The How of Wow

The How of Wow: A Guide to Giving a Speech That Will Positively Blow 'Em Away

By Tony Carlson

About the Author

Tony Carlson is a seasoned communications executive with 30 years of experience in various roles including award-winning journalist, educator, and corporate writer. He currently serves as the editor of corporate communications for Bell Canada. With a deep understanding of what makes communication effective, Carlson has compiled his extensive knowledge into "The How of Wow," aiming to transform mundane speeches into memorable and impactful presentations.

Main Idea

"The How of Wow" is a comprehensive guide to crafting and delivering speeches that captivate and engage audiences. Tony Carlson emphasizes that effective public speaking is not just about the content of the speech but also about how it is delivered. By focusing on audience engagement, stage presence, clarity, and delivery, Carlson provides readers with the tools to make their speeches stand out and leave a lasting impression.

Table of Contents

1. Why Should You Care?
2. Understand Your Audience
3. Before You Write a Word
4. As You Write
5. Stand and Deliver
6. After the Talking Is Done

1. Why Should You Care?

Delivering memorable speeches is a powerful tool to build your personal brand. Public speaking provides an opportunity to demonstrate expertise, gain recognition, and enhance your promotability. Effective communication is essential for leadership and innovation, especially in technology-heavy organizations.

"Management is about human beings. Every enterprise is composed of people with different skills and knowledge doing many different kinds of work. It must be built on communication and on individual responsibility." - Peter Drucker

When given a platform to speak, it is an opportunity to cast yourself in a new light, showcase your expertise, and leave a memorable impression. In a world where people process immense amounts of information daily, making an impact requires more than just repeating points three times. Carlson argues for a more dynamic approach to speechmaking, where the focus is on engaging and connecting with the audience from the start.

2. Understand Your Audience

Knowing your audience is crucial. People learn and perceive information differently, so it is essential to connect with various learning styles. Understanding the context and meaning behind their memories helps in creating a lasting impression.

• Different Learning Styles: Some audience members respond to visuals, others to auditory cues, and some to hands-on experiences. A successful speaker must engage all these types.
• Shared Humanity: Sharing personal experiences and connecting on a human level makes the speech relatable and memorable.

"This is the one thing that you have that connects you with every single person in every single audience." - Tony Carlson

Audience members are not a homogeneous group; they are individuals with unique ways of processing information. Some may be visual learners who need to see images or videos to understand a concept fully. Others may be auditory learners who grasp ideas better through listening. Kinesthetic learners, on the other hand, may need to engage in an activity to internalize the information. To be an effective speaker, you must cater to all these types of learners. Additionally, people remember information better when it is presented in a meaningful context. The emotional core of a person's being is engaged when you share your humanity, making your speech more memorable.