Business writing

Business writingBusiness writing Effective writing does not come Effective writing does not come

by chance. It does not just by chance. It does not just happen. It requires a set of skills happen. It requires a set of skills to write SIMPLY, CLEARLY, to write SIMPLY, CLEARLY, ACCURATELY, AND BRIEFLY.ACCURATELY, AND BRIEFLY.

You have to learn and acquire You have to learn and acquire them as you have earned your them as you have earned your professional knowledge and professional knowledge and experienceexperience

Purpose of writingPurpose of writing

Writing to informWriting to inform

Writing to persuadeWriting to persuade

Writing to informWriting to informPresents facts, data, Presents facts, data,

statistics, reports, statistics, reports, accounts of facts and accounts of facts and written with maximum written with maximum objectivity.objectivity.

It is also called expository It is also called expository writing because it writing because it expounds or expresses expounds or expresses ideas and facts.ideas and facts.

A check-listA check-list Does it focus on the subject Does it focus on the subject

under discussion?under discussion? Does it primarily inform rather Does it primarily inform rather

than persuade the reader?than persuade the reader? Does it offer complete and exact Does it offer complete and exact

information?information? Can the information be Can the information be

ascertained?ascertained? Does it present the information Does it present the information

logically and clearly?logically and clearly? Does it make good reading?Does it make good reading?

Writing to persuadeWriting to persuade Persuasive writing aims at Persuasive writing aims at

convincing the reader about a convincing the reader about a matermater

It is at times called It is at times called argumentative. The matter argumentative. The matter has two or more sides to it. has two or more sides to it. The writer seeks to influence The writer seeks to influence and convince the reader and convince the reader

It focuses on the reader and It focuses on the reader and does more than just state an does more than just state an opinion opinion

A check-listA check-list Does it basically seek to convince Does it basically seek to convince

rather than informrather than inform Does it support its view point by Does it support its view point by

giving information or valid reasonsgiving information or valid reasons Does it clearly follow a logical Does it clearly follow a logical

arrangement of thought and arrangement of thought and reasoningreasoning

Does it finally evoke the intended Does it finally evoke the intended response from the readerresponse from the reader

Does it focus on the readerDoes it focus on the reader

The audience/receiverThe audience/receiver Recognize the needs, Recognize the needs,

expectations, fears, and the expectations, fears, and the attitudes.attitudes.

Written communication is Written communication is one-way till such time the one-way till such time the reader responds. So the reader responds. So the challenge is to get the challenge is to get the written communication right.written communication right.

Planning saves time Planning saves time and effortand effort

In good business writing In good business writing carefully think about what carefully think about what you plan to say, and you plan to say, and spend even a bit more spend even a bit more time thinking about the time thinking about the people to whom you’re people to whom you’re going to say it.going to say it.

Plan writing in writingPlan writing in writing Always plan in writing, not just Always plan in writing, not just

in your head. If you write your in your head. If you write your plans down, you’ll not only plans down, you’ll not only remember them more clearly- remember them more clearly- you’ll also be less likely to be you’ll also be less likely to be thrown off when you do multiple thrown off when you do multiple projects at the same time.projects at the same time.

Refer to document planning Refer to document planning sheet till it comes as a reflexsheet till it comes as a reflex

Early criticism kills the Early criticism kills the creative processcreative process

We are often crass and cruel to We are often crass and cruel to ourselves when we write. We tend to ourselves when we write. We tend to feel and think that our thoughts are feel and think that our thoughts are not appropriate or phrased or spelled not appropriate or phrased or spelled correctly even before we put our pen correctly even before we put our pen to the paperto the paper

This early criticism is one of the chief This early criticism is one of the chief causes of writer’s block and of a causes of writer’s block and of a general dislike for writing. It is also a general dislike for writing. It is also a costly waste of productive time. costly waste of productive time.

The brainstorming The brainstorming attitudeattitude

Like you brainstorm Like you brainstorm among your colleagues among your colleagues /friends/family for ideas, /friends/family for ideas, you brain storm within you brain storm within before you embark on before you embark on writing.writing.

