Mention public speaking to a selection of industry peers and you will undoubtedly receive a mixed response. Many will have no interest in getting up on stage and presenting to others. Some may already be regulars on the speaker circuit, enjoying their chance to share knowledge and skills with their peers. A few may be horrified at the thought of speaking in front of an audience. Then, there are those of you who have considered putting yourself forward, yet aren't quite sure how to go about it or whether it's worth doing. This article will look into the benefits of public speaking in aesthetics, focusing on how it can positively enhance your credibility and grow your professional profile. You will learn how to overcome nerves, develop your speaking skills and learn how to structure the perfect presentation that is both educational and engaging. The article will conclude by discussing ways to connect with your audience.
The power of public speaking
You may believe that you do not need to embrace public speaking when your primary focus is providing safe, effective aesthetic treatments, but do not rule out how effective public speaking can be when it comes to growing your business, your professional profile and even your own confidence. Becoming a speaker allows you to influence, inspire and motivate others. Not only does that feel good for you, but you will also positively impact your audience as they learn new skills, knowledge and techniques. This, in turn, builds self-confidence, and it is this combination of skills that can transfer into your business and personal life. Your professional profile is elevated when you become a person of influence by building your credibility in the industry. You can then use this position of influence to attract new patients to your clinic, sharing your speaking engagements via newsletters and online. Afterall, who wouldn't want to be treated by an industry expert and respected speaker? You may also find that opportunities appear as companies and suppliers approach you to represent their products and devices on stage. International speaking engagements allow you to travel the world, meet new people and visit new places, expanding your connections and growing your network. So, with this in mind, let us take a closer look at the various benefits public speaking brings to your professional and personal development, so you can unlock your true potential in aesthetics.
» The more you practice public speaking, the more your communication skills develop as you learn what works and what doesn't when it comes to verbal and non-verbal communication «
Enhancing your credibility as a speaker
Credibility centers around trust, honesty and integrity and should be demonstrated in everything you do. When you can prove your expertise and communicate clearly, others are more likely to trust you, engage with you and listen to you. Who, in your opinion, are the thought leaders and experts in our industry? How many of them are regulars on the speaking circuit and present in the UK or abroad? These speakers educate, inspire and motivate us to continually improve and better ourselves. Their advanced communication skills have elevated them to the role of educator, entertainer and key person of influence within aesthetics. They demonstrate and share their knowledge in order to help others become better at what they do, and in doing so, they themselves are viewed as credible.
As a speaker it is vital to establish credibility and build trust with your audience, but how do you do this if you are inexperienced? It is pivotal that you understand the brief, what you are being asked to communicate and ensure that your content is up-to-date and addresses the needs of the audience. Ask yourself — how relevant is the information you are sharing? Tailoring content is crucial and to do this you need to be well-informed and educated in the subject of your presentation. Be prepared to show your sources and how they support your claims. Deliver your information in a way that addresses the interests, needs and/or concerns of the audience to provide them with valuable insights and take-aways that can be implemented in their own practice. Be open and honest about why you are presenting, citing any conflict of interests or partnerships so your audience has confidence that the information you are sharing isn't biased or influenced. By being transparent, people will be more inclined to trust you and view you as credible.
» Your heart races when nervous, but it also races when it is excited! See these feelings as a sign of anticipation and readiness to perform. A shift in perspective and reframing these nervous feelings to those of excitement can really help boost your mood. Change your perspective, change your mindset «
Overcoming nerves
If the thought of standing on stage and presenting to your peers fills you with horror, you are not alone. According to Forbes Magazine (Korn, 2021), Glossophobia, the fear of public speaking, affects approximately 25% of the population. What lies at the root of this varies from person to person, but most commonly it is an underlying fear of being judged negatively by others. This fear of rejection is said to stem back to our ancestors. In evolutionary terms, our ancestors needed to be judged favourably to be accepted as part of the tribe, which would ultimately improve their ability to survive. Being rejected put them at risk of being ousted from the tribe, increasing the likelihood of starvation or death. For those who suffer from a fear of public speaking, it may feel like a life or death situation at the time, but with professional coaching it is possible to overcome this common anxiety.
Nerves are a natural response to a new challenge, and these nerves often come with a selection of physical symptoms such as: increased heart rate, butterflies in the stomach, dry mouth, excessive sweating and trembling. These physical symptoms can then lead to catastrophising thoughts, negative self-talk and feelings of doubt. To overcome this, it is useful to understand that these feelings of nerves are very similar to those of excitement.
Your heart races when nervous, but it also races when it is excited! See these feelings as a sign of anticipation and readiness to perform. Change your perspective and change your mindset.
Key techniques that work to control and reduce nerves can include breathing exercises to calm and focus the mind, visualisation techniques (where you walk-though a successful presentation) and recognising the power of language. Language itself is especially significant as it shapes our emotions, actions and thoughts. In the same way our words can move and motivate an audience, they can also move and motivate ourselves.
