How Good Speakers Customize or Tailor their Speech to the Audience | Episode 24

WEBVTT
00:00:00.160 --> 00:00:02.640
Welcome to Mic Drop Mindset.
00:00:02.799 --> 00:00:07.679
I'm your host, Jen Espinosa Giswami, but you can call me Jen Spingo.
00:00:08.080 --> 00:00:14.080
This podcast is for entrepreneurs and professional speakers who want to turn their message into a movement.
00:00:14.320 --> 00:00:18.320
That movement includes business growth and lead generation.
00:00:19.519 --> 00:00:31.679
Listen in for Mindset and Mechanics to grow your speaking brand, connect authentically with audiences, and most importantly, deliver mic drop moments that matter.
00:00:32.079 --> 00:00:35.679
This show is especially for those who aren't your typical keynote speakers.
00:00:35.840 --> 00:00:41.280
This includes multiracial women, IPOC friends, the queer community, and beyond.
00:00:41.600 --> 00:00:44.880
Your mic drop is as unique as you are.
00:00:45.280 --> 00:00:48.799
Let's discover your custom speaking journey.
00:00:52.640 --> 00:01:03.920
Today's episode is all about how to customize your presentation to your client without totally changing everything about your signature speech content.
00:01:04.159 --> 00:01:11.680
First of all, let's look at the definition between what is customizing a speech versus what is tailoring a speech.
00:01:11.920 --> 00:01:17.280
Now you want to lean heavily towards tailoring your speeches as opposed to customizing.
00:01:17.439 --> 00:01:23.120
So customizing means that you are creating exclusive content for that client.
00:01:23.760 --> 00:01:31.519
This takes a great deal of time and attention, creative process in order to do it right.
00:01:31.840 --> 00:01:39.519
You can customize all day long, but that doesn't mean every time you're delivering a good experience, especially if it's always new to you content.
00:01:40.000 --> 00:01:48.560
Professionals know what they're going to say and know how they're going to say it, and then tailor their content to that particular audience.
00:01:48.719 --> 00:01:59.840
So that way your speech essentially is the same, but you're acknowledging different aspects of that particular audience where it would most resonate with them.
00:02:00.000 --> 00:02:09.680
So tailoring is where you're tweaking very specific pieces of content within your speech, but the core speech remains the same.
00:02:10.479 --> 00:02:22.479
And this is what defines you as a consistent professional speaker is when you can tailor without giving in to the temptation of, sure, I can customize a brand new whatever for you.
00:02:23.360 --> 00:02:34.400
I have come across speakers who try to customize to the demolishing of their business because we all know there are certain topics that become trendy these days.
00:02:34.479 --> 00:02:35.919
It's more about AI.
00:02:36.159 --> 00:02:40.800
If you can speak about AI and that's where your level of expertise is, fabulous.
00:02:41.039 --> 00:02:42.400
Keep doing what you're doing.
00:02:42.479 --> 00:02:45.120
But most of us aren't experts in AI.
00:02:45.280 --> 00:02:50.719
And a client might come to you and say, Hey, Jen, can you create a talk on AI as a speaker?
00:02:50.960 --> 00:02:55.360
I might be able to create that talk, but that doesn't mean I should create that talk.
00:02:55.520 --> 00:02:58.240
And it would be completely custom content.
00:02:58.639 --> 00:03:04.159
For the greater portion of you, you want to focus on tailoring your speech content.
00:03:04.319 --> 00:03:06.159
So what does that look like?
00:03:06.800 --> 00:03:09.520
I'll give a few examples of what that could look like for you.
00:03:09.599 --> 00:03:12.960
And let's play around with the possibilities, if you will indulge me.
00:03:13.199 --> 00:03:23.759
For example, one thing that I always encourage my coaching clients to do is memorize the opening of your speech or the introduction and the closing of your speech or the conclusion.
00:03:23.919 --> 00:03:32.080
Always memorize those because what happens in between that is the magic, but you want to bookend with core and consistent content.