Brainstorm now, organize Brainstorm now, organize and perfect later.and perfect later.

Brainstorming Brainstorming guidelinesguidelines

Write as fast as you canWrite as fast as you can Start anywhereStart anywhere Free yourselfFree yourself Accept every idea, even weird Accept every idea, even weird

onesones Record as many ideas as Record as many ideas as

possiblepossible Write everything down; use Write everything down; use

abbreviationsabbreviations

Ignore spelling, punctuation, Ignore spelling, punctuation, sentence structure, etc.sentence structure, etc.

Prevent all self- criticismPrevent all self- criticism

Jump freely among ideasJump freely among ideas

Write until you burn out; Write until you burn out; rest; repeat till you achieve rest; repeat till you achieve what you set out to dowhat you set out to do

Time for writingTime for writing Writing business documents, Writing business documents,

like any high-concentration like any high-concentration activity, is much easier if you activity, is much easier if you can work uninterrupted.can work uninterrupted.

A 1minute interruption from A 1minute interruption from a writing task might require a writing task might require as much as 20 minutes of as much as 20 minutes of recovery time before you can recovery time before you can resume the flowresume the flow

Suggestions for reducing Suggestions for reducing writing distractionswriting distractions

Curtail internal phone Curtail internal phone calls, meetings, and calls, meetings, and visitors except for visitors except for emergencies.emergencies.

Come in early or stay late if you Come in early or stay late if you can go to lunch half an hour late. can go to lunch half an hour late. Find quiet time when you are Find quiet time when you are least likely to be disturbedleast likely to be disturbed

Schedule writing appointments Schedule writing appointments with yourself. If someone asks to with yourself. If someone asks to see you during your scheduled see you during your scheduled time, say “sorry, I have an time, say “sorry, I have an appointment. What other time appointment. What other time would be good for you?”would be good for you?”

Hang up a “do not disturb Hang up a “do not disturb until…” or an “in conference until…” or an “in conference until…” sign on your door, until…” sign on your door, and tell people you insist.and tell people you insist.

Turn your writing space away Turn your writing space away from the entrance to your from the entrance to your workplace. Especially if you workplace. Especially if you have no office door. This will have no office door. This will reduce interruptionsreduce interruptions

Executive timeExecutive time

Listening-45%Listening-45%Speaking-30%Speaking-30%Reading-16%Reading-16%Writing-9%Writing-9%

Use white noiseUse white noise

In noisy and open offices, In noisy and open offices, get a softly playing radio get a softly playing radio or a small fan minimize or a small fan minimize the distracting the distracting conversations floating conversations floating over your partitionover your partition

Make your office less Make your office less appealing to visitorsappealing to visitors

Sit in front of a bright window, Sit in front of a bright window, put books on visitors’ chairs, or put books on visitors’ chairs, or remove visitors’ chairs remove visitors’ chairs altogether. Be very careful altogether. Be very careful when using such techniques to when using such techniques to be especially friendly to your be especially friendly to your colleagues when you finish colleagues when you finish your writing sessionyour writing session

Ignore the phoneIgnore the phone

Forward your calls, or Forward your calls, or have a secretary screen have a secretary screen them, or take phone off them, or take phone off the hook, which signals the hook, which signals that you are busy- which that you are busy- which you areyou are

Promise call backs.Promise call backs.

If you are writing and If you are writing and some one calls or pops some one calls or pops in, quickly say, “can I in, quickly say, “can I get back to you in say get back to you in say about 15 minutes”?about 15 minutes”?

Find a hiding place.Find a hiding place.

Try an empty office, an Try an empty office, an unoccupied conference unoccupied conference room, a storeroom, or room, a storeroom, or even your car in the even your car in the parking lot. parking lot.

Don’t be an interruption.Don’t be an interruption.

Be sensitive to other Be sensitive to other people’s need for private people’s need for private writing time. Be observant writing time. Be observant and flexible when and flexible when balancing your needs with balancing your needs with their time.their time.

Getting it rightGetting it right

The last phase in The last phase in producing a good producing a good piece of writing is piece of writing is revision.revision.

