| Carmine Gallo is a communications coach for the | | | | first one. [Provides verbal guideposts.]" An |
| world's leading brands. He is a speaker and author | | | | organized theme repeated consistently throughout |
| of the new book Fire Them Up. He has looked | | | | the presentation will make it more memorable. |
| into another author and previous advisor for JFK, | | | | 4. Choose each word with precision. A typical |
| Ted Sorensen, and his book called the Counselor. | | | | description of a company's product can be like this |
| Ted Sorenson was an adviser and a legendary | | | | "Our solutions represent best-of-breed platforms |
| speechwriter for John F. Kennedy. He describes | | | | that reduce time to market…." The rest of the |
| the events that shaped the Kennedy years along | | | | description could have gone "blah, blah, blah" |
| with his relationship to the President and his family. | | | | because it made no sense to me. Words like |
| Sorensen will always be remembered for turning | | | | "solution," "best-of-breed," or "platforms" are |
| phrases that ignited the imagination of a | | | | empty terms that can muddle business |
| generation. | | | | conversations and are anything but persuasive. |
| In his book, Sorensen also outlines the basic rules | | | | Take a lesson from Kennedy: Don't rely on |
| that made JFK's speeches powerfully persuasive. | | | | hackneyed phrases. Be specific. |
| They apply to all types of presentations, not just | | | | 5. Use variety and literary devices to reinforce |
| formal speeches. | | | | your message, not to confuse and distract. The |
| Carmine Gallo has based on Ted Sorenson’s | | | | Democratic Presidential candidate, Senator Barack |
| book made a summary of 6 steps that you can | | | | Obama, is a fan of Sorensen's use of language. |
| use in your next business presentation. These 6 | | | | This is evident in many of Obama's speeches |
| points can improve your communication skills and | | | | when he uses rhetorical devices such as alliteration |
| make the communication more effective by | | | | or rich imagery. Sorensen and JFK used a device |
| following them. | | | | known as "the reversible raincoat." For example, |
| 1. Less is almost always better than more. When | | | | "Let us never negotiate out of fear but let us |
| attempting to persuade, less is more. If it takes | | | | never fear to negotiate." Use rhetorical devices to |
| you five minutes to answer a question that you | | | | spruce up the language of your presentation to |
| could have answered in 45 seconds, you will lose | | | | keep your listeners' attention and to create a |
| the attention of your listener. If it takes you one | | | | memorable message. |
| hour to give a presentation that, with better | | | | 6. Substantive ideas are the most important part |
| organization, could have been delivered in 20 | | | | of any speech. Sorensen tells us that a speech is |
| minutes, you will lose your audience. Be more | | | | only as good as its ideas. "A great speech is great |
| persuasive by speaking less. | | | | because of the strong ideas conveyed…if the |
| 2. Employ elevated but not grandiose language. | | | | words are soaring, beautiful, eloquent, it is still not |
| According to Sorensen, JFK believed in elevating | | | | a great speech if the ideas are flat, empty, or |
| the sights of his listeners ("We choose to go to | | | | mean-spirited," Sorensen writes. All too often, |
| the moon…") and simplifying his language at the | | | | executives spend thousands of dollars on the |
| same time. Kennedy kept his sentences short and | | | | venue (audio/video, presentation design, etc.) and |
| his words comprehensible. He understood the | | | | very little time on developing ideas. Presentation |
| importance of avoiding terms so esoteric they | | | | design is critical. But I've never heard: "Great |
| could not be understood easily by the average | | | | presentation. I especially liked the design on slide |
| listener. | | | | 14." Instead, I am more likely to hear, "Great |
| 3. Organize the text to simplify, clarify, and | | | | presentation. I think our company could reduce |
| emphasize. According to Sorensen, speeches | | | | our expenses by adopting your ideas." The |
| should have a "tightly organized, coherent, and | | | | effectiveness of your message will ultimately rest |
| consistent theme." Setting the theme of your | | | | on the power of your ideas. |
| presentation from the beginning—and providing | | | | Whether you are delivering a PowerPoint |
| guideposts along the way—makes it easier for | | | | presentation or a formal speech, the way you |
| your listeners to follow. I once heard a sales | | | | craft and deliver your ideas will leave your |
| manager kick off a presentation by saying: | | | | listeners either wildly excited or bored to tears. |
| "Today we're introducing a new software tool | | | | Sorensen says: "A speech can ignite a fire, change |
| that will help you meet and in many cases exceed | | | | men's minds, open their eyes, alter their votes, |
| your quarterly quotas. [Sets the theme.] There | | | | bring hope to their lives, and, in all these ways, |
| are three features of this software that I would | | | | change the world.". |
| like to highlight for you today. Let's start with the | | | | |