PUBLIC SPEAKING &PRESENTATION SKILLSFOR MARKETINGCase Studies, Concepts, and IdeasKenny OngTakaful IKHLAS Sdn Bhd         ...
Communication today…                  13th April 2009                  •Two Domino’s employees                  •YouTube  ...
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Your Objective Today,     Before We Start…• Write down ONE thing you specifically  want to learn, or• ONE question you wan...
Part APublic Speaking
Discussion:1. Try to remember      1. Try to remember   the very BAD            the very GOOD   speakers you            sp...
Different types of Public Speaking•   Speech              •   Training•   Debate              •   Facilitation•   Presenta...
Part A-1BASICS           10
The Two Major Focus1. Confidence2. Technique                           11
Mistakes I made in Public Speaking1. Be dynamic and           7. Turn off the lights to show   extroverted                ...
“Why should Ilisten to you?” “So what?”                  13
Confidence Secret #1: “It’s not about you,   it’s about Them”                        Dr John C. Maxwell                   ...
Combination Lock           Speech                    SITUATIONSAudience            Speaker                                ...
• The Blue Marble                    16
Speech         17
What is Your Purpose?• General Purpose 1. To Inform 2. To Persuade or To Get Action 3. To Impress or Convince 4. To Entert...
“People don’t care how       much you know,until they know how much          you care.”                   Unknown         ...
Preparation (1): Power To       Connect™• Them  – Concerns?  – Care about?  – Questions?• Remember  – If <5 mins, then 1 t...
Preparation (1): Power To         Connect™• Feel  – Do you remember the feeling more or the content?  – Create the emotion...
Confidence Secret #2:     OVER PREPARE                        22
Preparation (3): ContentStyle 1“First ,tell them what you   are going to tell them,     then tell them,then tell them what...
Preparation (3): Content Style 2                   1.State your                     facts                   2.Argue each o...
Preparation (3): Content Style 31.Show  something  that is wrong2.Show how to  fix it3.Ask for Action                     ...
Preparation (3): ContentStyle 4               1.Get Attention!               2.Win confidence               3.State your f...
Types of Openings•   Ask a question•   Tell a story•   Present a quotation•   Refer to the audience/leader•   Refer to the...
Congratulations.You are going to die.                        28
Why are Questions Mysterious?“All Leaders share one key ability”“What one key ability do all Leaders share?”“You should ea...
Do you know these     facts?1. Workers younger than 25 have the highest   rate of death from electrical shock.2. Over 500,...
Planning the Conclusion• Appeal for Action• Quick, sincere compliment• Poetry• Famous Quote• Emotional or Dramatic        ...
Confidence Secret #3:  Practice, Practice, Practice                                 32
Speaker          33
Developing Self Confidence        (1)• Know what you are talking about  –   Prepare in a proper way  –   Never memorize  –...
Developing Self Confidence        (2)• Think Positive and Think Success  –   Believe in your own topic  –   Think positive...
Developing Self Confidence (3)• Use your Body  – Exercise     • Pressure     • Active  – Relaxation techniques  – Music   ...
Physical Appearance  What most people do not realize:  Your image and reputation is   evaluated before you get on         ...
Physical Appearance            • Women               – Dress               – Wedding Ring               – Fingernails     ...
Physical Appearance• Men – Facial Hair – Hair length – Briefcase – Suit – Pants                          39
Physical Appearance• Men and Women  – Fingernails  – Glasses  – Ear and Nose hair  – Dress +10%  – Outer pocket  – Jewelry...
Strategic Movement • Strategic Walking                       Good                       NewsBad           PointNews       ...
Strategic Movement • Strategic Walking                       Good                       NewsBad           PointNews       ...
Strategic Movement• Strategic Anchor  1. Create a “positive” experience or     thought  2. Anchor your movement  3. “Fire”...