00:03:32.319 --> 00:03:42.240
I also encourage folks to memorize their, I call it their call to adventure, or you might have heard of it as a call to action.
00:03:42.560 --> 00:03:56.000
Folks from heroic public speaking, who I'm a big fan of, might call it your signature bit, whatever that is, but it's your special sauce, or it's the unique way in which you serve people beyond that single conversation on stage.
00:03:56.159 --> 00:04:02.159
That's something you should also memorize so that it's consistent and it doesn't feel like an unwelcome surprise.
00:04:02.639 --> 00:04:23.519
However, what you're tailoring within the meat of that speech are examples, stories, case studies, maybe particular language or jargon that that particular client uses and would resonate with, that is what you're tailoring, not the opening, the conclusion, your signature pieces within there or your special sauce, no call to adventure.
00:04:23.600 --> 00:04:24.959
That would remain the same.
00:04:26.240 --> 00:04:30.240
So some people might be like, Jen, what is a signature bit?
00:04:31.199 --> 00:04:34.079
Well, for me, my signature bit, and this is something new.
00:04:34.160 --> 00:04:40.399
So I'd love to hear your thoughts on this and see if it feels as cute to you as it feels to me, because I really enjoy it.
00:04:40.639 --> 00:04:50.560
But one of the things I'll do in my presentations is I'll introduce one of the points or the lessons of an example I'm providing, and then say, well, let's put a spin on it.
00:04:51.040 --> 00:04:52.959
Because my last name is Espinoza.
00:04:53.120 --> 00:04:55.040
And my friends used to call me spin.
00:04:55.199 --> 00:04:58.480
There are still some business friends here in the Twin Cities that call me spin.
00:04:58.639 --> 00:05:00.480
And they surprise me when they call me that.
00:05:00.560 --> 00:05:04.319
But that's one of my uh my other known names, if you will.
00:05:04.480 --> 00:05:10.240
And it's important for me to help people see things differently when it comes to communication and public speaking.
00:05:10.319 --> 00:05:12.000
So I like to put my own spin on it.
00:05:12.079 --> 00:05:14.240
Plus, there's emotion and an action that goes with it.
00:05:14.319 --> 00:05:16.399
So that might be my signature bit.
00:05:16.639 --> 00:05:21.759
Your signature bit may not be tied to your name if you don't have a distinctive name like I do.
00:05:22.000 --> 00:05:24.240
It could be tied to a phrase you always say.
00:05:24.399 --> 00:05:26.399
We call it the phrase that pays, right?
00:05:26.560 --> 00:05:28.079
The thing you always say.
00:05:28.319 --> 00:05:33.920
It could be how you conclude or a particular proper visual element you use as part of your presentation.
00:05:34.160 --> 00:05:37.040
Your signature bit is unique to you.
00:05:37.519 --> 00:05:39.839
And I can't wait to hear some of your signature bits.
00:05:39.920 --> 00:05:41.199
So let me know in the comments.
00:05:41.279 --> 00:05:43.040
I always love hearing from my listeners.
00:05:43.279 --> 00:05:44.959
As we look at the mix of that, right?
00:05:45.040 --> 00:05:51.759
You're memorizing the intro, the conclusion, the call to adventure, and tailoring the stuff in between.
00:05:52.079 --> 00:06:00.000
Keeping 80% of the meat in the middle as core proven material is what is going to cause you to be that reliable speaker.
00:06:00.319 --> 00:06:09.519
You never want to be the speaker that event planners are taking a chance on, or that is risky because they could lose their job if they hire the wrong speaker.
00:06:09.680 --> 00:06:17.040
They could lose budget and money spend on you and your speech if it's not a consistent premise.
00:06:17.600 --> 00:06:22.639
And you want to save the event planner time and stress and be that consistent delivery.
00:06:22.800 --> 00:06:28.319
So that's how we customize and tailor without creating exclusive content.
00:06:28.720 --> 00:06:31.279
Now, some speakers will not do the 80, 20%.
