What 972 Speaking Events Taught Me About a Big Mistake

“Let me tell you about me.”  That sentence is absolutely the wrong way to start a TEDx Talk (or a keynote speech or a marketing speech.)  Why?  Because that’s not what the audience wants to hear first.  What is the listener asking in that first imaginary thought bubble above their head?  It’s not, “Oh, please, tell me your story.”  After 972 speaking engagements, I can guarantee they don’t care about you. Yet.

What kills a TEDx Talk before it starts

The biggest mistake first-time TEDx speakers make is opening with, “Let me tell you my story.” It kills it. That’s not what the listener wants to hear.  What they want to know is  “Why should I listen to you?  What’s in it for me?”

Even if you are very famous and your recent news event IS the speech, it’s not about you. I say, “Lead with the need” of your potential client or customer. First, you talk about them. When you have addressed their need, only then do they want to know about you.

How to open a TEDx Talk strong

Here’s a great opening from one of my clients:  “We have a crisis in this country.  And they are 18 years old.  They are foster kids aging out of foster care. Here are the grim statistics.” Then she clicked open the slide. Why is it so effective?  She answered the audience’s question, “Why should I listen?”

Then, she went on to describe the solution: Mentors for kids aging out.

Once an audience knows you know who they are and what their need is, the next thing they want to hear is your solution.  Then, some takeaways, so the audience begins to understand why your solution works. After—way after—at minute 12 out of 15–THEN your story is appropriate. I say it belongs near the end.  Place it right before the call to action. It humanizes you even more.

Don’t manipulate–Inspire

Simon Sinek, in his book, Start With Why, says “There are only two ways to influence human behavior: you can manipulate it or you can inspire it.” I say sharing your story at the beginning IS manipulative. You inspire by respecting the audience enough to answer the questions in their minds – – not bombard them with your stuff. When you work with me, we will organize your stuff, so people are leaning in, inviting the next thing you say. After you speak, they will seek you out, to say those magic five words: Your speech made a difference.

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