““big-middle-little” revisingbig-middle-little” revising Revising isn’t easy, partly because Revising isn’t easy, partly because

writing isn’t easy. Written language writing isn’t easy. Written language involves word choice, tone, involves word choice, tone, punctuation, spelling, organization, punctuation, spelling, organization, connection, formality, ambiguity, connection, formality, ambiguity, visual formatting, sequence of visual formatting, sequence of tense, pronoun agreement, tense, pronoun agreement, conciseness, and technical conciseness, and technical language- to name just a fewlanguage- to name just a few

All of these factors are elaborate All of these factors are elaborate systems of constantly evolving systems of constantly evolving linguistic conventions.linguistic conventions.

Are we supposed to think of all Are we supposed to think of all that, as we read throughthat, as we read through

No way. That’s why we need to No way. That’s why we need to break up revising into three break up revising into three manageable chunks.manageable chunks.

Big revisingBig revising Skim through your document, looking Skim through your document, looking

for the big picture- the overall content for the big picture- the overall content and organization of your work. Eyeball and organization of your work. Eyeball the text from a distance: does it look the text from a distance: does it look easy to read (with lots of marginal easy to read (with lots of marginal white space, clearly marked sections, white space, clearly marked sections, and so on) or does it look like a brick and so on) or does it look like a brick wall of unbroken words? wall of unbroken words?

If a memo looks hard to read, it IS hard If a memo looks hard to read, it IS hard to read, and it may not be read at all. to read, and it may not be read at all.

Middle revisingMiddle revising Next, quickly read for simplicity, Next, quickly read for simplicity,

clarity, and conciseness. Do your clarity, and conciseness. Do your readers absolutely need to know readers absolutely need to know everything you’ve written? Can everything you’ve written? Can you leave phrases, paragraphs, or you leave phrases, paragraphs, or even whole sections out? Can you even whole sections out? Can you simplify the language in what’s simplify the language in what’s left? Are your ideas clear and to left? Are your ideas clear and to the point?the point?

Little revisingLittle revisingNext, look for the details- the Next, look for the details- the

grammar, spelling, and grammar, spelling, and punctuation. Leave this punctuation. Leave this small but very important small but very important detailing to the last. Why detailing to the last. Why correct the spelling of a correct the spelling of a word you might end up word you might end up eliminating. eliminating.

Headlines for instant clarityHeadlines for instant clarity Headlines also known as subject lines Headlines also known as subject lines

must be complete. For example must be complete. For example “MANAGEMENT MEETING.” What’s “MANAGEMENT MEETING.” What’s this memo’s point? Is it an invitation to this memo’s point? Is it an invitation to a meeting? An agenda? A suggestion a meeting? An agenda? A suggestion for the next meeting? A complaint? You for the next meeting? A complaint? You can’t tell; you’d have to read the fine can’t tell; you’d have to read the fine print. In a way, this subject line is an print. In a way, this subject line is an incomplete headlineincomplete headline

xx

To make your memos more clear, To make your memos more clear, think: subject line=purpose +topic. think: subject line=purpose +topic. For example: “request to cancel For example: “request to cancel the next management meeting.” the next management meeting.” this headline is instantly clear this headline is instantly clear because it states the memo’s because it states the memo’s purpose (request to cancel), then purpose (request to cancel), then the topic (next management the topic (next management meeting). meeting).

Add breathing space for Add breathing space for reader friendlinessreader friendliness

A true story: a few years ago an old friend A true story: a few years ago an old friend decided to start a new life. He just picked up decided to start a new life. He just picked up and moved from Chennai to Mumbai. He and moved from Chennai to Mumbai. He arrived, wrote up a resume- a one-pager, arrived, wrote up a resume- a one-pager, crammed edge-to-edge with everything he’d crammed edge-to-edge with everything he’d ever done- and started looking for work. ever done- and started looking for work. Months went by: no job. Puzzled and worried, Months went by: no job. Puzzled and worried, he revamped his resume, spreading the he revamped his resume, spreading the same information out over to two pages and same information out over to two pages and making the pages breezier, and much easier making the pages breezier, and much easier to read. The next week he found a jobto read. The next week he found a job

What happened? What happened? Somebody finally read Somebody finally read his resume!his resume!

