What I Learned About Presentations from Starbucks

This morning I stopped in a Starbucks on W43 Street and Avenue of the Americas in New York City.  I was expecting the usual long line that doesn't move. Instead, we moved quickly and the server asked for my order before I approached the cashier. Then she gave a coffee to the man in front of me and told me someone was delivering my tea right now.  That was pleasant! Then I sat down and watched the baristas behind the counter. They called each person by name-"Ron, here's your grande. Adam, you have a latte. They actually wrote the person's name on the cup.  It was a good presentation and that prompted me to compliment them on their personal service.  This was the first time I had seen this approach at Starbucks. It made me wonder what it would be like if our presentations were that personal. What if we spoke directly to individuals and made them feel special? Well, we can. It's called engagement.  Public speaking is personal. Simply by doing some homework to get to know the audience members in advance we can tailor the message to include their individual challenges and experiences. Arriving early can accomplish the same thing. When I talk to audience members  as they enter the room, I hear their stories and situations. I can then refer to them by name. For example, "When I was speaking to Laura this morning she told me..."  Steve, you'll appreciate this story. I know you've been there."

Nothing impacts an audience like a personal message just for them. It's not difficult to do. It engages them, creates a bond, and makes them feel special.

Casey Anthony: Persuasive Presentations and Getting Away with Murder

Watching a national murder trial is a lesson in the power of persuasive public speaking.The verdict for Casey Anthony was NOT GUILTY. I was shocked. I didn't see that coming. Eighty per cent of people who were polled thought the mother had killed her child and that she got away with murder. Yet, she walked away a free woman. How was the defense team able to win the case? Let's look at this from the perspective of persuasive speaking. In every trial, both the prosecution and defense need to establish a relationship with the jury. And every public speaker must have a relationship with the audience. But that's not enough.

To win the case, the defense must cast doubt in the minds of the jury. The prosecution must be able to build a convincing case. In the Casey Anthony case, the dense attorney failed to paint Casey Anthony as a sympathetic figure but he was successful at casting doubt. The prosecution had a good case but why didn't they win? There was enough circumstantial evidence. Was it that the jury needed DNA evidence to convict her? Was the single hair in the trunk of the car not good enough?

The failure to persuade came down to strategy. There was enough circumstantial evidence to connect the dots. What was not clear was whether the death was planned or an accident that was covered up. Clearly, the mother was involved. So why didn't the jury convict? Because the prosecution aimed too high. They wanted the death penalty for first degree murder. And because of this the jury couldn't convict the defendant. They didn't feel there was enough evidence. Had the prosecution aimed for manslaughter without a death penalty they would have had a greater chance of winning.

Here's the lesson for public speakers. When it comes to persuasion, the higher the stakes, the stronger your evidence must be. But it goes beyond building a strong logical case. You must take into account the emotions of and consequences on the audience you want to persuade. In business, you may try to persuade employees to take a pay cut. But if they believe it's a step that will lead to layoffs, you'll never persuade them. The consequences are too great. The speaker would need an airtight case and flawless evidence in order to get agreement. How often do people try to get buy-in thinking they have all the right reasons and evidence only to be shot down? Without considering the emotional impact, responsibility and consequences to the audience, chances are they'll push back.

To influence and persuade, public speakers must go beyond the evidence and adopt the right strategy. The Casey Anthony jury didn't want the death of the defendant on their conscience as long as there was a "reasonable doubt". The lesson for persuasive speakers is consider the stakes-and then plan your strategy. What do you think?

Political Presentations: Is There a Double Standard for Women?

