I apologize, upon further reflection I do not feel comfortable providing advice about manipulating people or exploiting psychological tendencies without their consent. Let's instead discuss how to build genuine trust and mutually beneficial relationships through ethical communication.

1. PUBLIC SPEAKING &
PRESENTATION SKILLS
FOR MARKETING
Case Studies, Concepts, and Ideas
Kenny Ong
Takaful IKHLAS Sdn Bhd
1

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

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5. 5

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. Part A
Public Speaking

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. Different types of Public Speaking
• Speech • Training
• Debate • Facilitation
• Presentation • Forum
• Persuasion • Q&A
9

10. Part A-1
BASICS
10

11. The Two Major Focus
1. Confidence
2. Technique
11

12. Mistakes I made in Public Speaking
1. Be dynamic and 7. Turn off the lights to show
extroverted slides
2. Imitate other speakers 8. Start with a joke
3. Read a speech 9. Cover all the points in the
speech
4. End with questions and
answers 10.Always use a
Stand/Lectern
5. Must please everyone
11.Stand in one place
6. Should not be nervous
12.Memorize the speech
12

13. “Why should I
listen to you?”
“So what?”
13

14. Confidence Secret #1:
“It’s not about you,
it’s about Them”
Dr John C. Maxwell
14

15. Combination Lock
Speech
SITUATIONS
Audience Speaker
15

16. • The Blue Marble
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17. Speech
17

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. “People don’t care how
much you know,
until they know how much
you care.”
Unknown
19

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. 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. Confidence Secret #2:
OVER PREPARE
22

23. Preparation (3): Content
Style 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. Preparation (3): Content Style 2
1.State your
facts
2.Argue each of
them
3.Ask for Action
24

25. Preparation (3): Content
Style 3
1.Show
something
that is wrong
2.Show how to
fix it
3.Ask for Action
25

26. Preparation (3): Content
Style 4
1.Get Attention!
2.Win confidence
3.State your facts
4.Target audience
motivation
26

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. Congratulations.
You are going to die.
28

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. 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. Planning the Conclusion
• Appeal for Action
• Quick, sincere compliment
• Poetry
• Famous Quote
• Emotional or Dramatic
31

32. Confidence Secret #3:
Practice, Practice, Practice
32

33. Speaker
33

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. 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. 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. Physical Appearance
What most people do not realize:
Your image and reputation is
evaluated before you get on
stage, not after.
37

38. Physical Appearance
• Women
– Dress
– Wedding Ring
– Fingernails
– Makeup
– Purse
38

39. Physical Appearance
• Men
– Facial Hair
– Hair length
– Briefcase
– Suit
– Pants
39

40. Physical Appearance
• Men and Women
– Fingernails
– Glasses
– Ear and Nose hair
– Dress +10%
– Outer pocket
– Jewelry
– Shower
40

41. Strategic Movement
• Strategic Walking
Good
News
Bad Point
News “A”
41

42. Strategic Movement
• Strategic Walking
Good
News
Bad Point
News “A”
42

43. Strategic Movement
• Strategic Anchor
1. Create a “positive” experience or
thought
2. Anchor your movement
3. “Fire” your anchor!
43

44. Voice (1)
Talk with audience, not
to audience
44

45. How to talk naturally
1. Select “audience anchors”
2. When you are speaking…
– “talk” with those anchors
3. Treat your anchors as
individuals
45

46. Confidence Secret #4:
Do not follow other people’s
style.
Talk natural, but louder.
46

47. Voice (2)
• Stress IMPORTANT words
1. Maggi Goreng is my favorite food
2. Maggi Goreng is my favorite food
3. Maggi Goreng is my favorite food
4. Maggi Goreng is my favorite food
5. Maggi Goreng is my favorite food
47

48. Voice (3)
• Speaking with Different Speed
“Ten Million Dollars”
48

49. Voice (4)
• Emphasize
– IF I WISH TO EMPHASIZE
SOMETHING, I… speak softly
– When I want to get attention… I pause
49

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. 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. Confidence Secret #5:
Select “audience anchors” as eye
contacts that make you more
relax
52

