QuickBites: How Stating the Problem Positions Your Solution.

Welcome to QuickBites, public speaking tips and techniques you can digest in five minutes or less. Here's your host, Peter George.

Whether we're delivering motivational talks, presenting to corporations and organizations, or speaking on other occasions, we as speakers often deliver solutions. That's precisely what we're supposed to do, right? Well, if the situation calls for solutions, then yes — it's right. Half right, actually.

Why only half right? Because a solution is only half of an equation. The other half is the problem. And all too often, we proudly provide solutions without ever stating the problem. Not establishing a problem before providing a solution is one of the key reasons that so many presentations — as well delivered as they may be — ultimately do not serve their audiences.

Why does this happen? One reason is that when crafting our talks, we simply don't think about informing the audience about the problem. Another is that we assume the audience already knows it, or that it will be so obvious they'll figure it out on their own.

The Benefit Statement

The solution to this problem is a simple one: state the problem. But as you might expect, there's a little more to it. What you want to do is not merely define a problem, but to be specific about it. As the saying goes, specific is terrific.

I show my clients a technique I call the benefit statement. Directly after their attention-grabbing opening, they state the problem, the solution, and the benefit the audience will receive from that solution. It's quick, it's easy, and it's effective.

From Networking 101 to Networking 401

Here's another situation where the problem matters but is often overlooked. Let's say you're at an event and someone asks, "What do you do?" You might answer, "I'm a real estate agent." Accurate, but not productive.

If you've graduated from Networking 101 to Networking 201, you know that being more specific starts conversations — so you step it up: "As a real estate agent, I help first-time home buyers get into their dream home." Better. But people often receive an answer like this as a statement of fact, which may or may not spark a conversation and isn't likely to lead to referrals.

If you're at Networking 401, you answer by first stating the problem you solve: "You know how many first-time home buyers often settle for starter homes because they think that's all they can afford? Well, as a real estate agent who specializes in first-time buyers, I work with them so their first home is their dream home." Whether that starts a conversation or not — and most likely it will — when the other person meets someone who says they're looking to buy their first home, which real estate agent do you think will come to mind?

There are other instances where stating the problem both provides context and strengthens your solution — sales comes immediately to mind. But no matter the situation, if you don't routinely provide the problem alongside your solution, strive to include one. You'll hear and feel the difference — and you'll serve your audiences well.

Thank you for devouring another episode of QuickBites. Tune in Monday when you'll hear another episode of Public Speaking with Peter George, and again Thursday for your next episode of QuickBites. Until then, remember — when it comes to speaking in public, you've got this! I'll see you next time.