Building Your First Keynote
You have a valuable message, so you think, but will the audience think the same? Why should they listen? Standing in front of an audience is a huge responsibility so it must not be taken lightly.
What are you trying to achieve when you get up there? Do you want to get your audience to behave differently, think differently, change their attitude or expand their knowledge? These are questions you need to have the answer to before you deliver your keynote.
So what are you trying to achieve? Start now by writing down your main objective, then consider how you will achieve that objective with your audience.
Your objective will be in your mind but it is important to write it down. A famous impresario in the 1920’s would never meet a writer with a new idea unless he was able to write down the idea on the back of their business card. “If you can’t write down your idea on the back of your business card you haven’t got a clear idea”. This is a clever way to make sure we have a clear idea, try it!
You should also try to be controversial with your ideas. The audience will not want to listen to you if you have the same ideas as every other speaker. If you are controversial and you are able to express your ideas in a coherent manner, the audience will have to consider what you say and, agree or disagree. This will encourage discussion on the matter and question time will be very interesting.
Salespeople know that the customer is persuaded to buy because they can see how they will benefit from the product or service being sold. In selling we focus on the benefits.
A good way to remind ourselves to do that is to use the phrase “and the benefit to you is”
Sales Person: “Mr Customer, this pen will last a lifetime and it will never need filling, and the benefit to you is that your pen will always be ready for use and you will save a fortune on ink refills”.
In creating and delivering your keynote you want your audience to “buy” your ideas so you have to make sure your audience know how they will benefit from what you are telling them.
You may not be inclined to use the phrase “and the benefit to you is”, but it should always be in your mind. Try putting “so that” after you have told your audience what to do.
The motivational speaker may say “You should focus on your goals at the beginning of every day ‘so that’ your decisions will be influenced by your goals and you are far more likely to achieve them.”