Most speeches and presentations are a pleasant snooze, and that includes far too many of mine, I’m sorry to say. They might be very clearly structured, well written and professionally delivered, but they have no real lasting impact on the audience. And if they don’t affect the audience, what’s the point? Why did we waste our time and theirs?
Of course, if we want to have an impact, we need to first decide what we are trying to accomplish. This is something I harp on constantly. I don’t think I can say it enough, because it’s so fundamental to the process of effective speaking. But beyond that, once we know what we want to do, how can we make it happen?
To have an effect means that something has to change. The listeners’ perspectives, opinions, beliefs or understandings have to change. That change can happen instantly, or evolve slowly over time. It can be a coolly rational choice or an emotional impulse. But no matter how it happens, no change means no effect.
When you look at speeches and presentations that way, it can have a profound effect on how you prepare. Presenting information is no longer enough, you have to have a plan for how that information is going to impact the listeners. You have to know not only where you want the audience to go, but where they are to begin with and how you are going move them. It’s a far more daunting challenge, but a necessary one, if you want to be effective.
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