lss2011 handout public speaking

8/2/2019 LSS2011 Handout Public Speaking

1/16

Public SpeakingHow to make your audience stayawake

Next to having a vision to aim at, a leader should

master the art of speaking to groups in order to

ensure understanding, influence members,

encourage collaboration, intensify performance

lead a group towards goal achievement. So off we

go

Herv Tunga

15.08.2011


2/16

LeadershipSummerSchool

2011ClujNapoca,Romania

2

HandoutsLSS

15th

24th

July2011

Content1. Abstract...........................................................................................................................................4

a.

Podium panic

..................................................................................................................................

4

b. Anxiety and nervousness...............................................................................................................5

Thepatternoffear'........................................................................................................................5

Benefitsofnervousness......................................................................................................................5

Crossoverpoint...................................................................................................................................5

Tipsandtricks......................................................................................................................................6

Bewellprepared.............................................................................................................................6

Practice............................................................................................................................................7

Haveabackup.................................................................................................................................7

Reducefearofyouraudience.........................................................................................................7

Relaxbeforespeaking.....................................................................................................................8

2. Body language................................................................................................................................9

Whatcarriesthemessage?.................................................................................................................9

Voice................................................................................................................................................9

Eyecontactandfacialexpressions..................................................................................................9

Gestures..........................................................................................................................................

9

Voice....................................................................................................................................................9

Tipsforusingyourvoice......................................................................................................................9

Whenpresenting.............................................................................................................................9

Forimproving................................................................................................................................10

Eyecontact........................................................................................................................................10

Why?..............................................................................................................................................10

How?..............................................................................................................................................

10

Whatpreventsit?..............................................................................................................................10

Howtoattractapersonsgaze?........................................................................................................11

Gestures............................................................................................................................................11

Standing.........................................................................................................................................11

Postureandbodyorientation.......................................................................................................12

Movements...................................................................................................................................12

Messagedelivery...............................................................................................................................13


3/16



3

HandoutsLSS

15th

24th

July2011

Claptraps........................................................................................................................................13

TheDAGMARphilosophy..............................................................................................................13

GoldenCircle.................................................................................................................................14

Roman

Column

..............................................................................................................................

15

3. Sources.........................................................................................................................................16

Session Responsible: Herv Tunga (BEST)Co-trainers: Arne Reis (AEGEE)

Herve Tunga (BEST)

Lies Schakelaar (IFMSA)

Luka Lacan (EESTEC)

Mircea Vardan (BEST)

Nick Mamo (IFMSA)

Wander Kenter (IFMSA, EMSA)

Theaimof this training is: to helpyoutodeliverapowerfulpresentation.Theobjectivesofthis training are:

... to be able to modify negative consequences of stage fright.

... to be able to use vocals and body language for supporting your

message.

... to be able to design a speech.


4/16



4

HandoutsLSS

15th

24th

July2011

1. AbstractNexttohavingavisiontoaimat,aleadershouldmastertheartofspeakingtogroupsinorderto

ensureunderstanding,influencemembers,encouragecollaboration,intensifyperformanceleada

group

towards

goal

achievement.

Public

speaking

can

be

a

powerful

tool

to

use

for

purposes

such

as

motivation,influence,persuasion,teamwork,etc.

Inpublicspeaking,asinanyformofcommunication,therearebasicelements,oftenexpressedas

"whoissayingwhattowhomusingwhatmediumwithwhateffects?"Thepurposeofpublicspeaking

canrangefromsimplytransmittinginformationtomotivatingpeopletoact.

a. Podium panicDidyouknowthatpublicspeakingtopsthelistofphobiasformostpeople?Surveysshowthatfearof

speakingin

front

of

groups

is

the

greatest

fears

people

have

not

dying,

not

spiders,

not

heights

publicspeaking!

Sowhatexactlyarepeopleafraidofwhenitcomestopublicspeaking?

1. Dryingupornorbeingabletospeak2. Yourmindgoingblank forgettingwhatyouaretalkingaboutz3. Havingsomeoneintheaudiencethatknowsmorethanyou4. Peoplenoticingthatyouarenervous5. Havingtorunscreamingfromtheroom6. Lookingfoolish7. Thepresentationbeingsoawfulandembarrassingthatyoursocial/careerrelationshipsare

foreverruined

8. TheimpossibletoanswerquestionfromHell9. Theaudiencetalkingoveryouorwalkingout10.Dyingonstage(OK,sowemadethatuptomakeitupto10 )

Whatcanyoudoaboutthisfear?