00:06:31.600 --> 00:06:36.399
They'll be like maybe 60% is core and the rest of it is more experiential.
00:06:36.879 --> 00:06:39.519
You play around with what makes makes sense for you.
00:06:39.680 --> 00:06:53.600
I like to incorporate some of reading the room when I'm in the room because that's part of the fun part of being in a room with people, is you can observe what's going on, you can use your intuition, whatever you call it, and digital downloads, divine downloads, whatever is showing up for you in that room.
00:06:53.680 --> 00:07:00.480
If you're really good at reading energy, you can sometimes change in the moment, and that's part of what makes it fun for that particular audience.
00:07:00.639 --> 00:07:10.720
Now, that's not necessarily core, and that might be part of your signature bit, if you will, but you want to leave room for that flexibility of who's in the room and responding to what's there.
00:07:10.879 --> 00:07:13.839
So you can choose a different mix if you'd like.
00:07:14.319 --> 00:07:19.920
Now, I always like to also pay attention to energy, and we'll talk about that in just a moment.
00:07:20.240 --> 00:07:25.600
So, energy management is an important piece when it comes to tailoring versus customizing your speech.
00:07:25.839 --> 00:07:30.000
But before that, let's look at some other parts of your speech you can customize or tailor.
00:07:30.319 --> 00:07:32.160
We'll say tailor from now on.
00:07:32.480 --> 00:07:39.680
Part of what makes you prepared and able to tailor your content is that pre-event call you have with that event planner.
00:07:40.000 --> 00:07:51.680
If you're lucky enough to get a pre-event call with the planner, and this is something that should be standard as part of your processes, sometimes they don't have enough time between the time they hire you and the event to establish a call.
00:07:51.920 --> 00:08:00.639
Maybe there's other tools you can use, such as survey response or a form for them to fill out so that you know more about the audience and you can do independent research as well.
00:08:01.360 --> 00:08:06.480
But in that pre-event call, you can learn different pieces that you can tailor at the event itself.
00:08:06.720 --> 00:08:21.199
So, for example, looking at the venue and where that presentation is happening, you could say, okay, well, I can't change what venue they're using, but the layout of the room is usually something you can flex and adapt to.
00:08:21.279 --> 00:08:25.040
Or you could ask the event planner, can we do a certain style of seating?
00:08:25.120 --> 00:08:28.319
Because I want people to be able to write things down.
00:08:28.480 --> 00:08:30.800
You can change the theme of the meeting to some extent.
00:08:30.959 --> 00:08:42.080
So, for example, if your topic is a certain title and they're like, well, we want you to be closer to this, you can flex and adapt or create a subtitle as part of your core content that makes more sense for the theme.
00:08:42.240 --> 00:08:51.200
And you want to make sure that the language you're using as you're describing the stories matches that event and what they're hoping to do as part of the theme for that event.
00:08:51.440 --> 00:08:53.039
You can tailor to people.
00:08:53.360 --> 00:09:02.960
Now, this one is super fun, and you can learn this in a pre-event call, or if it's an ongoing event, you could look at past events and sessions that were a part of that event.
00:09:03.200 --> 00:09:09.759
Previous programs, sometimes agendas are posted, and you can look at those before going to your pre-event call.
00:09:09.919 --> 00:09:16.399
But sometimes you can refer to and point out or acknowledge certain individuals within that audience.
00:09:16.639 --> 00:09:26.559
So in your pre-event call with the planner or the person who's bringing it in, you could say, Can I please have the contact details for three critical people who will be in the audience with me?
00:09:26.799 --> 00:09:31.360
And then you can reach out to them ahead of time and get their perspectives.
00:09:31.440 --> 00:09:43.120
And if they feel okay with being acknowledged within that audience, you can point out, not necessarily, well, Brian said I didn't like this part of the company, but you could say, I learned so much in my discussion with Brian.
00:09:43.200 --> 00:09:46.080
And here are some core things themes that came forward for me.
