I speak with hundreds of conference speakers a year. In fact, I love doing it because it is great to learn what is being discussed around the world in a variety of industries, and it obviously helps those speaking to say what they say more effectively.

One thing that I constantly hear is how do I make sure that I am keeping people’s attention? This is a great question, however the nervousness behind it is always surprising. Keeping people’s attention is not something to worry about but something to strive for. Since more conferences are a combination of talks and presentations, there are two ways to keep attention:

1. What’s in it for me? In presentations, speakers constantly do a great job of explaining what the information is but not what is in it, more me as the listener! I work with speakers constantly to determine what aspects of their presentation are essential to their listeners and then hone their presentation to focus on that value. If you do that, you will keep people’s attention.
2. I don’t get anything out of this! Most talks are supposed to provide the listeners with thought leadership on important topics. Most talks discuss important topics but fall short of providing anything. What is important is that in each of these talks, someone must moderate or facilitate that conversation correctly, which means setting aside time after each segment of the talk to highlight important terms or ideas that should be remembered by the listeners.

If you are attending a conference and plan to present or give a talk, remember what is in it for me and how you can make sure your listeners get something out of it! This will make every conference you attend more engaging and memorable.

True confessions: I’m an introvert. I do not like talking to people I don’t know. However, I will be entirely unsuccessful in my profession if I do not meet new people.

For so many professions, meeting new people is crucial to success. And for people like me, networking is a dirty word. So, how can we make networking less painful and more doable?

Attending professional conferences provides an excellent opportunity to engage in networking. Here’s a template for networking at conferences even when it’s not your favorite:

The first step is to attend a panel, talk, or discussion and PAY ATTENTION. While listening, jot down some interesting ideas you hear the speakers sharing. Plan out what you will say based on the template below. When the session is over, choose one of the speakers, go to the front of the room, and start things up.

Start by introducing yourself briefly. For example, “Hello. I’m Cat Kingsley Westerman, and I am just getting into the short-term rental business with three properties.”

Then use HEC (Headline – Example – Comment).

Give them a headline:

H: “I found your comments on short-term rentals interesting.”

Then an example:

E: “That was a great story about the people who put thought into their interior design and had a 50% bump in occupancy.”

Then, a comment:

C: “I would like to know if I can have a similar effect by changing the exterior of my property.”

Finally, follow with a question:

“What are your thoughts on that? What other advice would you give to someone like me?”

Interactions like this demonstrate that you are smart and well-informed, make the speaker feel good, and create new connections with other smart people in your field. Set a goal for yourself for how many people you will meet at the conference and watch your network grow!

Ever been asked to “get to the point” and found yourself scrambling? If so, you might be an inductive thinker—someone who starts with smaller details and builds toward the bigger picture. While this approach feels natural for many, it can waste time and frustrate deductive thinkers, who prefer starting with the conclusion.

Enter the HEC strategy: Headline-Example-Comment. This simple framework helps you speak clearly and efficiently in 20 seconds or less.

1. Headline

Start with your main point or the most attention-grabbing idea.

Example: “Hey Paul, having an official agenda could make our meetings shorter and more productive.”

2. Example

Follow up with a specific detail that supports your headline.

Example: “For instance, if I know something I care about is coming up on the agenda, I can stay focused and avoid interrupting with questions that’ll be addressed later.”

3. Comment

Wrap up with your opinion or a suggested action.

Example: “Let’s try sending an agenda out a couple of hours before our next meeting. I’m happy to help create it if that’ll make things easier.”

By using HEC, you’ll communicate more effectively, saving time and earning the respect of your deductive-thinking peers.

When explaining complicated, technical concepts during a presentation, metaphors can be a powerful way to ensure your audience understands the material. By comparing a complex idea to something familiar, you make the information more relatable and easier to grasp.

Take the concept of cloud computing, for example. Instead of delving into the technical intricacies, you could compare it to a bustling airport terminal. Just as passengers board different flights to reach various destinations, data in cloud computing hops onto different servers to get processed, stored, and delivered where it’s needed. This metaphor transforms an abstract concept into a vivid image, allowing the audience to visualize how data moves and operates in the cloud.

Why Are Metaphors Effective?

Metaphors are effective because they align with how our brains naturally process information. Cognitive linguist George Lakoff explains that metaphors are not just decorative language—they’re central to how we understand the world. By connecting new ideas with familiar experiences, metaphors help create mental images that simplify complex information and make it more memorable.

Research backs up the power of metaphors. A study published in the Journal of Cognitive Science found that people exposed to metaphors were more likely to understand and retain information than those given literal explanations.* Incorporating metaphors into your presentations can make even the most technical topics more accessible and engaging. By transforming abstract concepts into relatable stories, you can ensure that your audience leaves with a clear and lasting understanding of the ideas you’re sharing.

*Research on the effectiveness of metaphors in aiding comprehension and retention is well-documented. One frequently cited work is:

• Lakoff, G., & Johnson, M. (1980). Metaphors We Live By. University of Chicago Press.

For more specific studies, you might look into cognitive psychology research on metaphor usage, such as:

• Thibodeau, P. H., & Boroditsky, L. (2011). Metaphors we think with: The role of metaphor in reasoning. PloS One, 6(2), e16782.

In technical fields, your expertise is invaluable—but when sharing complex information with non-technical listeners, the goal isn’t to showcase your depth of knowledge. Instead, focus on helping them understand and trust what you’re saying.

As a communication coach with 30 years of experience, my advice is simple: “It’s not about you.” Your listeners need clarity, not complexity. Tailoring your message to how they want to receive it fosters understanding and builds trust. Here are three tips to simplify technical communication:

1. Start with What Matters Most

Begin with the key takeaway your listener cares about, then add the necessary context. Ask yourself, “What do they need to know right now?”

2. Use Analogies and Visuals

Relate complex concepts to everyday ideas. For example, explain a cell’s function as a factory or use a graph instead of raw data to illustrate trends.

3. Acknowledge Uncertainty Confidently

Transparency is key, but don’t overwhelm your listener with technicalities. Say, “While some data is still emerging, here’s what we know and how we’re addressing it.”

Before and After: Simplifying a Response

Question: “What’s the mechanism of action for this drug?”

Before: “This drug is a monoclonal antibody that binds to the PD-1 receptor, blocking its interaction with PD-L1, restoring T-cell activity in the tumor microenvironment.”

After: “This drug reactivates the immune system to attack cancer. Think of it like flipping a switch that helps the body see and fight the cancer cells again.”

Again, communicating technical information effectively isn’t about proving your expertise. By focusing on their needs and simplifying your approach, you’ll ensure your message creates the impact you want.