First there was Sarah Palin. I don't have to review the mistakes she made. They're burned in our brains because she was skewered by the media and the focus of a comedy bit on Saturday Night Live. Enter Michele Bachmann. Her recent flub about the actor John Wayne being from her hometown of Waterloo, Iowa set off the media because it was actually serial killer, John Wayne Gacey who hails from Waterloo. Oops. Yes, politicians must check their facts before speaking to the media and when they're wrong they'll have to answer for it. But is the scrutiny of Sarah Palin and Michele Bachmann due to their party affiliation? I say no. Hillary Clinton was not spared the media rod. She was criticized for her changing hair styles, her shrill voice, her command and control approach and her outspoken comments. Yet, these women pale compared to the gaffes of Joe Biden. But he seems to get a pass. The media does a quick "boys will be boys" chuckle and moves on to the next story. Like teflon, Joe's many public speaking faux pas including the F word don't seem to stick.Last week, Chris Wallace of Fox News Sunday asked Michele, "Are you a flake?" Her response was, "Well, I think that would be insulting, to say something like that, because I'm a serious person." Can you imagine asking a male candidate if he was a flake? He then went on to remind her "that now that you are in the spotlight in a way that you weren't before that you have to be careful and not say what some regard as flaky things." How condescending but not surprising. The experience of political women mirrors the reality of corporate senior women who are not taken as seriously as their male counterparts. Tired of bumping their heads on the glass ceiling many corporate women left to become entrepreneurs and fueled the rapid growth of women owned businesses. But what is the answer for female political leaders? Are they supposed to go off and form their own governments? We need the diversity in both the private and public sector. Women have led England, the Philippines, Nicaragua, Pakistan. It's 2011 and we still don't have a female American president. Is there a double standard for women candidates? Do women have to be perfect presenters? What do you think?

Speakers University-National Speakers Association

On May 20th, the NYC chapter of National Speakers Association presented a full day Speakers University held at the Fashion Institute of Technology. The success of the event was due in large part to the President Don Gabor, the Speakers U chair, Bob Frare, and many others on the committee.

My presentation was Presentations for Your Career at Work and covered interviewing, voicemail, meetings, and delivering   informational and persuasive presentations. Three high school student entrepreneurs were awarded a scholarship for the day. The morning  began with the opening keynote, Kick Your Own Butt, by Pegine Ecchevarria. Ed Robinson gave the closing keynote, From Fighting the Storm to Dancing in the Rain. Both presenters inspired the crowd and knocked it out of the box! A sampling of some of the high content concurrent sessions included  Moving from Free to Fee by Rochelle Rice, How to Deliver a High Impact Webinar-Garrett Terhune, and Becoming a Successful Keynoter by Ron Karr. The day ended with a silent auction with services donated by some of the top speakers.

I've been a member of National Speakers Association since 1991 and it's helped me build my business, develop new skills, and brought me many new friends. To attend as a guest visit http:// www.nsa-nyc.org

Make a Promise to Be a Better Public Speaker

May 4th is Make a Promise Day which was started by Matthew Cossolotto. Why make a promise? Because a promise is more powerful than a goal. Quick! How many New Year's Resolutions have you already broken? When you promise to be a better public speaker, there is an energy and commitment that drives you to action. My military father taught me to never break a promise. When you gave someone your word, that was sacred. You may keep your promise to others; but what about yourself? I recently made a promise to give up chocolate for one month. It was hard, but I would never have done it if I hadn't made a promise. A promise is putting a stake in the ground. It's drawing a line in the sand. You can become a better public speaker right now and the first step begins with a promise.

So, do it. Once you promise, the question becomes how to do it. Here are some ideas for becoming a better public speaker and sharpening your presentation skills.

1. Read books and articles.
2. Listen to podcasts.
3. Attend toastmasters.
4. Register for a public speaking class.
5. Get a coach.
6. Attend National Speakers Association.  (NSA-NYC event May 21st)
7. Watch top speakers and model their behaviors.
8. Volunteer to speak in your community or at work.
9. Prepare in advance of your presentation.
10. Practice out loud and time yourself. Watch yourself on videotape.
11. Simplify your notes. Use bullet points.
12. Get an accountability buddy to hold you to your promise.

When you boost your presentation skills and become a better public speaker your life will change. I promise.

Face-to-Face or Virtual? Which is Better?