Firstly,accept

that

you

need

fear.

We

wouldnt

be

here

today

ifour

ancestors

didnt

rely

on

this

fear

tosurvivebigger,strongerandfastpredators.Wedonthavepredatorsnowadaysbutourbodystill

reactsasthoughwedo(shakingknees,butterfliesinthestomach,sweatingpalms andsoon).


5/16



5

HandoutsLSS

15th

24th

July2011

b. Anxiety and nervousnessWhenpresentingyouneedalittleanxietyasthiswillimproverecall,raiseenergylevelsandmakefor

amorefocused,dynamicspeech.Anoverlylaidbackspeakercaneasilybore!

Soyoudontwanttoomuchanxietyandyoudontwanttoomuchrelaxation.Youneedenough

tensiontogiveyouenergy,andenoughcalmnessforclearthinkingandrecall.Youneedtheright

balance.

Thepatternoffear'1. Youhaveapresentationcomingup.2. Youthinkaboutit,imaginingthingsgoingwrongandsofeelanxious.3. Unknowingly,youbuildupanassociationbetweenthethoughtofthespeechandthefeeling

offear.

4. Yougointotheactualsituationandgetafearresponse!Repeatedoftenenough,thiswillcausethetwotobecomeverycloselyassociated.Thisisnegative

mentalrehearsalfortheevent.Notsurprisingly,whenyougointotheactualsituationyoufeel

terrified!

DoggedbyanAncientBrainAsIvanPavlovshowed,dogsthatarerepeatedlyfedwhilsthearingabellcaneventuallysalivate

whenjusthearingthebellwithoutfood.

Peoplewhorepeatedlyfeelfearcoupledwithimaginingsomething,findtheyfeelfearwhenthe

situationarrives.

However,peoplecanlearntoassociatetightropewalking,fightinginbattlesordefusingabombwith

astateofpsychologicalcalm.

Youcanlearntochangeanassociation.

Benefitsofnervousness

Activates

adrenaline

supply

Makeseyesshine Putstheedgeonthepresentation Createsanatmospherewithabitofadrama Asignthatyouarealive Asignthatyouraudienceisimportantforyou

CrossoverpointThemomentwhennervousnesstakesoverthepresenterandinsteadofbeingalifesign,itbecomes

adarkcloudhangingabovehim/her.Theaudiencestartsfeelingthenervousnessandconcentrates


6/16



6

HandoutsLSS

15th

24th

July2011

moreonthatthanonthepresentationitself.Thenervousnessofapresenterwhoisoverthe

crossoverpointreflectsbackintheaudience.Infacttheaudiencebecomesnervous.

TipsandtricksDontfightit!Acceptitasapositiveinfluence.

Thereareseveralstepsoftrickstousetoovercomethefearofmakingamistakeorlookingfoolish

whenyouspeaktoagroup:

1. Bewellpreparedbeforespeakingtoagroup2. Practiceyourspeech3. Haveabackup,incaseyouforgetwhatyouwanttosay4. Reducethefearofyouraudience5. Relaxyourselfjustbeforeyouspeak

Bewellprepared Byleavingnothingtochance,chancesoffailureorgoofupsaregreatlyreduced! The9Psrule:

PriorProperPreparation

PreventsPoorPerformanceofthe

PersonPuttingonthePresentation

Knowyourmaterial- Createapicturesquepresentationmap,avisualdescriptionofwhatyourmaintopics

areandhowtheyareconnectedtoeachother.Memorizethepicture.Itiseasierto

memorizepicturesthanwords.

- Donotlearnyourscriptbyheart.Atmostlearnsomeimportantkeywordsbyheart.- Memorisethefirstandthelastpartofyourpresentation.Itsapsychologicalknown

factthatwhenyouknowwellhowtostartandendyouwillfeelmoreconfident.

Dontlearneverythingbyheart!!

KnowtheaudienceYoucanusetheA.U..D.I.E.N.C.EAnalysis:

Analysiswhoarethey?Howmanywillbethere?

UnderstandingWhatistheirknowledgeonthesubject?DemographicsWhatistheirage,sex,educationalbackground?


7/16



7

HandoutsLSS

15th

24th

July2011

InterestWhyaretheythere?Whoaskedthemtobethere?

EnvironmentWherewillIstand?Cantheyallhearandseeme?NeedsWhataretheirneeds?Whatareyourneedsasthespeaker?

CustomizedWhatspecificneedsdoyouneedtoaddress?