Voice (1)  Talk with audience, not        to audience                            44
How to talk naturally1. Select “audience anchors”2. When you are speaking…  –   “talk” with those anchors3. Treat your anc...
Confidence Secret #4:  Do not follow other people’s              style.    Talk natural, but louder.                      ...
Voice (2)• Stress IMPORTANT words1.   Maggi Goreng is my favorite food2.   Maggi Goreng is my favorite food3.   Maggi Gore...
Voice (3)• Speaking with Different Speed              “Ten Million Dollars”                                      48
Voice (4)• Emphasize  – IF I WISH TO EMPHASIZE    SOMETHING, I… speak softly  – When I want to get attention… I pause     ...
Hand Movements• A person’s hand movements are personal things• Do not copy another person• All great speakers have their o...
Hand Movements: My        Personal•   Finger (one hand, two hands)•   Fists (one hand, two hands)•   Chop (one hand, two h...
Confidence Secret #5:Select “audience anchors” as eye   contacts that make you more               relax                   ...
Extra Advice from Experts1.   Start your day the right way2.   Arrive early3.   Eat as little as possible4.   Avoid “cow-p...
Warning“A man who cannot smile, should        not open a shop”                      old chinese proverb                   ...
Audience           55
Audience “Marketing is a transfer       of feelings”                            56
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Platform Rules1. Crowd your audience together  –   Best if standing on eye level2. Air circulation3. Let there be light on...
1st Important Question      Why is your audience there?          Willingly or unwillingly?Ask for                        P...
Part A-2ADVANCED           65
Part BVisual Aids and Power Points
“Powerpoint is used by people who  have no power, and no point"                     Jim Goodnight, CEO of SAS             ...
• Do’s and Don’ts of PowerPoint                                  68
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Visual aid rules• Be sure you have a reason for      using a visual aid Keep the visual aid simple Use numbered and/or bul...
Mistakes Presenters Make with Slides • Letting Visuals Dominate • Using “Long Lists" • Selecting Visuals not appropriate t...
www.slideshare.net                     95
Part B-2ADVANCED           96
Part CMarketing, Persuasion and       Influencing
The real goal of Marketing and           Branding  Understanding our role in the whole          scheme of things          ...
What is the purpose of    Marketing & Branding?Ultimate Objective of Marketing:“Get more people, to buy morethings, more f...
What is the purpose of    Marketing & Branding?“Retention and Loyalty are useless ifNo Conversion is happening.”“Communica...
What is the Objective?1.Comm = Relationship (something  like Dating)2.Comm ≠ Media glitz3.Comm ≠ ATL/BTL/BwTL/ArTL/FTL4.Co...
Universal LawLaw of the Ping-Pong Ball  a.k.a. Law of Cause and Effect                                   102
Law of Buy-in1. People will always buy ‘You’ first, before they   buy the product2. Respect, Credibility, Trust, Love/Hate...
Law of Annoyance1.    Things our prospects and customers wish we wouldn’t      do that really annoys them:     – pushy.   ...
Law of Q&A1. No one likes to listen to ‘sales talk’2. The more QUESTIONS you ask, the more   sales you get                ...
Law of the Panadol1. Creative solutions for customers will always   come from the ‘problems’2. Sales is about ‘solving the...
Law of Momentum1. Never aim for the Big Bang. There is no such   thing.2. Achievement comes from building momentum3. “Star...
Law of Clarity1. A confused prospect will never buy2. Avoid ‘jargons’ and ‘features’ and ‘latest this   and that…’3. Do no...
How not to talk to       Retail External Parties“The holder [of a CAB certificate] may continue to  serve regularly any po...
How not to talk to Retail       External Parties“It has been determined not to be in the public   interest that United Air...
Law of No ‘No’1. Try not to get the prospect to say ‘No’2. ‘Always use the Temperature Test3. Some Trial Questions:  –   "...
Law of Belief1.   Never assume they believe you2.   Tell them only as much as they’ll believe3.   Point out the disadvanta...
