PUBLIC SPEAKING & PRESENTATION SKILLS FOR MARKETINGCase Studies, Concepts, and Ideas

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Case Studies, Concepts, and Ideas

Kenny OngTakaful IKHLAS Sdn Bhd

Communication today…

13th April 2009

•Two Domino’s employees

•YouTube

•Apology from Domino’s after

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48 hours

•1 million hits

•Twitter: questions on silence

•LinkedIn: suggestions by users in forum

BusinessWeek, May 4, 2009

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Your Objective Today, Before We Start…

• Write down ONE thing you specifically want to learn, or

• ONE question you want to ask

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Part A

Public SpeakingPublic Speaking

Discussion:

1.Try to remember the very BADspeakers you have heard or seen.

1.Try to remember the very GOODspeakers you have heard or seen.

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seen.

2.List down reasons why you think they are BAD.

2.List down reasons why you think they are GOOD.

Different types of Public Speaking

• Speech• Debate• Presentation• Persuasion

• Training• Facilitation• Forum• Q&A

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• Persuasion • Q&A

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BASICSPart A-1

The Two Major Focus

1. Confidence2. Technique

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1. Be dynamic and extroverted

2. Imitate other speakers

3. Read a speech

Mistakes I made in Public Speaking

7. Turn off the lights to show slides

8. Start with a joke

9. Cover all the points in the

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3. Read a speech

4. End with questions and answers

5. Must please everyone

6. Should not be nervous

9. Cover all the points in the speech

10.Always use a Stand/Lectern

11.Stand in one place

12.Memorize the speech

“Why should I listen to you?”

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“So what?”

“It’s not about you,

it’s about Them”

Confidence Secret #1:

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it’s about Them”

Dr John C. Maxwell

Speech

SITUATIONS

Combination Lock

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SpeakerAudience

• The Blue Marble

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Speech

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What is Your Purpose?

• General Purpose1. To Inform2. To Persuade or To Get Action3. To Impress or Convince

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3. To Impress or Convince4. To Entertain

“People don’t care how much you know,

until they know how much

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until they know how much you care.”

Unknown

Preparation (1): Power To Connect™

• Them– Concerns?– Care about?– Questions?

• Remember

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• 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

Preparation (1): Power To Connect™

• Feel– Do you remember the feeling more or the content?– Create the emotions you want

• Do

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– Who, What, When– Be specific, motivation is not enough– Think in ‘reverse’

Source: The Power To Connect®, T. Easler and C. Easler; 2003

OVER PREPARE

Confidence Secret #2:

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OVER PREPARE

Preparation (3): Content Style 1

“First ,tell them what you are going to tell them,

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Dale Carnegie

then tell them,

then tell them what you have told them”

1.State your facts

2.Argue each of

Preparation (3): Content Style 2

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2.Argue each of them

3.Ask for Action

1.Show something that is wrong

Preparation (3): Content Style 3

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2.Show how to fix it

3.Ask for Action

1.Get Attention!

2.Win confidence

Preparation (3): Content Style 4

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3.State your facts

4.Target audience motivation

Types of Openings

• Ask a question• Tell a story• Present a quotation• Refer to the audience/leader

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• Refer to the audience/leader• Refer to the occasion• Use an exhibit• Facts and Statistics

Congratulations.You are going to die.

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You are going to die.

“All Leaders share one key ability”

“What one key ability do all Leaders share?”

“You should eat healthy food”

Why are Questions Mysterious?

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“You should eat healthy food”

“Do you want to die young?”

“Begin with a question”

“Why begin with a question?”

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

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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.

Planning the Conclusion

• Appeal for Action

• Quick, sincere compliment

• Poetry

• Famous Quote

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• Famous Quote

• Emotional or Dramatic

Confidence Secret #3:

Practice, Practice, Practice

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Speaker

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Developing Self Confidence (1)

• Know what you are talking about– Prepare in a proper way– Never memorize– Arrange your ideas beforehand– Use personal experiences

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– Use personal experiences– Rehearse your talk with your friends

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

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– Focus on others– Talk positively to yourself

Developing Self Confidence (3)

• Use your Body– Exercise

• Pressure • Active

– Relaxation techniques

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– Relaxation techniques– Music

• Calm• Energy

– Talking to yourself– Movement and hand signals– Pause

Physical Appearance

What most people do not realize:

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Your image and reputation is evaluated beforebefore you get on

stage, not after.

Physical Appearance

• Women– Dress– Wedding Ring– Fingernails– Makeup

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– Makeup– Purse

Physical Appearance

• Men– Facial Hair– Hair length– Briefcase

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– Briefcase– Suit– Pants

Physical Appearance

• Men and Women– Fingernails– Glasses– Ear and Nose hair– Dress +10%

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– Dress +10%– Outer pocket– Jewelry– Shower

Strategic Movement

• Strategic Walking

Good

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Point “A”

Bad News

Good News

Strategic Movement

• Strategic Walking

Good

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Point “A”

Bad News

Good News

Strategic Movement

• Strategic Anchor1. Create a “positive” experience or

thought

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thought2. Anchor your movement3. “Fire” your anchor!

