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Kathryn Janicek

Invisible Audience, Lost Connection: Why Knowing Your Audience Matters More Than Slides

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You find out you have to do a talk.

You come up with the topic.

And then you dig right into the slides.

Right?

I have news for you.

This is what the majority of presenters do wrong.

Do you know the first thing you should do before creating a talk, presentation, webinar, or slide deck? 

The one thing you must do before creating your slides is know your audience.

The first step in speaking to anyone is to know who you’re talking to.

Know their pain points.

Know what matters to them.

Know who’s in the actual audience.

If you don’t know – how do you know what to say?

What will resonate with them?

I recently had a conversation with someone preparing a presentation for work.

She had meticulously crafted her slides and rehearsed her content, but a crucial piece was missing – she didn’t know her audience. Her boss never provided insights into who would attend the presentation.

As a result, she found herself struggling to create something meaningful and engaging. She had difficulty creating something in a vacuum and feeling passionate about it.

It’s a scenario many of us can relate to. 

It can feel impossible to connect with your audience online or on stage if you don’t know who they are.

Don’t wait until you get there.

Some executives think it’s acceptable to breeze through slides for 45 minutes – just talking about what THEY want to talk about.

Guess what? That’s a surefire way to lose your audience’s interest and credibility as a speaker. Do that, and they won’t connect. They won’t buy your product. They won’t trust you. They won’t even like you very much… and if you’re a paid speaker, you likely won’t be invited back.

The key to being a successful presenter is to shift your mindset from merely delivering information to engaging in a conversation with your audience.

And it’s not a real conversation unless you know them.

You see them. 

You need to know your audience to feel them.

Presenting blindly is a recipe for disaster. 

Empower yourself by asking questions about your audience ahead of time. Contact event planners or organizers (or get your EA or team) to gather insights to help you tailor your presentation, know what to teach them, and how to talk to each person. What do you ask?

Who are they? 

What are their ages?

What are the other demographics? (ex: What level of education?)

What time am I presenting (this matters … people are TIRED at 3 pm, so you’ll need to ENTERTAIN)?

Bonus questions you’ll need to ask:

Will there be a prompter?

Is there a podium?

If it’s a panel, what is the seating? (Bar stools, chairs, etc)

Stick mic or lavalier mic?

Remember, it’s not about what you want to talk about – rather, what your audience needs to hear.

Speak Up: Overcoming The Fear of Public Speaking

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Is fear stopping you from living life to its fullest?

Close your eyes and picture this:

You’re a kid again. You’re in the third grade, and you’ve been dreading this day for weeks. 

You don’t understand why people keep telling you to picture the audience in their underwear.

Your hand-written cue cards are stuffed in your pocket as you try to remember the words on the way to school. You’re resisting the urge to pull them out and read from them line by line. 

The thought of your classmates – all 30 or so eyeballs – staring at you when it’s your turn to speak has you considering developing a sudden, unexpected case of the flu. 

It was at that moment you unlocked a new fear – you were terrified of public speaking!

Did your stomach flip on you? Did your skin crawl? Some hated the spotlight then, and they still hate it now. 

I bet it’s stopped them from doing a lot of things. Whether it’s public speaking, heights, or creepy crawlies – fear prevents us from living life to the fullest.

This is true for women especially. 

I recently read a study out of Harvard. It suggested women avoid public speaking for fear of looking bad, sounding bad, appearing inexperienced, or not sounding confident.

It also suggested one of the number one things causing women to turn down speaking opportunities is the fear of appearing to grab too much attention.

I find this so interesting because, being a woman myself and having experienced this in my own career …

This is just a story we tell ourselves.

Now, in my mid to late 40s, I can attest this goes on in our heads in our 20s, 30s, and 40s. Our clients feel it in their 50s and 60s.

It’s hard to overcome the anxiety and fear of public speaking.⁠ Who wants to make a mistake and feel like they’ve failed?⁠

With more experience in front of people, we become more and more confident in taking on bigger opportunities.

