Your Two-Minute Introductory Speech

When you are called upon to give a speech, you need to create a written introduction that summarizes your personal brand. This is very important if you want to make an impact on your audience. The two-minute canned introduction is a product you will create that is based on your bio. No longer than 250 words, the best introduction does four things:

1. Sets you up as a leader and expert in your industry or profession
2. Explains why you are passionate about what you do
3. Says something unique about you
4. Finishes with a personal brand slogan, a catchy phrase that will stick in the audience’s memory.

The brand slogan is sometimes called a “tagline,” which is a succinct play on words that captures the essence of you, your product or service. The tagline should resonate with your public or target market. A tagline is the sound bite that comes to mind whenever people think of your brand. Political figures are especially oriented toward the use of taglines. Remember how past President George H.W. Bush was dedicated to traditional American values and wanted to make the United States “a kinder and gentler nation”?

Here are few more well-known examples of personal brand taglines:

• Author John Gray: “Men are from Mars, women are from Venus.”
• Civil rights activist Dr. Martin Luther King, Jr.: “I Have a Dream.”
• Real estate mogul Donald Trump: “You’re fired.”
• Model and television show host Tyra Banks: “You’re still in the running towards becoming America’s Next Top Model.”

When you examine personal brand taglines, you see that many are taken from television shows, commercials, the titles of books or speeches. In her PR business, Patty Briguglio uses a couple of taglines. One is, “I’m good at what I do.” Another is, “I get results.”

When you are being introduced as a speaker, it helps to coach your introducer just a little bit by having the person read your introduction aloud to you ahead of time. This helps the introducer feel confident about the pronunciation of your name and perhaps other words you have used in the copy. It gives an introducer a chance to ask questions and feel that he or she knows you a little better. Introducers should be trusted, influential members of the organization or association you are addressing.

One gracious technique used by Toastmasters International is for the introducer to shake hands with the speaker before departing the podium. Never pass up an opportunity to have yourself effectively introduced in this way by someone else when you are the primary speaker for an event or a meeting. Even if you are just the facilitator of a panel, a proper introduction will set the stage. The audience watches you expectantly. You are in the spotlight. Smile! Take a breath and then speak.