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4 Public Speaking Lessons from the European Referendum

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4 Public Speaking Lessons from the European Referendum

As we all know, last week the UK voted to leave the European Union in a historic referendum.

From political leaders at home and abroad, singers, actors and sports personalities, it seems that just about everyone was ready to share their views on the matter in public. Given the significance of the decision and that fact that the majority of voters made their decision based on the myriad of contradictory speeches it is worth reflecting for a moment on what we can learn from those who presented their views to the public.

Here are 4 big public speaking lessons we can learn from the campaign on both sides

Lesson 1 – Craft a Message That Sticks

Anyone can present and idea or share information, albeit with varying levels of confidence, charm and success. Whether you are the Prime Minister of the UK or a parent representing to your PTA the one thing you need above all else is a clear and powerful message.

That message also has to be totally relevant to your audience; it has to be concise, easily understood and memorable.

Politics aside, which of the following messages would you tick as:

Clear and concise

Relevant

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Easily understood

Powerful

Memorable

LEAVE

  • The UK cannot control the number of people coming into the country while remaining in the EU
  • Leaving the EU would free up £350m a week extra to spend on the NHS
  • We need to take back control over sovereignty, democracy, trade deals and immigration

REMAIN

  • You will be worse off if we leave
  • The UK is stronger, safer and better in a reformed EU
  • We get to trade freely

Regardless of your nationality, political bias or whether you had a vote in the UK last week, which of those messages do you believe is more likely to ‘stick’ with you?

Lesson 2 – Nothing is More Potent than Passion

It’s all well and good having a clear and compelling message that is relevant to your audience and hard to challenge, but if you can’t communicate it with passion you may as well not bother.

As much as I respect David Cameron as a speaker, on this occasion it seemed to me that the one missing ingredient was his own personal passion for the need to remain. Many would argue that he appeared to be on ‘autopilot’ as he continually restated his view of the economic risks of Brexit.

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For all their eccentricity, Boris Johnson and Nigel Farage on the other hand were vibrant, colourful and completely animated each time they took the platform to persuade their audience to leave.

Lesson 3 – Help your audience to see the future

I’ve never forgotten a profound pep talk that one of my very first bosses gave to me as I began to climb the ‘corporate ladder’ over 30 years ago. One day whilst discussing the ever increasingly important topic of motivation he said to me: “Maurice, the only thing you really need to know about motivation is this: the only people who need to be motivated are the people who can’t see the future and it’s your job as their leader to help them to see it.”

What has that got to do with public speaking and presenting?

Absolutely everything

Whether you are giving a quarterly update, selling widgets or calling for a historical vote, all your audience really wants from you is for you to help them to see, feel and understand the future.

In the EU referendum campaign here is how the respective speakers described the future to a nation:

LEAVE

“Just imagine that the EU had never been invented and the history of the last 60 years had been entirely different. It had been all about free trade and economic cooperation between our friends and partners in the European Union, with peace guaranteed by NATO, as indeed it has been.

“Where we take back control of £350 million per week, take back control of our borders.”

“We can see the sunlit meadows beyond. I believe we would be mad not to take this once in a lifetime chance to walk through that door because the truth is it is not we who have changed.”

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REMAIN

The central theme of the ‘remain’ campaigns argument was the economic risks of Brexit.

“Nothing is more important than the strength of our economy.

Upon it depends the jobs and livelihoods of our people, and also the strength and security of our nation.

If we stay, we know what we get – continued full access to a growing single market, including in energy, services and digital, together with the benefit of the huge trade deals in prospect between the EU and the United States and other large markets.”

Lesson 4 – Know your audience

Addressing the economic risks of leaving the European Union is of course critically important as much of our strength, security and success does depend on our economic stability and growth.

However, the gap between the richest and poorest in the UK has dramatically widened in the past decade and far more people are struggling financially than they are flourishing. The harsh reality of the financial climate that most people live in today was likely to ‘deafen’ voters to the risk of a further decline.

Given that for many it feels as though things couldn’t get much worse anyway it was perhaps easier to imagine the upside and benefits to voting to leave the EU.

It seems to me that the least wealthy amongst us who rely heavily and care passionately about services everyone uses and experience first-hand and the adverse financial impact of ever increasing immigration are issues likely to trigger greater concern.

