Presenting to win演说制胜

By Jerry Weismann

Translated By Jacky

新的呈 之道…现

故事是一 ………讲 门艺术

你没有第二次机会去 人一 情让别 见钟

在于，问题 人 不知道 如何 故事们 该 讲

更 重的是，严 没人自知其不知 如何该故事讲

新的呈 之道…现

故事是一 ………讲 门艺术

服力 说 就是感召 人，就是 你的目 有“哦，原来如别 让 标观众拥此”的感受！

When the story is right, the delivery itself tends to fall into place,

almost magically so

从心理学来看

一个简单，清晰的故事能够给呈现者一个同样清晰的思路去呈现。

优秀的呈现者 :能够一开场就抓住人心，

能够让观众跟着你的想法走，而不是任由思绪乱飞

呈 的常现 见问题

1. 观点不清晰2. 观众无收益3. 过程不清晰4. 细节过多5. 内容冗长

The inevitable reaction of audiences to a Data Dump is not persuasion but rather the horrific

effect known as

MEGO : Mind Eyes Glaze Over

更容易跟上 的 奏， 他 才可能让观众 你 节 这样 们站在你这边

不要让你的观众思考 !!!

THE POWER OF WIIFYTHE POWER OF WIIFY

What’s in it for you?呈现中那些属于你们？

你和你的观众们

• 一 始就开 点一目了然让观• 以 主观众为 张• 把焦点从 features 移到 benefits

上

• 清楚 要什观众 么

精于观众主张，意味着学会用观众的眼睛去审视自己、公司、故事、呈现

WIIFY TRIGGERS

1. “ 对个对你而言很重要，因为… “ ( 省略处呈现者填写 )

2. “ 这个对你而言意味着什么？” ( 呈现者解释 )

3. “ 我为什么要告诉你这个 ? “( 呈现者解释 )

4. Who cares? ( “ 你应该在乎 , 因为…” )

5. So what?( “Here’s what…”)

6. 然后… ? (“Here’s the WIIFY”)

四个关键问题

1. 你的POINT B( 次要观点 )是什么 ?

2. 谁是你的观众，他们在乎的是什么？

3. 你的 ROMAN COLUMNS( 支撑观点 ) 是什么 ?

4. 你为什么让你的 roman columns 按如此顺序排列 ? 换个说法 , 你选

择那种 FLOW STRUCTURE( 表达结构 )?

故事故事

白开场 Point B

告 他 你要 什么诉 们 讲

大纲 流式结构

再次告 他诉 们 Point B

获取创造力 : 头脑风暴中最昂贵的艺术

“右 和左 并用”脑 脑

头脑风暴 : 更有效率的 data dump （数据导出）

– 暴中没有差点子头脑风– 注 先于流程专 优

把 暴中 生的所有想法都只头脑风 产 当做备选，而不是结论

把 暴中 生的所有想法都只头脑风 产 当做备选，而不是结论

数据之前， 得组织 记去 存菁芜

Data Dump 只是呈现准 工作的一部分备

而不是呈 本身现

找到 的流程你

为整场呈现选取一至两个流式结构

16 种流式结构

空间结构

Need for Financial Guidance Low High

Inco

me

Low

H

igh

矩阵结构

快速抓住观众的心

90 秒内抛出核心观点

USP ( unique selling proposition 独特的消费主张 )

Proof of concept

7 类经典的开场白

• 不要让观众思考 !

更形象的交流

幻灯片和其他形象化的 ( 图片、视频、表格 )仅用于辅助呈现者，别无他用

Less is more 少即是多– 所有幻灯片都需要让 的眼观众 动最少

住：呈 是且 是一次呈 ，记 现 仅仅 现而不是一个文档

文字“ ”让 说话

• 内容序列化• 自 行动换• 并行排列• 隔均间 匀

序列类幻灯片的精造This is a Typical Lengthy Bullet Chart Title Spanning Two Lines

Subtitle that add new information

•the first bullet is written as a full sentence, complete with articles, conjunctions and prepositions

– the sub-bullet is also a full sentence– and so is the next– and the next– and so forth

• then comes the second bullet, a full sentence

• then comes the third bullet is also a full sentence• and so forth, each bullet a full sentence too