As for my clients, they tend to reach out to me in their 40s. It’s at this point they realize:

  • It’s time to say yes
  • It’s time to go for that promotion 
  • It’s time to go for that governance board
  • It’s time to go for that presidential position
  • It’s time to go for that conference talk

Don’t wait to take on those opportunities.⁠ Bet on yourself, and take that chance NOW. ⁠

You’re a rockstar.⁠

There’s no reason why you can’t bring that same confidence to webinars, stages, Zoom meetings, leading your team, the boardroom, investor pitches, media interviews, and job interviews.⁠

And we’re here to help.⁠

Stage Fright to Spotlight: Conquer Public Speaking & Communicate Powerfully

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Did you know working on one skill will raise your value by 50%?

Many of our clients – leaders, Fortune 500 companies, doctors, CEOs, salespeople – hire our company to train them so they’re more confident when speaking to the media, in webinars, with their teams, with investors, the board, on stage, in job interviews, and with clients. ANY time they need to make a bigger impact.

Even Warren Buffett and Richard Branson talk about why it’s so important to communicate powerfully. 

When Buffett went to college, he avoided all classes requiring public speaking. He was terrified of it. When he graduated, he realized his fear was killing his ability to move up in his career.

He took a public speaking course after college and has since said, “My public speaking course was arguably the best investment I made in my life. You can improve your value by 50% just by learning communication skills.”

Richard Branson says, “Communication is the most important skill any leader can possess.” 

“Today, if you want to succeed as an entrepreneur, you also have to be a storyteller … It is not enough to create a great product; you also have to work out how to let people know about it.”

Knowing how to communicate with impact helps you motivate change, influence decisions, and form connections so you can get what you want out of life.

Great public speakers master the art of communication to influence and lead.

You must be able to effectively communicate with your boss, your colleagues, employees, customers, future customers, patients, donors, and investors. 

Leaders who inspire are trusted by their employees. Leaders with communication and public speaking skills have a much easier time influencing their coworkers. 

Plus, public speaking helps you increase your confidence level. If you can get up in front of a crowd, you can ask for a raise, inspire your employees, have more successful first dates, and even be more successful and happy at home! 

At our company, we’re committed to equipping individuals with the tools and techniques needed to excel in any speaking scenario, whether addressing one person or millions. By embracing and implementing these skills, you’ll not only enhance your value but also unleash your full potential to lead, inspire, and thrive in every facet of life.

Silent Signals: Mastering Non-Verbal Communication

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At least 80% of your communication comes from non-verbals.

At least 80% of what you say is not even what you say.

You can prepare, and prepare, and prepare what you physically are going to say with the actual words that are coming out of your mouth, but we constantly are communicating through how we walk into a room, what we wear, whether our shoes are beaten up or if we look exhausted or disheveled.

I had a C-suite executive at a big software company hire me to help his team. He asked me to take a good look at what his team was wearing because he knew his sales team and demo people needed to make a really good first impression with their customers.

He knew he needed his team to evoke more trust in the brand and the message their body language and even clothing were subconsciously sending their future customers.

When I met with them, I found many of the team didn’t tailor their pants, something really basic.
Their pants were just too long. They didn’t land nicely where they were supposed to. They just kind of gathered in folds and creases over their shoes.

What was the message they were sending future customers? They were sloppy, the company was sloppy, the brand was sloppy, and they didn’t think about the little things.

They are not detail-oriented.

When we don’t take care of ourselves, it makes people think we can’t take care of someone else.

When you go into the store and get a new pair of jeans or a great pair of slacks, take that extra step to make sure they’re tailored. It doesn’t really cost you that much, but boy, could it do some major things for your career.

If you can’t take care of yourself, then subconsciously, people will think you can’t take care of their brand or the 20 thousand or million-dollar contract you’re trying to land with them.


