Instantly Transform Into a Master Communicator Using 21 Secrets of Effective Communications

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Lecture on Creating Power Presentations for Effective Communications by Prof. Remigio Joseph De Ungria, MBA of Ateneo Marketing Cluster. Communicating effectively is a mandatory requirement in today's business setting. The 21 techniques described here can instantly transform a neophyte reporter to a master presentor.

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Instantly Transform Into a Master Communicator Using 21 Secrets of Effective Communications

  1. 1. 21 Secrets of Effective Presentations(Communicate to Win Action) vCoach Bong De Ungria August 2011
  2. 2. 21 Secrets: Communicate to Win Action1. Why be an effective communicator?2. How? 21 Secrets3. Who Benefits?
  3. 3. 1.Why?Effective communicators get whatthey want: personally Getting the “I Do” for life
  4. 4. 1.Why?Effective communicators get whatthey want: personally & professionally Getting the “I Do” Getting the Job You Really Like for life
  5. 5. 1.Why?Life is not FAIR! 15 min> 40 hours Your 15 minute weekly oral report Has greater impact to your career than the rest of the 40 hours you worked during that week A great part of management’s judgment is based on what , how you report.
  6. 6. Why do you REPORT?1. Forces you to analyze.2. Gets action.3. Learn by doing4. Learn by listening from other reports.
  7. 7. 2. How? 21 Power Presentor TechniquesLegend: Do this! Avoid!
  8. 8. Power Technique #1Think Customer. Not Self Customer: What’s In It For Me? Common Presentor’s Mistakes: What Can I Do? What Do I Know?
  9. 9. View your report fromcustomer’s perspectiveYOU CUSTOMER1. Computer 1. Projector2. 2 feet 2. 20 feet away3. Know details 3. Unfamiliar with content, units4. Unlimited time 4. Limited time5. This is what I did! 5. What’s in it for me?6. Effort input 6. Impact/ Retention
  10. 10. View your report from customer’s perspective Did you know? CUSTOMER YOU 1. Your fingers don’t project: 1. Projector From computer • Computer 1. 20 feet away 2 feet From you 2. 2. • 2. 3. Know details People have limited 3. Unfamiliar with vision content, units 3. If customer doesn’t 4. Limited time Unlimited timeunderstand, he tunes out 4. 5. What’s in it for me? 5. This is what I did! 6. Impact/ Retention
  11. 11. Customer has needs andproblems that you can solveHe listens if you have answersHe doesn’t care about everything else.Don’t waste time with excess info.
  12. 12. 2 examples of wastedtime and effort What 6:30 time is & 23 sec it? And 9:30 In NewYork
  13. 13. Power Technique #2 Adapt communication format to the medium Examples:(1) Limited Internet surfing using cellphones since screen size < Computer, (2) Billboards have less text than print ads.
  14. 14. What’s different?A projector…1. Lower resolution2. Darker colors3. Affected by lighting, projector4. Enlarged (avoid typos!)
  15. 15. Power Technique # 3Use all-occasion formats Don’t be a victim of Differences in projector capability, Lighting conditions, Size of Room
  16. 16. White backgrounds always work! (Title =36)1. Fancy text colors are unreadable2. Unpredictable light effects  Projected diff. From computer3. First level =28 blue 2nd = 24 black 3rd = 20 green4. Arial or arial black font5. Hyperlink properly
  17. 17. Projector resolution isdifferent from computer’s!
  18. 18. Power Technique #4Anticipate the question. Back up your answer. (But don’t talk about it if not asked, disrupts communication flow)
  19. 19. Be Ever-READY.Have your spare tire.Real end of presentation (last slide)
  20. 20. Be Ever-READY.Have your spare tire.Real end of presentation (last slide)Back Up Slides. Don’t Erase!
  21. 21. Power Technique #5Focus on the Big Ideas (Communicate, NOT confuse More is NOT merrier)
  22. 22. What’s the complete idea?If this represents everything true about the productprice, terms, specs, benefits, availability how to use, who endorses it, brand, etc.
