Speaking is Killing Your Webinars and Live Events

Pain

Every speaker wants to engage their audience. None could imagine that their well-crafted presentations have the same impact on the audience’s brains as inflicting pain.

Judith Glaser, a communications consultant, found that prolonged listening can cause us to feel “cut off, invisible, unimportant, minimized, or rejected, which releases the same neurochemicals as physical pain.”

While the audience suffers, the speakers’ brains thrive.

Glaser explains why this occurs: “When we express ourselves, our bodies release a higher level of reward hormones, and we feel great. The more we talk, the better we feel. Our bodies start to crave that high, and we become blind to the conversational dynamics.”

Is it effective?

Perhaps you could justify making participants suffer if they benefited from the presentations.

Unfortunately, that’s not the case.

Glaser notes that our brains disconnect while listening about every 12 to 18 seconds to evaluate and process. Consequently, “we’re often paying as much attention to our own thoughts as we are to other people’s words.”

Glaser’s findings are supported by a wealth of research showing that we learn better by participating than listening. Research comparing active and passive listening strategies has found that active engagement in the learning process significantly improves learning outcomes.

A study involving blind students demonstrated that those who actively participated showed greater comprehension and learning than those who passively listened. Another study involving university students found that academically successful students who asked questions and engaged in discussions achieved higher levels of learning than those who passively listened.

A third study found that passive learning “has disadvantages because students do not engage in the lesson.” It recommended a new process called Technology-Based Active Learning (TBAL), which is premised on students’ active participation in the learning process.

Here’s a description of the TBAL model:

1. Create an environment of active and experiential learning.
2. Enable every student to participate in choosing a preferred technological device.
3. Encourage collaboration and teamwork.
4. Link everyone to what takes place in class.
5. Create opportunities for all students to participate and express themselves actively.

Students reported a substantial improvement in the learning process using this model, compared to passive listening.

Another study compared the effectiveness of debates versus traditional lectures in teaching medical residents about controversial topics.

Residents who prepared for and participated in debates performed better on quizzes and retained the information more effectively than those who just attended lectures.

While some residents in the lecture group showed a decline in their follow-up quiz scores, all debaters either maintained or improved their performance.

Support in neuroscience

These findings aren’t surprising to neuroscientists who have used neuroimaging techniques to observe brain activity in real-time when participants are engaged in various activities.

The brain tends to be more active when participants engage in interactive tasks rather than passive activities like listening to a lecture. Interactive tasks often require higher levels of cognitive engagement, including problem-solving, decision-making, and active participation, which stimulate various brain regions.

This increased activity enhances learning and retention by promoting deeper information processing and encouraging new neural connections.

Passive listening may not engage the brain as intensively, potentially leading to lower information retention and understanding levels. A 2018 study on the subject is representative. The researchers found that the brain is more active and engaged when we are actively involved in a task than when we are just passively looking at things.

Suggestions for change

If you accept the validity of these studies, you may be concerned that your webinars and events:

1. Aren’t engaging your audience; and
2. Aren’t effectively conveying information.

What can you do to address these issues? There are several approaches you can take.

Change the format

I’m not particularly charismatic. I often don’t have the level of expertise of some of my highly qualified fellow speakers. As an introvert, I don’t engage in elaborate histrionics intended to hold an audience's attention. I use no presentation aids.

Yet, based on participant feedback, I am consistently rated among the top speakers at an event.

How is this possible?

I don’t do “presentations.”

I prepare in advance by sending a short questionnaire to those who register, explaining the subject we will be discussing, and asking them to respond to a few short questions designed to give me insight into their interests. With that input, I ask the audience questions like: “I see that Bill wants to know how to justify his value. Bill, tell me how this issue comes up and explain how you are currently dealing with it.”

Then, we are off to the races.

I ask follow-up questions, like how other participants handle this situation. I never run out of questions, and before my allotted time expires, there are always many hands in the air eager to participate.

Within this format, I can still convey my research by saying: “Would it change your thinking if I told you there was a study from the Department of Psychology at Harvard with contrary findings?”

My presentation is more of a Q&A than a “talk.”

This shift from passive listening to active participation should be the goal of every webinar and event.

Small group breakouts

Breaking the audience into smaller groups for discussions or problem-solving exercises can significantly enhance engagement. Smaller groups make it easier for participants to interact, share ideas, and feel heard, which can lead to deeper learning and retention.

Polls and surveys

Incorporating live polls or surveys during the presentation can keep the audience engaged and provide real-time feedback. This interactive element allows participants to reflect on the material and see how their peers think, creating a more dynamic learning environment.

The importance of fun and connection

In addition to interactive learning, incorporating fun activities into your event can significantly enhance the overall experience. Studies show that positive emotions, such as those generated by enjoyable activities, increase the release of oxytocin, a hormone that facilitates bonding and openness to new ideas.

Consider organizing team-building activities, interactive workshops, group games, wine-tasting, or even themed social gatherings. These events can foster a sense of camaraderie and create a positive, enjoyable atmosphere.

Networking

A networking session can be a great way to break up the day and allow participants to connect more personally. These interactions foster a sense of community, making participants more likely to stay engaged throughout the event.

Baumeister and Leary’s seminal study, “The need to belong: Desire for interpersonal attachments as a fundamental human motivation,” found that humans need to form and maintain strong, stable interpersonal relationships.

To promote networking at an all-day event, consider implementing the following strategies:

• Plan interactive icebreaker activities at the beginning of the event to help attendees feel more comfortable and open to engaging with others. This could include networking games, speed networking sessions, or group activities encouraging collaboration.

• Incorporate dedicated networking sessions into the event agenda, allowing attendees to connect in a more structured setting. You can set up specific time slots for networking or designate areas within the event venue for informal networking opportunities.

• Organize roundtable discussions on relevant topics or industry trends, where attendees can share their insights and exchange ideas. Assign moderators to facilitate these discussions and encourage participation from attendees.

• Utilize technology-based networking tools such as event apps or online platforms (like Whova, Brella, and Grip) that facilitate networking among attendees. These tools can include features such as attendee profiles, direct messaging, and virtual business card exchanges to help individuals connect before, during, and after the event.

• Incorporate regular networking breaks throughout the day to allow attendees to mingle and network casually. Consider serving refreshments during these breaks to create a relaxed environment conducive to networking.

• Offer interactive workshops or mini-seminars encouraging group participation and collaboration. This can provide a platform for attendees to work together, share experiences, and build connections through learning and problem-solving activities. Ensuring attendees feel they belong can significantly enhance their learning and overall event satisfaction.

Rethink your event strategy

By aligning your event format with the brain’s natural tendencies, you can create more engaging, effective, and enjoyable experiences for your audience.

Dan coaches evidence-based financial advisors on how to convert more prospects into clients. His digital marketing firm is a leading provider of SEO, website design, branding, content marketing, and video production services to financial advisors worldwide.

---

A message from Advisor Perspectives and VettaFi: To learn more about this and other topics, check out some of our webcasts.

More Breakaway Brokers Topics >