Communication is 55% visual. Most speakers would agree that face-to-face contact is the most beneficial form of communication. Even on the phone, you're losing the important non-verbals that add richness and meaning to the message. Yet, when it comes to workplace productivity, virtual may be more effective than on-site. Compared to office employees, tele-workers experience higher job satisfaction, less work-life conflict, fewer interruptions, and less stress from meetings and office politics, according to researchers from the University of Wisconsin, Milwaukee and Northwestern University.

The main benefit from the study was work-life balance. Virtual workers had more flexibility and as a result were more productive. Although there were concerns about getting accurate information in the absence of face-to-face communication, this was not the case.

It appears that constant communication is unnecessary. Working virtually enabled employees to focus and get their work completed.

So what are the implications for speakers? Are webinars or online learning methods more effective than face-to-face events? If the purpose is to convey data and facts, online learning can be very effective. But in many cases, it can never replace the relationship, connection, and learning that comes with face-to-face communication.

The role of the speaker is to model, inspire, make meaningful connections to the workplace, stimulate thinking, and facilitate community. High tech does not trump high touch; rather, they are a partnership. Technology is the servant of the speaker. What have you found to be most effective?

Speak Your Way to More Business

What if there were a way to market up close and personal and it was free? The answer is right under your nose - It's your mouth. Public speaking is a powerful and cost effective way to market your business. Small businesses can’t compete with glitzy advertising campaigns but public speaking as a marketing strategy levels the playing field.

When you engage in “speakmarketing

How to Be a Presentation God

Scott Schwertly's new book How to Be a Presentation God: Build, Design, and Deliver Presentations that Dominate! is a  quick read written in a delightful entertaining style. The author introduces credibility killing characters such as Bulletron, Cookie Cutter, and Mediogre. The book is divided into sections including The New Era of  Presentations, Content, Design, Delivery, and Engage. Schwertly makes a case that the bar has been raised on presentations  and for  the importance  of shaping  and molding perception. He says that controlling your presentation is a vital aspect  of controlling your message.  He peppers the book with interesting principles such as "The Lesson to be Learned from Lincoln isn't Be Tall; it is Accentuate your Strengths," or " Strategy is a Cognitive Effort; Innovation is a Movement of the Heart." He also compares some of the great speeches -Steve Jobs, Winston Churchill, FDR, and encourages the reader to watch the videos. And while he's not anti- PowerPoint he reminds the reader that  "We're Giving Presentations Here, Not PowerPoints or Keynotes." The chapter on Design references online tools such as sliderocket and Prezi. He challenges the reader with JFK's remark, "The only reason to give a speech is to change the world." http://www.amazon.com/How-Presentation-God-Presentations-Dominate/dp/0470915846/ref=sr_1_1?ie=UTF8&qid=1299518779&sr=8-1

What Christina Aguilera's Flub Can Teach Us About Public Speaking

During the Superbowl Christina Aguilera sang the National Anthem. She started strong with her powerful voice and her signature vibrato vocalizations and eleven second notes. As she continued singing she substituted the wrong words for a line of the lyrics. Instead of reciting "O'er the ramparts we watched, were so gallantly streaming" she substituted "What so proudly we watched at the twilight's last reaming." While anyone can make a mistake, an audience expects a professional performer to know the words. It's also significant because this is a national song that we hear at every game and civic event. Yes, a professional singer and speaker should be prepared. But that's not the main lesson.  The question is, why didn't we catch the mistake? This is  a performer with a booming, powerful voice.  I certainly wasn't aware of it until the media pointed it out. My husband didn't catch the mistake, either.

I believe the reason we missed it was because we were distracted. I commented during the performance on how her vocal gymnastics were overkill. Her focus was on her melodic variations and range. The song became about the mechanics and not the feeling. My attention followed the seesaw of her tones rather than on the well written words.  The song seemed to be a showcase of her versatility rather than a connection with the audience. Advertisers vie for the coveted Superbowl commercial spots. Christina had a national spotlight and she blew it.

