Each quarter I post a review of a leadership/motivational book I recommend to colleagues and friends. Some may be old favorites, others are hot off the press. I am always open to suggestions for books to review. If you have a favorite you'd like to share with others, please contact me.

Present Like a Pro
Cyndi Maxey, CSP and Kevin O'Connor CSP

Can a person learn to be a presenter from reading a book? Yes and no.

Maxey and O'Connor are professional speakers. The physical aspects of presenting (voice, eye contact, stance, gestures) to a group of any size are second nature to them and in Present Like a Pro these aspects of presentation are given a passing nod. What helps a pro become a pro is practice, practice, practice and the authors stress this. They even give tips on how to make your practice most effective. But… you have to DO IT, not just read it, to truly present like a pro.

What you will learn are subtleties that amateur and professional speakers alike miss and come across as less effective speakers. In Present Like a Pro , Maxey and O'Connor reveal what separates a good presenter from a great one. Too bad the title "Good to Great" was already taken. If you have knowledge of the physical skills needed to be an effective public speaker, practice, and want to know what it takes to become a stronger, more insightful, audience-centered speaker, Present Like a Pro is the book for you.

In the introduction, the authors guide the reader in how their book may be used. It's a field book they tell us, so look at why you picked it up and start with the chapter that will give the most information on what you are preparing for. For example, if you have been asked to make a toast at a wedding go immediately to the chapter called "Prepare Like Crazy" and you will find information to help calm you nerves, then go to chapters 10 and 11 for practice ideas, etc.

The chapters in Present Like a Pro are short (there are 69 of them) and each includes a section called "Coach's Comments." This section expands on a concept or answers a FAQ about the topic of the chapter. One of my favorites came in the chapter called "Become Learner-Centric". Here the coach said, "There is literally nothing else in this book as important as being centered on your audience. If you understand this concept you will have it all…after the presentation ask them what they learned, what they found most valuable, and how they will implement what they heard. Don't focus on what you wanted them to learn, focus on what they said they learned. Then adjust as needed."

Select chapters also include comments "From the Pros" and "From the Ranks" in which professional speakers share their tips and occasional speakers share what they have learned from their own speaking experience or from watching the professionals. The gist of many of these speaks to concentrating on the audience. One "From the Ranks" contributor said, "It's all about the audience. Talk less and interact more. (As a speaker) get your ego out of the way."

To be frank, I'd have to say that with the exception of the first 15 chapters, which focus on voice, language and building rapport with the audience, the focus of this fine book is the why and how of focusing on the audience.

Our tendency, when we are asked to make a presentation, is often to focus on what we want to say and how much time we have to say it. If we think about the audience at all our thoughts go to:

• How many people will be in the audience?
  
• What questions might they ask during the Q and A?
  
• What will they think if I make a mistake?
  
• Will thinking of them in their underwear really help my nerves?

Maxey and O'Connor urge the reader to focus on the audience from moment one with questions like:

• Who are they?
  
• What is the best way to connect with them?
  
• Why are they coming to this presentation?
  
• What do they want to come away with?
  
• What do they need to hear from me?
  
• What will make this talk memorable for them?
  
• What do I want them to do as a result of this program?

A focus on the audience includes knowing the culture of the group or company, knowing what happened before (and that can mean the night before or the last time they had the kind of meeting you are prepping for), know the lingo and the jargon of the audience, know what they care about, and know what not to do or say.

Speakers who use their knowledge and experience of an organization's culture wind up using the right words at the right time to not only gain credibility, but also to enhance the experience of the audience.

The authors practice what they preach by both talking about and using the "rule of three."   What will your audience best be able to remember? Three points, not five, not seven, not even a top ten list. Know what you want to say and do it in three points. For example:

• A eulogy: three reasons why I'm glad I knew Joe Brown
  
• A toast:   three keys to love and happiness I learned from mom and dad
  
• A technical presentation:   three reasons why I am excited about this new drug
  
• A briefing:   three reasons to listen today

Throughout the book the reader is presented with groups of three:

• Three ways to adjust your attitude before a presentation
  
• Three ways to build rapport with your audience
  
• Three ways to keep a discussion going
  
• Three things to do when you bomb

I'd like to share with you some of the learnings and tips I took away from Present Like a Pro. If these ideas pique your interest in buying the book you will have fulfilled my goal for this review.

• Know what the code words are. Does your audience have clients or customers? Do they have staff, associates, crew, or cast members?
  
• Taking the time to tape and time your presentation provides truth only a camera and clock can give.
  
• The first four minutes are the crucial time when an audience decides if you are worth listening to. Give those minutes the attention the deserve.
  
• Your presentation is a gift that should hold some surprise.
  
• Leave your audience with something of lasting value, and they will perceive you to be of value to them.
  
• Adults want two things when they settle into a room for a seminar or a speech. They want to feel connected and included.
  
• When the pros don't know what to do they hand over the microphone. Use the group.
  
• They came to hear you, not your perfection.
  
• Many presenters think they are special—others know it is the audience that is special.

Finally, I believe that by using some of the "focus on your audience" tips, I engaged a new client while reading Present Like a Pro. Instead of focusing on what I wanted to say in the "go see" meeting, I "googled" the organization, got some background on the person I was going to meet and build my presentation around his expressed needs, assumed wants and organizational information. Coming at my presentation from this perspective made my presentation quite different. I believe focusing on my audience contributed to my success.

Present Like a Pro is going on my keeper shelf for quick reference every time I am preparing to meet a new client or engaged to give a talk. If you give talks, reports to small groups or occasional presentations, take a look at Present Like a Pro. My hunch it will find its way to your keeper shelf as well.

Browse »

Browse »