Sheree Clark, Queen of Direct Mail—a tongue-in-cheek promotion for a talk shortly after her first book was published tells recipients, "Don't be the joker who misses this great meeting."
PUBLICIZE YOUR EFFORTS
• Write a press release that you can send to your local newspaper(s) as well as
the trade publications in your clients’ field, if appropriate. Do two versions:
one “before” that says you’re going to be speaking, and includes the date,
time, and location; then do an “after” version that includes a photo of you
during the presentation. Obviously, the date/time information isn’t as relevant
the second time, so replace it with other facts such as the number of
people who attended, or the high points of your talk.
• Offer to help with advance marketing of the event itself. Donate design services
for a postcard, website page, poster, or other promotion.
• At the event, give away items with your logo and phone number, or have
drawings for door prizes you donate, like a T-shirt or design book. People
have kept our Sayles Graphic Design yo-yo instead of my business card: I’m
glad I printed our phone number on it!
A FEW PRESENTATION POINTERS:
CONNECT WITH THE AUDIENCE.
• Show your personality. For example, consider using an upbeat song to come
on stage to, or some grand entrance that’s meaningful to your presentation.
• Make eye contact with specific audience members: Go back to the ones who
nod, smile, look engaged. They’ll keep you going.
• Leave time for questions. This is often the most rewarding part of any presentation:
The interaction with your audience can leave everyone with a
good feeling about what you had to say.
John Sayles and Sheree Clark in the fast lane—
geographically suited to a talk in Indianapolis, IND., this poster gets attendees “Geared Up” for a fast-paced presentation.
DON'T STRESS OUT OVER DISASTERS.
• Don’t cover up a mistake, such as losing your place or an equipment glitch:
Make light of it to take the stress factor off yourself.
• If a delay in starting your program is unavoidable, fill in the time by having
an informal chat with the audience: Ask them their goals for coming, what
they’d like to learn, what their jobs involve.
• Be versatile when something happens: If a microphone goes dead, wander
among the audience while speaking instead of standing at the podium.
• If you lose your train of thought, go ahead and stop to refer to your notes at
an appropriate spot—it gives the audience time to absorb what you’ve said—
or ask if anyone has questions while you gather your thoughts.
• Head off disaster by testing your equipment on-site before the presentation.
Make sure everything works, whether it’s simply a podium microphone or a
complex multimedia gig combining computers, video, and audio.
BE PREPARED.
• Learn the terminology of the group you’re speaking to.
• Remember that audiences have varying levels of knowledge: Find the middle
ground where your comments aren’t above anyone’s head or too elementary.
• Have handouts or something else for those in attendance to take away.
• Rehearse in advance with a trusted colleague who will give you honest feedback.
Ask that person to time your presentation, too.
Giving presentations and talks can result in peer recognition, new business,
and many other benefits. The key to success is to be able to identify and leverage
opportunities as they come and then to do a good job with the break
you’ve been given.
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