Revise for reader Revise for reader friendlinessfriendliness

Frequent paragraph breaks: even use Frequent paragraph breaks: even use occasional one- or two- line paragraphs occasional one- or two- line paragraphs for important thoughtsfor important thoughts

Lists: readers find listed information Lists: readers find listed information easier to organize, so they look at lists easier to organize, so they look at lists almost immediately. Lists can also almost immediately. Lists can also condense documents by allowing the condense documents by allowing the use of phrases instead of sentencesuse of phrases instead of sentences

cc

Wide margins: readers find shorter text Wide margins: readers find shorter text lines easier to read than long, edge-to-lines easier to read than long, edge-to-edge text lines, and wide margins give edge text lines, and wide margins give readers more room for writing notesreaders more room for writing notes

Section headlines: headlines allow Section headlines: headlines allow readers to scan for main ideas, read readers to scan for main ideas, read selectively or in any order they wish, selectively or in any order they wish, and easily review the document at a and easily review the document at a later time.later time.

Simplify and clarify your Simplify and clarify your documentdocument

Eliminate nonessential ideas: Eliminate nonessential ideas: distinguish what readers need to distinguish what readers need to know from what would be nice to know from what would be nice to know.know.

Write to express and not to Write to express and not to impress: the purpose of business impress: the purpose of business writing should not be to show off, writing should not be to show off, but to inform. Pompous writing but to inform. Pompous writing often alienates busy readers.often alienates busy readers.

Write as if your readers Write as if your readers were 12 years old: Albert were 12 years old: Albert Einstein said that Einstein said that everything should be everything should be made as simple as made as simple as possible, if not simpler- possible, if not simpler- sums it up sums it up

Think proverbial: proverbs Think proverbial: proverbs are memorable because they are memorable because they are short and vivid. To make are short and vivid. To make your writing memorable, your writing memorable, plan to write simple, vivid, plan to write simple, vivid, memorable sentences rather memorable sentences rather than long, abstract than long, abstract dissertations.dissertations.

Reduce or eliminate big Reduce or eliminate big wordswords

Beware of three-, four-, and five- Beware of three-, four-, and five- syllable words. Change “ our syllable words. Change “ our contemporary organizational contemporary organizational structure possesses the structure possesses the prerequisite autonomous prerequisite autonomous functioning capabilities” to “today functioning capabilities” to “today we have the strength we need to we have the strength we need to stand alone”. Try to use the stand alone”. Try to use the simplest words that work.simplest words that work.

Use personal pronounsUse personal pronouns Instead of, “it is recommended that Instead of, “it is recommended that

this procedure be implemented,” this procedure be implemented,” write “WE recommend YOU write “WE recommend YOU implement this procedure.” implement this procedure.” personal pronouns can help make personal pronouns can help make sentences simpler, less abstract, sentences simpler, less abstract, and more personal. They also and more personal. They also clarify the important issue of who clarify the important issue of who does what. does what.

There-it goesThere-it goesReduce or eliminate Reduce or eliminate

unnecessary uses of THERE unnecessary uses of THERE and IT in phrases such as “it and IT in phrases such as “it is”, “there was”, “it will,” “there is”, “there was”, “it will,” “there has been,” and so on. Change “ has been,” and so on. Change “ it is true that there was anger in it is true that there was anger in the crowd” to “true, the crowd the crowd” to “true, the crowd was angry.”was angry.”xx

Advantages of E-mailAdvantages of E-mail E-mail, like death, taxes, and TV, is probably E-mail, like death, taxes, and TV, is probably

here to stay. It is a wonderful medium- it’s here to stay. It is a wonderful medium- it’s quick, immediate, generally inexpensive, quick, immediate, generally inexpensive, fairly easy to use, and even environmentally fairly easy to use, and even environmentally friendly when it saves paper. E-mail is almost friendly when it saves paper. E-mail is almost universal among modern business universal among modern business professionals, which adds another professionals, which adds another advantage- the ability to send the same advantage- the ability to send the same message to many people at once. Moreover, message to many people at once. Moreover, e-mail messages can often be kept e-mail messages can often be kept permanently in computerized files permanently in computerized files