00:09:46.240 --> 00:09:53.039
You can certainly acknowledge it without calling out Brian for whatever he might have said that maybe he didn't want the company to hear specifically.
00:09:53.200 --> 00:10:03.360
So again, keeping privacy in mind, but also saying, hey, there's people in this audience that I spoke to before this event, and here's what the themes were that came forward for me.
00:10:03.440 --> 00:10:07.679
Again, not calling out anyone specifically, but you can tailor according to that.
00:10:08.720 --> 00:10:11.039
You can also tailor according to the time.
00:10:11.200 --> 00:10:18.480
And this is what I where I spoke in a previous episode about the difference between keynote speaking, breakout speaking, and corporate training.
00:10:18.720 --> 00:10:25.600
Depending on what time of year you're speaking, you can acknowledge certain significance of events or holidays around that time.
00:10:25.840 --> 00:10:37.919
You could maybe change a timing of your speech to be a little bit shorter or a little bit longer, with the event planner's permission, of course, to make sure that it fits within the timing of the seasons or something that's going on.
00:10:38.080 --> 00:10:41.360
Now you should always be prepared to go short on your presentation.
00:10:41.600 --> 00:10:51.120
Always ask for permission if you can get more time, especially if you're at the end of the day or right after lunch, because you don't want the entire agenda to be thrown off.
00:10:51.360 --> 00:10:57.600
I have held events myself where my first speaker went too long and the entire day was thrown off.
00:10:57.759 --> 00:11:01.679
That was a situation, and I would not encourage you to go long at all.
00:11:01.840 --> 00:11:08.480
But if you foresee going long being helpful to the audience, talk that over with the event planner ahead of time.
00:11:08.720 --> 00:11:17.440
You could also tailor some of the attributes of the place or references that might be pertinent to that particular group.
00:11:17.600 --> 00:11:26.080
So, for example, if you're speaking to the manufacturing industry, you may not talk about AI as much as you would if you were speaking to a white-collar type of event.
00:11:26.399 --> 00:11:29.600
Understanding how your speech is pertinent to that location.
00:11:30.000 --> 00:11:34.240
I was speaking at an event where most of the people came from outside of Minneapolis.
00:11:34.399 --> 00:11:37.440
And these are people who most of them were not from the Midwest.
00:11:37.519 --> 00:11:39.039
We even had some international folks.
00:11:39.120 --> 00:11:46.000
But there was one gentleman who was presenting on stage and he acknowledged some of the challenges Minneapolis had been having with ice.
00:11:46.399 --> 00:11:59.039
It was a gutsy move, but what he put out there on his screen and had photos from is some of the historical significance of why a particular business had put a sign outside their doors as to who was welcome and who was not.
00:11:59.200 --> 00:12:08.399
So he did it in a very sensitive way, and there was some risk involved with that, but he was acknowledging the locality, which I as a native very much appreciated.
00:12:08.480 --> 00:12:12.960
And I think some of the other natives of us in the room also appreciated that.
00:12:13.440 --> 00:12:15.840
Circumstances are another thing you could tailor.
00:12:16.159 --> 00:12:20.399
You don't want to necessarily say, oh, it's really early today or it's really hot or cold.
00:12:20.559 --> 00:12:23.519
But is there something news related that happened?
00:12:23.840 --> 00:12:27.039
Not acknowledging it can sometimes go against you.
00:12:27.200 --> 00:12:33.360
So if it's worth acknowledging, definitely check and make sure the tone and the sensitivity of what's going on.
00:12:33.519 --> 00:12:36.080
But it doesn't hurt to acknowledge some of those things.
00:12:36.240 --> 00:12:42.639
If you use humor as part of your speech, it might be appropriate to use humor, but again, pay attention to what that item is.
00:12:42.799 --> 00:12:46.960
If it's a death or something traumatic, probably don't use humor around that.
00:12:47.039 --> 00:12:50.559
But there are ways you can use local events as well in a sensitive manner.
