Monthly Archive for

Product Launch like an Executive – Memorable product launches with taglines Part 2

Published on in Connection and produce your message. Closed Tags: memory retention, successful business presentations, tagline, The One Minute Presenter, warwick john fahy.

In part two of this three part look at product launches, we will build on “Less is More” as featured in Part 1 here.

Tagline with word pictures

While pictures help to make a presentation more memorable, having a tagline can push recall even higher. A tagline is a one line description which sums up your key message. For example, the MacBook Air was described as “the world’s thinnest notebook”. You may not remember all the technical specifications but you if you remember the tagline, you understand why the product is special. And let’s face it, if you are really interested in the tech spec, visit the product’s web site.

Every product and service can use this approach. When 37signals launched their project management online software, Basecamp, their tagline was “the better way to get projects done.” Taglines are simple and easy to pass on to your clients, sales team and media.

While a good headline tagline will help your audience remembers your product uniqueness, you can add word pictures to other parts of your content. This turns your presentation into a more visual one. At the iPod launch, Jobs described it as ‘the size of a deck of cards.” This was accompanied by a picture of a deck of cards. This word-picture is much more memorable than giving the dimensions of the product as many technical presentations tend to do. Look for ways to highly key features and benefits with word pictures and taglines.

RESOURCE BOX

Warwick John Fahy is the international executive speech coach for senior executives, business leaders and entrepreneurs who need to influence clients, investors, shareholders and team members. His highly practical approach and deep cross cultural intelligence have made him a sought-after business presentation coach throughout the world.

Warwick is the author of the acclaimed book, The One Minute Presenter – 8 steps to successful business presentations in a short attention span world. For free executive speaking tips visit http://www.oneminutepresenter.com/blog

To arrange presentation skills training or coaching to build your executive presence visit this web site.

For a media interview call +86 1391 786 7502.

The One Minute Presenter interviewed on Real Coaching Radio Network

Published on in Events. 1 Comment Tags: interview, real coaching radio network, steve toth, warwick john fahy.

Enjoyed my interview with Steve Toth from Real Coaching Radio Network. You can see the show notes here. You can download the interview here.

Learn more about Steve Toth at LinkedIN here.

Download free samples from The One Minute Presenter here.

Buy The One Minute Presenter here.

Product Launch like an Executive – Memorable product launches Part 1

Published on in Attention spans, Memory and Visual presentations. Closed Tags: product launch, successful business presentations, The One Minute Presenter, warwick john fahy.

New product launches can cost your company millions of dollars from concept to launch. While many companies use rigorous product development processes they often skimp on the most public aspect – the product launch presentation. As product life cycles shorten, tangible differences with competitor narrow and margins become wafer-thin, an impactful presentation pitch can make the difference in cutting through the noise to attract and engage with clients, shareholders and media.

We can all learn from the master of product launches over several decades – Mr Steve Jobs. As the face of Apple, Jobs has launched products since 1984 using a high stakes, high pressure keynote address to large audiences of stakeholders and media. Three key lessons we can learn from Jobs are less is more, tagline with word pictures and rehearse rehearse rehearse.

Less is More

A Jobs presentation is intended to inform, educate and entertain. While most presentations focus on the first two objectives, only by being entertaining can you keep the attention of your audience fully during a 30 or 40 minute presentation. One way Jobs achieves this is with a very visual approach. He once said “simplicity is the ultimate sophistication.” In his presentations, he mainly uses pictures with key slogans. Think of many presentations you have sat through recently. Chances are they were very data and text heavy. In Brain Rules, Mr John Medina reported how new studies have shown that text only information have a very low recall (10%) while adding visuals can push retention up to 65%. We have all heard the expression, ‘a picture is worth a thousand words’ and now it’s been proved through these memory tests. Slides with thirty or forty words on it are not memorable. Let’s face it, you didn’t need a brain study to know this, did you? Take a look through your slide deck and see how many pictures you are using to express your message. Visit Slideshare.net to see a collection of visual presentations.

