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3 Tried & Tested Insider Keys to Captivating Your Audience
Do you know that the average attention span of a human is lower than that of a goldfish? Wait, you’ve heard that before, but you’ve forgotten, right? I know I did.
In 2015, a study led by Microsoft concluded that the average human attention span has fallen from 12 seconds in 2000 to eight seconds over the past 15 years. The same researchers also found that humans’ ability to multi-task had improved.
Your job as a speaker gets harder and harder every year. Your audience is now checking the purse, texting their family, handing out a treat on their connected dog app, maybe even taking a selfie while they’re supposed to listen to you. Phew! Is it any wonder you now have to work twice as hard to capture their attention? No matter how good you already are, you’ll need to improve your game significantly.
#1 Have a conversation
I work with a business leader who captivates the audience. Every time he gives a speech, he steals the show. The audience can’t get enough of him, and other speakers would rather not come on stage after him. I’ve asked people why they like it, and the universal answer is that it makes them feel like they’re having a personal conversation, with the message meant specifically for them.
If, like him, you want your audience’s unwavering attention, converse with your audience, don’t just talk to them. Speak, then pause and listen. Keep your audience active and focused on you by including them in your speech.
Here are some simple and fun techniques we use to engage the public:
have a show of hands
use technology to conduct a live “in-room” survey
leave blanks on your slides and invite the audience to guess or fill them in
ask for volunteers to help you demonstrate a process
after sharing an idea, give them a minute to put it into practice
share an idea and ask the audience how they would apply it to their own situation
#2 Tell a story
I heard you moan, didn’t I? It seems like storytelling is the new “thing”, and everyone wants in on it. Yes, that’s because it works.
Everyone loves a good story. It is the first form of human communication. Stories are how children first learn to understand the world around them, and it works just as well later in life. So use a story to set your theme, weave a thread through your speech, and direct your audience’s attention to your key messages.
Recently, I was preparing a speaker who wanted to showcase the value of industrial ecosystems as enablers of the Internet of Things. To support this claim, we have told a story of India’s struggle for independence. The Sepoy Mutiny of 1857, aka India’s first revolt against British rule, might never have come to fruition if, in 1851, the East India Company had not laid the foundations for a railway network in the country. For decades there had been an escalation of unrest among various sections of Indian nationalists, and this manifested itself in isolated small-scale protests scattered across the country. These uprisings had failed to capitalize on the momentum of the other? -? due to lack of communication and coordination.
The Sepoy Mutiny began in Meerut Barracks, when soldiers rebelled against the use of cow and pork fat on bullets. At any other time, is that where it would have started and ended? -? but this time it was different. The rail network? -? which connected some big cities of the north and the center of India? -? allowed news of the uprising to spread. It also brought together the various mutiny leaders in a short time and turned a localized mutiny into India’s first war of independence.
We then drew a parallel between this episode and the way different industrial clusters will surf the network (internet) and collaborate to build the Internet of Things. This helped listeners visualize the network as an enabler of ecosystems and growth.
#3 Timing is everything
The way people process information is changing. A 2010 study asked students to self-report attention lapses while attending three lectures, with different speakers and teaching styles.
The results revealed a pattern of loss of attention, with “spikes” at
30 seconds into the conference, indicating an “installation” period
about five minutes after the initial distraction
seven to nine minutes after the start of the conference
nine to ten minutes, just a few minutes after the last peak
I’ve discovered that it’s possible to keep your audience engaged when you use attention-boosting techniques to counter those attention gaps. Push the audience towards active listening by varying the tone and pace of your performance. Display a striking visual or write on a flipchart to keep their eyes focused on you. The conversational/interaction tactics we discussed earlier work especially well at these times.
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