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

2,072 views

Published on

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.

Published in: Business, Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,072
On SlideShare
0
From Embeds
0
Number of Embeds
955
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

  1. 1. 21 Steps to Powerful Presentations (Effective Communicators Win!) Bong De Ungria March 2011
  2. 2. Outline: Communicate to Win 1. Why be a power presentor? (Intro) 2. How? Techniques (Body) 3. Why, How, Who? (Conclusion)
  3. 3. 1.Why? A power presentor gets what he wants: personally & professionally
  4. 4. 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.
  5. 5. Why do you REPORT? 1. Forces you to analyze. 2. Gets action. 3. Learn by doing 4. Learn by listening from other reports.
  6. 6. 2. How? 21 Power Presentor Techniques Legend: Do this! Avoid!
  7. 7. Power Technique #1 Think Customer. Not Self Customer: What’s In It For Me? Common Presentor’s Mistakes: What Can I Do? What Do I Know?
  8. 8. View your report from customer’s perspective YOU 1. Computer 2. 2 feet 3. Know details 4. Unlimited time 5. This is what I did! 6. Effort input CUSTOMER 1. Projector 2. 20 feet away 3. Unfamiliar with content, units 4. Limited time 5. What’s in it for me? 6. Impact/ Retention
  9. 9. View your report from customer’s perspective YOU 1. Computer 2. 2 feet 3. Know details 4. Unlimited time 5. This is what I did! CUSTOMER 1. Projector 2. 20 feet away 3. Unfamiliar with content, units 4. Limited time 5. What’s in it for me? 6. Impact/ Retention Did you know? 1. Your fingers don’t project: • From computer • From you 2. People have limited vision 3. If customer doesn’t understand, he tunes out
  10. 10. Customer has needs and problems that you can solve He listens if you have answers He doesn’t care about everything else. Don’t waste time with excess info.
  11. 11. 2 examples of wasted time and effort What time is it? 6:30 & 23 sec And 9:30 In NewYork
  12. 12. 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.
  13. 13. What’s different? A projector… 1. Lower resolution 2. Darker colors 3. Affected by lighting, projector 4. Enlarged (avoid typos!)
  14. 14. Power Technique # 3 Use all-occasion formats Don’t be a victim of Differences in projector capability, Lighting conditions, Size of Room
  15. 15. White backgrounds always work! (Title =36) 1. Fancy text colors are unreadable 2. Unpredictable light effects  Projected diff. From computer 3. First level =28 blue 2nd = 24 black 3rd = 20 green 4. Arial or arial black font 5. Hyperlink properly
  16. 16. Projector resolution is different from computer’s!
  17. 17. Power Technique #4 Anticipate the question. Back up your answer. (But don’t talk about it if not asked, disrupts communication flow)
  18. 18. Be Ever-READY. Have your spare tire. Real end of presentation (last slide)
  19. 19. Be Ever-READY. Have your spare tire. Real end of presentation (last slide) Back Up Slides. Don’t Erase!
  20. 20. Power Technique #5 Focus on the Big Ideas (Communicate, NOT confuse More is NOT merrier)
  21. 21. What’s the complete idea? If this represents everything true about the product price, terms, specs, benefits, availability how to use, who endorses it, brand, etc.
  22. 22. Everything can get lost in the translation This is what you say To customer
  23. 23. Everything can get lost in the translation This is what you say To customer What they hear & see
  24. 24. Everything can get lost in the translation This is what you say To customer What they hear & see What they distort
  25. 25. Everything can get lost in the translation This is what you say To customer What they hear & see What they distort What they remember
  26. 26. Avoid communication errors! This is what you say To customer What they hear & see What they distort What they remember
  27. 27. Focus on the big idea! Learn from the 30 second TV ad This is what you CAN say This is what you ACTUALLY say What they hear & see What they distort What they remember
  28. 28. Sell the SIZZLE, not the steak Remember when you were trying to impress someone? This is what you CAN say
  29. 29. Sell the SIZZLE, not the steak Enlarge the sizzle with smoke and sound This is what you CAN say This is what you ACTUALLY say With SIZZLE 29