Disadvantages of E-mailDisadvantages of E-mailE-mail can reduce live human E-mail can reduce live human

interaction, leading to oddly interaction, leading to oddly impersonal business impersonal business relationships. Employees send relationships. Employees send personal e-mails on company personal e-mails on company time. E-mail encourages sloppy time. E-mail encourages sloppy writing. Communicating quickly writing. Communicating quickly does not mean you don’t have does not mean you don’t have to communicate wellto communicate well

Make your E-mails reader Make your E-mails reader friendlyfriendly

To make the most of e-To make the most of e-mail technology and write mail technology and write e-mail it is worthwhile e-mail it is worthwhile considering the following considering the following suggestionssuggestions

Beware of confidential Beware of confidential subjectssubjects

You can never be sure You can never be sure where your messages where your messages will be forwarded, how will be forwarded, how long they will be kept, long they will be kept, or by whom.or by whom.

Know how to brainstormKnow how to brainstormMaybe you’re most Maybe you’re most

efficient when you efficient when you brainstorm and organize brainstorm and organize on paper first, then write on paper first, then write the e-mail. Paper is still the e-mail. Paper is still OK, you know. What OK, you know. What works best for you.works best for you.

Assume high standardsAssume high standards

Many readers are put off Many readers are put off by bad writing in any by bad writing in any form, e-mail as well as form, e-mail as well as hard copy. Write as well hard copy. Write as well as you can, whenever you as you can, whenever you can.can.

Select your readersSelect your readers

When messaging to When messaging to many, be selective: send many, be selective: send copies only to those who copies only to those who absolutely, positively absolutely, positively need to see it.need to see it.

Don’t assume what you see Don’t assume what you see is what you getis what you get

If your reader’s systems are If your reader’s systems are different from yours, your line different from yours, your line lengths may spill over and lengths may spill over and cause an annoying text wrap cause an annoying text wrap effect on their screens. To be effect on their screens. To be safe keep your line lengths to safe keep your line lengths to 55 or 60 characters, including 55 or 60 characters, including spaces.spaces.

Avoid typing in all caps.Avoid typing in all caps. It’s easier to type, but IT SURE It’s easier to type, but IT SURE

SOUNDS LIKE SHOUTING, SOUNDS LIKE SHOUTING, DOESN’T IT? Also, “all cap” DOESN’T IT? Also, “all cap” writing slows reading by writing slows reading by inhibiting recognition of inhibiting recognition of acronyms, proper names, and acronyms, proper names, and sentence starts, which all sentence starts, which all depend on upper/lower case depend on upper/lower case contrasts.contrasts.

Use informative subject Use informative subject lineslines

Readers may screen their e-mails by Readers may screen their e-mails by scanning subject lines, discarding scanning subject lines, discarding without reading messages that don’t without reading messages that don’t seem relevant or clear. To get your e-seem relevant or clear. To get your e-mails read, don’t use subjects like mails read, don’t use subjects like “management meeting” or “project “management meeting” or “project xyz” if you can use “request to xyz” if you can use “request to reschedule meeting” or “how project reschedule meeting” or “how project xyz will save $500000/year.” these xyz will save $500000/year.” these longer subject lines communicate even longer subject lines communicate even if your whole e-mail isn’t read.if your whole e-mail isn’t read.

Keep it shortKeep it short

Try to get your whole Try to get your whole message on one message on one screen .it is one the screen .it is one the best ways to ensure best ways to ensure very high readershipvery high readership

If you can’t keep it short, If you can’t keep it short, forecast the structureforecast the structure

On your readers first screen, On your readers first screen, summarize your message summarize your message and then forecast its and then forecast its structure by listing all your structure by listing all your section headings. This helps section headings. This helps readers scroll quickly to readers scroll quickly to sections that may interest sections that may interest them.them.