ExpectationsWhatdotheyexpecttolearnorhearfromyou?

KnowtheconditionsunderwhichyouwillspeakPractice

Youshouldpracticeyourspeechmanytimesbeforeyougiveit.Evenifyouknowthematerialverywell,themoreyougiveatalk,themoreautomaticitbecomesandyougain

moreconfidence

Practicealonesaythespeechoutloud,itisgoodtogetthematerialingrainedinyourmemory

Useamirrorthiswayyougetanideaofhowyoulookwhenspeaking.Ifyoumustrefertonotes,itallowsyoutopracticeeyecontactwiththeaudience

StandinthecornerSayyourspeechwhilestandinginthecorner.Thesoundreflectsbacktoyou,andyoucangetanideaofhowyousoundwhenyouspeak.

Recordyourpracticeuseacameraorataperecorder.Thisforcesyoutoavoidpausingtotrytorememberthings.Itallowsyoutoplaythepresentationbackandstudyhowyoumove,

howyousound, yourtiming,yourphrasing,andthecontentofthematerial.

Useyourfriendspracticeinfrontofthem.Itisaveryimportantwaytopractice,becauseitsgettingclosertotherealworld.Evenanaudienceofonepersonisgoodforthistypeof

practice

HaveabackupBringalongasecurityblanketorsafetynetincasesomethinggoeswrong

Outlineitsgoodtohaveyourpresentationoutlinedonsmallcards.Youcanrefertothemincase

youforgetsomething.Itisacceptabletoanaudience,aslongasyouarenotreadingeverything

wordfor

word

from

ascript

Reducesanxietyaboutforgettingwhatyouweregoingtosayorhavingyourmindgoblank.Youmay

neverusethecards,butthefactthatyouhavethemjustincasecanreducethebutterflies.

ReducefearofyouraudienceThemoreimportanttheaudienceortheoccasion,thegreateryourfearcanbe.Youdontwantto

looklikeafoolinfrontofthebossesatwork,yourpeers,orevenyourfriendsandrelatives.


8/16



8

HandoutsLSS

15th

24th

July2011

Notthatimportantonemethodtoovercomeistovisualisethepeopleasnotallthatimportant.Anoldtrickistoimaginethattheaudienceisnaked.PresidentFranklinD.

Rooseveltvisualisedhisaudienceontheporch,atthedinnertableitcreatedafeeling

ofintimacyandtrust.

IndividualsVisualiseyouraudienceasindividuals,notamassofpeople.Imaginethatthe

only

person

listening

is

your

best

friend

.Your

audience

listens

to

you

as

one

person

atatime,sospeaktothemasindividuals,neverasagroup.Createaprototypeaudience

memberandmakeupastoryabouthislife,hisproblems,andhisneeds.

Usepositiveapproachtheyareonyourside.Theywanttohearwhatyouhavetosayandtoseeyoudowell.Theyarenottheretoseeyoufail.

RelaxbeforespeakingWhileyouarewaitingforyourpresentationonthespotdosomesimpleunnoticeableexercisesto

increaseyourbloodcirculation.

Takeabriskwalk.Walkabout5minutesaroundtheblock,oratleastoutsidethemeetingroom.Itwillloosenupyourbodyandpreventlateronfromkneeshaking.Italso

burnsoffexcessivenervousnessandgivesbothphysicallyandmentallyafeelingof

movingforward.

Dontsitwithyourlegscrossedbeforethepresentation.Oneofyourlegsmaygotosleepandwillnotfunctionwhenyouhavetostandupfast.Keepbothfeetonthefloor,

leanabitforwardwhilesittingandexerciseyourlegsbywigglingyourtoes.(Nobodywill

realizeit).

Whileyouaresittingletyourarmsdangleatyoursides.Letyourarmsjusthangthere.Makebelievethatyourfingersandarmsaresupportedbythecarpet.

Twirlyourwristssothatyourfingersshakeloosely.Justbegentle.Slowlyyouareshakingthestressoutofthem.

Pretendthatyouarewearinganovercoatandyoucanfeelitrestingonyourshoulders.Shouldershunchupwhenyouarecoldornervous,makingyourwholebodyfeeling

tense.Thisimaginaryheavycoatwillmakethemrelaxed.

Waggleyourjawbackandforth34times.Itwillprotectyoufromthetightjawsyndrome.

If

you

hear

your

bones

grinding

probably

you

are

tense.