  30. 30. Sell the SIZZLE, not the steak Do it well and there is no loss in translation This is what you CAN say This is what you ACTUALLY say With SIZZLE What they hear & see What they distort What they remember
  31. 31. Sell the SIZZLE, not the steak Customer buys everything! This is what you CAN say This is what you ACTUALLY say With SIZZLE What they hear & see What they distort What they remember If they buy sizzle, They buy steak, sauce, burnt meat & all.
  32. 32. Power Technique #6 Slides are FREE. Don’t overcompress. Presenting Five 1-idea slides are faster than getting audience confused with 1 cluttered slide
  33. 33. Power Technique #7 HELP the audience remember! No retention = zero value
  34. 34. Here’s a really confusing situation 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 price What color to use? (blue, green, red, yellow?)
  35. 35. CPR2- Sample retention tool used for real situation Concessionaire or outright? Weight or price based? Price label: 1 for weight. 2 price What color? (blue, green, red, yellow?) 30 second Retention tool used: CPR2 Concess uses price based, use red (as warning). Price tag shows 2. Try to forget CPR2 if you can!
  36. 36. Power Technique #8 Use the Cover Page As the Executive Summary (Cover page is First & Last Page of Presentation : Bookend)
  37. 37. Power Presentations Effective Communicators Win! Bong De Ungria October, 2010 Coverpage elements: 1. Descriptive Title(s) 2. Presentors’ name(s) 3. Date 4. Picture 5. Consistent Format Elements
  38. 38. Last slide should finish with your 1 Big Idea! Blank Page Adds No Value Remind audience Of your Big Idea. You can still thank audience. Explicitly showing Thank You Is for Beauty Contests Only
  39. 39. Power Technique #9 Use A Descriptive Outline Effective Communication Requires 3 Steps 1. Introduce what you will say… (Outline) 2. Say it (Body) 3. Repeat what you just said… (Conclusion)
  40. 40. Wrong Outline: Generic words 1. Outline 2. Introduction 3. Body 4. Conclusion 5. Summary
  41. 41. A Better outline describes…  Why use power ppt? (Intro)  Techniques (Body)  Meeting Customer Needs (Conclusion)  Why, How, Who? (Summary)
  42. 42. Power Technique #10 Follow 7 x7 Rule Less than 7 lines, Less than 7 words per line Avoids Clutter Allows Emphasis of Key Ideas
  43. 43. 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.
  44. 44. This follows 7 x 7 rule  Why use power ppt? (Intro)  Techniques (Body)  Meeting Customer Needs (Conclusion)  Why, How, Who? (Summary)
  45. 45. Power Technique # 11 Make 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.
  46. 46. Budget for 2002 Current CRM Proposed CRM Increase SALES 80 144 64 COST OF SALES 48 72 24 GROSS PROFIT 32 72 40 LESS: OPERATING EXPENSE 16 21 5 FIXED COST 7 7 0 VARIABLE COST 9 14 5 LESS: ADV & PROMO 5 17 12 NET INCOME 11 35 24 This is a title or label. So what are you really trying to say?
  47. 47. 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 COST OF SALES 48 72 24 GROSS PROFIT 32 72 40 LESS: OPERATING EXPENSE 16 21 5 FIXED COST 7 7 0 VARIABLE COST 9 14 5 LESS: ADV & PROMO 5 17 12 NET INCOME 11 35 24 This is why you are Showing this Table! This is a good Example of a the HEADLINE Direct the listener’s eyes by highlight boxes just Like in newspapers.
  48. 48. If it is important, then put complete idea in the title line Uses Title. Needs explanation by presentor for audience to understand Uses Title Line. Explanation is clearly Shown. “Selective” is repeated 4 times
  49. 49. Power Technique # 12 Your slide = Your notes Don’t hold a notebook, cue card Don’t say something & not show it. Slides should self-explain, stand-alone.
  50. 50. Power Technique # 13 Use Combination of Text, Pictures, Dates Extra effort is worth it. Avoid moving pictures! Separate pics and text. LABEL pics.
  51. 51. Use pictures to liven page…  Why use power ppt?  Techniques  Meeting Customer Needs  Why, How, Who? Moving pics distract
  52. 52. Text with overlapping pictures are not readable Reduce picture size! (see next slide) • Why use power ppt? • Techniques • Meeting Customer Needs • Why, How, Who?
  53. 53. Separate Text & Pics Optimize size of pictures (right size = more effective) • Why use power ppt? • Techniques • Meeting Customer Needs • Why, How, Who?
  54. 54. Avoid unlabeled pictures
