Public speaking, done right, can give a boost to any business--startup, struggling or established. Even if you don't start out with incredible public speaking skills, you can teach yourself what it takes to be taken seriously, to persuade and, ultimately, to build relationships. The latter is where you'll find real value in public speaking: It can grow your business's success.

Last month, in Secrets of the Silver Tongued: Part I,  I talked about how important it is for business speakers to prepare for speeches and to charge like professionals, even if they think they're not among the silver tongued. It doesn't matter what you think about your public speaking abilities. Do your homework to deliver a high-impact speech, customize it to your audience, be authentic and expect compensation in return--and you're on the right track.

Now let's take it a step further. Here are five lesser-known but powerful (and personally proved) secrets to putting together a speech that will:

• Keep your audience engaged
  
• Leave them wanting more of whatever you're offering 
  
• Get the credibility you're after to build relationships and your business

1. Get help from an insider. Get to know someone with an insider's perspective on the group or company you're speaking to. This is a worthwhile investment of your time. Your insider could be a board member, seasoned employee or manager--anyone on the inside willing to provide ideas and inspiration you can utilize in your presentation, and who gives you an intimate perspective on what your audience most needs or wants. I've often changed my topic or altered the concept of a speech based on what I learned from an insider. They have insights that can help make your garden-variety speech something memorable for the attendees and marketable for you.
   
   
2. A good title can fill any room. The title of your speech compels people to attend your presentation--or persuades them not to bother. The title sells you. Work with the hosting organization to come up with a title that will generate excitement and draw attendance. One of my most popular speeches geared to women is, "Got Guilt? Give It Up Forever And Have A Great Life." No matter what market I travel to, many women hear that title and want to attend the speech. Titles are powerful in setting the tone for an event as well as filling a room with eager attendees.
   
   
3. Get involved in the marketing. Collaborate creatively with your hosts. Don't leave them to do all of the promotion, or you may not be satisfied with the result. Offer suggestions and be willing to promote the event to your own clients, alliances and mailing list to secure a strong turnout. One event organizer I had the pleasure of working with collaborated with me on everything from how the group was planning to package ticket sales to the production of unique marketing premiums inspired by my topic. The event sold out and the premiums were a huge hit. Collaborating with people who know your audience can turn a moderately successful event into a blockbuster.
   
   
4. Secure the testimonial before you write the speech. When planning your speech, find out how the company or organization that has hired you measures success. I ask clients to create a dream testimonial from which they'd conclude my speech had been wildly successful. The answers I receive allow me to zero in on the feedback they're most looking for from attendees and the goals they have for their event. Their dream testimonial helps me create the content that will meet or exceed those goals.
   
   
5. Mine the gold. You did everything right to deliver a great speech--now it's time to reap your just reward. Here are ways to start building relationships with attendees (with your hosts' approval, of course) at the conclusion of your talk:
   
   
   • Distribute comment cards for feedback. This promotes future contact with attendees and can serve as valuable feedback on your performance.
      
   • Bring gifts or a coupon or special offer designed to facilitate future contact and business with attendees.
      
   • Provide a discreet sign-up sheet for attendees so they can be added to your mailing list, be sent your next speaking dates, receive an introductory product or service or get information about your products or services.
      
   • Provide a sign-up sheet for attendees to request an e-mailed recap of the key points of your speech in exchange for their contact information. This is a great way to build your database and start a dialogue with attendees.
      
   • Request a written and e-mailed testimonial from your hosting organization within two days of the event. This will help legitimize and grow your demand as a quality speaker.
      
   • Ask your host to introduce you to at least three attendees who may want to hire you as a speaker.
   
   Speaking well is a worthwhile commitment that requires passion, practice and professionalism--and it can result in huge payoffs for you and your business.