Dotheoldtrick:deepbreathing.Whenyouinhale,yourstomachgoesout,whenyouexhaleyourstomachcomesin.Findagoodventilatedspotanddothisexercisefortwo

minutes.

Sayletgo.Saytoyourbrain,nerves,muscles,andarterialsystemtoeaseoffandletgo.

Designawarmuproutine(e.g.liketheoneabove)thatsuitsforyouthebestandfollowitrigorously

eachtime.Thesecretistohavealwaysthesameroutine.


9/16



9

HandoutsLSS

15th

24th

July2011

2. Body languageBodylanguagecanaccentuate,complement,substituteorcontradictwhatyouoriginallymeant.

Whatcarries

the

message?

VoiceYourvoicehascertaincharacteristicsyouarebornwithandyoucanlearntouseitbyplayingwith

mostthingsyoucaninfluencelikearticulation,speed,volume,intonation.

EyecontactandfacialexpressionsLeavethatdeadpanexpressiontopokerplayers.Agoodspeakerrealizesthatappropriatefacial

expressionsareanimportantpartofeffectivecommunication.Infact,facialexpressionsareoften

thekeydeterminantofthemeaningbehindthemessage.Peoplewatchaspeakersfaceduringa

presentation.When

you

speak

your

face

more

clearly

than

any

other

part

of

the

body

communicatestoyouraudienceyourattitudes,feelingsandemotions.

GesturesGesturessupportyourpresentation.Theyhelptokeepyouraudienceawake.Useyourhandsto

evokeemotionssuchasenthusiasm,passion.Thoughitisimportantnottoexaggerateandrepeat

themtoomuchoroverdo.Theyshouldbeusedaccordingtoyourpersonalityandnaturalwayof

beinganditsperfectlyOKnottousethemthoughyoupreventyourselftouseasupport.

VoiceYour

voice

has

the

following

features

that

will

be

described

below:

Volumeishowloudthesoundis.Thegoalistobeheardwithoutshouting.Donotmumble,orwhisper.(Evenifyoudontwantyouraudiencetohearittheywill.)Also,

dontspeakwhilewritingontheflipchart.

Toneisthecharacteristicsofasound.(eg.Anairplanehasatotaldifferentsoundthanleavesbeingrustledbythewind)

Pitchdescribeshowhighorhowlowanoteis. Paceishowlongasoundlasts.Talkingtoofastcausesthewordsandsyllablestobe

short,whiletalkingslowlylengthensthem.Peopleonaveragetalk120wordsperminute.

Thehuman

brain

can

interpret

words

up

to

the

speed

of

480

words

per

minute.

Colouristherichnessofavoice,somepeoplehavee.g.awarmvoiceTipsforusingyourvoiceWhenpresenting

Avoidbeingmonotone Intonation:increase,decrease. Avoidusingjargon,abbreviations,foreignwords Useappropriatespeed,pauses(notinthemiddleofasentence),andarticulation. Silencefor10sec.isOK,sometimesevengood.


10/16



10

HandoutsLSS

15th

24th

July2011

Newthought,newpitchvaryyourpitchtoconveyanewpointrmessage Dontread,noexcuses

Forimproving

Record

your

voice

on

an

audiotape.

Playitback.Listentoit.Trytodescribeit. Watchforstopwordsliketheyouknows,eeeeersandands. Makethreeresolutionsonimprovement. Recordandlistenagain. Lookafteryourvoice!Drinkplentyofwaterthenightbeforeavoidredwineand

cheeseandanythingwithcaffeine

EyecontactIfyouarenotgoingtouseeyecontactinyourpresentationyoumightaswellFedExyour

messageto

the

meeting.

Why?Eyecontactisthecementthatbindstogetherspeakersandtheiraudiences.Itisthebestandeasiest

waytokeepintouchwithyouraudienceandtogetfeedbackfromthemwhilepresenting.Eye

contactmakesthespeakingsituationatwowaycommunicationprocess.Whileyouaretalking,your

listenersarerespondingwiththeirownnonverbalmessages.Useyoureyestoseekoutthisvaluable

feedback..Itwilltellyouiftheyareinterested,bored,tired,needabreak.

How?Goodeyecontactisnotamatterofhowlongyoulookintosomeoneseyes.Itisamatterofpunctuation.Itisaregistrationofanidea,phrase,orevenaword,bythecontinuouslinkingupof

theeyes.

Lookintotheeyes;ifyoudontdaretolookintotheeyeslookbetweentheeyes Dontlookatthefloor,theceiling,outside, Lookateverybody:

Ifyouraudienceisbig:divideinpartsandlookatthecentreofeverypart DontforgetthesideswhenparticipantsaresittinginaUshape!!