Don’t just think, “Well, I’m just the guy doing the demo on the webinar – nobody cares what I’m wearing,” because …

They. Do. Care.

Why it’s important to limit distractions during online and in-person meetings

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Have you ever found yourself distracted by someone’s virtual background, be it a cluttered kitchen or an unmade bed, to the point where their words become a distant murmur? It’s a common experience in the era of virtual meetings, and it highlights the importance of creating a focused environment for effective communication.

I’ve found one of the biggest distractions to be digital backgrounds. You’re an expert in your field, but when you put up that digital background, your hand goes missing… you lose your ear and chunks of your hair. I passionately protect our clients by begging them not to use filters, company logos, or pictures from their vacations as their background. I don’t want them to look foolish when a body part goes missing. In TV, an entire crew ensures the meteorologist is “keyed” correctly on the green screen. That’s how it’s pulled off so beautifully in the news. You don’t have that crew lighting you and ensuring your entire head is there. Just skip it and have an uncluttered background. Go simple.

Losing a body part because of a digital background is a big appearance blunder. One study I came across revealed a staggering 83% of people believe appearance blunders detract from a woman’s presence, while 76% feel the same about a man’s.

Audio distractions are also issues. A tequila company contacted me,
wondering why their national radio interview wasn’t helping them sell their product. As soon as I listened to it, I knew. Their big-name NHL star spokesman talked while walking through a bustling downtown with sirens blaring and cars honking. His phone notifications were also going off! His message was lost, and the audience was left completely distracted.

Years ago, I saw another big miss. This one stuck with me so much that I still use it as an example. A mayor was on Good Morning America touting her city’s accomplishments. However, her distracting rings clashing against a coffee mug overshadowed the positive message she was conveying. The lesson here is clear — eliminate distractions to ensure your audience remains focused on your message, allowing them to remember and appreciate the meaningful content you deliver.

Mastering the art of distraction-free communication involves being mindful of your virtual environment, maintaining a professional appearance, and eliminating potential disruptions. As you navigate the virtual realm, these principles are key for leaving a lasting impression on your audience.

How to prepare for a job interview or promotion

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You deserve a promotion or a new job.⁠
And you could be doing just one thing preventing you from landing it.⁠
⁠
With job interviews, preparation is everything.
⁠Just as in any other facet of professional life, success hinges on thorough groundwork.

Let’s explore the crucial steps to ensure you look and sound like an expert when interviewing.

  1. Craft Compelling Responses

You can’t craft answers without knowing the questions. Take time to formulate thoughtful responses to commonly asked interview questions. Some people have the toughest time with this one: “Tell me about yourself.” Be ready for it! Consider your experiences, skills, and accomplishments, and how they align with the role’s requirements. By articulating your achievements clearly and concisely, you’ll demonstrate confidence and the fact you cared enough to prepare.

  1. Build Your Narrative

Your professional journey is a story waiting to be told. What experiences and skills define you? Delve into your career and pinpoint key moments that highlight your strengths. Craft a narrative that paints a vivid picture of your capabilities and strengths, illustrating why you’re the ideal candidate for the position.

  1. Find Your Hook

Every memorable story has a hook, a unique element that captivates the audience. Similarly, when preparing for a job interview, you can pinpoint what makes you stand out. It could be a remarkable accomplishment, a unique skill set, or a transformative experience. Your “hook” is what piques the interviewer’s interest and compels them to delve deeper into your story.

  1. Engage Your Audience

Consider what will keep the interviewer’s attention. What aspect of your narrative will leave a lasting impression? Perhaps it’s your innovative problem-solving skills you developed while traveling, your ability to lead teams through challenges, or your knack for adapting to rapidly evolving industries. Tailor your narrative to ensure it resonates with the specific role and company.

  1. Leave a Lasting Impression

In a sea of applicants, what will make them remember you? It’s the distinctiveness of your narrative, the clarity of your responses, and the passion you exude for the role. Leave a mark by showcasing your qualifications, dedication, and most importantly — your enthusiasm.

