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Carol Cox:
If you've ever been tempted to add just a bit

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more content to your presentation or your

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talk, this episode is for you.

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More and more women are making an impact by

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starting businesses, running for office,

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and speaking up for what matters.

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With my background as a TV political analyst,

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entrepreneur, and speaker,

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I interview and coach purpose driven women to

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shape their brands, grow their companies,

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and become recognized as influencers in their

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field. This is speaking your brand,

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your place to learn how to persuasively

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communicate your message to your audience.

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Welcome to the Speaking Your Brand podcast.

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I'm your host, Carol Cox.

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One of the most common mistakes I see

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speakers make is trying to deliver what

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should be a six week course,

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or a full length book and a 45 minute talk or

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presentation.

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Perhaps you've seen this yourself,

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being in the audience where you left a

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keynote or even a conference session feeling

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impressed but also completely overwhelmed.

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And when this happens,

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it's not because the speaker isn't good,

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it's because the message doesn't fit the

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medium. And in this episode,

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I'm going to share with you the different

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mediums that exist, such as lead generation,

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presentations, keynotes,

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talks, Ted style talks,

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even courses, coaching books,

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and so on. But how?

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The message that you're delivering has to fit

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that particular medium.

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And I have a really handy graphic,

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a grid that I created that you can get on the

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show notes page at Speaking Your Brand.

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458 so again, that's speaking your brand.

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458 you can see the visual there.

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Now, when this happens,

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and if you are the one who is speaking,

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you might feel like your talk isn't landing,

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that you're not getting the results that

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you're looking for.

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And those results could be leads and clients

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from your presentation could be other

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speaking invitations.

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It could be the audience taking action on

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whatever it is that you're sharing with them.

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So you may think that the reason your talk

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isn't landing because you need better slides

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or better design slides,

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or you need more content,

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or you needed more time,

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you only have 30 minutes.

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And if only you had 45 minutes or 60 minutes,

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then that would have made the difference.

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But usually that's not what the issue is.

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It's because you're using the wrong type of

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content for the format,

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and we've been trained to believe that value

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equals more information.

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But in speaking, value equals transformation.

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And this is why your role as a speaker is so

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important. But the problem we run into is

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because as experts, we feel responsible for

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teaching our audiences everything.

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We feel like if we could just only take

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everything that's in our head and kind of

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transport it into the audience's brains,

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then they would know everything and then they

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would be able to take action.

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And as high achieving women,

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we sometimes especially feel the pressure to

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prove our competence.

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And a lot of times we prove this by giving

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more and more information.

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But this leads to overload instead of impact.

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And that's what I call it, the expert trap,

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where we confuse being helpful with being

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transformational.

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So that's why we have to understand how the

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medium shapes the message.

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You can have the same thought leadership

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message, but the medium that you're using

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lead gen, presentation,

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keynote, a book, a course,

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coaching, etc.

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is going to lead to a different strategy

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because each format has a job to do.

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And when you mismatch the message in the

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medium, that's when things fall apart.

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That's when things don't have the impact that

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you want them to have.

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So let me walk you through these different

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mediums that are most likely the ones that

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you're going to be using,

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and then how to think about the type of

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content that goes into each one.

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So first let's think about lead generation

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talks when you're doing a talk for lead

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generation. So you want someone to be

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interested in working with you.

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So you're doing a conference breakout session

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or you're doing a lunch and learn at a

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business group.

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And so what you're doing with a lead

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Generation talk is that you want to generate

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awareness, awareness of what you do in your

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business. So you're helping people identify

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what their real problem is,

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and then how you offer a solution to that

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through, say, a framework or a process that

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you have. And so you're creating this

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awareness, this open loop that then the

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audience wants to have closed.

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And ideally by working with you.

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And you can see an excellent example of this

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with one of our clients,

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Danielle Hayden, on episode 362,

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where we talk about how we completely

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re-engineered her lead generation talk to

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have the clients become aware of what they

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wanted, and then have this desire to want to

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work with her. And what a huge difference in

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made in increasing the leads and clients that

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she got from her talks.