Single Line Title

• First bullet

• Second bullet• Third bullet• Fourth bullet

并列结构让眼动最少

Product Features

• Memory has been enhanced

• Improved speed• More flexible than

before• Extension warranty

Product Features

• Enhanced Memory• Improved Speed• Greater flexibility• Extended Warranty

序列的层级

• Main bullet– Sub-bullet

• Sub-sub bullet– Sub-sub-sub bullet

» Sub-sub-sub-sub bullet

– Sub-bullet• Sub-sub bullet

– Sub-sub-sub bullet» Sub-sub-sub-sub

bullet

• Main bulletsub-bullet

sub-bullet

• Main bulletsub-bullet

sub-bullet

• Main bulletsub-bullet

sub-bullet

口语化的样式

OEM’s

VAR’s

PC’s

ASP’s

SKU’s

90’s

00’s

OEMs

VARs

PCs

ASPs

SKUs

90s

00s

White on BlackWhite on Black

Black on White

• Bullet• Bullet• Bullet• Bullet

• Bullet• Bullet• Bullet• Bullet

• Bullet • Bullet • Bullet• Bullet

• Bullet • Bullet • Bullet• Bullet

TITLE

• Four word bullet point• Four word bullet point• Four word bullet point• Four word bullet point

TOTAL INSURANCE SOLUTIONS

• Dealership– facilities, inventory, employees

• Employees– Life, health, disability

• Customers– Warranty, collusion, liability

• Management– Patents, libel, work stoppage

TITLE

• Four word bullet point

• Four word bullet point

• Four word bullet point

• Four word bullet point

空隙保持比例

TOTAL INSURANCE SOLUTIONS

式视觉样

Text guidelines

– Create a consistent look and feel and maintain it throughout

– Be consistent in your choice of font, as well as in your choice of case

– Keep font size to a minimum of 24 or 28 points

– Avoid abbreviations at all costs

– Add shadows and bolding to make all text more legible

– Use sharp contrast : light text in dark background or vice versa

– Insert your company logo, but don’t make it look like a neon sign; treat it instead

as a watermark, with a subtle, embossed effect

– Avoid the clutter caused by recurring slogans, datelines, copyrights, and the

ubiquitous “ company confidential” warning in the periphery of every single slide

– Use blank space

数字“唱歌”让

Presenter focus,

less is more, minimize eye sweep

柱状图

Source : the wall street journal

CAGR 17.7%

59

80

95

117

136

57

FYE 12/31

饼图 & 排版

$ 50 Million

曲棍球棒效应

2004 2003 2002 2001

曲棍球棒效 ：应 见百科 接链

用 片保持故事的流图 动

从 3万 5千英尺高空看下来

5 graphic continuity techniques

1. Bumper slides graphic dividers inserted between major sections of the presentation to serve as a clean, quick, and simple transitions

2. Indexing/color coding uses a recurring object as an index, highlighted in different colors to map the different sections of a longer presentation

3. Icons express relationship among ideas using recognizable symbolic representation

4. Anchor objects create continuity with a recurring image that is an integral part of the illustration

5. Anticipation space uses empty areas that are subsequently filled, setting up, and then fulfilling subliminal expectations

全景视图

INTRODUCTORY

OPPORTUNITY

LEVERAGE

CONCLUSION

THE ULTIMATE FLOW CHECK

SEE

• bullet• bullet• bullet

THE STORY FLOW

BY READING THE TITLESONLY

• bullet• bullet• bullet

予故事生命力赋

准 呈 唯一 法是，备 现 办 像你真的呈现的那天一 ，样 大声的演 出来讲

Internal linkages

Phraseology

• Now I’d like to….• Like I said…• I’ll tell you very quickly…• I’m running out of time…• If you could read this slide..• This is a busy slide..• This isn’t my slide..• Disregard this..• Before I begin…• We believe…• We think…• We feel…• Mistakes were made…• Progress is being made..• The error rate is being reduced

• I’m going to talk about…• Lets look at…• Lets….• As you recall…• We discussed earlier• You saw…• Remember…• We’re confident…• We’re convinced…• We’re optimistic…• We expect…• We made a mistake• We’re making progress• We have reduced our error rate

Your job is to convey certainty don’t introduce doubt

Never apologize and always prepare properly

定制化呈现

Create the illusion of the first time, every time

External linkages

Gathering Material for customization

– Prior to presentation day• Research your audience• Learn the names of some key audience members

• Get current on industry news and trends

– On the day of the presentation• Customize your opening graphic• Search for ways to contemporize your presentation• Prior to your presentation, mingle with your audience

Be in the moment !!!

