Originally published in the August 2006 Issue of Link & Learn. 

Ben Jonson, the British poet and dramatist once said, "To speak and to speak well are two different things. A fool may talk, but a wise man speaks."

Speaking well is more than appearing confident and in control on stage. What you say really matters. Your words are you.

Substance drives style. When your message is exciting, you are exciting to watch. Whatever you do, make your words powerful and real.

An executive client sounded like he was speaking in riddles. His "core values" had been put together by a committee. The message didn't ring true. By telling about his life and career, his real feelings and genuine values became clear. His speech was transformed.

Great leaders take time to develop their own core vision and values, and learn to share them effectively with an audience. Authentic sharing of vision and values wins trust.

Here are eight secrets for leaders who want to speak with a powerful and authentic voice.

Secret #1: Talk about big ideas.
Every speech, presentation or communication needs one big idea. Without big ideas, you're just another speaker. A big idea has a life of its own.

A big idea doesn't require a big speech. It's big because of its power, not its length. Before you write a word of a presentation, ask yourself, "What do I want people to believe after I speak?" Start there.

Abraham Lincoln's Gettysburg Address is 271 words, and it's one of the best speeches ever given. In three minutes, at the height of the Civil War, he persuaded the nation to fight on.

Remember people want to be inspired, not tired, after the applause.

Secret #2: Speak in the moment
Next to long speeches, an audience's second biggest groan comes after speakers deliver "canned" presentations. This isn't to say you can't use some of the same material with a variety of audiences. However, if it sounds like you could have given it in Cleveland last week, you probably did.

Instant news on-line, blogs, live talk radio and on-demand TV have changed the world. Audiences expect something timely and relevant. Like day-old bread, your words will be discounted if you don't keep it fresh.

Secret #3: Keep it simple
Most speakers try to do too much, in too little time. They overwhelm the audience. Messages have to be simple and straightforward to make an impact.

Roger Marino, who was one of three founders of data storage giant EMC, learned before starting his business how to keep it simple.

"When I was in college and I would see one of these engineering professors talking, if I didn't get what they were talking about, (I figured they weren't) so brilliant." Marino insisted on one-page memos from employees. "You really have to (remember to keep it simple) to hammer a message home."

Secret #4: Be a straight shooter
In the age of Sarbanes Oxley people place a higher premium than ever on what rings true. Their radar is up. They have access to an unprecedented amount of information. Unlike a generation or two ago, they are adept at reading people. Even if they don't have the facts, they have a sense about whether a leader is being forthcoming and honest.

If you have a difficult message to deliver, do it. If you cannot talk about something right now, let people know why. If you've made a mistake, own up to it. People will respect you and give you the benefit of the doubt, if they think you're a straight shooter.

Secret #5: Be an optimist
A hallmark of leadership is optimism. A leader must see and talk about what's possible. A sure sign that a person is not yet ready for leadership is when they complain about what can't be done.

Leaders look at challenges as opportunities to learn and grow. Reframe the challenges to show people the way. Paint a picture of success. It's the most powerful thing you can do on the platform.

Secret #6: Focus on the future
We look to leaders to help us see the future. New York Mayor Rudy Giuliani revived his flagging political career on 9/11/2001 when he focused on recovery. "The people in New York City will be whole again. We are going to come out of this emotionally stronger, politically stronger, much closer together as a city and we're going to come out of this economically stronger, too."

Hope is a potent message. Focus on what can and will be done. Your hope and belief set the course for the organization.

Secret #7: Be real
Dan Wolf, founder and CEO of Cape Air, is warm and genuine; he uses self-effacing humor. "Physical attributes, like bald jokes, work. Also my organizational skills are not great. It's all great material for humor," he explained.

Good leaders are not afraid to be human with audiences. They don't put themselves on a pedestal. Humor can help you come across as polished and still professional.

Secret #8: Stand for something People go to work to be part of something bigger. They want to follow a leader who stands for something.

Judy George, founder and CEO of Domain Home Furnishings, started after getting fired from a job. She grew her business to 23 stores and $50 million in sales. She shares the real story of bootstrapping her way up, and is never afraid to talk about her mistakes.

As a result, audiences know Judy is about hard work and self-reliance. They flock to the podium after her talks. "The best advice I can give anyone," Judy says, "is to stand for something."

Growing Your Assets
In business you watch the assets on the company balance sheet. But many leaders forget to build their personal balance sheet. How will you develop this asset - and make sure speaking is an asset, not a liability?

Speaking isn't a natural born skill. Leaders who have good platform skills always tell me they were average or even lousy speakers when they started. Incorporating these eight tips will demonstrate, beyond your title or position that you belong in the role of a leader.

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About the Author:

Suzanne Bates is the author of Speak Like a CEO, Secrets for Commanding Attention and Getting Results (McGraw Hill 2005) now in its 5th printing. Her firm, Bates Communications, helps companies enhance executive performance and drive business results through better communication. Suzanne is a former television news anchor, who is now a speaker and expert often quoted in print, and on radio and TV.

Suzanne Bates presented a breakout session at The Women in Leadership Summit on November 13-15 in Boston, MA on "Speak Like a CEO: How Leaders Tell Stories, Make a Powerful Impact, and Get Business Results".  For more information on the 2007 Women in Leadership Summit or to register, please click here 

This issue of Link&Learn was published in August 2006, by Linkage, Inc. (http://www.linkageinc.com). Please direct copyright and additional questions and comments to LinkandLearn@LinkageInc.com