ALONGSIDE a career in the fitness industry spanning more than 50 years Bolton health guru Ken Heathcote has also become an expert in public speaking.

Now, Ken, aged 82 who also writes books, is in demand for motivational speaking at business conferences and events all over the country. And he passes on tips gleaned over half a century of standing in front of audiences and keeping them entertained at more than 2000 events.

“Great speakers, especially when delivering a talk to business people, should know the balance of information and emotion that everyone responds to,” said Ken. “People may ultimately forget your words, but they will never forget the way you made them feel.”

Ken has 10 Golden Rules for successful public speaking:

n Know your subject – “always understand this thoroughly – especially if you are speaking to business colleagues.

n Know your audience – “Study the age, gender, business or interests. Each audience is different so your theme, message or topic needs to relate to them.”

n Work out the wants and the needs of your audience - “These can be quite different but you need to address them all and come armed with information.”

n Ensure your talk contains the four essentials – it should educate, inform, inspire and entertain.

n Tailor your talk to suit your audience – “Many will want just facts and figures. Some will want some laughter. All audiences want to be inspired.”

n Stories make talks – “They bring reality and endorsement and the more personal you can make them, the more your audience will love it.”

n Practice does not make perfect - Perfect practice makes perfect presentations,” commented Ken. “Spend time getting your talk just as you want it.”

n Always respect your audience – “and they will return the favour by trusting your work.”

n Body language – “Only seven per cent of your words will be remembered. How you say the words and the actions of your body say far more.”

n Always have a powerful opening - “You need to get the audience’s attention straight away."