  23. 23. Everything can get lost in the translationThis is what you sayTo customer
  24. 24. Everything can get lost in the translationThis is what you sayTo customerWhat they hear & see
  25. 25. Everything can get lost in the translationThis is what you sayTo customerWhat they hear & seeWhat they distort
  26. 26. Everything can get lost in the translationThis is what you sayTo customerWhat they hear & seeWhat they distortWhat they remember
  27. 27. Avoid communicationerrors! This is what you sayTo customerWhat they hear & seeWhat they distortWhat they remember
  28. 28. Focus on the big idea!Learn from the 30 second TV ad This is what you CAN sayThis is what you ACTUALLY sayWhat they hear & seeWhat they distortWhat they remember
  29. 29. Sell the SIZZLE, not the steakRemember when you were trying to impresssomeone? This is what you CAN say
  30. 30. Sell the SIZZLE, not the steakEnlarge the sizzle with smoke and sound This is what you CAN say This is what you ACTUALLY say With SIZZLE 30
  31. 31. Sell the SIZZLE, not the steakDo it well and there is no loss in translation This is what you CAN sayThis is what you ACTUALLY sayWith SIZZLEWhat they hear & seeWhat they distortWhat they remember
  32. 32. Sell the SIZZLE, not the steakCustomer buys everything! This is what you CAN sayThis is what you ACTUALLY sayWith SIZZLEWhat they hear & see If they buy sizzle, They buy steak,What they distort sauce, burnt meat & all.What they remember
  33. 33. Power Technique #6 Slides are FREE. Don’t overcompress. Presenting Five 1-idea slides are faster thangetting audience confused with 1 cluttered slide
  34. 34. Power Technique #7HELP the audience remember! No retention = zero value
  35. 35. Here’s a really confusingsituation for real…IT staff took 30 minutes trying to explain this…Concessionaire or outright purchase?Weight or price based?Price label is 1 for weight and 2 for priceWhat color to use? (blue, green, red, yellow?)
  36. 36. CPR2- Sample retentiontool used for real situationConcessionaire or outright?Weight or price based?Price label: 1 for weight. 2 priceWhat color? (blue, green, red, yellow?)30 second Retention tool used: CPR2Concess uses price based, use red (as warning). Price tag shows 2.Try to forget CPR2 if you can!
  37. 37. Power Technique #8 Use the Cover PageAs the Executive Summary (Cover page is First & Last Page of Presentation : Bookend)
  38. 38. Power PresentationsEffective Communicators Win! Coverpage elements: 1. Descriptive Title(s) Bong De Ungria 2. Presentors’ October, 2010 name(s) 3. Date 4. Picture 5. Consistent Format Elements
  39. 39. Last slide should finishwith your 1 Big Idea!Explicitly showing Remind audience Thank You Of your Big Idea. Is for Beauty Blank Page Adds You can still thank Contests Only No Value audience.
  40. 40. Power Technique #9Use A Descriptive Outline Effective Communication Requires 3 Steps1. Introduce what you will say… (Outline)2. Say it (Body)3. Repeat what you just said… (Conclusion)
  41. 41. Wrong Outline: Generic words1. Outline2. Introduction3. Body4. Conclusion5. Summary
  42. 42. A Better outline describes… Why use power ppt? (Intro) Techniques (Body) Meeting Customer Needs (Conclusion) Why, How, Who? (Summary)
  43. 43. Power Technique #10 Follow 7 x7 Rule Less than 7 lines,Less than 7 words per line Avoids Clutter Allows Emphasis of Key Ideas
  44. 44. This outline is too wordy… uses complete sentences and no abbreviations. Not 7 x 7 Why do we need power presentations? Unnecessary building distracts power presentations There is no picture here that can liven page in this example. A power presentor does not have cue cards. Everything he needs is in the slide. Too many words disallow the use of accompanying pictures Tendency to just read off (ala narrator) See “power presentations” repeated 4 x.
  45. 45. This follows 7 x 7 rule Why use power ppt? (Intro) Techniques (Body) Meeting Customer Needs (Conclusion) Why, How, Who? (Summary)
  46. 46. Power Technique # 11Make the Headline Speak(Top Red Line = Complete idea) If it is important, Explicitly state this in the head line. Think like a newspaper editor. Don’t make audience guess.
