Captivating Your Audience: Using the Power of Title and Subtitles
Imagine yourself waiting on the corner for public transportation in one of the biggest cities in the world. A bus pulls up, stops in front of you, and it opens its doors. You're about to enter the bus when you realize there is no signage explaining where the bus is headed. Do you still get on? Most likely not, or you will at least want to clarify with the driver where they are going before you climb aboard.
The bus is a metaphor for your speaking engagement's messaging, and the signage for this bus is a metaphor for what its title and subtitle can do for your audience. As the "bus driver," you must let your "passengers" know exactly where you’re going. The clearer and more interesting you can make your title and subtitle, the better the chances are you will engage people with your presentation. They will better understand where you’re going with your messaging and what they can expect to learn during your presentation.
By this blog's end, you will know why titles are so important, you will have some great examples to model your titles around, and you will be crafting your own memorable titles and subtitles.
Before writing your titles, it's essential to examine the titles of famous speeches given throughout history. These speeches were delivered by activists and presidents and are now highly regarded among the general public.
Some famous speech titles include:
Based on the title alone, these speeches offer a window into what the speaker is about to talk about and immediately engages the audience.
A subtitle can further clarify the message of the speech by offering more insight into what will be addressed by the speaker. The following speech titles contain subtitles that do just that:
"The Art of Storytelling: How You Can Connect With Your Audience"
"The Power of Persuasion: How You Can Make a Lasting Impression"
"Reinventing Yourself: Strategies for Your Success in the 21st Century"
"Living with Purpose: How to Create a Life You Love"
"The Secrets of Successful Networking: How You Can Build Lasting Connections"
Each of these subtitles contains the word "You." This is particularly important because it immediately engages your audience by speaking directly to them without actually saying a word. They know exactly what they will gain by listening to your speech and will immediately buy in.
As a professional speaker, titles became one of the most important ways I differentiate myself from others. I ensured that all of my titles were different and unique while also being informative. Here are some of the titles I have used over the decades:
"Coyote Power: How You Can Thrive in a Climate of Change and be Unstoppable"
"Using the Willie Factor: How You Can be Extraordinary in Your Customer's Eyes"
"The 534 Method: How You Can Move to Mastery Through Innovation"
"Elephants Don't Bite: Little Things That Get You Huge Results"
"Five On The Islands: Clarifying Your Values"
"Jet Pilots Don't Use The Rear View Mirrors: Looking Ahead Not Back"
You'll notice each of these titles is attention-grabbing and give my "passengers" an understanding of where they are heading.
Now, it is your turn to reflect on the titles of your presentations. Are they immediately engaging? Do your "passengers" understand their "destination." If not, retitle them, and see if you can give each title a subtitle. When you give your next presentation, make sure that your title will make crystal clear where your message is going, and create curiosity, interest, and excitement; so that your audience is with you, seatbelts on and smiling, eager to hear what you have to say.
Now go out and MAKE it a great day!