Looklongenough:notjust1secondperperson Maintaineyecontactthroughoutyourwholepresentation Selectonepersonatthebeginningafriend,orafriendlyfaceandusehim/herasastart

uppoint.

Lookmoreorless5secondsinpeopleseyes.Whatpreventsit?

Toomuchlight.Youarestandingonastageandareflectorpointsatyou. Youaretoofarfromyouraudience. Handouts.Thinktwicebeforeyougivethemawayduringyourpresentation.


11/16



11

HandoutsLSS

15th

24th

July2011

CocktailPartyEyesYoureyestellyouraudiencethatyouarenotinterestedinthemandwishtobesomewhereelse.

Howtoattractapersonsgaze?Researchshowsthatoftheinformationrelayedtoapersonsbrain,87%comesviatheeyes,9%via

theears,and4%viatheothersenses.Whileyouaredeliveringapresentationoratraining,if,for

example,thepersonislookingatyourvisualaidasyouarespeaking,hewillabsorbaslittleas9%of

yourmessageifyourmessageisnotdirectlyrelatedtowhathesees.Ifthemessageisrelatedtothe

visualaid,hewillabsorbonly2530%ofyourmessageifheislookingatthevisualaid.Tomaintain

maximumcontrolofhisgaze,useapenorapointertopointtothevisualaidandatthesametime

verbalizewhathesees.Next,liftthepenfromthevisualaidandholditbetweenhiseyesandyour

owneyes.Thishasthemagneticeffectofliftinghisheadsothatheislookingatyoureyesandnow

heseesandhearswhatyouaresaying,thusachievingmaximumabsorptionofyourmessage.Besure

thatthepalmofyourotherhandisvisiblewhenyouarespeaking.

GesturesGesturesarereflectionsofthespeakerspersonality.Whatsrightforonespeakermaynotbefor

another.Herearesomeguidelinestohelpyoubecomeadynamiceffectivespeaker.

1. Respondnaturallytowhatyouthink,feelandseeDontinhibityourimpulsetogesture,youwillprobablybecometense

2. Createtheconditionsforgesturing,notthegestureWhenyouspeakyoushouldbetotallyinvolvedincommunicatingnotthinkingaboutyourhands.Tourgesturesshould

bemotivatedbythecontentofyourpresentation.

3. SuittheactiontothewordandtheoccasionYourvisualandverbalmessagesmustfunctionaspartnersincommunicatingthesamethoughtorfeeling.Everygestureyou

makeshouldbepurposefulandreflectiveofyourwordsortheaudiencewillnotethe

effect,notthegestureitself.

4. MakeyourgesturesconvincingYourgesturesshouldbelivelyanddistinctiftheyaretoconveytheintendedimpressions.Effectivegesturesarevigorousenoughtobeconvincing

yetslowenoughandbroadenoughtobeclearlyvisiblewithoutbeingoverpowering.

5. Makenatural,spontaneousgesturingahabitthefirststepistodeterminewhat,ifanything,youaredoingnow.Handsoftenreflectthenervousnessofthespeaker.Heresa

methodtoovercomeonthat:

Recordapresentationonvideooraskafriendtowatchyou Getfeedbackonlyonyourhandgestures. Taketwoheavybooks(dictionaries)intoeachofyourhands. Repeatthepresentation.Thegesturesyouseenowaretherealones.Therestis

nervousnessandshouldbeeliminated.

StandingPresentationsaredeliveredstanding.Herearesomeelementsyoucouldhaveinmind.

Standunsupported,dontleanonatableorawall, Donthidebehindtable,flipcharteasel,evenavoidusinglecterns.


12/16



12

HandoutsLSS

15th

24th

July2011

Beforeyoustartyourpresentationspottheplacewhereyouwillstand.Keepyourbothfeetonthegroundwhilesitting.Standupfastandgototheplacequickly,thiswillshow

confidence.

Payattentionnottostandinfrontofvisuals.

You

can

have

a

strong

position:

standing

on

1

place,

not

or

very

little

moving

with

the

legs.

Theenergyandfocusisconcentratedontheupperpartofthebody(faceandhands),be

suretousetheminagoodway.

