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Irena Zatloukalová, spokesperson at Seznam.cz
8th June 2104 Learn to Be Persuasive
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www.seznam.cz
Who am I?
@izatlouk
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How to Build a Good
Story
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www.seznam.cz
Practise Story Telling
@izatlouk
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www.seznam.cz Always Start with WHY
@izatlouk
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www.seznam.cz Do Not Make Listeners
Think @izatlouk
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www.seznam.cz
Keep It Simple
@izatlouk
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www.seznam.cz
Create Sound Bites
@izatlouk
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www.seznam.cz Oppose Your Own Project
@izatlouk
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How to Build a Persuasive
Argument?
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www.seznam.cz Name @izatlouk Tell everyone
what your project is about in a memorable way – use sound bite for that…
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www.seznam.cz Explain @izatlouk What does
the sound bite mean? Do not forget to start with why, keep it simple and tie it to emotions! (Do not talk about how great you are, but what the solution will bring to the listener and his audience, so he/she can picture it) Quit UX newspeak! Use words your grandma understands.
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www.seznam.cz Give Evidence @izatlouk Support
your explanation by examples, analogies, logical sequences, i.e. evidence that shows your solution is the best one. These examples do not make listeners think and help them accept your solution to the problem.
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www.seznam.cz Conclude! @izatlouk Do not
forget to tell the listener where does all that you have just said lead to and why is your solution the best one.
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Education is what remains after
you forgot everything
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www.seznam.cz What Are You Waiting
for? @izatlouk
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How to Prepare for Your
Presentation?
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www.seznam.cz 3 Words @izatlouk Which
3 words describe your project the best? What are the 3 most important things on your project?
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www.seznam.cz Create a Sound Bite
= Name @izatlouk Put these 3 words into one sentence that describes your project the best. Make the sentence specific, memorable and thus unique!
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Practise Presentation: Name Explain Evidence
Conclude
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www.seznam.cz Oppose Your Own Project
@izatlouk
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www.seznam.cz Knowing the Flaws of
Your Project, How Will You Change Your Presentation? @izatlouk
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Irena Zatloukalová Irena.Zatloukalova@firma.seznam.cz mobile: +420
720 365 64 Twitter / Instagram / LinkedIn / my blog: @izatlouk Practise argumentation as often as you can and please, let me know if these tips worked for you!
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www.seznam.cz @Seznam_cz
You already know – spokesperson
3 years at Seznam.cz – first technology experience,
started with PR at banks and finance sector
Did I study PR? Nope
Sociology
Remember a good article you have read lately? Why do you remember it?
What did it have?
News, emotions, red line; conclusion = moral = something you can pick up from the story for yourself – as a good story does.
Be sure to have a story for your project. Think of your project as of a story you want everyone to remember.
I bet you all read the book „start with why“. So apply it to your audience. First tell them why they should be interested and then give details on how or what.
Always answer these questions:
Why should the journalist be interested in your story
Why should his readers be interested?
Why would he write about you?
Got answers? Good start your story with them! (why did Little Red Ridding Hood go to the deep wood?)
Another useful book: dont make me think – who read it?
The rules about call to action on web can be easily applied to presrnting your story.
Quit your UX bullshit.. Explain in words your granma would understand...
Do not tslk only in "I", try to underdtand the one you are to persuade as if they were xour users, objects of research... We also have our goals, listen to us and show us you understand...
Visualise it for him, give good examples (what does your competition do..) to support your story, always have the red line.
Do all the work for him.
The less he needs to think, the more he believes he understands, will use your words. What is more?
Example: Seznam.cz results vs. expansion vs. 3D maps
I talk about stories, good examples, but that does not mean a whole-night movie. Better practise much harder stuff – short stories, as long as a good anecdote…
Never ever make people understand fully your code. No-one cares
To get the attention of journalists: You need to be able to explain your product and benefits as if you were explaining it to your Granma, only after she buys it, you can dig into more details…
Have easy, catch phrase, summing up what you do.. We call them.. sound bites
Why Steve Jobs? A master in creating sound bites.. Apple has never introduced just „a smart phone“ or computer, but always a thinnest notebook, or a „notebook thinner than a pencil“
Get inspired, you can buy a book „Talk like TED“ to get ore examples.
Easily said… but you might ask how to create one...
Think of all the messages one could say about you.
Chose the most appreciate/importantt ones, the ones everyone will believe, the ones you have the most support for,
Make a headline of it – 3 to 5 words – they must be sharp, focused and carry all info . Your headline.
Have 3-4 sound bites. Have them always wit you, use them in any future interview, when you answer a phone-call talk to the investor.. Have more versions suitable to the different audience
5 minutes
Find flaws in your project
Do you chose classical media or social? Chose both. And if you are asking When is the right time for social media?
The answer is NOW. But have a clear strategy – answer questions like..
- Personal twitter vs. company one
With social media you do not need to wait for launch of your product. You can have you social media strategy before that.
Your soc. media – might: be a source of news in your field; info on others talking about you
Use what works on your personal twitter for your company – be visible on events from your field- tweet, reply…
Ale zase nepoužívejte úplně všechno – Grudlovo pravidlo u firmy? Vtipný, nebo krásná asi nezvládnete dodržet
Chose 3 words to describe your project
You have 2 minutes
Chose 3 words to describe your project
You have 2 minutes
3 more minutes prep
To give one minute opposing speech to your own project
Chose 3 words to describe your project
You have 2 minutes
