The mistake that many people make, is thinking that it’s all about the words.

Consider the last speech/presentation/conference that you attended – can you remember what was said. Could you repeat any of the words of wisdom you heard?

If the answer to that question is yes, then the likelihood is that the speaker put on a show.

You see, what our brains file away and remember is the overall experience – not just what was said, and that’s why, to paraphrase those doyens of the 1980’s Bananarama ‘It ain’t what you say, it’s the way that you say it – that’s what get results’.

You need to capture an audience. Engage with them.And you can’t do that with just words.

Whether it is with a vibrant outfit,  a memorable video, a memorable gesture, humour, whatever it is you need to put onyour own little show.

Attach an image – your image – to the message and you mutiply the impact and the recall may many times.

Let me entertain you

Look at the music business: Musicians on tour are defined by their stage props, their stage sets and their presence. The words, the voices of the music, are not enough. The reason Take That’s 2009 Circus tour was so successful and so talked about wasn’t because of their songs – it was because of the show they put on. It was breath-taking and awe inspiring and brilliant – just like you need to be next time you go on stage!

This works in business too. Tony Robbins has people breaking wooden planks and walking across fiery coals – and look at his following and rave reviews. He puts on a show.

People have a physical and visual ‘memory peg’ to pair with his inspirational stories. You need the same – and even if they’re not at the same level of Tony Robbins, having them at all will put you miles ahead in your market – because noone else is paying attention to this stuff.

Adopting a Persona

It’s all about standing out. Even if your speeches are ‘just’ sales presentations if you can stand out as different and memorable you significantly increase your chances of getting the business.

So how do you do that?

Well, creating your individuality is important. For example, I am known for my colourful shirts. Whenever you hear me speak you’ll  notice my shirt, I promise you. It’s part of my personal brand. I could be just another suited figure but that would make me less memorable and I don’t want that.

Neither do you. Make yourself stand out. Put on a show.

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