Youcanhaveafreewalk:movingaroundnaturally.Becarefulnottomovetoomuchandtomoveinagoodway(notupanddown,dontturnaround,)

Postureandbodyorientation Turntowardstheaudience.Alwaysfacetheaudience. Dontspeakwhilewritingonaflipchart.Trytowriteonaflipchartwhileyouarestanding

besideit.Youcanasksomeoneelsetowriteontheflipchartifnecessary.

Handsandarmsnotcrossed.Crossedarmsorhandsareasignofbeingclosed,notcrossedarmsshowopenness,confidence.

MovementsNevermovewithoutareason.Movingyourbodyinacontrolled,purposefulmannercreatesthree

benefits:

1. Supportsandreinforceswhatyousay2. Attractsanaudiencesattention3. Burnsupnervousenergyandrelievesphysicaltension

Theeyeisinevitablyattractedtoamovingobject,soanybodymovementyoumakeduringaspeech

invitesattention.Toomuchmovement,eventherightkind,canbecomedistractingtoanaudience.

Bearinmindthefollowingtypesofbodymovement:

Steppingforwardduringaspeechsuggestyouarearrivingatanimportantpoint Steppingbackwardindicatesyouveconcludedanideaandwanttheaudiencetorelaxfora

moment

Lateralmovementimpliesatransitionalaction;itindicatesyouareleavingonethoughtandtakingupanother.

Thefinal

reason

for

body

movement

is

the

easiest;

to

get

from

one

place

to

another.

In

almost

every

speakingsituationyoumustwalkfromthelocationyouareaddressingyouraudiencetoyourprops,

especiallyifyouareusingvisualaids.Alwayschangepositionsbyleadingwiththefootnearestyour

destination.

Usethreepositionswithvisualaids.Yourhomepositionisfrontandcentre.Theothertwo

positionsshouldberelativelynearthehomeposition.Youcanmovetotherightofthelecternand

thentotheleft.Usingandvaryingthesethreepositionspreventsyoufromfavouringonesideofthe

audience. Ifyouarespeakingonstage,thesethreepositionsarecalledfrontcentre,stageleftand

stageright.Neverstandinfrontofanyvisualaid.

Remember:


13/16



13

HandoutsLSS

15th

24th

July2011

Moving,changingplaceskeepstheattentionup. Dontstartmarchingupanddownifnotnecessary Yourwalkshouldshowconfidence. Findtherightplace.Nottooslow,nottoofast.

Use

your

arms

and

hands;

never

leave

them

in

your

pockets.

Supportyourspeechbyusingyourarmsandhands:showenthusiasm,supportwordsbutbecarefulforcontradictorysigns(e.g.sayinghighbutshowinglow)

MessagedeliveryWhateveryoumessagemaybe,deliveredinaspeechorpresentation,itisveryimportanttohavea

stronglayoutforyourmaterial.Besuretohaveastrongstartandclose.Youwanttocaptureyour

audiencerightoffthebatandleavethemwithaclosethatmakesthemwantingmore.Besure

everythingflows achoppymessagecanleaveyouraudienceconfusedandfrustrated.Especiallyin

presentations inyourclosing youshouldalwaystrytorecapthemainpointshighlightedinyour

presentationto

refresh

their

memories

before

they

leave.

You

could

have

some

great

information

for

thestartofyourpresentation;howeverthelongerandmoreinformationyougivethem,theeasierit

willbetoforgetthatinitialinformation.Summarizingyourpresentationwillallowthemtoremember

yourpresentationmoreclearly.Nexttotheseguidelines,herearesomemethodsonecanfind

handy

Claptraps contrast usingthenumber3 riddle combination repetition useofvoice

TheDAGMARphilosophyThismodelallowsforthecumulativeimpactofadvertisements,althoughnotingaquantitative

way.Colleysdefiningadvertisinggoalsformeasuredadvertisingresults(DAGMAR)modelrefersto

thesequentialstatesofmind,throughwhichitisassumedconsumersmustpass:

1. Unawareness2. Awareness3. Comprehension4. Commitment5. Action

Colleydescribestheselevelsasthemarketingcommunicationsspectrum.Advertisingisseenasone

ofanumberofmarketingtools(theothersbeingpromotion,personalselling,publicity,price,

packaginganddistribution)which,actingsinglyorincombination,movetheconsumerthrough

successivelevelsofthespectrumasfollows:

Unawareness/awareness


14/16



14

HandoutsLSS

15th

24th

July2011

Peoplewhohaveneverheardoftheproductareattheunawarenesslevel.Itispossiblethatpeople

buyproductswhosenamesareunknowntothem,butsuchsalesarefew.Atthislevelthe

advertisementistryingtomakethepotentialcustomerawareoftheproductsexistence.

