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I remember the first time I wrote a speech introduction like it was yesterday.  It was in preparation for one of my first Toastmasters speeches.  I’ll admit that I didn’t put much thought into it.  By all measurements it was a hum drum, by the books, “here is what I’ve” done introduction.

It basically read like this…”Marcus Smith is an exciting Toastmaster with an Industrial Engineering Degree from Georgia Tech”.  It was as flat as the Texas terrain.  In a 15 person audience 5 people clapped, 4 people gave a blank stare, 3 people tapped away on their Blackberries, 2 dozed off, and one person got up and walked out.

Great way to start a speech.

At the time I didn’t think I did anything wrong.  My introduction was factual and accurate.  It included everything the audience needed to know. It was functional with one glaring problem.

It was BORING!

The audience was unresponsive and dry.  I’ll never commit suicide like that again.

The Purpose of an Introduction

The introduction is your chance to craft your first impression.   It’s been well documented that people form an opinion of a stranger seconds after meeting them.  Not decades, not years, not months, not weeks, not days, not hours, not minutes, but mere seconds after that initial contact.

Translation…your faithful audience has already decided if they’ll pay attention before your lips part.

Don’t shortchange yourself when writing the introduction.  It only comes back to bite you later on.

Are you an analytical genius?  If so, why does your introduction only say you’re smart?

Are you a chess champion?  If so, why would you only say you play chess?

Do your paintings hang in art galleries? If so, why would you say you’re a simple painter?

Your introduction should tell your story.  It should shine a positive light on your accomplishments while pushing the audience towards the edge of their seats.

Compare and Contrast

For the purposes of this example I’ll use a 10 year sales automotive sales veteran named Bob Johnson.  Here are Bob’s critical sales statistics:

• Bachelors Degree in Management from Southern Community College.
• Bob sold $3MM in automobiles his 2nd year on the job (10% of total company sales).  Bob also won National Salesmen of the Year for his efforts.
• In the last 5 years each recipient of the National Salesmen of the Year award has been directly trained by Bob Johnson.
• By his 4th year all national sales plans had to meet his approval.

Poor Introduction

Bob Johnson is a 10 year veteran in the automotive sales field.  Prior to starting his sales career Bob received a management degree from Southern Community College.  During his storied career Bob Johnson has sold many vehicles, trained top salesmen, and managed the national sales plan.  Ladies and gentlemen please give a warm round of applause to Bob Johnson!

Good Introduction

To refer to Bob Johnson as a mere salesman would be a crime.  Bob is a giant in company who sets the standards by which we work.

2000 was a good year for Bob.  In only his 2nd year with the company he was responsible for $3MM in sales (10% of total sales for the 2008 fiscal year) on his way to capturing the National Salesman of the Year Award.  In a national sales force of 400 people Bob stood head and shoulders above the competition.  In fact, the last 5 winners of the National Salesman of the Year Award have been direct disciples of Bob Johnson.

In this company, it takes 10 to 15 years to lay eyes on the national sales plan before it gets rolled out.  By Bob’s fourth year he was creating it.

Ladies and gentlemen please give a warm round of applause to Bob as he takes the podium to present our financial outlook for the year!

Which introduction is better? Which introduction tells a story?  Which introduction invokes the imagination?  Which introduction grabs your attention?

The natural answer is #2.  It has drama, action, and hard statistics to let you know that you should pay attention when Bob Johnson is tickling your eardrums.  Your introduction should do the same.

Conclusion

An introduction should announce your arrival.  It should let people know who you are, where you’ve been, and why its worth their time to listen.  An effective introduction is vivid, expressive, dramatic, and factual.  Anything less would be uncivilized.

The next time you’re getting ready to deliver a presentation do yourself a favor.  Stand up and read it aloud.  When you’re done ask yourself what does the introduction say about you.

Does it make you want to open your ears or close your eyes?

written by Marcus A Smith