Is it possible to deliver a fascinating speech about a boring topic?
My firm has presentation-training clients in the trucking, finance, and waste-water management industries. I know, fascinating stuff, right? No wonder so many of my clients in those industries tell me that they struggle to deliver a compelling speech about such “boring” topics.
They’re usually surprised when I tell them there’s no such thing as a boring topic, just boring speakers.
It’s true that some topics are more inherently interesting than others. But I’ve regularly watched in awe as talented speakers in “boring” industries deliver speeches that move their audiences to tears, laughter, or both.
Last month, I worked with Brian Harrison, the director of insurance marketing for Commonwealth Financial Network. My job was to help him prepare for an upcoming presentation about a “boring” topic: insurance.
After we spent a few minutes discussing his talk, I asked him to present the opening he had prepared. He blew me away. I wish I could claim some credit for his terrific performance, but the credit belongs solely to Brian.
It’s worth your time to watch his introduction:
Here are five things Brian did to make his “boring” speech interesting:
1. He began with a story. Not only are stories inherently interesting, but social science has confirmed that they help people remember key points more easily.
2. He created the frame. By beginning with a story, Brian set a larger framework for his talk. It was no longer a speech about insurance products (boring), but a talk about helping people through insurance products (interesting).
3. He took his time. Many speakers are reluctant to begin a speech with a four-minute story. Trainees have told me that they’re afraid a long story will be seen as self-indulgent, overly-dramatic, or even as a “waste” of valuable time. But Brian proved how effective it can be to begin with a story, deliver it at an engaging but relaxed pace, and grab the audience’s attention from the very first moment.
4. He gave the audience a roadmap. Brian didn’t begin his talk by showing the audience six bullets on a PowerPoint slide containing his session’s agenda. But he did give them a roadmap—after finishing his story. Once he completed his story, Brian transitioned to his agenda by saying, “So what we’ll talk about today is…”
5. He didn’t rely on PowerPoint. Brian didn’t use PowerPoint during his opening. Almost five minutes into his talk, he turned to the PowerPoint for the first time after saying, “So let’s get started.”
Thank you to Commonwealth Financial Network, which graciously waived the confidentiality agreement with my firm to share this terrific video with readers.
Visit the Mr. Media Training Blog to see the 21 Most Essential Media Training Links. Brad Phillips is the author of the Mr. Media Training Blog and president of Phillips Media Relations, which specializes in media and presentation training.