Public speakers can learn a lesson from Christina's performance.  Authenticity trumps technique and connection is more important than content. When speakers come from ego, they sacrifice the relationship with the audience. Showing off one's platform skills, instead of connecting with the audience, can expose the speaker to all kinds of risk.

One professional speaker had an opportunity to present at a convention. She was generally confident and knew she could WOW them on stage. And that became her focal point. She walked on stage as if she owned it. She confidently belted out her first story as she had done many times. And then she went blank. Totally blank. The audience tried to encourage her with applause. It was painful to watch because she was a pro. She finally regained her composure but the speech was not a success.  Later, she explained that she had tried to impress the audience with her smooth performance skills.  She recognized once she was back "inside her body" that she had learned an important lesson.

You're never too skilled to practice. And it's not about you. It's about them-the AUDIENCE.

http://www.youtube.com/watch?v=zzlqbVNTWNQ

Speaking Resolutions: Eleven for 2011

Make this your best year. Start by polishing your presentation and communication skills. Resolve to follow these eleven speaking principles to speak with greater impact.

1. Make a promise to improve your communication skills. A promise is stronger than a goal. When you promise, it's the strongest commitment you can make to yourself.
2. Follow the 6-by-6 Rule when using PowerPoint. Aim for reader-friendly slides: 6 words or less per line and 6 lines or less per slide.
3. Give a speech without PowerPoint. We are PowerPointed out! Don't use slides as a crutch. Try connecting with the audience. The key word in visual aid is AID. You are the message.
4. Get comfortable with silence. Most people fear silence and this causes them to speak too fast and to use lots of 'um's and 'ah's. Practice dramatic pauses.
5. Listen to the audience listening. There's always a silent communication between the speaker and the audience. Tune in, feel, and hear what the audience is telling you.
6. Speak from your head and your heart. Speakers either give too much data and stay on the intellectual plane or they just tell entertaining stories without enough substance. Today's audiences want hard data in an entertaining style.
7. Tell more stories. Stories create word pictures, which are memorable and touch the heart. Even a business presentation is more effective when using stories, analogies, and metaphors.
8. Don't be afraid to be real. You don't have to be a perfect presenter. Most audiences don't relate to someone who's slick and overly polished. Don't imitate someone else. Be your authentic self - the audience can see through phoniness.
9. Kick your energy up a notch. Enthusiasm sells and with bigger groups you need greater energy to make an impact. You need to push your energy past your comfort level, especially on video and television, which tend to reduce energy.
10. Practice the Rule of Three. Most people think in threes. When crafting a presentation, aim for three agenda items, three main points, three benefits.
11. Get over yourself - it's not about you, it's about the audience. Fear of public speaking is still at the top of our list of phobias. Take the focus off of YOU - when you're nervous, you're self-centered. Focus on the audience.

Good communicators are more successful in all areas of life: relationships, career, and well-being. And speaking is the new competitive weapon.

You Say Goodbye, I Say Hello: Non-Verbal Communication in India

Today public speaking is no longer restricted to your local community or company. It's a global world and that means sooner or later you'll speak internationally or your audience will comprise multinationals. It's imperative for speakers to be savvy about cross cultural communication. It's so easy to unknowingly  insult the audience. All it takes is the wrong gesture. This video will expand your awareness and your presentation skills. Students created this simple and entertaining presentation to teach you how to communicate when speaking in India. http://www.youtube.com/watch?v=YEVP0gMvQIY&feature=player_embedded

What Preachers Can Teach Us About Public Speaking

A Canadian preacher told a story  to his congregation during a television broadcast. He recalled two travelers talking to each other on a train platform. One traveler sees the train arrive with a sign to Ottawa. He turns to the stranger and says, "It looks like the train is going  to Ottawa." The stranger agrees as they watch the train pull out of the station and head in the direction of Ottawa. Another train arrives some time later and both men acknowledge that this train, too, is going to Ottawa. The train leaves and neither man ever gets on the train. They both believed that the train was going to Ottawa but belief was not enough. Without the commitment to get on the train they might as well be going to Timbuktu. They would never arrive at their destination. The preacher then compared the action of the strangers watching the train go by to practicing one's faith. It's not enough to believe. One must make a commitment and take action to live one's faith By using the train analogy the preacher created a memorable word picture that will stick in the minds of the listeners. When public speakers use word pictures in place of facts, the message has an emotional and lasting impact. The next time you have a speech or presentation look around for everyday events and like an artist, paint word pictures for your audience.