What else should a good product launch presentation have? Leave your comments and stay tuned for Part 2 shortly.

To arrange presentation skills training or coaching to build your executive presence visit this web site.

For a media interview call +86 1391 786 7502.

Listen like an Executive – A three step process to improve your career progression

Published on in Connection, eye contact and rapport. Closed Tags: executive presence, listening, The One Minute Presenter, warwick john fahy.

The popular TV show House features a genius doctor whose abrasive manner clashes with patients. It’s great entertainment although it’s amazing House doesn’t get sued every week! In Blink, Malcolm Gladwell showed how doctors with poorer interpersonal skills got sued more than doctors who were liked by their patients. Spending an average of three minutes more with patients and engaging them with active listening was key to not being sued. Listening is a key skill that all executives can improve. It may be the difference between the next promotion and a frustrating performance review.

Poor listening is costing business

Every executive position needs “good communication skills”, but very few stipulate that “good listening skills” are essential to the position. The high cost of not listening in business is not easily measured. But ask any executive about the management issues they face on a daily basis and poor listening skills are often at the root: A key client is upset when their feedback is not acted upon by your service team and now they are re-evaluating your account. Despite a long executive meeting, the CEO’s key messages are not implemented. A high potential executive hands in her notice unexpectedly hinting at the poor communication skills of her manager. The list and cost to business goes on.

Active listening is the key

As Ernest Hemingway said, “When people talk, listen completely. Most people never listen.” The reason why listening is a weaker skill is clear. At school, we are taught to speak, read, and write but never to listen. Good listening is not passive, it requires a leader to concentrate on listening intently and not drift away with thoughts of their own, especially if they don’t agree with the speaker.

The purpose of active listening is to show respect to the speaker, understand how the speaker is feeling and finally what are the facts that they are conveying. Speaker, feelings and content in that order. Nothing is more flattering than listening with 100% of your attention. In a short attention span world, how many times have you been speaking to someone who is glancing at their computer screen, mobile device or watch? Your opinion of them goes down and your productivity often follows. Let’s see an easy three-step process you can follow.

The three-step listening process

Executives who rise to the very top are those who realize communication is their job, not only a skill needed as part of their job description. Successful leaders depend on strong relationships and relationships are built on clear communications. Active listening is an essential part of the puzzle.

Step 1 : Listen with all your attention

Active listening requires both non-verbal and verbal skills. Make eye-contact with the speaker, adjust your body position so that you are facing the speaker. This shows your attention is directed to the speaker. While listening, you can nod your head from time to time. These all show respect to the speaker.

Listening is not a one way street. After listening for a while, demonstrate your understanding by using phrases like:

“You feel that your contribution to the project has not been recognised…”

“It seems like you need a fresh challenge…”

“As I understand it, you sound frustrated with our current renummeration plan…”

“It appears as if you have a point. Let’s explore this further by…”

“If I hear you correctly, you’d like to attend an executive training workshop…”

Step 2: Pause before you speak

While you are listening, avoid the urge to interrupt or finish the speaker’s sentences.

Before you respond apply the motto, “Put your brain into gear before you put your mouth into motion”. Pause before you speak. Take a breathe. Count to three. Ensure that you are not talking over the speaker.

Step 3: Craft your reply

Before responding, ask yourself, “Is it worth it?” A question suggested by executive coach Marshall Goldsmith to help you think how the speaker will feel about your reply. A listener should not outshine the speaker. Don’t alienate the speaker with phrases like:

“I knew that already.”

“I never experienced that when I was in the sales division.”

“Sure I agree, but have you considered the other side.”

“I don’t agree. That’s just your opinion.”

Remember that a good listener’s concern is to understand the speaker’s feeling and point of view on a topic. Good listener’s will take these feeling on board, acknowledge them and before giving a reply, think about how the speaker will feel. Sometimes a good listener will only seek to understand, and not respond in the heat of the moment.

