C H A P T E S elling Your Confidence R 4 The number-one human fear seems to be speaking before a group, so it doesn't take a rocket scientist to know that public speaking creates an enormous stress factor for a lot of people. But it's important to realize that, although stress is a communication killer, nervousness is an asset. So the fundamental idea of this chapter is how to turn stress (bad) into nervous energy (good). With this skill, you'll be able to develop the all-important ingredient: confidence. It really isn't a long journey from "I'm going to make an ass of myself in front of all these people," to "They came to hear what I have to say. They want me to succeed. After all, it's their time, and it's up to me to make it valuable for them. I have good information. All I need to do is make it interesting." Care About the Audience That frame of mind is a good introduction to converting from self- consciousness to the confidence that comes from realizing you are there for the audience, not the other way around. So, the concentration should be outward--on them--rather than inward--on you. Then, "Is my hair in place? Am I falling apart? Is my fly zipped (or is my lipstick smeared)?" becomes, "Get them with the program. Give them a dynamite opening. Re- late to them. Show them you care about them." Confidence isn't cockiness. 65