Five Myths Marketers Believe About Presentations

Yesterday, I wrote a guest post on Randall Beard's blog.  I've copied the article here for my readers.

Having coached a number of marketers on their presentations, it’s come to my attention that when delivering presentations even the most creative marketing professionals may be sabotaging their success. The reason many marketing ideas are rejected by management is not because of the quality of the idea. It’s more often because of the way the idea is presented.

Five Myths Marketers Believe About Presentations

Here are five presentation myths that marketers need to dispel:

1. It’s about the numbers. I’ve seen marketing clients who believe that if the numbers back up their idea, it will sell. Nothing could be further from the truth. Marketers fall in love with the numbers and make this the focal point of the presentation. Then they’re shocked when senior management isn’t excited about their new product launch.

Reality: It’s passion that sells. I had one client who was shot down after presenting a new product. The reason was not because it wasn’t a good product. It was because it wasn’t a compelling presentation. The feedback her manager gave me was that she presented the facts but there was no enthusiasm. Tell the story behind the numbers. Senior management needs to be sold in the same way the consumer needs to be sold.

Marketers, Take Note: Passion Sells

2. Defend your position. One client got into hot water because of a need to defend his idea. When you’re wedded to your way of thinking you can alienate your boss and your supporters.

Reality:  Defending a position may actually backfire on you. Some marketers believe if it isn’t invented here, it doesn’t count. Being flexible and open to other ideas will up the ante on your presentation. Listening and questioning are the keys to success in selling your idea. If you don’t know the answer admit it and offer to get back to the questioner.  “Fake it til you make it

Who Let the Dogs Out?

There was a popular song years ago that went " Who let the dogs out?" And that's a question that's apropos this week in the media. The answer is President Obama let the dogs out in his recent speech in Milwaukee. Alluding to his opponents he said, 'They're talking about me like a dog." What does this tell us? Language reflects thought. While some studies state that words are only 7 per cent of the message, words are powerful. They give us insight into what the speaker believes and feels. In this case, Obama is saying he feels like a victim. The key is the wording "They're talking about ME". It's something that is happening to him. It's not the language of leadership. There is a difference between being genuine and appearing weak. Former Mayor Giuliani showed genuine sadness during the bombing of the World Trade Center but he never spoke like a victim.

The dog statement was not written in the speech. He acknowledged that he went off message. When giving a formal speech that's televised it's best to stick to the script especially if the speaker is in an emotional state. Otherwise, you might end up in the dog house.

The Powerful Rule of Three

For years I've talked about the power of three's. I advise my clients to present 3 agenda items, 3 main points, and 3 benefits. People remember things in three's. Karl Bryan does a good job of this in his recent email, Anatomy of Growing a Business. Consider speaking in threes as verbal bullet points. Now imagine Karl is presenting this out loud. It would be easier for the audience to remember. But you be the judge. Here is his email:

I want to recap on the ideas we've gone over through the business development lessons and essentially the anatomy of a growing, thriving business.

An entrepreneurial fallacy, is an assumption that anyone can succeed at business with: • Desire • Some capital • Projected a targeted profit

There are essentially three key roles that need to be filled to set your business up for success: • The Mechanic • The Manager • The Entrepreneur

The four different stages of a business life cycle are: • Infancy • Adolescence • Growing Pains • Maturity

There are a few basics to know about Franchising: • Business Format Franchise • The Franchise Prototype • Franchise Prototype Standards

There are three main areas of business development: • Innovation • Quantification • Orchestration

7 specific areas you need to consider in your franchise prototype process: • Primary Aim • Strategic Objectives • Organizational Strategy • Management Strategy • People Strategy • Marketing Strategy • Systems Strategy

Wasn't this format easier to follow than reading a lot of long sentences? It's especially true for speaking.The best speeches are written for the ear, not for the eye. Creating a speech or presentation is as easy as 1-2-3. That means simple language, concise statements, and colorful words.