Law of Comparison• Comparison. When Others Are Doing It, You  Should, Too.• We view a behavior as correct in a given  situ...
Law of Authority• Authority. When the Source Is An Authority,  You Can Believe It.• Humans by nature have a deep-seated se...
Law of Reciprocity• Reciprocity. When Someone Gives You  Something, You Should Give Something Back.• We should try to repa...
Law of Consistency• Commitment/Consistency. When You Take A  Stand, You Should Be Consistent.• Once we make a choice or ta...
Law of Scarcity• Scarcity. When It Is Rare, It Is Good• Opportunities seem more valuable to us when  they are less availab...
Law of Self Perception• Self perception. We learn about ourselves by  observing our own behavior.• If we observe ourselves...
Door-in-the-face (DITF)• Make a LARGE request, then when it is refused,  make a smaller (real) request  First Step        ...
Foot-in-the-door (FITD)• First make a SMALL request, then when granted,  make a larger (real) request  First Step         ...
Final Notes              121
Confidence Secret #3:  Practice, Practice, Practice                                 122
The End     If you are interested in the topic, the          audience will be interested.     If you are interested in the...
Thank You.              soft copy of slides:http://totallyunrelatedrandomanddebatable.                blogspot.com/
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Takaful IKHLAS Public Speaking & Presentation Skills for Marketing

  1. 1. PUBLIC SPEAKING &PRESENTATION SKILLSFOR MARKETINGCase Studies, Concepts, and IdeasKenny OngTakaful IKHLAS Sdn Bhd 1
  2. 2. Communication today… 13th April 2009 •Two Domino’s employees •YouTube •Apology from Domino’s after 48 hours •1 million hits •Twitter: questions on silence •LinkedIn: suggestions by users in forum 2 BusinessWeek, May 4, 2009
  3. 3. 3
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  6. 6. Your Objective Today, Before We Start…• Write down ONE thing you specifically want to learn, or• ONE question you want to ask 6
  7. 7. Part APublic Speaking
  8. 8. Discussion:1. Try to remember 1. Try to remember the very BAD the very GOOD speakers you speakers you have heard or have heard or seen. seen.2. List down reasons 2. List down reasons why you think they why you think are BAD. they are GOOD. 8
  9. 9. Different types of Public Speaking• Speech • Training• Debate • Facilitation• Presentation • Forum• Persuasion • Q&A 9
  10. 10. Part A-1BASICS 10
  11. 11. The Two Major Focus1. Confidence2. Technique 11
  12. 12. Mistakes I made in Public Speaking1. Be dynamic and 7. Turn off the lights to show extroverted slides2. Imitate other speakers 8. Start with a joke3. Read a speech 9. Cover all the points in the speech4. End with questions and answers 10.Always use a Stand/Lectern5. Must please everyone 11.Stand in one place6. Should not be nervous 12.Memorize the speech 12
  13. 13. “Why should Ilisten to you?” “So what?” 13
  14. 14. Confidence Secret #1: “It’s not about you, it’s about Them” Dr John C. Maxwell 14
  15. 15. Combination Lock Speech SITUATIONSAudience Speaker 15
  16. 16. • The Blue Marble 16
  17. 17. Speech 17
  18. 18. What is Your Purpose?• General Purpose 1. To Inform 2. To Persuade or To Get Action 3. To Impress or Convince 4. To Entertain 18
  19. 19. “People don’t care how much you know,until they know how much you care.” Unknown 19
  20. 20. Preparation (1): Power To Connect™• Them – Concerns? – Care about? – Questions?• Remember – If <5 mins, then 1 to 2 points – If <30 mins, then 3 points – “Preparation Exercise” Source: The Power To Connect®, T. Easler and C. Easler; 2003 20
  21. 21. Preparation (1): Power To Connect™• Feel – Do you remember the feeling more or the content? – Create the emotions you want• Do – Who, What, When – Be specific, motivation is not enough – Think in ‘reverse’ Source: The Power To Connect®, T. Easler and C. Easler; 2003 21
