Public speaking is often rated as a top fear by most folks. Nearly all of us will be called upon to give a presentation at work or deliver a toast at a celebration, so it's helpful to have some tips to help ease the anxiety of speaking.

This is the fourth video in a series I'm doing on public speaking/presentation tips I've learned from great speakers over the years, and it explains the benefits of taking the time to research your audience long before your presentation so that you can tailor the presentation to the audience's needs.

Every single one of us has a finely-tuned BS meter. We instinctively know when someone is lacks true conviction. Every single one of us has listened to countless presentations in which the speaker lacked conviction.

We believe in a message when the speaker herself believes in the message and presents it with genuine conviction.

You’re not Tony Robbins, Joel Osteen or Steve Jobs, but you should remember that they became successful by being themselves. You don’t need to be an imitation of someone else—you just need to be the REAL you. Projecting your true self is a surefire way to speak with conviction--and have your audience believe in your conviction.