00:12:50.799 --> 00:13:02.000
Then there are ways you can tailor your message, of course, with repeatable phrases, the phrase that pays, or you can show your reasoning and your why behind why you're on stage.
00:13:02.159 --> 00:13:07.279
Now, typically when I'm working with clients, I tell them you don't need to introduce yourself or your background.
00:13:07.440 --> 00:13:10.799
Chances are good somebody introduced you to that stage.
00:13:11.200 --> 00:13:23.679
What you might want to share with the audience who just met you is why you're talking about this and why it matters to you, because they want to know that you care not just about them, but also about the topic that you're sharing with them.
00:13:23.919 --> 00:13:28.799
That came from Jim Cathcart, by the way, who is a CSP at National Speakers Association.
00:13:28.879 --> 00:13:36.320
So thank you, Jim, for expanding some of the different pieces of your event that you could tailor as part of your presentation.
00:13:36.559 --> 00:13:41.600
Also, I looked a little bit further in John Acuff, who I'm a big fan of, do follow him on LinkedIn.
00:13:41.759 --> 00:13:45.759
I will link to his profile below this because he's got really cool stuff out there.
00:13:46.000 --> 00:13:54.240
But one of the questions that we are always encouraged as speakers to ask our event planners is what's keeping the audience up at night?
00:13:54.559 --> 00:13:57.759
And conversely, what's getting them up in the morning?
00:13:58.080 --> 00:14:01.679
Sometimes the leaders who bring you in to speak know those answers.
00:14:01.759 --> 00:14:05.200
And sometimes you have to talk to someone who's on the front lines.
00:14:06.000 --> 00:14:08.399
And sometimes you got to figure it out as you go.
00:14:08.559 --> 00:14:16.080
But understanding that that question is important and makes them understand that you're not just there for a day, you're there for a lifetime of impact.
00:14:16.240 --> 00:14:19.279
And that question can make the difference between those two.
00:14:19.919 --> 00:14:28.960
And finally, I just want to point out that I have supported speakers who sometimes talk about topics that are domestic abuse related, trauma related.
00:14:29.360 --> 00:14:33.279
And there are certain topics that you probably wouldn't talk about in mixed company.
00:14:34.320 --> 00:14:42.720
If an organization is bringing you in to talk about those topics, it might be a good idea to have a sample script or some topics you talk about or don't talk about.
00:14:42.799 --> 00:14:52.399
If you're doing any PR or media as part of that opportunity, it's okay to say these are things I'll talk about, or these are questions you can ask me, these are things you cannot ask me, please don't ask me.
00:14:52.559 --> 00:15:07.519
So being sensitive to what may be unprocessed for you as a speaker, but also things that might have been true for people in your audience, if you know that ahead of time, if you can be sensitive to that, they will know that you care that much more.
00:15:09.279 --> 00:15:19.679
And if at any point during your pre-event planning you ask for specific people to connect with or to speak with members, do make sure that you acknowledge them when they're there.
00:15:19.840 --> 00:15:21.279
You thank them for their time.
00:15:21.519 --> 00:15:27.840
That doesn't necessarily have to be making them stand up at the event itself, but they shared information that's precious with you.
00:15:27.919 --> 00:15:33.759
And so acknowledging that privately, personally, whatever, is a good move to make.
00:15:34.559 --> 00:15:36.480
What about tailoring the day of?
00:15:36.639 --> 00:15:39.120
Now we talked a lot about before the presentation.
00:15:39.200 --> 00:15:41.360
What about tailoring the day of it?
00:15:41.519 --> 00:15:44.399
I mentioned a little bit about reading the room.
00:15:44.639 --> 00:15:47.519
Now, here are particular places in your presentation.
00:15:47.600 --> 00:15:49.919
You can tailor your content on the spot.
00:15:50.080 --> 00:16:01.120
And if this makes you scared, then it's probably a good sign that you need to participate in some improv activities or off-the-cuff impromptu speaking to kind of get yourself out of that comfort zone there.
