In another article, we have talked about how to communicate non-verbally in front of the camera. This time, this post will focus on how to self promote yourself verbally in front of the camera.
It is fundamental to understand that the message should be summarized in 3 main topics. Not 10 or 20, even if we want to refer several aspects. The excess of topics regarding our business or ourselves as professionals is not effective, as the audience will lose focus with so much information.
By dividing our speech in 3 topics, the audience will retain much more information.
There is a series of basic questions that should be applied to our message. These questions correspond to basic info that every journalist needs to know when writing a piece of news:
- • Who are you?
- • What do you do?
- • Why do you do what you do?
- • How do you do what you do?
Fundamental components of our message
Another point to consider is the need to include four well defined components to the message. They are:
Consistency – a good message requires repetition. Emphasizing continuously in certain aspects will make the message more effective, as well as providing examples for theoretical and practical support.
Consistency is one of the fundamental aspects in the transmission of our message.
Not overloaded message
- • Limit the number of words;
- • Use simple vocabulary with strong language;
- • Not overload the message with technical words, even if we are specialists in the subject which we communicate about and. we want to show it;
- • Be precise about the information given to the audience;
- • Have a consistent text;
An overloaded message creates a negative feeling for our audience, as people will be lost with so much information, thus affecting the power of retaining the message.
We should have a message with no more than 3 prepared sentences.
A shortened message is key for the message to fix in the audience´s mind. When we create a long and complex speech, the audience will be confused and its power to retain information will be reduced.
Focused on the audience
By evaluating the relevance that the audience will attribute to the message, this already predicts a previous work of getting to know our audience. We need to take into account that its understanding – of the audience – will vary according to our life experiences and realities. Knowing that the physiological aspects are the most important, followed by questions connected to security, love and relationships, esteem and finally aspects related to personal realization.
Getting to know the audience is essential to know what is the best strategy to approach the people we will communicate with.
Beyond the previous reference regarding knowing the interests and characteristics of our audience, there are some strategies that allow us to feel more confident in the way that we act and captivate the aimed audience.
- • Visualize a specific member of your audience (image with an icon of a person) in a way that you can deliver your message successfully to him or her. Create a persona with certain characteristics that you can associate with your audience and specify in detail the language you will adopt.
- • Base my pitch in my audience level of knowledge. Lets go deeper into this one: you should apply the 12 year old kid rule when you are explaining aspects that are related to your business or your own professional know-how. In this sense, it is necessary to define every technical word to familiarize the audience with the meaning of each word. Finally, there is also the need to use strong language. Do not use: “what we do is…” rather “what we are absolutely committed to achieve is”).
The use of strong words helps to retain our audience´s attention.
Use strong language. Do not use: “what we do is…” rather “what we are absolutely committed to achieve is…” In another article, I will talk to you about the supports that reinforce the messages we want to communicate to the audience.