While listening is an under-rated skill, the ambitious executive uses it everyday. Polish your listening skills by acknowledging the speaker and their feelings while understanding the content. Good listener’s don’t interrupt and they carefully craft their response. Top executives realize that their listening skills are the hidden key to their success and further career progression.

RESOURCE BOX

To arrange presentation skills training or coaching to build your executive presence visit this web site.

For a media interview call +86 1391 786 7502.

Executive Tip: Look out for Metaphors

Published on in produce your message and Visual presentations. Closed Tags: taglining, Venkatesh Rao., warwick john fahy.

An essential part of condense data-heavy material into a digestible form that is easy to understand is understanding how to use metaphors. When I work with senior executives, we go through a crash-course in what I call in The One Minute Presenter ‘taglining’, which is basically a process. This process is similar to the one that branding, advertising and movie firms use when they are looking for ideas on how to summarise a brand promise in a sentence. It is one of those simple processes that are difficult to implement at first.

For some executives, a shift towards a more visual way of thinking is needed. I came across this article over at ribbonfarm by Venkatesh Rao. I especially like the sketches he uses to simplify the concept he is conveying. In fact, I believe if all business presentations used this format then communication would be quicker, more fun and certainly have a higher retention rate of key messages.

Look for ways in your next presentation to turn data into simple icon pictures. How can you summarise a page of words into a picture? Can you turn your speech message into an icon or sketch?

Are you an Executive? Learn how Warwick helps ambitious executives speak with executive presence here.

Executive Presence: Memorize your content with taglines

Published on in Memory and produce your message. Closed Tags: obama, preparing, tagline, warwick john fahy.

Memorize your content with taglines

Memorize your content with taglines

Obama’s speechwriters often use phrases that could be set to song. Aside from the obvious, “Yes we can”, parallel constructions are used, for example, “ It’s not because of this, it’s not because of that.” as well as other short pithy phrases or soundbites. Executive speakers should adapt this approach for two reasons. First, it helps the presenter memorize the content. Second, it also allows the audience to quickly digest key messages without having to think too much. An important factor in short presentations. In The One Minute Presenter, this is known as taglining your message. Go through your presentations section by section and sum up each part with a short sentence of no more than seven words. Try to make it catchy, like a billboard slogan. This process really helps you go even deeper into your message and how to make it appealing to your audience.

Executive presence is enhanced through face-to-face presenting to senior management. Ensure your next presentation builds your credentials in their eyes with these three tips: paint stories from your data-heavy content, bring your message closer to the audience through connecting phrases, and tagline every section in your presentation so that your message comes out crystal clear. A final test of whether you are ready to face your senior management is when you can stand up, without a slidedeck, and deliver a punchy impactful presentation.
Are you an Executive? Learn how Warwick helps ambitious executives speak with executive presence here.

Executive Presence: Bring your message to the audience

Published on in Create Your Connection, produce your message and treasure your audience. Closed Tags: Connection, treasure your audience, warwick john fahy.

How well do you know your audience?

One common complaint about business presentations is that they are dull. Many executives that I coach have a tendency to deliver content-focused presentations rather than audience-focused ones. Content-focused means a heavy emphasis on your material and is often accompanied by the presenter reading off the slides. We learned above how to turn numbers into stories. Let’s make the next connection.

Being audience-focused requires the presenter to bridge the gap between content and the audience’s motivations. Invest time to learn more about senior managers’ needs, drives and trigger topics. Does one manager always focus on financial returns? Another on resource deployment. Perhaps another always challenges you? You can then use connecting phrases to address these motivations. Examples include: “Last quarter you expressed a concern on our raw material costs. Here is the new picture.”

Another technique is to use connecting questions, like “Why is this important? “ This rhetorical question allows you to then move onto the answer. “This is important to our business unit because.. “ This technique helps connect more with the audience by focusing your message on their motivations.

Spent an hour before your next presentation to learn more about your audience. What can you learn about your audience that will help you connect your message to them in a more favourable way. People are interest-driven. Find their interests and you will find a more responsive audience.