaker's bureaus and organizations, the value
can be less clear, but just as real. As a consultant, I choose to
speak for a variety of reasons. First, each speaking occasion is an
opportunity to demonstrate my knowledge base for perspective clients.
Second, speaking increases my name recognition and my "Brand."
Thirdly, speaking adds a face to the name, which makes my name and
company more memorable. The more parts of the brain a person engages
in interactions the more entrenched memories will be. While views and
information can be transmitted by writing, as this article aims to do,
how many readers will remember my name after they finish reading it?
Even fewer will remember my face; if it is even shown with the article
(it is available on my profile). However, if I present the topic as a
speaker, with a copy of the article, and interact personally with
members of the audience through Q and A, many more people will
remember all of these things. I would also be able to personally
deliver contact information to clients and continue further
interactions immediately. This is the main value of taking on public
speaking engagements. Add to this the ability to receive immediate
feedback and the value of public speaking becomes clear. Personal
interaction should not be discounted. Donating time and information to
organizations can also build bonds through a sense of obligation or
indebtedness on the part of the group receiving it. Loyalty, in this
sense, also known as goodwill, is a principle of such value that it is
even accounted for financially in Generally Accepted Accounting
Principles or GAAP.
Public speaking holds the potential of great value for those who
partake in it and for those who are in the audience. The skills
required can be learned, so do not allow fear to keep this lucrative
market tool from your arsenal. Use your knowledge and experience and
share it to build your "Brand" value in the market place. Be seen, be
heard and be an asset that your potential consumers cannot afford to
disregard. Name recognition is not just an asset for politicians and
celebrities it is an asset for any entrepreneurs to build upon and
enjoy.
To explore the Full Line of Anchor Audio Products visit Anchor Audio
Warehouse at http://anchoraudiowarehouse.com
or call 1-800- 772-1605 to inquire about specific items or what
products would match your sound system needs.
Scott Schwartz - SDS Consulting Group - Greenwich, CT - 203-979-9822 -
http://ctoutsourceservices.com
Full service independent consultant. Services offered include Public
Speaking, Training Programs, marketing campaigns and strategic
planning at costs that small businesses can afford. Local source for
small business outsourcing.
information to an audience. However, this purpose often serves another
master, promotion. Clearly, a public speaker only has an audience if
people are interested in gaining insight and information about the
topic(s) being covered, but the speaker must find value in sharing
that information as well. For many speakers, the value is
intellectual, sharing of knowledge for the betterment of mankind or
the expansion of knowledge in a particular field. For others it is to
foster an increase in discussion and debate about a particular
discipline or topic. In still other cases, the goal of speaking is to
increase interest in a topic, concept, research area or product. This
is the main focus of this article, the use of public speaking to
increase the fiscal interests of the speaker or the entity which the
speaker represents.
Examples of this application of public speaking are widespread and
varied. Authors are frequently sent on speaking engagements to build
interest in their literary works. Examples of this on a small scale
would be local author events at small bookstores and at larger chains.
On a greater scale, appearances on major TV programs, like Oprah or
Good Morning America, and Radio Talk shows are used to promote their
works. By adding a personal touch and a human face to the public, the
audience is further engaged with the topic discussion. On more product
oriented examples (as if books are not products), infomercials are a
prime example of public speaking to increase value. Using studio
audiences and interaction lends credibility to product claims. When an
audience can see a product being used, with witnesses present, they
are subconsciously more apt to believe the claims. Feedback from the
"common man" or a regular person like themselves allows a consumer to
feel more connected to a product. Furthermore, well known spokespeople
add comfortability to the mix. People tend to feel more at ease, and
less skeptical, when they see or hear information from a known source.
When Publisher's Clearing House chose Ed McMahon as their spokesperson
years ago, he was well known and popular from the Tonight Show. He
made PCH a household name because his name was known to so many. He
was also considered trustworthy and reliable, so that affect was
passed along to PCH for a time. While the advertising medium is not
often considered "public speaking" the principle is important to
understand none the less.
Why would a person want to take up public speaking as a matter of
vocation? What is the underlying value for this? For some, the value
can be clear cut. Top notch speakers can command substantial fees for
their services or appearances. Former CEO's and politicians can often
obtain fees in the thousands of dollars, some into tens of thousands.
Their experiences and areas of expertise draw enough interest and
respect to garner serious financial value for them and informational
value for their audiences. Various motivational and financial gurus
also have clear value in their speaking engagements as sales pitches.
They speak to sell "systems" or philosophies which their audiences
hope to turn into financial and life success. Once again the financial
value to these speakers is often clearly tracked by actual product
sales attributed to particular events. For smaller reach speakers,
like members of local speaker's bureaus and organizations, the value
can be less clear, but just as real. As a consultant, I choose to
speak for a variety of reasons. First, each speaking occasion is an
opportunity to demonstrate my knowledge base for perspective clients.
Second, speaking increases my name recognition and my "Brand."
Thirdly, speaking adds a face to the name, which makes my name and
company more memorable. The more parts of the brain a person engages
in interactions the more entrenched memories will be. While views and
information can be transmitted by writing, as this article aims to do,
how many readers will remember my name after they finish reading it?
Even fewer will remember my face; if it is even shown with the article
(it is available on my profile). However, if I present the topic as a
speaker, with a copy of the article, and interact personally with
members of the audience through Q and A, many more people will
remember all of these things. I would also be able to personally
deliver contact information to clients and continue further
interactions immediately. This is the main value of taking on public
speaking engagements. Add to this the ability to receive immediate
feedback and the value of public speaking becomes clear. Personal
interaction should not be discounted. Donating time and information to
organizations can also build bonds through a sense of obligation or
indebtedness on the part of the group receiving it. Loyalty, in this
sense, also known as goodwill, is a principle of such value that it is
even accounted for financially in Generally Accepted Accounting
Principles or GAAP.
Public speaking holds the potential of great value for those who
partake in it and for those who are in the audience. The skills
required can be learned, so do not allow fear to keep this lucrative
market tool from your arsenal. Use your knowledge and experience and
share it to build your "Brand" value in the market place. Be seen, be
heard and be an asset that your potential consumers cannot afford to
disregard. Name recognition is not just an asset for politicians and
celebrities it is an asset for any entrepreneurs to build upon and
enjoy.
To explore the Full Line of Anchor Audio Products visit Anchor Audio
Warehouse at http://anchoraudiowarehouse.com
or call 1-800- 772-1605 to inquire about specific items or what
products would match your sound system needs.
Scott Schwartz - SDS Consulting Group - Greenwich, CT - 203-979-9822 -
http://ctoutsourceservices.com
Full service independent consultant. Services offered include Public
Speaking, Training Programs, marketing campaigns and strategic
planning at costs that small businesses can afford. Local source for
small business outsourcing.
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