Why the Best Communicators Come Out Swinging

By Dez Thornton & Bob Rathbun

You are sitting front row center in a large hotel ballroom filled with 1,500 people. Everyone has gathered to learn about what's being touted as a medical miracle. Say, a new pill whittles you down to your desired weight in 24 hours or less (We know. We know. Stay with us.). 

Everyone is on the edge of their seats as the keynote speaker, a world-renowned scientist, is introduced. She takes the stage and, without saying a word, pulls two 5-pound bags of potatoes from behind the lectern.

Tightly holding each in her outstretched hands, she suddenly releases them; they fall to the floor with a loud thud that reverberates across the room. 

After about a three-second pause, her first words are, "10 pounds ― that's how much weight I've lost since yesterday, and it's all because of this." 

She holds up a tiny white pill. Looking at the Jumbotron screen, you can almost read the tiny red inscriptions on the pill's side. Then she asks, "What if you wanted to lose weight, and you only had to swallow this little pill?"

We hate to be a buzzkill, but the magic weight loss pill doesn't exist, at least as far as we know. Despite that, what you just read is one hell of a way to open a presentation. Let's quickly rewind and dissect how the mad scientist captured her audience's undivided attention. Since that's what you're fighting for every time you give a presentation. 

Open your presentation like a boxing match

Let's compare her opening to a boxing match. Similar to a boxer, she was out of sight backstage, "getting in the zone" before being introduced. Once the introduction began, she started making her way onto the stage. The bell had rung in her mind, and the fight was on. Like many of the most intimidating boxers, she approached the lectern without saying a word and whipped out the two 5-pound bags of potatoes. 

This is the speaking equivalent of coming out swinging. Her silence, combined with the incongruous vegetable props, drew her audience in. With their eyes glued to her, they couldn't help but wonder, "What is she going to do next?" 

When you're the speaker, this is exactly what you want.

Suddenly, she dropped the potatoes on the floor, causing a loud thud. That was a right hook to the temple. The odds are insanely high that her audience was spellbound from the blow because they didn't see it coming, and, most likely, it was something they'd never seen before. 

The combination of punches that would inevitably lead to a first-round knockout was the jab ("10 pounds, that's how much weight I've lost since yesterday, and it's all because of this."), followed by the uppercut ("What if you wanted to lose weight and the only thing you had to do was swallow this little pill?"). 

At this point, the audience is at her mercy and will follow her wherever she takes them. Whether you're broadcasting, podcasting, or speaking to a live audience, this is exactly what you want.

"My friends, every time you are on stage or on air and begin the battle for your audience's attention, you are in for the fight of your life. That attention is in very short supply these days."

The captivating 

Captivating an audience's attention on stage versus on camera requires a nuanced understanding of the unique dynamics associated with each medium. While both platforms share the goal of engaging the audience, the methods and techniques employed can differ significantly.

One fundamental distinction between the two platforms is the speaker's physical presence. When on stage, the speaker has the advantage of being able to establish a direct and immediate connection with the audience through body language, eye contact, and overall stage presence. 

The speaker's movements, gestures, and facial expressions, as in the mad scientist example above, can enhance the impact of their message and create a sense of intimacy. This physical proximity allows for a more immersive experience, as the audience can feel the speaker's energy and emotions.

On the other hand, on-camera broadcasting presents a unique set of challenges. The absence of direct physical interaction requires the speaker to rely heavily on verbal communication and visual cues. The camera becomes the audience's window into the speaker's world, and every aspect of the speaker's appearance and delivery is magnified.

Therefore, attention to detail in terms of presentation, attire, and facial expressions is crucial. The speaker must adapt their delivery style to engage the viewer through the lens of the camera, maintaining a sense of connection despite the physical separation.

My friends, every time you are on-stage or on-air, and begin the battle for your audience's attention, you are in for the fight of your life. That attention is in very short supply these days; today's audiences make a simple binary choice, listen to you or go for their phones. They expect you to entertain and educate. 

That said, it's all about willful engagement; like a boxer, you'd best have a strategy going in. The first question you must ask yourself is, "What can I say or do to make them want to listen to me?" 

Whatever that turns out to be, "Come Out Swinging."