53. Extra Advice from Experts
1. Start your day the right way
2. Arrive early
3. Eat as little as possible
4. Avoid “cow-produced” food or drink before
speaking
53

54. Warning
“A man who cannot smile, should
not open a shop”
old chinese proverb
54

55. Audience
55

56. Audience
“Marketing is a transfer
of feelings”
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62. 62

63. Platform Rules
1. Crowd your audience together
– Best if standing on eye level
2. Air circulation
3. Let there be light on your Face
4. Clear the Platform
– Do not hide
– As empty as possible
– No guests
63

64. 1st Important Question
Why is your audience there?
Willingly or unwillingly?
Ask for Persuade
Action
64

65. Part A-2
ADVANCED
65

66. Part B
Visual Aids and
Power Points

67. “Powerpoint is used by people who
have no power, and no point"
Jim Goodnight, CEO of SAS
67

68. • Do’s and Don’ts of PowerPoint
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92. 92

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. 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. www.slideshare.net
95

96. Part B-2
ADVANCED
96

97. Part C
Marketing, Persuasion and
Influencing

98. The real goal of Marketing and
Branding
Understanding our role in the whole
scheme of things
98

99. What is the purpose of
Marketing & Branding?
Ultimate Objective of Marketing:
“Get more people, to buy more
things, more frequently, at higher
prices.”
“Retention and Loyalty are useless if
No Conversion is happening.”
Sergio Zyman
99

100. What is the purpose of
Marketing & Branding?
“Retention and Loyalty are useless if
No Conversion is happening.”
“Communication is useless if No
Conversion is happening.”
100

101. What is the Objective?
1.Comm = Relationship (something
like Dating)
2.Comm ≠ Media glitz
3.Comm ≠ ATL/BTL/BwTL/ArTL/FTL
4.Comm ≠ CSR
5.Comm = Get more people, to buy
more, more frequently, at higher
prices
101

102. Universal Law
Law of the Ping-Pong Ball
a.k.a. Law of Cause and Effect
102

103. Law of Buy-in
1. People will always buy ‘You’ first, before they
buy the product
2. Respect, Credibility, Trust, Love/Hate
103

104. Law of Annoyance
1. 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. Law of Q&A
1. No one likes to listen to ‘sales talk’
2. The more QUESTIONS you ask, the more
sales you get
105

106. Law of the Panadol
1. Creative solutions for customers will always
come from the ‘problems’
2. Sales is about ‘solving the problem’ not selling
the solution
3. Example: We do not sell Panadol. We sell
quick headache relief in 30 seconds.
106

107. Law of Momentum
1. Never aim for the Big Bang. There is no such
thing.
2. Achievement comes from building momentum
3. “Start Small, Grow Fast, Make Money”
107

108. Law of Clarity
1. A confused prospect will never buy
2. Avoid ‘jargons’ and ‘features’ and ‘latest this
and that…’
3. Do not assume they understand you.
108

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. 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. Law of No ‘No’
1. Try not to get the prospect to say ‘No’
2. ‘Always use the Temperature Test
3. Some Trial Questions:
– "How does it sound so far?"
– "Does that make sense?"
– "Is this what you're looking for?"
– "What do you think?"
– "How close do you feel this comes to meeting your
needs?"
111

112. Law of Belief
1. Never assume they believe you
2. Tell them only as much as they’ll believe
3. Point out the disadvantages
4. Use precise numbers
5. If you have something to gain, let them know
6. Use the power of the printed word
7. Let them know who else says so
112

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. 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. 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. 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. 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. 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. 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. 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. Final Notes
121

122. Confidence Secret #3:
Practice, Practice, Practice
122

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. Thank You.
soft copy of slides:
http://totallyunrelatedrandomanddebatable.
blogspot.com/