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Now, lead generation talks do tend to be more

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tactical. So you are doing a little bit of

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teaching. You are sharing a little bit of how

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the audience can achieve what it is that they

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want to achieve. You're most likely sharing a

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framework with them.

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So some type of framework or process that you

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use with your clients and your business to

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get them from point A to point Z,

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to get them the results that they want.

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So that framework could be an acronym or a

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visual process or say even an alliteration.

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Alliteration. But you also want to make sure

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that you're getting your audience to think

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differently about the problem that they have

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and the challenges that they have and the

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potential solution to them.

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Would a lead generation talk should not be

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doing is providing a lot of detailed

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information. You don't really have the time

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for it. Plus it's overwhelming the audience.

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And it's really also not about implementation

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and skill practice. If you have a talk that's

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30 minutes or even 45 minutes,

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you really are just setting the stage for the

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audience to get them to think differently.

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Now let's contrast that with another medium,

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which is a workshop or a training.

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And this could be virtual or in person.

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And for a workshop or training,

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I'm generally thinking of ones that are at

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least two hours could be four hours or even a

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full day workshop.

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So in a workshop in training,

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you really are sharing tactical how to steps.

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That is the purpose of a of a training to

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share the how to steps.

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In this case you are giving more detailed

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information. Not too much to overwhelm the

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audience, but you do have more time and more

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space than say in a lead generation talk or

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other type of talk to give more detailed

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information. You're still providing your

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strategic frameworks because you need to have

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a container for what you're teaching and what

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the audience is learning.

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This is also where that implementation and

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skill practice come in,

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because you most likely have time for

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activities where the attendees can implement

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what they're learning, and you're still doing

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that mindset shift.

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You're still getting the audience to think

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differently about what it is that they want

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and how to get there.

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So you can see with the lead gen talk,

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it's not about all the detailed information

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and it's not about implementation.

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It's really about the strategic frameworks

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and getting the audience to think

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differently. Now let's take a look at a third

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medium which is keynotes.

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I have seen a lot of keynotes in my day,

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and unfortunately many of them tend to lean

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too much into the tactics and how to's and

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the detailed information.

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And that is not the purpose of a keynote, a

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keynote. As a keynote speaker,

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you're there to inspire the audience,

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to get them to think differently,

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to encourage them, to motivate them a little

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bit of entertainment most of the time for

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keynotes, they are happening when a

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conference kicks off. So you're the opening

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keynote or maybe a luncheon keynote or the

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closing keynote.

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So you're setting the stage for the event,

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and you're also getting the people excited

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about what it is that they're going to learn,

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or excited about what they just learned at

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that particular conference or event.

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So you're a keynote talk is not supposed to

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be a bunch of dense information,

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save that for the workshop or training.

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Save that for a course that you offer or save

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that for the book.

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Maybe that you provide to the attendees.

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The number one goal is to get the audience to

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think differently than they have before.

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And whatever the topic area is that you are

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that you're the expert in,

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go back and listen to episode 422 with my

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client, Julia Cohen, on how we created a ten

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out of ten keynote that left her audiences in

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awe. Again, that link is in the show notes.

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Keynotes are also very much about emotional

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connection and story, so storytelling really

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is the undercurrent through an entire keynote

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and a keynote talk is about inspiration and

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helping the audience to understand who they

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are, where they fit in the world.

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And the world could be the industry or the

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community, or even the bigger,

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the bigger world where they fit in the world

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and understanding their place in it,

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that is the role of a keynote,

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not a whole bunch of detailed information

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that the audience is struggling to understand

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or struggling to keep up with.

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Now, let's take a look at mediums where you

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can provide more detailed information.

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So for example, a course that you provide,

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maybe this is a self-paced course that

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clients can go through.

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So in that case you are providing the how to

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steps more detailed information for them.