  22. 22. Confidence Secret #2: OVER PREPARE 22
  23. 23. Preparation (3): ContentStyle 1“First ,tell them what you are going to tell them, then tell them,then tell them what you Dale Carnegie have told them” 23
  24. 24. Preparation (3): Content Style 2 1.State your facts 2.Argue each of them 3.Ask for Action 24
  25. 25. Preparation (3): Content Style 31.Show something that is wrong2.Show how to fix it3.Ask for Action 25
  26. 26. Preparation (3): ContentStyle 4 1.Get Attention! 2.Win confidence 3.State your facts 4.Target audience motivation 26
  27. 27. Types of Openings• Ask a question• Tell a story• Present a quotation• Refer to the audience/leader• Refer to the occasion• Use an exhibit• Facts and Statistics 27
  28. 28. Congratulations.You are going to die. 28
  29. 29. Why are Questions Mysterious?“All Leaders share one key ability”“What one key ability do all Leaders share?”“You should eat healthy food”“Do you want to die young?”“Begin with a question”“Why begin with a question?” 29
  30. 30. Do you know these facts?1. Workers younger than 25 have the highest rate of death from electrical shock.2. Over 500,000 trees are used to supply Americans with their Sunday newspaper every week.3. More people die from sudden heart attack than from breast cancer, prostate cancer, AIDS, house fires, handguns, and traffic accidents combined.4. Many workers at or near retirement age, would require more than RM1 million to pay medical costs until they die. 30
  31. 31. Planning the Conclusion• Appeal for Action• Quick, sincere compliment• Poetry• Famous Quote• Emotional or Dramatic 31
  32. 32. Confidence Secret #3: Practice, Practice, Practice 32
  33. 33. Speaker 33
  34. 34. Developing Self Confidence (1)• Know what you are talking about – Prepare in a proper way – Never memorize – Arrange your ideas beforehand – Use personal experiences – Rehearse your talk with your friends 34
  35. 35. Developing Self Confidence (2)• Think Positive and Think Success – Believe in your own topic – Think positive and good things – Imagine a fantastic presentation – Focus on others – Talk positively to yourself 35
  36. 36. Developing Self Confidence (3)• Use your Body – Exercise • Pressure • Active – Relaxation techniques – Music • Calm • Energy – Talking to yourself – Movement and hand signals – Pause 36
  37. 37. Physical Appearance What most people do not realize: Your image and reputation is evaluated before you get on stage, not after. 37
  38. 38. Physical Appearance • Women – Dress – Wedding Ring – Fingernails – Makeup – Purse 38
  39. 39. Physical Appearance• Men – Facial Hair – Hair length – Briefcase – Suit – Pants 39
  40. 40. Physical Appearance• Men and Women – Fingernails – Glasses – Ear and Nose hair – Dress +10% – Outer pocket – Jewelry – Shower 40
  41. 41. Strategic Movement • Strategic Walking Good NewsBad PointNews “A” 41
  42. 42. Strategic Movement • Strategic Walking Good NewsBad PointNews “A” 42
  43. 43. Strategic Movement• Strategic Anchor 1. Create a “positive” experience or thought 2. Anchor your movement 3. “Fire” your anchor! 43
  44. 44. Voice (1) Talk with audience, not to audience 44
  45. 45. How to talk naturally1. Select “audience anchors”2. When you are speaking… – “talk” with those anchors3. Treat your anchors as individuals 45
  46. 46. Confidence Secret #4: Do not follow other people’s style. Talk natural, but louder. 46
  47. 47. Voice (2)• Stress IMPORTANT words1. Maggi Goreng is my favorite food2. Maggi Goreng is my favorite food3. Maggi Goreng is my favorite food4. Maggi Goreng is my favorite food5. Maggi Goreng is my favorite food 47
  48. 48. Voice (3)• Speaking with Different Speed “Ten Million Dollars” 48
  49. 49. Voice (4)• Emphasize – IF I WISH TO EMPHASIZE SOMETHING, I… speak softly – When I want to get attention… I pause 49
