When it comes to speaking, earning top-of-mind status within our topic is something we all think about, but not something we spend much time planning. Why? Because we look at all the top-of-mind speakers we respect and it’s hard for us to imagine getting there. Well, the reason all those speakers were able to reach top-of-mind status began when they decided they were going to:
- Be the first person who comes to mind when people think of _______ (fill in the blank with your niche/topic)
- Be remembered as a speaker who totally delivered when they took the stage.
If you want to start earning top-of-mind status for yourself… even if it’s just in your local area, keep these five keys in mind….
- Grab Your Audience’s Attention – Don’t waste those very valuable first 7 to 30 seconds with “polite” comments thanking the event organizer, or espousing the virtue of your credentials. Instead, let the audience know you’re there for them by giving them something to sink their teeth into from the get-go. Use a story, a startling/intriguing statistic, a result achieved, etc., to capture their attention.
- Continuity – Now that you’ve captured their attention, be sure the theme you just introduced carries through your whole talk. Did you know people are more likely to remember things that come in threes? They are. This means that if your share three topic-related points (going as deep into each point as your allotted time will allow), the only other things you need are a great conclusion that ties your three points together, something actionable for your audience to do, and an opportunity for them to continue the conversation with you.
- Authenticity – Yes, this is a word speakers might be tired of hearing. But, if you aren’t being your authentic self, it’s going to be hard to convince your audiences that you’re there for them and not just to sell them something. Don’t be that speaker! Don’t give your audiences any reasons to remember you as one of those “blah” speakers who clearly didn’t really care about them. Be genuine, be sincere, be a little bit vulnerable… in other words… be there for them!
- Unlock Their Heart – If you want people to have a reason to reach out to you after they hear you speak, it’s up to you to give it to them. No matter what your topic is, the choice of speaking to your audience’s heads, or their head’s AND their hearts is always there. Even with material that’s as dry as can be, there’s almost always a way to share it so your audience will both understand, and feel the sincerity and value of what you have to offer. To paraphrase Maya Angelou, people may not remember what you said or did, but they will always remember how you made them feel.
- Leave ‘em Wanting More… BUT – Don’t be one of those speakers who’s so afraid of divulging their “secret” content that you only share bare-bones information—information your audience could find on Google with two clicks! Every speaker has to make their own decision about how much content to share. Make sure your signature talk provides enough content to inspire and empower your audience with the ability to take a specific action. Get this right, and you’ll have inspired and empowered them with a great reason to continue the conversation with you too.
A signature talk is an unofficial contract between you and your audience. You’re promising to share your expertise and problem-solving solution with them. They’ve agreed to take time out of their busy schedule to hear about what you have to offer. Deliver on your promise. Do the work to prepare. Practice. Respect their time. Share your content in interesting ways that engage both their heads and their hearts. Empower them to take action. Do these things and you’ll be appreciated and remembered for all the right reasons. You’ll also be one step closer to earning top-of-mind status.