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The ‘leave’ campaign’s empathy for so many of the British Public’s feelings of hopelessness enabled them to craft far more impactful speeches

The 4 Lessons

Whatever happens over the next few weeks and months it’s very clear to me that these are 4 very significant lessons we can take from this historic referendum. What I find even more interesting is that these aren’t new lessons; all the great speakers throughout history have taught us that:

  • Your message is absolutely critical and you must make it ‘stick’
  • Passion is beyond doubt the speakers greatest asset
  • ‘The only people who need to be motivated are those who can’t see the future’
  • If you don’t really know and understand your audience then you are likely to fail.

Is it all in the message?

Despite the value of these 4 lessons the one that stands out for me as a key one to consider which drove this campaign is the message.

Isn’t it interesting that since the results of the final vote were announced it has been alleged that a key element of the ‘Leave’ campaign’s message was a fallacy.

It’s since being suggested that it is unlikely that the £350m we would free up each week will be given to the NHS.

It has also been suggested that despite the power, relevance and clarity of the ‘leave’ campaigns message they don’t actually have a plan to see it through.

That means that the greatest lesson for public speakers in this historic campaign is that whilst it’s your message that counts above and beyond everything else, it doesn’t have to be completely true and you don’t even have to have a plan to make it happen.

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That of course is where I would draw the line and insist that despite the success of the leave campaign whatever you speak on it must be true and you must have a clear plan of action.

Featured photo credit: © Pojoslaw | Dreamstime.com –

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Last Updated on August 25, 2021

Why Personal Branding Is Important to Your Career

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Why Personal Branding Is Important to Your Career

As a recruiter, I have met and interviewed hundreds of candidates who have no idea who they are.

Without a personal brand, candidates struggle to answer the question: “tell me about yourself—who are you?” They have no idea about who they are, what their strengths are, and how they can add value to the company. They present their CV’s believing that their CV is the key to their career success. In some ways, your CV still has its use. However, in today’s job market, you need more than a CV to stand out in a crowd.

According to Celinne Da Costa:[1]

“Personal brand is essentially your golden ticket to networking with the right people, getting hired for a dream job, or building an influential business.” She believes that “a strong personal brand allows you to stand out in an oversaturated marketplace by exposing desired audiences to your vision, skillset, and personality in a way that is strategically aligned with your career goals.”

A personal brand opens up your world to so many more career opportunities that you would never have been exposed to with just your CV.

What Is Your Personal Brand?

“Personal branding is how you distinctively market your uniqueness.” —Bernard Kelvin Clive

Today, the job market is very competitive and tough. Having a great CV will only let you go so far because everyone has a CV, but no one else has your distinct personal brand! It is your personal brand that differentiates you from everyone else and that is what people buy—you.

Your personal brand is your mark on the world. It is how people you interact with and the world see you. It is your legacy—it is more important than a business brand because your personal brand lasts forever.

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I have coached people who have very successful careers, and they come to me because they have suddenly found that they are not getting the opportunities or having the conversations that would them to their next role. They are having what I call a “career meltdown,” all because they have no personal brand.

A personal brand helps you become conscious of your differences and your uniqueness. It allows you to position yourself in a way that makes you stand out from the pack, especially among other potential job applicants.

Don’t get me wrong, having a great CV and a great LinkedIn profile is important. However, there are a few steps that you have to take to have a CV and LinkedIn profile that is aligned to who you are, the value you offer to the market, and the personal guarantee that you deliver results.

Building your personal brand is about strategically, creatively, and professionally presenting what makes you, you. Knowing who you are and the value you bring to the table enables you to be more informed, agile, and adaptable to the changing dynamic world of work. This is how you can avoid having a series of career meltdowns.

Your Personal Brand Is Essential for Your Career Success

In her article, Why Personal Branding Is More Important Than Ever, Caroline Castrillon outlines key reasons why a personal brand is essential for career success.

According to Castrillon,[2]

“One reason is that it is more popular for recruiters to use social media during the interview process. According to a 2018 CareerBuilder survey, 70% of employers use social media to screen candidates during the hiring process, and 43% of employers use social media to check on current employees.”