Preparation is vital for success in job interviews. By meticulously crafting your responses, building a compelling narrative, and identifying your unique hook, you create a narrative that resonates. This narrative, when delivered with confidence and authenticity, will leave a lasting impression on interviewers, ensuring you stand out amongst the competition.

And a bonus tip that’s so so important: remember, in the world of job interviews, it’s not just about what you say, but how you say it.

Practice delivering your answers out loud.
What will you say and HOW will you say it?

You’ve got this. Good luck!

Behind-The-Scenes Public Speaking Training for a TEDx Talk with Dr. Katherine Helm

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We all could be more successful in our relationships.

Dr. Katherine Helm is a professor of psychology and a practicing psychologist. She has authored several publications about couples’ issues.

Dr. Helm reached out to me for coaching before her TEDx Talk on how to revolutionize your relationship.

She agreed to let you watch along.

It’s fitting, because she’s a professor, that even in a moment she was being taught, she is teaching – because you can learn from this!

Here is a peek inside our public speaking coaching session.

We talk about facial expressions, why it’s important to get vulnerable, attributions, storytelling, how to make sure the audience doesn’t get lost, and more.

I learned a lot from Dr. Helm – and I know you will too.

Here’s what you’ll learn in this episode: 

✔️ Have a natural performance quality. Facial expressions can get lost and forced, especially when you’ve practiced the same piece repeatedly. Be conscious as you speak to naturally convey the emotion when needed.

✔️ Don’t be afraid to be vulnerable. Being on stage is a golden opportunity for you to show your authentic self. Share the most intimate (and necessary) details of your story to create a lasting impact.

✔️ Present real-world examples. Bring the audience closer to your story before they can say, “I can’t relate.” This helps them connect your message to their experiences and deeply understand the core of your speech.

✔️ Assume your audience knows nothing. When mentioning celebrities or prominent figures, give a title or a description so they won’t feel out of the loop. Present all the important facts of your story along with the emotions your past self would have felt. Act as if your audience is your therapist.

P.S. Want more tips? Be sure to sign up for my LinkedIn newsletter where you’ll get exclusive tips on strengthening your mindset to become a better communicator. Click here to subscribe to Thought Leaders Amplified on LinkedIn.

P.P.S. I created a training program for healthcare professionals who need to discover their message and story, deliver it clearly, succinctly, and confidently, and present in a way that intrigues, entertains and keeps the audience’s attention. Share it with your friends in healthcare. Check it out even if you’re not in healthcare. The tips and tricks are universal. Click here to learn more.

P.P.P.S. Whenever you’re ready… here are a few more ways I can help you build your brand, own your voice, and stand out:

  1. Need actionable strategies to be a more trusted, authentic, confident, and inspiring thought leader? I just launched a podcast called Thought Leaders Amplified – you can listen to it here.
  2. Want more tactical advice you can implement today? Check out my blog here for great articles, stories, and lessons I’ve shared over the years.
  3. Looking for one-on-one coaching or a consultation with me? Schedule a complimentary call here to speak to our team about how we can help you.
  4. Follow me on Instagram here for more media and public speaking tips, videos… and a little fun.

Secrets of success from a prisoner of war with Major General John Borling

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I’m often flown in to train executives on how to reach people internally and externally better. I teach them how to make deeper connections so they can be more successful.

Sometimes I’m asked if being vulnerable on stage, in the media, or with the people you lead makes you look weak.

I answer: you can’t get people to follow you unless they feel you.

They need to feel your mission, understand it, and know why you’re so hell-bent on accomplishing the goal.

I want to use a real tough guy example to prove my point.

Major General John Borling is one of the strongest men I know.

He was a fighter pilot with the U.S. Air Force and a prisoner of war during Vietnam. He was Senator John McCain’s “roommate” while they were held captive.

He’s now a chairman of a biotech company, a national public speaker, and writes a weekly column.