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It's still the container are your strategic

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frameworks to help the students to help your

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your clients, your users to go through that

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course to understand the big picture.

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It is also implementation and skill practice

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as well, so that in that sense is very hands

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on and it's very tactical.

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So save the detailed information and the the

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how to steps for your course.

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Same thing with a workbook.

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A lot of times you'll have a workbook that

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you provide, maybe in a workshop or in your

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course say the detailed information for that.

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Now another medium that requires a different

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strategy is a book.

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A book is where you can go into much more

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depth. You can provide context and nuance.

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You can go into more explanation,

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you can explore complexity,

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and you can build long term authority.

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And this is why books matter so much,

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especially for thought leaders and for

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speakers. I have a great episode with my book

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coach Tiffany Hawk back in episode 257.

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I'll include a link to all of these episodes

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that I'm mentioning in the show notes,

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because that's a great episode to talk about.

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Why writing a book gives your ideas depth,

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and longevity, and that's why I'm excited

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that the next few episodes will feature

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authors, because books do give us a

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completely different way to share ideas,

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and they reinforce our talks and allow our

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audiences to go deeper with our content.

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So save that deeper content for a book or a

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course or a workshop and training.

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And here's the big reframe that I want you to

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take from this. The goal in your talks and

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presentations isn't to say more.

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The goal is to move people more.

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Lead generation presentations are meant to

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create interest.

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Interest in working with you.

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Keynotes create clarity and desire.

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Desire for something different.

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Workshops create capability.

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Courses create mastery,

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books create depth and coaching creates the

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transformation.

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So have you ever thought,

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well, I just need more content in my

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presentation or I'm not providing my audience

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enough in my talks.

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This is your permission slip to do less and

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instead create more impact because thought

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leaders don't overwhelm,

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instead, they illuminate.

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You don't need to prove how much you know.

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Your audience already assumes that because

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you're there as a speaker,

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what they need is your perspective and your

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curation. Curation is really powerful.

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When we work with our clients in the one on

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one VIP days, which is a three hour zoom

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session where we map out their signature

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message and their signature talk from

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beginning to end.

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I am that I am helping them curate and edit

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everything they have in their head,

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from all of their years of experience and

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expertise into what is most important to

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their audience. I tell them that I have three

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jobs during that VIP day.

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The first job is to be that collaborative

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thought. Partner with them to bounce ideas

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off of each other, to pull on threads and to

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say, okay, well, what about this? Or let's

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think about where this could go and helping

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helping to devise whatever that main

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framework or those lessons or those stages or

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those principles are for the audience.

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My other job is to sit in the seat of the

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audience. So I'm thinking,

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okay, if I were listening to this talk,

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what else would I need to know?

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What is confusing?

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What is too much?

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What is kind of bearing,

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or what is too noisy that is preventing me

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from understanding the key thing that I need

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to understand as the audience.

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And then the third job I have in that VIP day

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is as event organizers,

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because you want to make sure that event

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organizers are interested in hiring you.

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So I sit in that seat and think,

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so as an event organizer,

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what would make this interesting for my

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audience? Where would the value be and the

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value was not more information.

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Trust me on this. It's not more information.

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It is that transformation.

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The next time you're building a talk,

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ask yourself what is the transformation this

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format is meant to create,

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not how much more information I can put in

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here, but could.

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But how can I help my audience better get to

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where they want to be?

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If you would like to have a one on one VIP

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day with us to map out your signature message

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and talk, which really is the foundation for

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your marketing and visibility,

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we can do that as a standalone VIP day within

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our coaching or within our online Thought

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Leader Academy program.

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You can get all of the details on our Thought

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Leader Academy and our coaching at speaking

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your brand, and the best thing to do is to

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schedule a consultation call with us.

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We'll learn about your goals,

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what you need the most help with,

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and then we can talk through what would be

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the best option for you.

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And you can schedule that call by going to

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speaking your brand.

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Again, that's speaking your brand. Until next

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time. Thanks for listening.