  55. 55. Caption/ date your pictures Front End Training, Aug. 30 Abenson signage, Sep 2
  56. 56. Power Technique # 14 When in Doubt? Don’t 1. Leave out details you don’t understand (audience won’t know what is missing) 2. Avoid errors, controversies.
  57. 57. Audience remembers mistakes & controversies!
  58. 58. Power Technique # 15 Use Diagrams To… 1. Explain 2. Simplify Concepts 3. Tell Stories 4. Quantify 5. Show Relationships 6. Analyze
  59. 59. 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
  60. 60. Diagrams explain better!  Cement  Water  Admixture  Mineral (Flyash, Slag, SilicaFume)  Chemical (Superplasticizer, Retarder)  Air  Aggregates  Fine aggregates  Coarse aggregates Paste Mortar Concrete
  61. 61. Make own diagrams to simplify concepts! Cement grain Cement spines form Cement expands to many layers Hardened Material containin g water Various cements interlock Setting or hardening due to stronger interlock Cement hydration
  62. 62. G1 AGGREGATE PASTE 3/4 AGGREGATE 3/8 AGGREGATE SAND During mixing, the cement paste (cement, water, admix, air) must completely wrap around all the aggregates. Concrete strength results from the strength of the aggregates as well as the strength of the paste to paste bonding Tell stories using diagrams!
  63. 63. Diagrams quantify! Current PTM (primary target)  Children  Parents  Teachers  Religious (priests & catechists)  Nearby community Additional Target Markets  Family  Officeworkers  Poor , far-flung communities Current Future
  64. 64. 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
  65. 65. Diagrams show relationships! GOD Paulines Marketing Programs Customers Current CRM Proposed CRM
  66. 66. Power Technique # 16 Use Pictures & Printscreens & Annotations
  67. 67. Use Pictures= 1000 words! (on where concrete is used…) Columns Slabs Foundations Beams Pavement = Slab on grade RC (Reinforced Concrete) Walls
  68. 68. Cite screenshot source to add credibility! Source: Portland Cement Association, USA
  69. 69. Annotations help emphasize key points 4500 psi (max) 2100 psi (min)
  70. 70. Power Technique # 17 Too many decimals and details confuse!
  71. 71. Too many details. No emphasis! 5. Budget Jan. 1,2002 - Dec. 31, 2002 Current CRM Proposed CRMIncrease SALES 80,104,304 144,187,747 64,083,443 COST OF SALES 48,062,582 72,093,874 24,031,291 GROSS PROFIT 32,041,722 72,093,874 40,052,152 LESS: OPERATING EXPENSE16,010,020 20,442,181 4,432,161 FIXED COST 7,145,699 7,145,699 - VARIABLE COST 8,864,321 13,296,482 4,432,161 LESS: ADV & PROMO 5,456,000 16,990,000 11,534,000 NET INCOME 10,575,702 34,661,693 24,085,992
  72. 72. Clear. Simple. Focus. Invest 12 M. Increase Income by 24 M 5. Budget for 2002 (millions) Current CRM Proposed CRM Increase SALES 80 144 64 COST OF SALES 48 72 24 GROSS PROFIT 32 72 40 LESS: OPERATING EXPENSE 16 21 5 FIXED COST 7 7 0 VARIABLE COST 9 14 5 LESS: ADV & PROMO 5 17 12 NET INCOME 11 35 24
  73. 73. Power Technique # 18 Use numbered guideposts above Title Lines and in page separators
  74. 74. Show audience where you are in the presentation Page Separators Numbered guideposts above title line
  75. 75. Power Technique # 19 Make the Audience Smile! Don’t be too serious
  76. 76. Saved K N B? Use humor when appropriate
  77. 77. Power Technique # 20 Tell a Compelling Story Using facts, numbers, insights, pictures Know your objectives
  78. 78. A Typical, Monthly Business Opcom Story 1. My financial numbers (Company) 2. Competitive Activities 3. Local trends and store issues 4. Customer Insights 5. Store Action Plans** 6. Support needed from head office** ** Must be based from 1 to 4
  79. 79. What type of billiards player are you? Can you tell what ball is going to which pocket before taking the shot? Or do you strike hard and pray something
  80. 80. Power Technique # 21 Practice! Practice! To avoid major, major mistakes
  81. 81. Practice as if your life depended 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.
  82. 82. 3. Who? Who Benefits from Powerful Presentations 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
  83. 83. Summary Effective communicators win! 1. Get What You Want 2. By Applying 21 techniques 3. To Benefit your audience, YOU, and stakeholders
  84. 84. 21 Steps to Powerful Presentations (Effective Communicators Win!) Bong De Ungria March 2011

×