He knows how important it is to be vulnerable to be an effective leader.

I decided to interview him so I could share this with you.

Major General Borling also shared his advice on dealing with trauma, wrestling with sadness, regret, anger, and loneliness — and succeeding.

He also describes the importance of leaning on others and how he did that to survive 6 ½ years as a prisoner of war, why it’s important to shine a light on your mistakes right away, and knowing when to fight. Great advice from this retired fighter pilot!

You’re going to learn a lot from this conversation. I did.

Here’s Major General John Borling – Secrets of Success From a Prisoner of War.

Here’s what you’ll discover in this episode:

✔️ Just keep marching. Thoreau said, “The mass of man leads lives of quiet desperation. Confirmed desperation is resignation.” John Borling advises to never resign and continue progressing.

✔️ Lean on others. How did John Borling survive 6 ½  years in a Hanoi prison? Talking with others – even between walls. He opened himself up to his fellow inmates’ skills and personalities and learned French in the process.

✔️ Know when to fight. Leaders must accept that they’re also imperfect. That means rest is crucial to avoid burnout. “When the struggle times come, that’s when you do it. You have to get all the altitude you can,” John Borling says.

✔️ Serve beyond yourself. Self-improvement can be for the greater good. But the true meaning of life comes from committing to helping others.

✔️ Look back, but don’t stare. It’s perfectly okay to remember your past traumas and failures. As you wrestle with the sadness, regret, anger, and loneliness, fight as much as you can to move forward.

✔️ Shine a light on your mistakes right away. It’s all part of being human. Pushing it aside will only make it worse. Showing that level of vulnerability propels your credibility as a thought leader.

P.S. Want more tips? Be sure to sign up for my LinkedIn newsletter where you’ll get exclusive tips on strengthening your mindset to become a better communicator. Click here to subscribe to Thought Leaders Amplified on LinkedIn.

P.P.S. I created a training program for healthcare professionals who need to discover their message and story, deliver it clearly, succinctly, and confidently, and present in a way that intrigues, entertains and keeps the audience’s attention. Share it with your friends in healthcare. Check it out even if you’re not in healthcare. The tips and tricks are universal. Click here to learn more.

P.P.P.S. Whenever you’re ready… here are a few more ways I can help you build your brand, own your voice, and stand out:

  1. Need actionable strategies to be a more trusted, authentic, confident, and inspiring thought leader? I just launched a podcast called Thought Leaders Amplified – you can listen to it here.
  2. Want more tactical advice you can implement today? Check out my blog here for great articles, stories, and lessons I’ve shared over the years.
  3. Looking for one-on-one coaching or a consultation with me? Schedule a complimentary call here to speak to our team about how we can help you.
  4. Follow me on Instagram here for more media and public speaking tips, videos… and a little fun.

Panicked your Zoom audience is bored? Follow my 3-part framework to alleviate your stress

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The first time I presented after starting my company was a nightmare.

I was terrible.

A major Chicago publisher asked me to talk about how small businesses can land TV interviews. There were about 100 people in the room.

I wasn’t that nervous.

But I felt like I had to prove myself.

So I spit out about three hours of information in about 45 minutes.

It was too much. I was not entertaining. I never told a story. I never paused to let them absorb. I didn’t read body language.

I just “puked” information at them.

How could they absorb it? I was going too fast. There was no way to make an impact.

I sucked. I failed. I was never asked back.

I didn’t let it stop me.

In the seven years since then, I’ve presented hundreds of times.

I’m more prepared now. Audiences learn more from me. I’m more memorable. I’m asked back over and over again.

How can you be asked back and be more memorable when giving a presentation online?

Here’s my 3-part framework

It can feel impossible to have a meaningful connection with your audience online. Some executives think it’s okay to just fly through slides for 45 minutes. It’s not. That’s the easiest way to lose people and not be invited back to speak.