The first thing I do as a recruiter when I want to check out a candidate or coaching client is to look them up on LinkedIn or other social media platforms, such as Facebook, Instagram, and Twitter. Your digital footprint is the window that highlights to the world who you are. When you have no control over how you want to be seen, you are making a big mistake because you are leaving it up to someone else to make a judgment for you as to who you are.

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As Jeff Bezos, the founder of Amazon, once said, “Your brand is what people say about you when you are not in the room.”

In her book, Becoming, Michelle Obama writes about the importance of having a personal brand and her journey to defining her personal brand. She wrote that:

“if you don’t get out there and define yourself, you’ll be quickly and inaccurately defined by others.”

When you have a personal brand, you are in control. You know exactly what people will say about you when you leave the room.

The magic of a personal brand is that gives you control over how you want to be seen in the world. Your confidence and self-belief enable you to leverage opportunities and make informed decisions about your career and your future. You no longer experience the frustrations of a career meltdown or being at a crossroads not knowing what to do next with your career or your life. With a personal brand, you have focus, clarity, and a strategy to move forward toward future success.

Creating your personal brand does not happen overnight. It takes a lot of work and self-reflection. You will be expected to step outside of your comfort zone not once, but many times.

The good news is that the more time you spend outside of your comfort zone, the more you will like being there. Being outside of your comfort zone is where you can test the viability of and fine-tune your personal brand.

5 Key Steps to Creating Your Personal Brand

These five steps will help you create a personal brand that will deliver you the results you desire with your career and in life.

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1. Set Your Personal Goals

What is it that you want to do in the next five years? What will your future self be doing in the next five to ten years? What is important to you? If you can answer these questions, then you are on the right path. If not, then you have to start thinking about them.

2. Create Your Unique Value Proposition

Create your unique value proposition by asking yourself these four questions:

  1. What are your personality features? What benefit do you offer people?
  2. Who are you and why do people enjoy working with you?
  3. What do you do and what do people want you to do for them? How do you solve their problems?
  4. What makes you different from others like you?

The answers to these questions will give you the information you need to create your professional story, which is the key step to creating your personal brand.

3. Write Your Professional Story

Knowing who you are, what you want, and the unique value you offer is essential to you creating your professional story. People remember stories. Your personal story incorporates your value proposition and tells people who you are and what makes you unique. This is what people will remember about you.

4. Determine Which Platforms Will Support Your Personal Brand

Decide which social media accounts and online platforms will best represent your brand and allow you to share your voice. In a professional capacity, having a LinkedIn profile and a CV that reflects your brand is key to your positioning in relation to role opportunities. People will be connecting with you because they will like the story you are telling.

5. Become Recognized for Sharing Your Knowledge and Expertise

A great way for you to promote yourself is by sharing knowledge and helping others. This is where you prove you know your stuff and you gain exposure for doing so. You can do this through social media, writing, commenting, video, joining professional groups, networking, etc. Find your own style and uniqueness and use it to attract clients, the opportunities, or the jobs you desire.

The importance of having a personal brand is not going to go away. In fact, it is the only way where you can stand out and be unique in a complex changing world of work. If you don’t have a personal brand, someone will do it for you. If you let this happen, you have no control and you may not like the story they create.

Standing out from others takes time and investment. Most people cannot make the change by themselves, and this is where engaging a personal brand coach is a viable option to consider.

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As a personal brand coach, working with my clients to create their personal brand is my passion. I love the fact that we can work together to create a personal story that defines exactly what people will say when you leave the room.

Other People’s Stories

Listening to other people’s stories is a great way to learn. In his article, 7 TED Talks About Personal Branding, Rafael Dos Santos presents the best Ted Talks where speakers share their stories about the “why,” “what,” and “how” of personal branding.((GuidedPR: 7 TED Talks About Personal Branding))

Take some time out to listen to these speakers sharing their stories and thoughts about personal branding. You will definitely learn so much about how you can start your journey of defining yourself and taking control of your professional and personal life.

Your personal brand, without a doubt, is your secret weapon to your career success. As Michelle Obama said,

“your story is what you have, what you will always have. It is something to own.”

So, go own your story. Go on the journey to create your personal brand that defines who you are, highlights your uniqueness, and the value you offer to the world.

Featured photo credit: Austin Distel via unsplash.com

Reference

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