Every week as SmallBizLady, I conduct interviews with experts on my Twitter talk show #SmallBizChat. The show takes place every Wednesday on Twitter from 8-9 pm ET. This is excerpted from my recent interview with Ruth Sherman, @RuthSherman. Ruth Sherman works with top CEOs, international celebrities, and serious entrepreneurs to help them become more charismatic and influential on stage, on camera and in the media. Four clients have won Oscars. For more information, please visit www.ruthsherman.com.
SmallBizLady: Why should anyone want to do a TED Talk?
Ruth Sherman: TED Talks have completed transformed the art of giving a speech. It’s become a “must-have” for anyone who wants to increase their status or visibility or be wider known. Also, TED Talks has made speaking sexy and cool, and has raised the bar in terms of delivery, content, and conciseness.
SmallBizLady: What is a good topic for a TED Talk?
Ruth Sherman: Anything. The TED theme is “ideas worth spreading.” If you have an idea you’re passionate about and helpful to your audience, you should speak on it. Keep in mind: the topic should be something you want to be known for, consistent with your brand.
SmallBizLady: There are a lot of people speaking on my topic. How do I make my TED Talk unique?
Ruth Sherman: Aim small, miss small. The best TED Talks are very narrow. They take a broad subject and niche them down to a specific area that’s often neglected. This is necessary to stay within the TED time limits (<18 minutes). It also takes the audience deeper into a topic they may have not given much thought to.
SmallBizLady: 18 minutes is such a short period of time. How can I get everything I want to say in?
Ruth Sherman: You have few seconds to grab the audience’s attention. Don’t blow it. Recruit some trusted advisors to give you honest feedback on your topic, how it flows, and the delivery.
If you are accepted by TED Talks, you are put on a schedule and must submit written material in advance.
It’s also a good idea to get coaching. Hiring a coach yourself is not a bad idea – you want a homerun.
SmallBizLady: How should I start my TED Talk?
Ruth Sherman: Don’t blow your opening with “thanks, welcome, I’m honored.” It’s boring and a poor use of your limited time. Start with a provocative statement or question. Show a startling statistic. Tell a story. I recommend this opening for ANY talk. It’s a winner every time!
SmallBizLady: I’m afraid my material is too dry. How do I fix that?
Ruth Sherman: Tell stories around what you’re trying to convey. Use client examples, before/afters, and metaphors that resonate. I also advise the use of content journal where you write down what interests you. Note URLs, bookmark articles, etc. Write down ideas you have in the middle of the night. You’ll never run out of content this way.
SmallBizLady: I’m not funny, but in the best TED Talks, speakers get a lot of laughs. What can I do about that?
Ruth Sherman: Stop telling yourself you aren’t funny! We do, see, and hear about funny things daily. They’re hidden gems – record them! Review them & learn to tell them so it feels natural. Then run them by your advisors and see if they laugh. Stay away from jokes; leave those to comedians.
SmallBizLady: How do I keep the audience engaged?
Ruth Sherman: Use the Rhythm Method by sequencing your content so audiences receive information strategically. This lets you elaborate with stories & metaphors and bring them to a point of resolution.
In TED Talks, audiences are there to learn new ways of thinking about things. Make sure you give them enough evidence for the positions you’re taking.
SmallBizLady: How much should I practice?
Ruth Sherman: A lot more than you think. A TON. Practice out loud – in your head doesn’t count. Everyone is eloquent in their heads. Sometimes you should say it from beginning to end.
Other times you should work out the problem spots by practicing that part over and over again. A month out from your TED Talk, practice daily.
SmallBizLady: What about slides?
Ruth Sherman: Slides aren’t a TED Talk requirement, but you can have them. They should be graphic. Think of Apple. It should communicate a message at a glance.
People don’t want to sit and read it so leave out the tons of bullet points. You also don’t need a bunch of slides. Five of them can be plenty enough. It’s also wise to hire a professional designer to do the slides. Consider animation and videos.
SmallBizLady: Should I memorize my TED Talk? How will I remember what to say?
Ruth Sherman: No, don’t memorize. You end up being stuck to a script instead of being able to be flexible/adapt to the room.
Also, a lot of speakers become boring when they’ve memorized something. LEARN your talk. This is why you want to practice so much. The talk can still be delivered well even if it varies slightly from the original. Practice the content and delivery of your most important parts/stories. You might also be able to use a confidence monitor.
SmallBizLady: What’s with that red circular carpet and what about my delivery?
Ruth Sherman: That red carpet keeps you from wandering around the stage in an undisciplined way.
Move naturally and use confident body language. You will physically display your knowledge, authority, passion, and confidence – whether you know it or not! Even if you’re not comfortable speaking, LOOK and SOUND confident. Keep the vocal energy high, be expressive, not shy or hesitant. Use your gestures, too!
If you found this interview helpful, join us on Wednesdays 8-9 pm ET; follow @SmallBizChat on Twitter. Here’s how to participate in #SmallBizChat: http://bit.ly/1hZeIlz
For more tips on how start or grow your small business subscribe to Melinda Emerson’s blog http://www.succeedasyourownboss.com.
Great article and it was right on time as I prepare for my first big presentation!
Glad it could help you, Loretta!
Terrific tips!! A TED Talk in on my list…and this advice is spot on! In my story, my perspective, is where I will find my unique speech. Nice!!! Thanks, @smallbizlady and @RuthSherman xo$ @ellenrohr
It’s great advice, isn’t it, Ellen?