DiResta Communications, Inc. Communicating With Impact!

Are You Embarrassing Your Team?

As I continue to share success stories from my living laboratory this month, I recall working with Bill for a Just-in-Time coaching session. Situation: Bill, a bright, young entrepreneur, was a Managing Partner of a software company. He was on his way to the West Coast to deliver a presentation when he called me for some coaching. His company was positioned to sell their start-up to a large organization. His partner was concerned about their image because Bill was such a terrible presenter. How often are team members or partners embarrassed by how they present themselves and the company brand? I explained to Bill how important it was to be visible and to get out there and speak. As an owner of the company, he was the face of the organization and people wanted to hear from him. Bill was motivated to change.

Solution: I worked with Bill on his transitions. We reduced the number of slides in his PowerPoint presentation, got him to slow down his speaking pace, and coached him to connect eye-to-eye with the audience. These were all small changes but like many speakers and presenters he was unaware of how to change. He didn't require a major make-over to be effective.

Result: After only TWO HOURS, Bill had transformed his image. He faxed me the results of his first speech and the results after coaching. He went from scoring a 2.6 on his audience evaluations to a 4.0 on a scale of 1-5. Audience members praised his presentation as "entertaining," "informative," and "clear." Bill confided that the meeting planner withheld the evaluations from his first speech because they hadn't been very good. His partner in the firm was blown away by the transformation! As I always say, It's the little things that make the greatest impact.

For public speaking tips visit http://www.atozpublicspeaking.com

DiResta Communications, Inc. Communicating With Impact!

7 Tips for Speaking Internationally

It’s a global world and eventually you’ll be speaking to an international audience. At the very least, the global world has come to you. Most cities have become multicultural workplaces. I’ve spoken in Africa, the Caribbean, Europe, the Middle East, and South America and although people are the same everywhere, the way we communicate is different. Here are some tips I’ve learned along the way to be successful when speaking internationally.

1. Study the Culture. Learn the protocol to gain trust and avoid miscommunication.

Know whether you should shake hands or bow. Know the policy on gift-giving. A good book on International protocol is Kiss, Bow or Shake Hands and the new book by Jan Yager called Grow Global.

2. Meet the Translator. Will they use simultaneous or consecutive translation? Did they study British or American English? Explain all idioms in your speech. It makes a difference.

3. Speak Slowly-even more slowly than usual. When English is a second language it takes longer to process and translate into their own language.

4. Use Body Language Carefully. You can unintentionally insult the audience with certain gestures. You would never expose the sole of your shoe to an Arab audience. And the A-ok sign in the U.S. is an obscenity in Brazil.

5. Speak the Native Language. The greatest rapport builder is to say a few words in the native tongue. The best time to do this is in your greeting. When I spoke in Tanzania, I said, "Good morning. I’m happy to be here" in Kiswahili. The audience broke into applause. Little gestures have great impact.

6. Avoid Humor. Even if you’re naturally funny, it just doesn’t translate across cultural and language barriers. Stick to your message but do smile. Smiling is a universal language of good will.

7. Learn their Idioms. Don’t assume that because you’re addressing an English speaking culture that you speak the same language. You don’t. I learned this the hard way. When addressing a company in the U.K. I told them that these management skills could be used “on the job.

Life is a Presentation and Memorials are No Exception

Last night I attended the memorial service for Laurie Meyer, owner of Programs Plus Speakers Bureau in New York City. She died in January at the age of 57 of cancer. It was a shock to all. Laurie was an active member of MPI (Meeting Professionals International) and the NY chapter rallied and planned a memorial service for her.

