Speak Better: 5 Tips for Polished Presentations

Most successful entrepreneurs agree that good public speaking skills are among the core techniques they need to propel their business forward. A well-delivered presentation can result in getting some extra funding, securing a new distribution channel, locking into a new referral stream or gaining new customers.

"Business owners who engage in public speaking simply have more doors open to them," says Cristina Favreau, a certified small business coach. "They are taken more seriously and become sought-after experts in their field." Favreau describes public speaking as one of the most cost-effective--sometimes even free--forms of marketing an entrepreneur can engage in.

Image consultant Monica de Liz, president of Image 4 Success, agrees. "For me, public speaking serves as a valuable marketing tool that brings awareness about my business. It has given me more visibility, expanded my database of contacts and brought me several new clients," she says. So if a speaking opportunity isn't knocking on your door, you would be well served to find one if you want your business to flourish.

Perhaps there’s a reason you don't have speaking opportunities. Maybe you're one of the many people terrified by the prospect of speaking in public. Maybe you're afraid of making a mistake in front of others, or you have bad memories of a less-than-stellar public speaking experience. Don't let it keep you away from the public eye--and away from business success.

After all, the chances that you'll die of stage fright are extremely slim. Just follow five simple guidelines to ensure that your public speaking experience is a positive one.

1. Do Your Research
If you commit to giving a presentation, make sure you:


1. Know your topic inside and out. Do the necessary research, become an expert and be prepared to answer audience questions.
   
   
2. Know your audience. Who are they? What are they expecting to hear? How much do they already know about what you want to talk about? Plan the content of your speech based on what you know about your audience. For example, if you are speaking to a group of high school students, your language and presentation will be different than they would be if you speak to a group of CEOs or engineers.
   
   
2. Know What You Want to Say, and How You're Going to Say It
This sounds obvious, but how many times have you sat through an endless speech that has no discernable point? Respect your audience: Make your speech informative, interesting and worth their time. Don't wing it in front of a roomful of potential clients.


1. Identify the main point(s) you want to make.
   
   
2. Organize your presentation in a logical, clear and concise manner. Use stories and examples to back up any theories.
   
   
3. Tell a joke, ask questions or use visual aids to make your presentation more appealing.
   
   
4. Stay within your time limit.
   
   
5. No matter how nervous you feel, don't tell the audience.
   
   
3. Practice.
This is perhaps the most important piece of advice. Rehearse your presentation. The fear of public speaking is often a fear of the unknown and of what might happen. Being thoroughly prepared will take away much of this uncertainty and help alleviate your anxiety.

Give your presentation in front of a mirror, to a friend, to your spouse or your dog. Practice in front of a video camera. Get honest feedback on the structure of your presentation, the enthusiasm of your delivery and any distracting mannerisms or filler words (um, so, like, you know).

Favreau says she strongly recommends that all of her clients seek out speaking opportunities. In addition, "I impress upon them the absolute necessity to be prepared."

"Some of them find public speaking stressful, but those who push ahead regardless of the nervousness are very happy that they did it. And, in most cases, their business and reputation grow as a result."

4. What Are You Wearing?
Like it or not, image is everything. A speaker is considered an authority figure. Audience members are there to learn from an expert. Do you dress like one? De Liz suggests that it's always better to be overdressed for the occasion.

"Before ever hearing you speak, the audience has already made up their mind about who you are, based on what they see," de Liz says. "You have only one chance to create a powerful and lasting first impression. When you have a great business opportunity, why would you risk making a poor first impression?"

5. Go Easy on Yourself
Great speakers can be prepared, organized, practiced and dressed in their best power suit--and the unexpected can still happen. Have a backup plan in case of technology or equipment glitches. Handle mistakes with grace and a sense of humor. Most audiences are very forgiving. They don't expect perfection. They simply want to hear a message that will educate and inspire them.

Polished presentations won’t emerge overnight, but follow these guidelines and you will surprise yourself with how rewarding public speaking can be. You will feel empowered--not only because you had the courage to step outside your comfort zone, but because you've taken concrete steps to drive your business to the next level. And when those invitations to speak start piling up, you'll be ready.

For tips from women who mastered their fear of public speaking, see Aliza Sherman's column, "Overcome Stage Fright."

Suzannah Baum is the president of Ideal Communications.