WII-FM CLASSIC...

WII-FM. Did I mean to type Wii™-FM ? Has Nintendo™ added yet another module to their famous video game console? Nope!

WII-FM is classic audience radio! WII-FM  has maintained top ranking on Peter Urs Bender’s playlist since Secrets of Power Presentations was released in 1991.

Translation, “What’s In It – For Me?”

(Bender, 1991, p. 52)

You can bet that all audiences ask this question even before they take their seats. They ask this question when they read the invitation. They ask this question when they give their credit card number to confirm their registration. And they definitely ask this question as the lights are lowered and you step out on stage.

What’s in it for me?  If as a speaker, you have not prepared well and are not ready to deliver targeted, relevant, motivational and memorable material, you might as well wave to the crowd and leave. Don’t waste their time!  From a quote in the fly leaf of my borrowed copy of Secrets of Power Presentations is the dedication that Peter Urs Bender wrote to an audience member, “Toronto, Oct. 94…as you know – even the greatest ideas – must be presented well!”

All the best techniques that Peter Urs Bender lays out in his book, Secrets of Power Presentations; (Bender, 1991, pp. 39-97)

• modulate your voice,
• use shorter words and phrases,
• inject energy and enthusiasm,
• use hand gestures to signal topic flow, and
• use visual aids or technology

won’t guarantee your presentation’s success and you won't be presenting well if you haven’t tuned in to the audience. You know how annoying it is when your favourite Jazz station doesn’t play a clear signal. What do you do? You change stations! And that’s what the audience will do to you, an ill-prepared speaker, tune you out!

George Torok, co-authored with Peter Urs Bender, Secrets of Power Marketing.  He shares with the authors and audiences of the text Business Communication Process and Product how he and Peter might have allocated their time when tackling the WII-FM question. He applies the 3x3 Writing Process model that Guffy et al. feature in Chapter 14 of the text. (Guffy, et al., 2011, p. 513)

Tune in to WII-FM - ANALYSE, ANTICIPATE, ADAPT

BE CLEAR ON YOUR PURPOSE.  The very first, essential step in preparing a presentation is to be clear on the purpose …”be razor sharp before beginning.” (Guffy, et al., 2011, p. 513)  Expect half of your preparation time in this step to be devoted to analysing the goal and committing to the key message of the presentation.

KNOW YOUR AUDIENCE.  Spend about 30% of your time to anticipate what content must go into your speech by getting to know your audience, the nature of the event and its purpose.  Be prepared to focus on what the audience needs to know, their level of understanding of the subject, and the possible reaction to the information.  Will the audience be jubilant?  Will they be upset? Will you need to do some convincing, or will they be on-side?

ADAPT THE MESSAGE.  Every part of your presentation must relate to your audience. You’ve allowed for the last 20% of your time to be about adapting your message.  Plan your opening to address the special nature of the meeting or its location or relevance to the group. (Bender, 1991, p. 73) Your credibility can be established in the opening first minutes of your presentation if you do it right.

George Torok explains that if you have used the above 50/30/20 breakdown to prepare the outline in your first step, then the final two phases should flow easily as you complete the presentation and make ready to deliver it to your audience. (Guffy, et al., 2011, pp. 498-501)

PRE-WRITING - Step 1

Analyse / Anticipate / Adapt

WRITING PROCESS - Step 2

(Research / Organise / Compose)

REVISING-REHEARSING - Step 3

 (Edit / Proof / Evaluate)

If you have been following the model and at every stage in the process, your every point or activity supports the purpose of your presentation, you can be sure that your audience will be tuned in!

KG

References:
Bender, P. (1991. Secrets of Power Presentations 5th Edition.  Toronto.  The Achievement Group.
Guffy, M., Rhodes, K. and Rogin, P. (2011). Business Communication - Process and Product 6th Canadian Edition
     Toronto. Nelson Education Ltd.