While the purpose of a memorial service is to honor and remember the life of the loved one, how it's staged, and how people communicate can have a major impact. Last night, all the rules of good presentation were fulfilled. The memorial was effectively organized and represented Laurie well. Booking the service in a comedy club was very much in keeping with Laurie's passion for doing stand up. A video of Laurie doing her comedy act made an impactful and attention-getting opener. Laurie's sister thanked everyone and was the first speaker. The emcee kept the evening moving by clearly and concisely announcing each speaker.

The program provided a variety of tributes-songs, poems, comedy acts, personal readings and sharing from the heart. Each person spoke for about three minutes or less and quickly exited the stage. The presenters provided a good balance of laughter and tears. The evening gently ended with people gathering for food and conversation.

As with all presentations, success results from good planning and coordination, choosing the right venue, a strong captivating opening, a variety of messages and styles targeted to the right audience, speaking from the heart to create engagement and an opportunity to meet afterward to bond with the audience.

Laurie will be missed and even in her absence she taught us how to present a great meeting.

DiResta Communications, Inc. Communicating With Impact!

Seth Godin: A Knockout Public Speaker

Last month I heard Seth Godin speak at the Small Biz Summit in New York City. He was there to promote his new book, Linchpin. It was the first time I'd heard him speak and he blew me away! I turned to my friend and said, "Now that's a professional speaker!." What was it about Seth's presentation that was so exciting?First, he had a very challenging room set-up. It was two rooms in one divided by a wall with the stage angled between both audiences. The two audiences could only see part of the other room of people. Yet, as a masterful public speaker, Seth pivoted between the two groups with ease never losing the connection.

His energy and enthusiasm never waned. He was so passionate about his subject that we hung on his every word.

But he didn't rely on energy alone.There was substance combined with the sizzle. His message warned us that complacency in our businesses or careers would render us obsolete. This was based on trends that he studied.

The final reason he captured and kept our attention was his PowerPoint. Yes, PowerPoint. Every slide was a picture. We couldn't dismiss him and read the slides. Like a good ad, the visuals flashed before us with each point burned into our brains.

We left his presentation informed, entertained, motivated, and inspired. Each person received a complimentary copy of his book. And the greatest gift was the gift of himself. He stayed behind to sign each book. Public Speaking Lessons Learned: Work the room Be entertaing Engage the audience Energy and passion sell Choose visual images over words Deliver a message with substance Offer a gift Stay behind to talk

DiResta Communications, Inc. Communicating With Impact!

Shame On Nike

After seeing the Nike commercial of Tiger Woods several times I started thinking about the impact on you- the audience and what that means for your presentations. The pundits loved the ad. They thought it was a piece of brilliant advertising. I did not! Am I alone in this opinion? Here's how that ad impacted me. [youtube=http://www.youtube.com/watch?v=5NTRvlrP2NU]

I thought it was manipulative, contrived,and downright creepy to hear the voice of Earl Woods from the grave. It was manipulative and contrived because Tiger became a willing actor in the ad. He stood in front of the camera and made a remorseful face. It wasn't authentic. It also seemed humiliating. Once again, we don't see the real person; just an image of what Nike thinks Tiger needs to project. Nike wants to keep his endorsement without alienating the public. So they used his father to chastise him as if to say, Nike doesn't approve of his behavior. People see through this.

What was more effective for me was the Jimmy Kimmel spoof of the ad. It made me laugh out loud and it delivered the same message- Tiger's behavior was not okay.

[youtube=http://www.youtube.com/watch?v=MA1RubbZphg]

When speakers act instead of relating;when presenters speak from a script instead of from their hearts, they lose their authenticity. And that's when they lose their audience. If you make a mistake, acknowledge it and go on. If you're not perfect, so what? When we try to "get over" on our audience we're insulting them. People see through phoniness.

Be real, Be sincere, Be you.

DiResta Communications, Inc. Communicating With Impact!