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| Shel Horowitz’s Clean and Green Marketing Tip,
August 2014
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This Month’s Tip: Speak at a TED Event and Do It Right
This spring, I got to do a TED talk “Impossible Is a Dare: Business For a Better World.”
You can see it at https://www.ted.com/tedx/events/11809. |
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I’ve written often about public speaking as an outreach, brand building, and marketing tool. There is perhaps no better training ground for speakers than TED. If you’re not familiar, TED—an acronym for Technology, Education, Design—is a prestigious (and very expensive) conference featuring short talks by very bright minds. No TED talk is supposed to go longer than 18 minutes, though I’ve seen a few that snuck in a bit extra.
Presenters have included Bill Gates, Isabel Allende, Seth Godin, James Cameron, Viktor Frankl, Gabby Giffords, Malcolm Gladwell, Bill and Hillary Clinton (separately), Stephen Hawking, and hundreds of others at the top of their game. The world is a richer place for this body of elegantly delivered wisdom, and the TED.com website is extremely popular. Many superstars of the speaking world were virtually unknown until their TED talks went viral.
The smartest thing TED has done is to video-record every presentation, and put them up on a public website, freely accessible to all. And the second-smartest thing TED has done, under the management of Wired Magazine founder and bestselling author Chris Anderson, is franchise the TED concept. Hundreds of cities now post TEDx talks, as official satellites of the main TED event.
To put a coherent message together in as little as five or as much as 18 minutes is no easy task. Even for experienced speakers, it’s a challenge. For many years, I’ve watched lots of TED talks—both to gain knowledge and insight about the world around me, and to study presentation techniques from these excellent speakers.
And for many years, too, I’d wanted to present a TED talk. I answered speaker calls for several TEDx events, reached out to people I knew who had presented at TED, and tried to be patient. I even volunteered to coach a TEDx presenter over Google Hangouts. (It’s quite fascinating to help shape someone else’s TED talk.)
Then, on April 10 of this year, the same organizer for whom I’d coached a speaker chose me to do a TEDx Salon event on May 8 in Shelburne Falls, Massachusetts, just 35 miles from my house. Instead of a day in a big auditorium with lots of speakers, I would be the only speaker in an intimate evening in a very small room (it was crowded with 15 people), and I would also choose two related TED talks to show. But it would still get posted on TED.com, and that was good enough for me.
I had less than a month to prepare. Most TED speakers have a lot more notice. Yes, I felt the pressure. I wanted thousands of people to watch my video, and I wanted it to leverage change in the way business is done.
This organizer wants all her speakers to have a rehearsal/coaching session, usually in person (I don’t know if that’s standard TED procedure, or just hers). After creating a whole new talk and slide show, I was on the third major draft (plus numerous minor edits) by the time I drove up to the venue for the dry run. Having been a speaker for decades, I was feeling pretty confident (and a little resentful of giving up an extra evening). But my volunteer coaches showed me I still had room for lots of improvement. Fortunately, I still had ten days to get it right. I simplified and clarified the messaging and slides, reworked certain awkward points in my narrative—and successfully delivered Version 4.0 in front of my packed and enthusiastic audience of 15. I ended up being quite grateful for the coaching session.
Fairly late in the process—the day before the rehearsal—I decided to build my talk around this quote: “Impossible is not a fact. It’s an opinion. Impossible is not a declaration. It’s a dare.” In my talk, I attributed it to an author named Elna Baker; I later found out that she took it from Muhammad Ali. The complete quote is “Impossible is just a big word thrown around by small men who find it easier to live in the world they’ve been given than to explore the power they have to change it. Impossible is not a fact. It’s an opinion. Impossible is not a declaration. It’s a dare. Impossible is potential. Impossible is temporary. Impossible is nothing.”
And that gave me a structure. I brought up several examples of things we used to think were impossible and now accept as fact: from human beings traveling at 17,500 miles per hour (aboard the International Space Station)…to the invention of the lightbulb and the iPod…to ending apartheid without vengeance…to saving a mountain in my own neighborhood. Then I took it global, challenging the business world to “turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance.” I pointed out the profit potential in doing this work, and cited companies already profiting with their social enterprises.
If you watch my TED talk (once again, the URL is https://www.ted.com/tedx/events/11809 ), I’d be grateful if you send me a comment that I can put on a web page. If you can spare 15 minutes to listen, please take another minute or two and share your reaction. If you can forward to people you think would like to see it and link to it on social media, you’ll have my gratitude. |
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| Friends/Colleagues who Want to Help |
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Jay Levinson Memorial Conference is On Hold
My wife was the one who noticed that the Guerrilla Marketing conference I mentioned last month had been scheduled for Yom Kippur, the holiest day of the Jewish calendar. When I brought this to the attention of the organizers, they immediately cancelled the conference (to their credit). At press time, they haven’t set a new date.