It may help you to write down any words and phrases that you associate with your skills, abilities, and the overall experience of speaking on stage. Identify any negative words and replace them with positive ones, then take a moment to recognise and acknowledge how that makes you feel. Repeat positive affirmations such as ‘I am excited to share my message with the audience’ and be your own cheerleader. Focus on self-belief.
Finally, reduce nerves even further with thorough preparation. Find out what format and length your presentation needs to be and put ample time aside to practice. Embrace your strengths as a speaker and acknowledge what you do well.
Combine this preparation with positive affirmations and visualisation techniques and you should find your nerves subside and you start to enjoy public speaking.
» You shouldn't memorise your presentation word for word — it has to flow naturally, so take time to practice in front of friends or family. Practice the speed and vocal pitch you speak at and don't be afraid of pauses to emphasise key points «
Securing speaking engagements
It is important that your chosen subject lends itself to the type of conference or event you wish to speak at. What are you considering presenting to the audience? Is it a specific technique (injectable, skincare or device-led) or are you addressing industry trends or developments? Who would benefit from your knowledge and expertise? Once you have identified this, start researching the conferences and what type of agendas they have. Are you considering one of the larger conferences with a more medical focus, or do want to present at smaller, regional events or workshops that have a mix of business and clinical content? Create a shortlist of places you would like to present and start researching what they need. Each conference will have either a scientific committee or board who decide on the agenda and speakers. They will outline the steps needed to submit your abstract for consideration. Use your network to gain introductions to the people who organise smaller conferences, as often they will ask people they already know and deem credible to speak at their event. Be prepared to demonstrate your credibility in the topic you wish to present. Make sure you understand the format they prefer and the deadlines they set, so you can write your abstract and submit it in time. Remember to try and adapt your abstracts for each event — nobody likes repetitive presentations.
Creating a winning presentation
Now you have secured a speaking engagement, it is time to create a winning presentation that will capture the attention of the audience. First, it is important to find out whether you can brand your slides and/or use named technologies and products, or whether that particular conference requires unbranded presentations. Check to see what the format and ratio should be, how much time you have been assigned and when you need to submit your finished presentation by, and to whom. Now you have all the groundwork covered, you can get creative with your presentation.
Consider, what can you use to help convey your message? Use a mix of text, images and where applicable, graphs, infographics or even video. Keep the slides clear and concise — you want people listening to you, not reading excessive amounts of text on slides. Ensure that your colours, fonts and layout flows consistently and triple-check for typos. Use high quality images and consider diversity and inclusivity when selecting images. Consider the emotions you wish to convey as you present. For example, do you want to project joy, anger, empathy, humor, motivation or inspiration? How do your slides portray these emotions? Be sure to clearly credit any sources if you use images or data and seek permission from whoever necessary to reproduce (with credit) any content you may be using that belongs to others.
Connecting with your audience
The ability to tell a story through your presentation is vital in effectively connecting with your audience. Storytelling forms emotional bonds that captures and holds the attention of the audience. Stories are easier to remember and increase retention of information. They also engage the imagination of the listener as they start to visualise the scenarios and concepts you describe. So, how can you turn your information into a story?
A good story has a beginning (the introduction), a middle (the body of the presentation) and an end (the conclusion). The introduction needs to set the scene and describe something that the audience can identify with, whether that is a problem or situation they face, before setting the scene for the body of the presentation. The middle (the body) illustrates your key message, and this is where you share facts, images, data and knowledge. This part, as with any good story, will also have some sort of ‘villain’ or obstacle that needs to be overcome in order to bring about the ‘happy ending’ or conclusion. Your story also needs some key characters (you, your patient, your peers) that the audience can identify and connect with. Make the ending memorable. Summarise the presentation and use positive language to inspire and motivate your audience. Remember to include a call to action, so they know where they can reach you or how to further their knowledge themselves.
You shouldn't memorise your presentation word for word — it has to flow naturally, so take time to practice in front of friends or family. Practice the speed and vocal pitch you speak at and don't be afraid of pauses to emphasise key points. Make eye contact and move around the stage when presenting, if appropriate. You want to engage with your audience, not talk at them.
Conclusion
Public speaking is not for everyone, however, if you are looking to develop your credibility and stand out from the crowd, then it should certainly be something you consider. Sharing your passion and knowledge with your peers can really benefit the aesthetics industry as a whole. You can motivate and inspire others, expand your network and travel the world whilst developing your profile as a go-to expert in your field. Your communication skills will undoubtedly improve, which can have a positive effect both inside and outside of clinic. Most importantly of all, it can be an incredibly enjoyable and rewarding part of your career.
Reflective questions
- Is public speaking a skill you would like to develop? Identify the ways in which having an on-stage presence can benefit you professionally and personally
- What language do you use when talking about public speaking? Write down the words you use when referring to your own skills, abilities and also the experience itself, replacing negative words with positive ones
- What type of event would you feel most comfortable speaking at? Look through the 2024 agenda of events, workshops and conferences and identify those you wish to submit an abstract for
- How can you work on overcoming your nerves? Develop visualisation techniques and work on reframing nerves into more positive feelings of excitement and anticipation
- How can you create a story from your content? Work on building a slide deck that supports your story and looks professional.