ComprehensionAtthisleveltheconsumerisnotonlyawareoftheproduct,butrecognisesthebrandnameandthe

trademarkandalsohassomedegreeofknowledgeabouttheproductwhatitisandwhatitdoes.

Thisknowledgemayhavebeengainedfromtheactualadvertisementorgainedafteraninformation

searchpromptedbytheadvertisement.Forexample,apotentialhotelguestwouldbethisstage

recognisethenamesofhotelsXandY,andalsoknowthathotelXisathreestarhotelnearthe

airport,whilehotelYisafourstarhotelinthecentreoftown.

CommitmentCommitmentimpliesafirmattitudetowardstheproduct.Inthehotelexample,convictionmaybe

illustratedby

aconsumer

who

says

Hotel

A

is

afour

star

hotel

in

city

Zwhere

Ican

get

good

service

forareasonableprice.IintendtostaytherenexttimeIvisitcityZ.Colleyillustratestheconviction

levelbyexamplesofawomanwhoprefersaparticularbrandoflipstickandamanwhoprefersa

particularbrandofbeer,wherepreferencesareonanemotionalratherthanastrictlyrationalbasis.

ActionAtthisstagetheconsumerhasmadesomeovertmovetowardthepurchaseoftheproduct.Inthe

hotelexamplethiswilloccurwhenthecustomertriedtobookahotelroom.Inducinganactual

purchasemaybebeyondthepowerofadvertising(thehotelmaybefullybooked,ortheroomrate

maybeconsideredtooexpensive)buttheadvertisementwillhavebeenacteduponwhichisthe

endpoint

of

the

Starch

model.

GoldenCircleTherearethreeessentialpiecesforanorganizationtofunctionatitsbest:Why,HowandWhat.In

theworldtoday,however,thevastmajorityoforganisationsfocusononlytwoofthosepieces:How

andWhat strategiesandtacticsoroperationsandresults.HowandWhatarevital,butWhyare

theydoingthosethingsinthefirstplace?

Everypersonandorganizationontheplanetknowswhattheydo.Someknowhow

theydoitbutveryfewknowWHYtheydowhattheydo.

MoneyisnotaWHY,it'saresult.

ByWHY,wemeanwhydoesyourorganizationexist?

Whydoyougetoutofbedeverymorning?

Andwhyshouldanyonecare?

Theleaderswhoinspireusallthink,actandcommunicatetheexactsamewayandit'sthecomplete

oppositetoeveryoneelse.Thosewhoinspirearenotdrivenwithwhattheydo;theyaredrivenwith

WHYtheydoit.

Unliketherestofus,thosewhoinspirethink,actandcommunicatefromtheinsideoutofThe

GoldenCircle.


15/16



15

HandoutsLSS

15th

24th

July2011

WHY?ThemorepeopleandorganizationsthatlearnaboutWHY,themorepeopleandorganizationswill

operateinbalance.Thismeansmorepeoplewholovetheirjobs,increasedproductivity,more

innovation,greaterefficiencies,enhancedloyaltiesandtheabilitytomaintainallofthosethingsfor

thelong

term.

Those

who

know

WHY

are

the

ones

who

lead.

HOW?OnceyouknowWhy,HowwillyoubringyourWhytolife?

Howsarethestrategies,guidingprinciplesoractionsthatinformthepathyouwilltakeinpursuitof

yourWHY.TheyaretheroadmaporthecodeofconducttostarttomoveaWhyintosomething

usefulandtangible.Theyare,quiteliterally,theactionsyoutakeortheenvironmentinwhichyou

workbest.Ifyoufocusonthebigpicture,forexample,youwontworkwellwithotherswhoare

obsessedwiththedetails.

KnowingHowisthekeytorecruitingpeoplewhoworkwellinyourculture,formingpartnershipsthat

willlastandfindingcustomersandclientswholiveorworkthewayyoudo.

WHAT?JustasThomasEdisonremindsusinthequoteabove,aWhyisuselessuntilyoucanmakeittangible.

OurWhy,toinspirepeopletodothethingsthatinspirethem,wouldjustbeaniceideauntilwehad

somethingstohelpyoudothat.Thegoodnewsis,wedo.

RomanColumnBrainstorming

will

generate

a

host

of

ideas

of

varying

importance,

loosely

related

to

one

another.

Thefirststepingettingfromthisrelativechaostoanorganised,clearlyfocusedpresentationisa

techniqueknownasClustering.