Voice (1)

Talk with audience, not to audience

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to audience

How to talk naturally

1. Select “audience anchors”2. When you are speaking…

– “talk” with those anchors

3. Treat your anchors as

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3. Treat your anchors as individuals

Confidence Secret #4:

Do not follow other people’s style.

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style.

Talk natural, but louder.

Voice (2)

• Stress IMPORTANT words

1. Maggi Goreng is my favorite food

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1. Maggi Goreng is my favorite food 2. Maggi Goreng is my favorite food3. Maggi Goreng is my favorite food4. Maggi Goreng is my favorite food5. Maggi Goreng is my favorite food

Voice (3)

• Speaking with Different Speed

“Ten Million Dollars”

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Voice (4)

• Emphasize

– IF I WISH TO EMPHASIZE SOMETHING, I… speak softly

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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 own hand

movements• Force yourself only when practicing

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• Force yourself only when practicing

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

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• Sweep (left, right, up)

• Palm (up, down)

• “Strategic Anchors” – on purpose

Confidence Secret #5:

Select “audience anchors” as eye contacts that make you more

relax

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Extra Advice from Experts

1. Start your day the right way2. Arrive early3. Eat as little as possible4. Avoid “cow-produced” food or drink before

speaking

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speaking

Warning

“A man who cannot smile, should

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“A man who cannot smile, should not open a shop”

old chinese proverb

Audience

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Audience

“Marketing is a transfer of feelings”

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Platform Rules

1. Crowd your audience together– Best if standing on eye level

2. Air circulation3. Let there be light on your Face4. Clear the Platform

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4. Clear the Platform– Do not hide– As empty as possible– No guests

1st Important Question

Why is your audience there?

Willingly or unwillingly?

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Willingly or unwillingly?

Ask for Action

Persuade

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ADVANCEDPart A-2

Part B

Visual Aids and Visual Aids and Power Points

“Powerpoint is used by people who have no power, and no point"

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Jim Goodnight, CEO of SAS

• Do’s and Don’ts of PowerPoint

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l Keep the visual aid simple

l Use as little words as possible

Visual aid rules• Be sure you have a reason for

using a visual aid

l Use numbered and/or bulleted lists

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l Use as little words as possible

l Use large Fonts (18, 22)

l Use the 3¼ Rule (if visual is eye level)

lMaster your LCD Skills

l Slides vs. Handouts

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

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• Talking to the Visuals Rather Than the Audience

• Too many things in one page • Getting Fancy with Transitions and Builds

www.slideshare.net

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ADVANCEDPart B-2

Part C

Marketing, Persuasion and Marketing, Persuasion and Influencing

The real goal of Marketing and Branding

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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 more things, more frequently, at higher prices.”

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prices.”

Sergio Zyman

“Retention and Loyalty are useless if No Conversion is happening.”

What is the purpose of Marketing & Branding?

“Retention and Loyalty are useless if No Conversion is happening.”

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“Communication is useless if No Conversion is happening.”

What is the Objective?

1.Comm = Relationship (something like Dating)

2.Comm ≠ Media glitz 3.Comm ≠ ATL/BTL/BwTL/ArTL/FTL

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4.Comm ≠ CSR5.Comm = Get more people, to buy

more, more frequently, at higher prices

Universal Law

Law of the Ping-Pong Ball

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Law of the Ping-Pong Ball

a.k.a. Law of Cause and Effect

Law of Buy-in

1. People will always buy ‘You’ first, before they buy the product

2. Respect, Credibility, Trust, Love/Hate

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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,

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– 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.

Law of Q&A

1. No one likes to listen to ‘sales talk’2. The more QUESTIONS you ask, the more

sales you get

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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

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3. Example: We do not sell Panadol. We sell quick headache relief in 30 seconds.

Law of Momentum

1. Never aim for the Big Bang. There is no such thing.

2. Achievement comes from building momentum3. “Start Small, Grow Fast, Make Money”

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Law of Clarity

1. A confused prospect will never buy2. Avoid ‘jargons’ and ‘features’ and ‘latest this

and that…’ 3. Do not assume they understand you.

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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

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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.”

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”

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“I forbid United Airlines to fly between San Diego and San Antonio”

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?"

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– "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?"

Law of Belief

1. 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 know

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5. If you have something to gain, let them know6. Use the power of the printed word7. Let them know who else says so

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

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it

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.

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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

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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

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interpersonal pressures to behave consistently with that commitment (consistency).

• Involvement and Buy-in

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

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opportunity, physical

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.

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Door-in-the-face (DITF)

• Make a LARGE request, then when it is refused, make a smaller (real) requestFirst Step Second Stepget No! (large request) get Yes! (real request)

• Why DITF works?

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• Why DITF works?– Reciprocity.– Contrast

Foot-in-the-door (FITD)

• First make a SMALL request, then when granted, make a larger (real) requestFirst Step Second Stepget Yes! (small request) get Yes! (real request)

• Example: Blood Donation

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• Example: Blood Donation• Why FITD works?

– Commitment/Consistency, Self perception, Contrast

Final Notes

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Confidence Secret #3:

Practice, Practice, Practice

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The End

If you are interested in the topic, the audience will be interested.

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If you are interested in them, they will be interested in you.

Thank You.

soft copy of slides:http://totallyunrelatedrandomanddebatable.

blogspot.com/