  47. 47. Budget for 2002 This is a title or label. So what are you really trying to say? Current CRM Proposed CRM IncreaseSALES 80 144 64COST OF SALES 48 72 24GROSS PROFIT 32 72 40LESS: OPERATING EXPENSE 16 21 5FIXED COST 7 7 0VARIABLE COST 9 14 5LESS: ADV & PROMO 5 17 12NET INCOME 11 35 24
  48. 48. Invest 12 M in Proposed CRM Increase Income by 24 M 5. Budget for 2002 (millions) Current CRM Proposed CRM Increase SALES 80 144 64 Direct the listener’s eyes COST OF SALES 48 by highlight 24 72 boxes just This is why you are GROSS PROFIT 32 72 in newspapers. Like 40 Showing this Table! This is a goodExample ofOPERATING EXPENSE LESS: a the HEADLINE 16 21 5 FIXED COST 7 7 0 VARIABLE COST 9 14 5 LESS: ADV & PROMO 5 17 12 NET INCOME 11 35 24
  49. 49. If it is important, thenput complete idea in the title line Uses Title. Uses Title Line. Needs explanation by Explanation is clearly presentor for audience to Shown. understand“Selective” is repeated 4 times
  50. 50. Power Technique # 12Your slide = Your notes Don’t hold a notebook, cue card Don’t say something & not show it. Slides should self-explain, stand-alone.
  51. 51. Power Technique # 13 Use Combinationof Text, Pictures, Dates Extra effort is worth it. Avoid moving pictures! Separate pics and text. LABEL pics.
  52. 52. Use pictures to liven page… Why use power ppt? Techniques Meeting Customer Needs Why, How, Who? Moving pics distract
  53. 53. Text with overlapping pictures are not readable • Why use power ppt? • Techniques • Meeting Customer Needs • Why, How, Who?Reduce picture size! (see next slide)
  54. 54. Separate Text & Pics• Why use power ppt?• Techniques• Meeting Customer Needs• Why, How, Who?  Optimize size of pictures (right size = more effective)
  55. 55. Avoid unlabeled pictures
  56. 56. Caption/ date your pictures Abenson signage, Sep 2Front End Training, Aug. 30
  57. 57. Power Technique # 14 When in Doubt? Don’t1. Leave out details you don’t understand (audience won’t know what is missing) 2. Avoid errors, controversies.
  58. 58. Audience remembersmistakes & controversies!
  59. 59. Power Technique # 15Use Diagrams To… 1. Explain 2. Simplify Concepts 3. Tell Stories 4. Quantify 5. Show Relationships 6. Analyze
  60. 60. This is too wordy! Paste is the combination of cementitious materials, water, air and chemical admixtures Mortar is the combination of paste and fine aggregates Concrete is the combination of mortar and coarse aggregates
  61. 61. Diagrams explain better!  Cement  Water  Admixture  Mineral Paste (Flyash, Slag, SilicaFume)  Chemical Mortar (Superplasticizer, Retarder) Concrete  Air  Aggregates  Fine aggregates  Coarse aggregates
  62. 62. Make own diagrams to simplify concepts! HardenedCement hydration Material Cement Cement Cement expands to containin many layers spines grain g form water Various cements interlock Setting or hardening due to stronger interlock
  63. 63. Tell stories using diagrams! During mixing, the cement paste (cement, water, admix, air) must completely wrap around all the aggregates. 3/8 AGGREGATE PASTE Concrete strength results from the strength of the aggregates SAND as well as the strength of the paste to paste bonding G1 AGGREGATE 3/4 AGGREGATE
  64. 64. Diagrams quantify! Current PTM (primary target)  Children  ParentsCurrent  Teachers  Religious (priests & catechists)  Nearby community Additional Target Markets  Family  Officeworkers Poor , far-flung communities Future 
  65. 65. Diagrams aid analysis! Sisters visiting schools TV Mass Radio Programs Special Events (Bookfairs, Prod Launch) Customers going to Bookcenter or outlets Media people taking training program
  66. 66. Diagrams show relationships!GOD Paulines Marketing Programs Customers Current CRM Proposed CRM
  67. 67. Power Technique # 16Use Pictures & Printscreens& Annotations
  68. 68. Use Pictures= 1000 words! (on where concrete is used…) Slabs Beams RC (Reinforced Concrete) Walls Columns FoundationsPavement = Slab on grade
  69. 69. Cite screenshot source toadd credibility! Source: Portland Cement Association, USA
  70. 70. Annotations helpemphasize key points 4500 psi (max) 2100 psi (min)
  71. 71. Power Technique # 17Too many decimals and details confuse!