  50. 50. Hand Movements• A person’s hand movements are personal things• Do not copy another person• All great speakers have their own hand movements• Force yourself only when practicing 50
  51. 51. Hand Movements: My Personal• Finger (one hand, two hands)• Fists (one hand, two hands)• Chop (one hand, two hands)• Circle (one hand, two hands)• Sweep (left, right, up)• Palm (up, down)• “Strategic Anchors” – on purpose 51
  52. 52. Confidence Secret #5:Select “audience anchors” as eye contacts that make you more relax 52
  53. 53. Extra Advice from Experts1. Start your day the right way2. Arrive early3. Eat as little as possible4. Avoid “cow-produced” food or drink before speaking 53
  54. 54. Warning“A man who cannot smile, should not open a shop” old chinese proverb 54
  55. 55. Audience 55
  56. 56. Audience “Marketing is a transfer of feelings” 56
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  63. 63. Platform Rules1. Crowd your audience together – Best if standing on eye level2. Air circulation3. Let there be light on your Face4. Clear the Platform – Do not hide – As empty as possible – No guests 63
  64. 64. 1st Important Question Why is your audience there? Willingly or unwillingly?Ask for PersuadeAction 64
  65. 65. Part A-2ADVANCED 65
  66. 66. Part BVisual Aids and Power Points
  67. 67. “Powerpoint is used by people who have no power, and no point" Jim Goodnight, CEO of SAS 67
  68. 68. • Do’s and Don’ts of PowerPoint 68
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  93. 93. Visual aid rules• Be sure you have a reason for using a visual aid Keep the visual aid simple Use numbered and/or bulleted lists Use as little words as possible Use large Fonts (18, 22) Use the 3¼ Rule (if visual is eye level)Master your LCD Skills Slides vs. Handouts 93
  94. 94. Mistakes Presenters Make with Slides • Letting Visuals Dominate • Using “Long Lists" • Selecting Visuals not appropriate to the Concept • Talking to the Visuals Rather Than the Audience • Too many things in one page • Getting Fancy with Transitions and Builds 94
  95. 95. www.slideshare.net 95
  96. 96. Part B-2ADVANCED 96
  97. 97. Part CMarketing, Persuasion and Influencing
  98. 98. The real goal of Marketing and Branding Understanding our role in the whole scheme of things 98
  99. 99. What is the purpose of Marketing & Branding?Ultimate Objective of Marketing:“Get more people, to buy morethings, more frequently, at higherprices.”“Retention and Loyalty are useless ifNo Conversion is happening.” Sergio Zyman 99
  100. 100. What is the purpose of Marketing & Branding?“Retention and Loyalty are useless ifNo Conversion is happening.”“Communication is useless if NoConversion is happening.” 100
  101. 101. What is the Objective?1.Comm = Relationship (something like Dating)2.Comm ≠ Media glitz3.Comm ≠ ATL/BTL/BwTL/ArTL/FTL4.Comm ≠ CSR5.Comm = Get more people, to buy more, more frequently, at higher prices 101
  102. 102. Universal LawLaw of the Ping-Pong Ball a.k.a. Law of Cause and Effect 102
  103. 103. Law of Buy-in1. People will always buy ‘You’ first, before they buy the product2. Respect, Credibility, Trust, Love/Hate 103
  104. 104. Law of Annoyance1. Things our prospects and customers wish we wouldn’t do that really annoys them: – pushy. – call too much. – disrespectful of their time. – keep calling if they say they’re not interested. – appear not to understand them, – don’t listen. – don’t know about our own products/ services. – rude, arrogant, or inattentive. – vague or unclear. – won’t take no for an answer. 104
  105. 105. Law of Q&A1. No one likes to listen to ‘sales talk’2. The more QUESTIONS you ask, the more sales you get 105
  106. 106. Law of the Panadol1. Creative solutions for customers will always come from the ‘problems’2. Sales is about ‘solving the problem’ not selling the solution3. Example: We do not sell Panadol. We sell quick headache relief in 30 seconds. 106
