How to talk about your credentials, talent and results...
without embarrassment or ego, and turn your live videos into conversations.
Just as writing a book gives the author an opportunity to build their authority in their field, speaking is one of the easiest ways to connect and invite your audience to learn more about how you could help them, whilst sharing knowledge that is valuable to your audience.
As we’re not getting out to live events at the moment, the focus has intensified on creating video and connecting online.
And whilst no-one wants to constantly be pitched to, there are communication techniques used in pitching that really work for video because you need to be clear, direct and get to the point!
A pitch involves a very simple framework with a call to action. The goal could be another conversation, an investment, a job or another new opportunity. If you're also presenting in the boardroom, you can check out the 3B strategy here.
As the speaker, you can turn your monologue into a dialogue and create interest and intrigue so the listener is chasing you and not the other way around.
You can show your potential clients what it would be like to work with you, and what they could expect if they bought your online course, subscribe to your membership or join your community.
Pinch these pitch secrets to step up the clarity in your message, build your credibility with your audience and share stories that sell.
Secret One: Lead with your punchline
Get to the point and share a clear and compelling vision for your audience! Build excitement and get others inspired to follow along with what is coming next, and how they can get involved.
This can’t, or shouldn’t, be manufactured hype - you’ll really connect if you actually care about what you’re talking about. And if you don’t care, why should your audience?
Ask yourself and share in your videos...
- What are you excited about in your business?
- What do you want to do next that your audience could give you input on?
- What are you trying to achieve from this live video? What would be your dream response from your audience?
You're not a magician building up to a BIG REVEAL... Get to the point!
Secret Two: Share the Backstory (only!)
There’s a BIG difference between your Backstory and your Background.
You are the author and you decide what is most relevant to the goal of the video, not just talk about what’s happened recently, or your entire work history.
You don’t want to share your CV every time you create a video, but do include details that illustrate your experience, skills, strategy and clients results to give weight to your content and build trust with your audience.
One of the common problems for subject matter experts is knowing the level of detail to include in their videos - they don’t want to miss out anything important! One of the most important steps for improving your videos and presentations, in general, is knowing and including the most important and relevant information only.
We don’t need to know every job you’ve had since high school, we want to know how you can help us right now, and the details you include make it very obvious who has real experience and who’s reciting something they’ve just read or learned from someone else.
For example, if you’re terrified of speaking on stage or in front of a camera and wondering whether I could help, you would want to know that building speaking confidence to overcome speaking anxiety and stage fright are baked into every program, 1:1 session and workshop I create + a recent example/case study (relevant backstory).
I could also include that I’m a trained counsellor and NLP practitioner with 15 years of learning and development experience (relevant, high-level background).
But it would be a step too far to share every job I’ve held since high school, through to when I started How To Present, even if these jobs have contributed to how I can help you now - it’s too much detail and no-one really cares! (TMI = Too Much Information!)
Your audience wants to know “What’s In It For Me”? They’re tuned to these details, make it easy for them to understand how you can help them and what they can do to take the next step.
Are you holding back sharing useful, credibility cementing details as you don’t know how to talk about them?
it’s easy to forget to call out specific skills, experience or case studies and it can be hard to strike the balance between sharing genuinely useful information and relevant case studies and feeling boastful.
Stick with the facts and take the emotion and persuasion out of the story for now - how many years of experience do you have? What specific skills, strategies or framework have you used and what was the result?
If you have experience or qualifications that you earned long ago, you may not even think about how you use this knowledge at a subconscious level now.
- Is there a specific framework you use or have developed?
- What direct, relevant experience can you talk about for your video topic?
Share what’s relevant, not just what’s recent.
Secret Three: Connect the dots
This brings us to the crucial step of connecting the dots. Tying the whole video up with a bow.
The reason you don’t get sign ups, raise the money or get the job is not because you don’t have the skills, it’s because we don’t believe your story. I still don't know how you're going to solve my problem.
You haven’t persuaded me, I have lingering doubt, you don’t stand out or because many people have the same skills as you and I haven't heard why I should take action now.
Tell me why it’s important for me to listen, explain that “this is the most important point that you need to take away from this video” so I know to listen up.
You’re the expert, make sure I understand the most important points and how they relate to me - and, of course, what I should do next with this information with a call to action.
As the speaker, it’s your job to turn your monologue into an opportunity for dialogue, but it can be hard to make these switches initially to make your messages clearer as you don’t know what to cut and what to keep.
For more speaking skills tips, training and strategies make sure you check out the FREE online community Public Speaking for Entrepreneurs and join a supportive group who are developing alongside you!