Whether you realize it or not, when you are networking at an event or presenting to a large group of prospective clients, you are marketing your organization’s brand. Even if you are not aware of it, all in-person interactions are opportunities to showcase what your brand is all about based on what you say and how you say it. Articulating yourself effectively during all face-to-face communications offers unparalleled marketing advantages for yourself and your organization.
During our recent Innovation Day, Tad Mayer of Career Negotiations led our team in a skill-building workshop to help us improve our presentation and expression abilities so we can better represent our work. We learned tricks for becoming stronger public speakers, and we discovered the following ways to leverage being a great public speaker in order to market a brand.
Build an emotional connection
The best public speakers are authentic. They are able to tell compelling personal stories all while relating to the audience. By having an open and honest presence, speakers are able to build an emotional connection with listeners, something that is not as easy to accomplish through online forms of marketing. During an in-person interaction, the use of humor or analogies captures the room in a humanistic way. Building this connection allows an audience to view your company as actual people, not just a name in an email.
Demonstrate your expertise
Another marketing advantage that exceptional public speaking offers is that it helps to establish your brand as an authority. Whether you are talking with two people or 20 people, each communication is a chance to market your expertise and knowledge. During every face-to-face interaction, strong speakers build credibility by answering tough questions which might be done less effectively during online forms of communication.
Persuade others to take action
Eloquent public speakers have the power to persuade others to take action. This is especially important in the process of pitching to potential customers. They understand who their audience is before going into a presentation so they can mirror that audience’s body language and style. In addition, great speakers are capable of persuading others by breaking down complex topics for the audience to easily understand and know what actions they should take.
Stand out among competitors
Lastly, skillful public speaking increases your brand’s visibility among competitors. Whether you present at a national conference or a local fundraiser, speaking engagements offer the chance for others to learn and remember who you are. By putting yourself on a stage in front of hundreds or thousands of listeners, you have the potential to attract tons of future business opportunities. Speaking eloquently in settings like these helps you stand out among others and lets the audience see your value.
In summary, skillful public speakers have the power to elevate their brand image and market themselves as leaders within their industry. Unlike other forms of marketing, speaking offers endless opportunities for building a relationship with your audience, developing trust, and driving them to take action. In the same way that time is spent to create marketing strategies, organizations should also spend time strengthening public speaking skills in order to best market their brand.
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