  107. 107. Law of Momentum1. Never aim for the Big Bang. There is no such thing.2. Achievement comes from building momentum3. “Start Small, Grow Fast, Make Money” 107
  108. 108. Law of Clarity1. A confused prospect will never buy2. Avoid ‘jargons’ and ‘features’ and ‘latest this and that…’3. Do not assume they understand you. 108
  109. 109. How not to talk to Retail External Parties“The holder [of a CAB certificate] may continue to serve regularly any point named herein through the airport last regularly used by the holder to serve such point prior to the effective date of the certificate. Upon compliance with such procedures relating thereto as may be prescribed by the Board, the holder may, in addition to the services hereinabove expressly prescribed, regularly serve a point named herein through any airport convenient thereto.” 109
  110. 110. How not to talk to Retail External Parties“It has been determined not to be in the public interest that United Airlines continue to provide air transportation services between San Diego and San Antonio”“I forbid United Airlines to fly between San Diego and San Antonio” 110
  111. 111. Law of No ‘No’1. Try not to get the prospect to say ‘No’2. ‘Always use the Temperature Test3. Some Trial Questions: – "How does it sound so far?" – "Does that make sense?" – "Is this what youre looking for?" – "What do you think?" – "How close do you feel this comes to meeting your needs?" 111
  112. 112. Law of Belief1. Never assume they believe you2. Tell them only as much as they’ll believe3. Point out the disadvantages4. Use precise numbers5. If you have something to gain, let them know6. Use the power of the printed word7. Let them know who else says so 112
  113. 113. Law of Comparison• Comparison. When Others Are Doing It, You Should, Too.• We view a behavior as correct in a given situation to the degree we see others performing it 113
  114. 114. Law of Authority• Authority. When the Source Is An Authority, You Can Believe It.• Humans by nature have a deep-seated sense of duty to authority. 114
  115. 115. Law of Reciprocity• Reciprocity. When Someone Gives You Something, You Should Give Something Back.• We should try to repay, in kind, what another person has provided for us 115
  116. 116. Law of Consistency• Commitment/Consistency. When You Take A Stand, You Should Be Consistent.• Once we make a choice or take a stand (commitment), we will encounter personal and interpersonal pressures to behave consistently with that commitment (consistency).• Involvement and Buy-in 116
  117. 117. Law of Scarcity• Scarcity. When It Is Rare, It Is Good• Opportunities seem more valuable to us when they are less available.• Things that can be scare: time, money, opportunity, physical 117
  118. 118. Law of Self Perception• Self perception. We learn about ourselves by observing our own behavior.• If we observe ourselves doing some thing then we reason that we must like the thing. 118
  119. 119. Door-in-the-face (DITF)• Make a LARGE request, then when it is refused, make a smaller (real) request First Step Second Step get No! (large request) get Yes! (real request)• Why DITF works? – Reciprocity. – Contrast 119
  120. 120. Foot-in-the-door (FITD)• First make a SMALL request, then when granted, make a larger (real) request First Step Second Step get Yes! (small request) get Yes! (real request)• Example: Blood Donation• Why FITD works? – Commitment/Consistency, Self perception, Contrast 120
  121. 121. Final Notes 121
  122. 122. Confidence Secret #3: Practice, Practice, Practice 122
  123. 123. The End If you are interested in the topic, the audience will be interested. If you are interested in them, they will be interested in you. 123
  124. 124. Thank You. soft copy of slides:http://totallyunrelatedrandomanddebatable. blogspot.com/
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