00:16:01.279 --> 00:16:06.559
But on the day of, it's important for you to know where do you fall in the agenda of speakers?
00:16:06.720 --> 00:16:11.840
If you're the very first person who speaks, you probably don't need to care as much about what follows you.
00:16:12.000 --> 00:16:31.519
But if you're in the middle of the day or you're the closing keynote speaker, understanding what people said before you, whether you can be in that room or you just chat with people during lunch before you go on, understand what's been said in that room and understand how you can participate if possible by arriving early and participating in those discussions.
00:16:31.679 --> 00:16:42.960
As a speaker, it's it's a nice courtesy to call back to another speaker's content and say, as John described earlier, or as Shelly said in this other section here, or she brought up a good point.
00:16:43.120 --> 00:16:44.559
Let's go a little bit deeper.
00:16:44.799 --> 00:16:49.440
Calling back to other speakers is a professional courtesy and shows that you're listening.
00:16:49.679 --> 00:16:53.759
Also, it's important the day of when it comes to tech check and rehearsal.
00:16:54.000 --> 00:16:55.120
Do you have time for that?
00:16:55.279 --> 00:16:56.399
How much time do you have?
00:16:56.559 --> 00:17:09.119
Typically it's the day before, but if it's the day of and you're a person who's later in the agenda, you might want to pay attention to how late in the agenda you are and automatically tailor your timing.
00:17:09.519 --> 00:17:14.880
Time management is a skill that you learn with through experience and expertise and through doing it.
00:17:15.039 --> 00:17:18.799
But if you're in the afternoon, chances are good you're not going to go full the full set.
00:17:18.960 --> 00:17:23.759
So be prepared to cut it short and know exactly where and how to cut it short.
00:17:24.880 --> 00:17:30.079
And then finally, when it comes to tailoring in the room, do some meet and greets.
00:17:30.240 --> 00:17:36.319
Shake some hands, introduce yourself, use whatever techniques you can to remember people's names.
00:17:36.640 --> 00:17:39.839
And don't be afraid to call on them.
00:17:40.319 --> 00:17:42.640
Some of my speaker friends do this pretty regularly.
00:17:42.720 --> 00:17:44.079
They'll do a meet and greet ahead of time.
00:17:44.240 --> 00:17:47.920
Of course, you'll acknowledge the person who brought you in, the person paying the check, that sort of thing.
00:17:48.079 --> 00:17:56.480
But if you're meeting and greeting people in the audience and then you're like bringing the microphone to them for those interactive portions of the section, they kind of know you.
00:17:56.640 --> 00:18:00.960
They might be more likely to respond to you if you've already had a conversation earlier in the day.
00:18:01.200 --> 00:18:05.440
And it's good to acknowledge those power players and also call back to other speakers.
00:18:05.599 --> 00:18:12.160
Those are three different examples of how you can tailor your content when you're actually in the room.
00:18:12.400 --> 00:18:21.039
Okay, so we talked a lot about what to do when it comes to customizing or as I call it, tailoring your speech.
00:18:21.279 --> 00:18:24.079
What were the strongest points that came forward for you?
00:18:24.240 --> 00:18:27.440
Or are there things that you're already doing that I neglected?
00:18:27.599 --> 00:18:32.000
I won't pretend I know everything there is to know on this topic, and I'd love to hear from you.
00:18:32.319 --> 00:18:39.039
By the way, I have a lot of facial expressions, so if you're interested in seeing some of those weird expressions, check me out on YouTube.
00:18:39.359 --> 00:18:42.319
In the meanwhile, I'll see you on stage.
00:18:48.720 --> 00:18:55.599
If you enjoyed today's episode, please take a moment to leave a review on Spotify, Apple, or share a comment over on YouTube.
00:18:55.920 --> 00:19:01.920
Stay tuned for biweekly episodes and subscribe to discover your own unique mic drop moments.
00:19:02.160 --> 00:19:06.880
Don't forget to visit my website, Jen with2n spingo.com