How To Fritter Away A 60 Second Marketing Opportunity

The biggest thing that makes an awards night boring as bat shit...

Boring acceptance speeches. One after the other.

I've lost count the number of times I've heard...

- I'm so surprised

- This is unexpected (you entered)

- I looked at all the finalists and didn't think I had a chance

- I didn't prepare anything, I'll wing it (please, no)

- Thanking a laundry list of people of people (It's not a thank you speech. It's an acceptance speech)

- I'd like to thank my wife

- I'd like to thank my husband

- I'd like to thank my beautiful kids (no one EVER thanks their butt ugly children)

- I'd like to thank my team

- I wouldn't be here if...

- Petering off at the end with some vague mutterings like 'so, yeah'.

Imagine this over and over for hours. Snoozeville.

Occasionally, our attention is drawn back to the stage by someone who understood they're not just there to pick up a trophy. That the awards process is more than winning. It's about celebrating your wins. Connecting on another level with 100s of other business owners. These people, despite their fear of public speaking and being on stage in front of many people, prepare with a succinct, engaging and purposeful acceptance speech.

I get it...most of us in small business are not trained in communications. Most of us are winging it. So when we get on stage to collect an award, emotions are heightened, hands are shaking, and brains go blank....and we waffle our way through. Not saying anything meaningful except to repeat what everyone else has said.

The ripple effect not being prepared flows through the night, as 90% of the winners accepting their win are as ill prepared as you. It's not just one boring speech. It's 10, 30, 50. Over and over.

No wonder people start talking. It's rude and disrespectful, but after an hour of the same thing, you disengage, and the very worthy winners have to talk over a bored audience. Not fair. Not polite. But if you don't prepare and consider the importance of what you are doing, you're throwing away an opportunity to share your message, respect the audience, and say something that makes people listen.

No one expects a Martin Luther King level of speech, but the audience does expect you to be prepared. You don't have to be a speech writer to make an impact...be real, share your journey, acknowledge what YOU have done and leave the audience inspired. You're standing on the stage. You did the work. You deserve to be there.

I get it. Imposter syndrome doesn't go away because you've made the finals or won. That itty bitty shitty committee can be turned down by being prepared. Because when you leave things to chance, your brain will fill in the gaps trying to protect you from what you don't want to do. Your audience will thank you if you skip the predictable. Give them something to think about or act upon after the evening is over.

Acceptance speeches are your opportunity to be memorable. You have the audiences' attention for 30 to 60 seconds. Use it well.

This is what preparation looks like:

• Breathe: take a few oxygen filling deep breaths to settle your nerves.
• Share personal stories: connect with your audience through relatable experiences like a pivotal moment that changed your business or something you have learnt about being in business.
• Make it about you and your journey: yes, your team, clients, family and dog are part of your journey and thanking them is beaitiful. But don't make it all about them. Yes, your team makes things happen but they wouldn't have a job if you didn't lie awake at night worrying or making things happen. It's ok to acknowledge what YOU'VE achieved.
• Align with the mission: what's the purpose or why behind what you do? This doesn't mean it has to be big and world changing. It just has to reflect why you do what you do in your space.
• Deliver a positive message: what tough times have you overcome, what did you learn, what impact are you having.
• Practice, practice, practice: it's okay to have notes, but the best speeches are delivered looking out into the audience. Memorise your speech, so all you have to enjoy is the moment on stage.
• Keep it concise: meaning - don't waffle. That loses the audience as much as not being prepared.
• Be funny: appropriately. It lightens the mood and engages your audience.
• Paint a picture with your words: tell a story about your journey.
• Speak from the heart: be real, be you.
• End strong: leave a lasting impression with a powerful closing statement or gesture, think fist pump or a tag line. We often end our speeches with 'there's no room in business for modesty. You deserve to be well known, well paid and wanted.' or 'go be bold, brave and audacious' ending with a lovely fist pump.
• Command the stage: you might be shitting your pants because public speaking isn't your thing, but you can still own the stage. Stand tall. Look into the audience (the lights are so bright you can't see people). Smile. You are there because you did the work. Be proud.

Award programs have a responsibility to ensure that finalists are equipped... with insights, training or tips on how to deliver a good speech and how to make the most of the process. The finalists are the reason for these gala events. Why not prepare the stars of the show to ensure a well run and engaging program? It seems you'd want the stars of the night to shine... Otherwise, it's just the same lines uttered over and over for hours and a bored audience.

People want to cheer you on. They want to hear your story. Don't fritter away the opportunity to share your business with more people by downplaying your achievements by being unprepared.

It's okay to not like being in the spotlight.

It's okay not to be a professional speaker.

It's okay to be scared. People aren't expecting an outstanding orator. They want to see the person behind the business name and the few words the MC reads as you walk on stage.

They want to see someone like them who gave it a crack and had the guts to defy a culture of tall poppies to celebrate growth and success.

Go on...be bold, brave and audacious.