PITCHING IN THE MAJORS

Clarity of mind diminishes performance anxiety

• End with the beginning in mind

• It all starts with your story

• Practice, practice, practice

• Every audience, every time

ANIMATING YOUR GRAPHICS

Presenters have learned how to use animation, but not

why and wherefore application

• How VS Why VS Wherefore– The right animation can make your presentation more visually appealing,

transforming it from the merely good to the truly captivating… and therefore persuasive

• Perception psychology• Send positive messages; make the default direction for your animation left to right

• Cinematic techniques– Use motion to help tell your story by expressing the action in your

message; use motion to mirror or evoke the feeling you want in your audience

屏幕播放 画 ，动 时 不要再 ，不要再做你 说话作动 ， 的 画来完成他的使命。让你 动

Use motion to help tell your story by expressing the action in your message

有效的呈现THE VIRTUAL PRESENTATION

Anytime, Anyplace, Anyone

准 的有效呈备你 现

– 参加其他人的有效呈现 Attend virtual presentation by others– 听商业或公共电台 Listen to commercial or public radio– 检查图片材料 Check your graphics– 和计时 Verbalize for flow and timing– Get ready well in advance of show time– As zero-hour approaches– 确保外界的噪音不打断你的呈现 Make sure that outside noises

wont interfere with your presentation

• 连接你不认识的观众 Connecting with your invisible audience– Use polling to get to know your audience

• By checking the pulse of your audience periodically, you sustain the vital lifeline of persuasion, the co-in communication

– Invite questions and comments– Have an assistant on-hand to help monitor and manage the

program

• Visualize your audience

• Be prepared to adjust your content on-the-fly

• Focus on your voice

• Use a telephone headset

TOOLS for the trade

早点到 ， 整个演 境，不 是舞台。场 踱步 讲环 仅到房 内各个角落，去感受角度、光 等。间 线

早点到 ， 整个演 境，不 是舞台。场 踱步 讲环 仅到房 内各个角落，去感受角度、光 等。间 线

一次、二次、三次检查一次、二次、三次检查所有的 西检查 东所有的 西检查 东 !!!!!!

尽量 所有技 都有一个 份： 、 、 品展示、 目让 术设备 备 电脑 视频 产 项料。资

设备

音 系检查 响 统并且 麦克测试 风

观众 > 50 使用 音器扩 , 观众 > 25 使用 麦克风

面向 ，观众屏幕在你的左手让 边

从左到右的移 是非常自然的。动

Keep the illumination low enough to create contrast on the screen

让对比度足够以便形成鲜明对比

But never

so dark that you lose eye contact with the members of your audience

不要让房间黑暗到都无法和你的观众们眼神交流

Lasers, retraceable metal rods, lighted arrows, and saber-like wooden laces… all weapons…

must be checked at the door.

They are more hindrances than aids.

安排一个人坐在 你观众给 信号 计时以方便你安排 度进

TIMING

喝水以保持嘴唇湿润 ,

避免和牛 或其他 制 料，防止糊得 嘴都是。奶 奶 饮 满avoid carbonate beverages

穿着得体…

商 合穿套装，务场非正式 合穿便装场

• 男士 : 西服扣上扣子 . • 女士 : 不要佩戴 耀的珠宝和叮当的 品闪 饰

入 随俗乡“When in Rome, do as the Romans do”.

Unfortunately the world is not perfect. Even the highest-end equipment need to be fine-tuned. In the presentation world, the optimal is sometimes unattainable. If so live with it.

If the good Lord gives you a lemon, make lemonade!!If the good Lord gives you a lemon, make lemonade!!

If you overcome adversity, your audience will empathize with you,

appreciate your effort, and value you more.