Before Your Presentation

The key to being a successful presenter is changing your mindset from a “speaker” to someone having a conversation with a group of people. But, of course, it’s not a real conversation unless you know them and can see them. Here’s how to do that: Do not present blindly.

Do not present blindly.

  • Empower yourself to ask questions ahead of time about your audience to help you build a better presentation. You need to know them, so you know what to teach them.
  • Ahead of time, practice the technical aspects of Zoom or Microsoft Teams so you can see the faces in the audience. If you can’t see them, that’s a technical problem you need to figure out ahead of time. Invest in a second screen to help you see more windows.

During the presentation

Here’s where the magic happens. Like to dance? We don’t just pick someone up and throw them around the dance floor. You move and your dance partner moves according to your body’s movement. It’s similar when presenting. Here’s how:

Watch your audience.

  • Look at your audience once in a while. You should know your slides well enough that you’re not reading them, and instead, you’re looking at people’s reactions while you’re presenting. This lets you gauge their reactions and adjust as you go. They don’t like that you sped up your dancing feet? You’ll be able to see that and feel it. They will look lost. They’ll start checking their phones. Watch their body language.
  • Don’t be afraid to speak to it directly if you’re losing people. “It looks like I’ve lost some of you – is there a specific question I can answer?” See frowns? Don’t be afraid to speak to that. “I’m seeing many of you may disagree with what I just said. What am I missing?” People will appreciate your honesty, and you’ll be much more effective in teaching the information.
  • Change your presentation in real-time. Your audience is giving you feedback and telling you what they need. You, as the speaker, need to react because this is a two-way conversation.
  • Try to stand if possible. Raise your desk or prop your computer and camera on something higher. This helps get more oxygen to your brain. When you slouch, you compress the space for your lungs, reducing capacity and sending less oxygen to your brain. When you have increased oxygen flowing to your head, your brain functions better, helping you think, focus and concentrate better. If you have to sit, be sure to sit nice and tall in the front one-third of your seat.
  • Be sure to give adequate breaks. If you see people dancing in their seats at that hour spot, provide them with the option of a quick break. They can’t concentrate with full bladders (I do an earlier break for those first thing in the morning presentations).

At the end of your presentation

The end of the presentation is when you share your email and website, right?

No.

The call-to-action is not your closer.

  • If you have an “ask” or a “call to action,” don’t make that the end. End on a solid note they’ll remember. Ending with “go to our website” is not a powerful way to end a presentation.
  • When you do so well, there will be a lot of questions. Do everything possible to finish on time – to respect their time. You can always follow up with the organizers and offer another presentation or send supporting materials to the audience. It would be great to email them within 24 hours while you’re still on their mind.
  • Also, offer the organizers ideas for future presentations. Before you know it, you’ll be back to present to a new group eager to hear what you have to share with them.

You’ve got this!

P.S. Want more tips? Be sure to sign up for my LinkedIn newsletter where you’ll get exclusive tips on strengthening your mindset to become a better communicator. Click here to subscribe to Thought Leaders Amplified on LinkedIn.

P.P.S. I created a training program for healthcare professionals who need to discover their message and story, deliver it clearly, succinctly, and confidently, and present in a way that intrigues, entertains and keeps the audience’s attention. Share it with your friends in healthcare. Check it out even if you’re not in healthcare. The tips and tricks are universal. Click here to learn more.

P.P.P.S. Whenever you’re ready… here are a few more ways I can help you build your brand, own your voice, and stand out:

  1. Need actionable strategies to be a more trusted, authentic, confident, and inspiring thought leader? I just launched a podcast called Thought Leaders Amplified – you can listen to it here.
  2. Want more tactical advice you can implement today? Check out my blog here for great articles, stories, and lessons I’ve shared over the years.
  3. Looking for one-on-one coaching or a consultation with me? Schedule a complimentary call here to speak to our team about how we can help you.
  4. Follow me on Instagram here for more media and public speaking tips, videos… and a little fun.

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