  72. 72. Too many details. No emphasis! 5. Budget Jan. 1,2002 - Dec. 31, 2002 Current CRM Proposed CRM IncreaseSALES 80,104,304 144,187,747 64,083,443COST OF SALES 48,062,582 72,093,874 24,031,291GROSS PROFIT 32,041,722 72,093,874 40,052,152LESS: OPERATING EXPENSE 16,010,020 20,442,181 4,432,161FIXED COST 7,145,699 7,145,699 -VARIABLE COST 8,864,321 13,296,482 4,432,161LESS: ADV & PROMO 5,456,000 16,990,000 11,534,000NET INCOME 10,575,702 34,661,693 24,085,992
  73. 73. Clear. Simple. Focus. Invest 12 M. Increase Income by 24 M 5. Budget for 2002 (millions) Current CRM Proposed CRM IncreaseSALES 80 144 64COST OF SALES 48 72 24GROSS PROFIT 32 72 40LESS: OPERATING EXPENSE 16 21 5FIXED COST 7 7 0VARIABLE COST 9 14 5LESS: ADV & PROMO 5 17 12NET INCOME 11 35 24
  74. 74. Power Technique # 18Use numbered guideposts above Title Lines and in page separators
  75. 75. Show audience where youare in the presentation Page Separators Numbered guideposts above title line
  76. 76. Power Technique # 19Make the Audience Smile! Don’t be too serious
  77. 77. Use humor when appropriateSaved KN B?
  78. 78. Power Technique # 20Tell a Compelling StoryUsing facts, numbers, insights, pictures Know your objectives
  79. 79. A Typical, MonthlyBusiness Opcom Story1. My financial numbers (Company)2. Competitive Activities3. Local trends and store issues4. Customer Insights5. Store Action Plans**6. Support needed from head office** ** Must be based from 1 to 4
  80. 80. What type of billiardsplayer are you?Can you tell what ball is going to which pocket before taking the shot? Or do you strike hard and pray something
  81. 81. Power Technique # 21 Practice! Practice!To avoid major, major mistakes
  82. 82. Practice as if your lifedepended on it.1. Don’t just practice. Perfect practice makes perfect!2. View slideshow  in “computer” as slideshow, 3x  in “projected” presentation mode, 2x  If possible, test set-up beforehand.
  83. 83. 3. Who?Who Benefits from PowerfulPresentations 1. Your Audience  What’s In It for Them ?  Why Should they Listen to You?  They are paying you their TIME 2. You  Achieve your communication objectives  Get your ideas accepted, implemented 3. Interested Stakeholders  Your company, the community
  84. 84. How valuable is aneffective communicator?
  85. 85. How valuable is aneffective communicator?Steve Jobs’ contribution to Apple has been valued at $6 Billion.
  86. 86. Jan. 18,2011Steve Jobs = $ 6 Billion
  87. 87. How valuable is aneffective communicator? Steve Jobs’ contribution to Apple has been valued at $6 Billion. Steve’s communication skills helpedApple become the world’s most valuable brand at $ 153 billion.
  88. 88. May 9,2011Apple = $153 Billion
  89. 89. Summary Effective communicators win!1. Get What You Want2. By Applying 21 techniques3. To Benefit your audience, YOU, and stakeholders
  90. 90. 21 Secrets of Effective Presentations(Communicate to Win Action) vCoach Bong De Ungria August 2011

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