Actually,we'vealreadyusedClusteringtoadegree.InthepreviousgroupBrainstormingexample,

everytimethegroupexplodedaconceptintoaseriesofrelatedconcepts,formingagroupoflinked

circlesonthewhiteboard,theycreatedacluster.Theseclustersreflectedthenaturalrelationships

amongtheideasastheypouredoutduringBrainstorming:parentsandchildren.Clusteringisanecessarytechniquefororganizinganycomplexmaterialforpresentationtoan

audience.It'salsoanancientconcept,datingbacktotheclassicrhetoriciansofGreeceandRome.

There'sastory,probablyapocryphal,aboutaRomanoratorwhosememorywaslegendary.(Itmay

havebeenCicero,althoughthedocumentationissparse.)TheoratoroftenspokeintheRoman

Forumextemporaneouslyforhours,withoutreferringtoasinglenote.Hissecretwasamemory

techniquethatisstillusedtoday.Wecanimaginehimexplainingittoacuriousadmirerinadialogue

likethis:"YouaskedmehowIcanspeakcoherentlyatlength,withoutwrittennotes.Didyounotice

todayhowIwalkedaroundtheForumasIspoke?"

"IndeedIdid.Iassumedyoudidsoinordertoreachouttothoseineverycorneroftheaudience."

"In

part,"

replied

the

orator.

"But

there

was

a

more

important

reason.

As

I

walked

from

point

to

pointaroundtheedgesoftheForum,Ipausedforatimeatsixdifferentmarblecolumns.Those


16/16


2011 ClujNapoca, Romania

16

doutsLSS

15th

24th

July2011

columnsaremymemoryaids.Eachonesymbolizesandremindsmeofonegroupofideas.Thus,

ratherthanmemorizingdozensofparticulardetails,Ihavetorecallonlythesixkeyideas.Eachof

thosekeyideasevokesthedetailsrelatedtoit."

DidCiceroreallyusethistechnique2,000yearsago?Nooneknowsforsure.ButtodayIurgemy

clientsto

use

the

same

technique

in

their

presentations.

Clustering

lets

you

reduce

the

40

or

50

ideas

thatfillyourwhiteboardtofiveorsixRomancolumns,thekeyideasthatwillorganisealltherest.

Eachcolumnhasagroupofsubordinateideas.Nowinsteadoftryingtoorganisemanyideasatthe

detaillevel,youcanorganisethematthe35,000footlevel.

Whenyoulookatyourwhiteboardfilledwithideas,youwillfindkeyclustersemergingfromthe

chaos.Examinethewhiteboardanduseanewcolouredmarkertohighlightthemostsignificant

ideas.Theideaistomaketheparentsstandoutvisuallyfromthemassofdata.

Asyourgroupworksonidentifyingclusters,youmayfindyourselvesidentifyinglinksand

connectionsthat

didn't

occur

to

you

before.

That's

fine;

just

draw

lines

on

the

board

as

needed,

or

eraseandredrawthecirclesifnecessary.Youmayfindyourselfshiftingconceptsaround:"Say,

doesn'tthatpointaboutthechangingdemographicsofourmarketbelongwith'KeyTrends'rather

thanwith'SalesPotential'?""Howaboutconnecting'CostSavings'to'CustomerBenefits'insteadof

to'UniqueProductFeatures'?"Noproblem;movethechildrenandlinkthemtothemost

appropriateparent.

IfsomeideasseemtohavenoconnectiontoanyofyourRomancolumns,nowisthetimetoask

whetherthoseideasaretrulyrelevantandnecessary.Perhapstheydon'tdeservetosurvivethe

transitiontothefinishedpresentation.Andifyouthinkofnewideasnowthatoughttobeinserted,

goahead

and

add

them.

That's

not

at

all

unusual.

Asyoucansee,thetechniqueofclusteringbeginstheprocessoforganizingandintroducinglogicinto

thepresentation.Afterhavingdeliberatelyheldbackyourleftbrain,youcannowletitbegintoget

intotheact.

3. SourcesBOOKSSinekSimon:Startwithwhy,2009

WeissmanJerry:Presentingtowin,theartoftellingyourstory,2003

GalloCarmine:ThepresentationsecretsofSteveJobs,2010

LancasterGeoffandReynoldsPaul:ManagementofMarketing,2005

HANDOUTSTungaHerve,PresentationSkillsTRAP14Handouts,2011

lss2011 handout public speaking

Documents