The “Selling Yourself” Handbook 187
audience. Until you’re willing to make a fool of yourself in front
of an audience, you will.
Be likable
The winner is the person we like. The official who gets elected
is the one we like. The likable speaker is the one we believe.
•••And for every “do” in the previous list, there’s a correspond-
ing “don’t” in the following:
- Don’t use any of my advice if it doesn’t seem natural for
you. - Don’t make a speech, preach, teach, orate, or
pontificate. - Don’t imitate anyone else.
- Don’t frown or look dead.
- Don’t hide or tie up your hands.
- Don’t shout or try to reach the back wall.
- Don’t run on at the mouth.
- Don’t use sounds to think by. Get rid of all audible
pauses. - Don’t get angry or uptight.
- Don’t repeat or reinforce negatives.
- Don’t be defensive.
- Don’t wing it.
- Don’t lie or make it up as you go along.
- Don’t try to give an answer if you don’t understand the
question or if you don’t know the answer. - Don’t repeat a nasty question or ask the questioner to
repeat the question. - Don’t think about your adversary or yourself.
- Don’t think “down” or “up” or “away.”
- Don’t assume your audience knows your message.
- Don’t worry about being too simple.
- Don’t consider your material dull.
- Don’t wait until the last minute to prepare.