Being asked to speak at a webinar is an exciting opportunity to display your expertise in your field. However excited you may be, there’s also pressure to make sure you convey the right message and key points, while also captivating the audience as a speaker. To accomplish this, you need to do a lot more than prepare a slide deck and turn the camera on. Tapping into your inner storyteller is key – it helps to articulate your thoughts in an easy-to-follow way and leverages audiences’ preference for stories. Read on for three tips the BrightTALK team uses to help you create the best story for your webinar and shine as a speaker.
Whenever speaking on behalf of an organization, it can be tempting to launch into why your products and solutions are so great. But it’s important to remember that most likely your audience didn’t attend your webinar to hear a product pitch. They have a unique problem and are looking for solutions or answers to their questions. So, to be an engaging speaker, you’ll want to provide actionable insight for the viewer. This means that you in some way will help them understand or resolve the issue they are facing. One way to ensure you get to those actionable insights is to use the B2B monomyth: A series of common themes in enduring stories reimagined for the B2B space.
In the B2B monomyth each stage builds on the last:
Consider the goals of your webinar and the time you have allotted when selecting which B2B monomyth stages to cover in your session. They should also tailor to your audience and where they will see the most value.
Good storytelling must have the right narrative framework to be effective, meaning we capture an audience’s attention at the very beginning and carry them through to the end. One way to do this is to tell a fable. Not quite like Aesop’s Fables with talking animals, when we talk about a fable we use a simplified story arc to tell a personal story that ends with a moral for the audience to takeaway and exemplifies the broader story you’re trying to tell.
The five-sentence fable covers each of these points in one sentence:
It may seem difficult to create these fables at first. To get started think about your own experiences. By sharing real-world examples from your background you can better connect with your audience and will provide memorable moments for your audience.
An audience will commit to a story if they know where it is heading, so if the different stages of your story don’t connect with each other, your audience may be confused and even lost. At worst, they may even drop off your webinar entirely!
To ensure your story connects from one big idea to the next, write out a brief script that outlines your webinar end-to-end. Rather than writing out every sentence or word you’ll say, stick to noting the key points – these should line up with the B2B monomyth we covered earlier. These key points should build on each other, each bringing the audience closer to your key takeaways. Then practice working through these points, even inviting a colleague or two to listen in. Are there any gaps where your audience might get lost? If yes, go back and look to fill those gaps. We also recommend leaving time at the end for Q&A, where your audience can share pain points or other questions directly, and you can use your expertise to resolve them.
Becoming a great webinar speaker often comes with time and practice – these storytelling tactics will help get you there faster. The key is to not let your nerves or your own motives distract you from the most important aspect of your webinar: your audience! If you keep your audience in mind, you’re well on your way to becoming a great storyteller and webinar speaker. For more insights on effective storytelling in the webinar format watch, Build a Better Webinar: Storytelling & Scripting.