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Starting a new website? Or tired of your existing hosting company? Have I got something for you: Hostgator, the hosting company I’ve been happily using for the past few years, is allowing me to give you a whole month of hosting—for a penny. Such a deal! All you have to do is go to https://www.hostgator.com/shared and when the time comes to give your coupon code, use my full name, all capital letters: SHELHOROWITZ (1 L, 2 Os). |
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Thursday, September 11, 6 pm ET/3 pm PT: Webinar, “Selling Your Self-Published Book to a Bigger Publisher,” Connecticut Authors and Publishers Association. Details & Register Here https://tinyurl.com/onlz3hw
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| HOLYOKE, MA: Saturday, September 13, 9:30-10:30 a.m., Making Sustainability Sexy: Marketing Secrets for Green/Local Businesses/Organizations, Co-op Power’s Sustainability Summit, Holyoke Heritage State Park, 221 Appleton Street, 9 a.m. to 4 p.m. |
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September 26-28, Dover, Vermont: Scaling Change for Social Good is a fascinating “un-conference” with a keynote by Ami Dar, founder of Idealist.org, and an emphasis on getting your deep social change story sharp enough to present on video. This is a skill set that every marketer *and* every social change agent or environmental activist needs. I’ll be there as an advising mentor—but what happens there is really about the group, about a new way to collaborate for change. https://www.scalingchange.org/
I am participating because 1) I love the theme of achieving deep social change; it’s very much aligned with the direction I expect to be going for the next 15 years or so, and 2) I’m betting that this could be the start of something very big—kind of like being able to say you were at the first TED conference |
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Largest rally on climate change in US history, Sunday, September 21, NYC. I am going to be in the city Saturday as well, and could squeeze in a couple of meetings. Even, if someone wants to organize one, a public event. Please respond to me (shel at principledprofit.com) with the subject line Meet in NYC or Speak in NYC |
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Monday, October 6, 2 p.m. ET/11 a.m. PT: It’s been a while since I’ve done the Making Green Sexy talk as a webinar. I’m doing it once again for Green America—a much-improved version compared to the last time I presented it online. No charge.
Remember: You can earn a generous commission if you book Shel into a paid speaking engagement.
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Connect with Shel on Social Media |
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About Shel & This Newsletter
As a marketing consultant and copywriter… award-winning author of eight books… international speaker, blogger, syndicated columnist — Shel Horowitz shows how green and ethical businesses can actually be *more* profitable than your less-green competitors. His most recent book is category bestseller Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet. Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.
He was inducted into the National Environmental Hall of Fame in 2011.
Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company
He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).
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| “As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).” |
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| Two Recommended Books—Talk Like TED, How to Deliver a TED Talk |
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Talk Like TED by Carmine Gallo (St. Martin’s Press, 2014), How to Deliver a TED Talk by Jeremy Donovan (McGraw Hill, 2014)
Whether or not you ever hope to give a TED talk of your own, if you do any public speaking at all (and that includes teleseminars and webinars), you can learn a lot by studying the best TED talks. There are quite a few books on the subject. I found these two quite helpful.
Yes, it’s unusual for me to cover two books in one review; I think I’ve only done that once before in 11 years of writing a monthly book review. It’s also unusual for me to review books when I haven’t taken several pages of notes while I was reading.
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But these two books are two windows on the same need, and they complement each other nicely. Both books cite dozens of examples of successful TED talks, complete with the URLs to watch them. Their lists of talks overlap—both, for instance, cite Sir Ken Robinson’s talk on the need for creativity in education and Dr. Jill Bolte Taylor’s fascinating talk on how she, a neuroscientist, deconstructed her own experience of having a stroke. But they also each cite numerous examples that the other does not, and they provide different frameworks for constructing your talk. |
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Talk Like TED: The 9 Public-Speaking Secrets of the World’s Top Minds, by Carmine Gallo (St. Martin’s, 2014) was recommended to me by my friend Jim Bowes, who used it in preparing his own TEDx presentation.
I read this during those few weeks I had to prepare, and I found that often, I’d get up from the book to watch one of the examples he refers to. And almost as often, I’d go from reading the book or watching one of the referenced TED talks to the edit window in PowerPoint, and immediately make changes based on what I was learning.
A few weeks after my TED talk, I met Jeremy Donovan at Book Expo America, and he gave me a copy of his new book, How to Deliver a TED Talk: Secrets of the World’s Most Inspiring Presentations (McGraw Hill, 2014).
And even though my TED talk was over, I started reading it. First, because I do plenty of speaking beyond TED, and second, because I might do other TED talks (Malcolm Gladwell has done at least three).
Some of my takeaways (or reinforcements of my existing ideas) from Gallo:
- Talk to the amygdala: to the part of the brain that reacts viscerally, emotively
- Use strong sound bites
- Incorporate humor, abundance, and optimism
- Group concepts in threes (in my case, I had three social problems for the business community to solve, and three examples of how people worked backward to reach an “impossible” goal—but I’ve been speaking and writing in threes long before I read this book)
And from Donovan:
- You can organize a talk either through inductive or deductive logic
- If seeking to move people to accept a controversial idea, bridge from a non-controversial idea
- Know what persona you’re going to adapt, and to what purpose; will you be a magician? A creative genius? A teacher of science? A lover of nature? A catalyst for change?
- Understand the components of your talk (for example, you might alternate between stating premises and proving them)—he deconstructs numerous talks
- Use the full complement of tools at your disposal: body language, tone of voice, visuals, humor, etc.
- Provide the person who introduces you with a script that reinforces both your message AND your delivery style (great advice for ANY speech).
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