Use emphasis devicesUse emphasis devicesEven though some e-mail Even though some e-mail

systems don’t yet allow many systems don’t yet allow many word processing options, you word processing options, you can still facilitate reading by can still facilitate reading by using headings, white space, using headings, white space, occasional all caps, indents, occasional all caps, indents, lists, simulated underlines, and lists, simulated underlines, and other devices other devices

Beware of acronyms and Beware of acronyms and emoticonsemoticons

Don’t over use e-mail jargon Don’t over use e-mail jargon or those cute little “smileys” or those cute little “smileys” like like or or . Even though . Even though they can communicate they can communicate quickly, make sure your quickly, make sure your readers accept them before readers accept them before you themyou them

Print out long onesPrint out long ones

If you print out long e-If you print out long e-mails, your scanning for mails, your scanning for important sections may important sections may be easier than if you roll be easier than if you roll or scroll on screenor scroll on screen

Reply quickly to your Reply quickly to your messagesmessages

Don’t negate one of the Don’t negate one of the main advantages of e-main advantages of e-mail, which is speed. mail, which is speed. Check your e-mail Check your e-mail frequently and reply frequently and reply promptlypromptly

Change the subject line of Change the subject line of your replyyour reply

Your reply is not the same Your reply is not the same message as the original e-message as the original e-mail you were sent, is it? So mail you were sent, is it? So if you can change the if you can change the subject line. Reply to subject line. Reply to “request to reschedule “request to reschedule meeting” with “meeting meeting” with “meeting rescheduled to May 30”rescheduled to May 30”

Presentations Presentations Plan to speak to listeners Plan to speak to listeners

on their termson their termsMany professionals suffer Many professionals suffer

from a common from a common communication malady: communication malady: the “specialist’s fallacy.”the “specialist’s fallacy.”

The Specialist’s Fallacy: How The Specialist’s Fallacy: How Presentations Go WrongPresentations Go Wrong

The specialist’s fallacy assumes that The specialist’s fallacy assumes that the listeners are just as familiar with the listeners are just as familiar with your subject as you are. If you assume your subject as you are. If you assume this you may lose your audience. With this you may lose your audience. With this false assumption, presenters give this false assumption, presenters give talks that are too long and full of talks that are too long and full of digressions, contain too much detail, digressions, contain too much detail, and over use specialized termsand over use specialized terms

Presentations given this way may be Presentations given this way may be misunderstood- or even disregardedmisunderstood- or even disregarded

Where the Specialist’s Where the Specialist’s Fallacy OriginatesFallacy Originates

The specialist’s fallacy comes from The specialist’s fallacy comes from mistaking mistaking familiarity familiarity with a subject with a subject for an intrinsic for an intrinsic simplicitysimplicity of the of the subject. “if I understand it, subject. “if I understand it, everyone under stands it”. We everyone under stands it”. We assume that what we know is assume that what we know is common knowledge and that common knowledge and that everyone will understand us if we everyone will understand us if we just say what we know. The result: just say what we know. The result: they don’t understand us.they don’t understand us.

The solution: Plan to Speak to The solution: Plan to Speak to Listeners on Their Own TermsListeners on Their Own Terms

To avoid the specialist’s fallacy To avoid the specialist’s fallacy and plan your presentations for and plan your presentations for your listeners, use the your listeners, use the presentation planning form.presentation planning form.

This will help you create This will help you create presentations that tailor your presentations that tailor your message to your listeners, avoid message to your listeners, avoid the dreaded fallacy, and the dreaded fallacy, and communicate clearly.communicate clearly.

Use a recipe to begin with Use a recipe to begin with confidenceconfidence

Say hello and say your Say hello and say your name.name. Greet the audience Greet the audience with a strong, clear voice. with a strong, clear voice. If anyone in the audience If anyone in the audience doesn’t know who you doesn’t know who you are, say your name are, say your name

2. Name your topic2. Name your topicTell them right away what Tell them right away what

you will be discussing. Don’t you will be discussing. Don’t trust the technique of trust the technique of starting with a joke. Humor starting with a joke. Humor is tricky; you’re safest to get is tricky; you’re safest to get right down to business and right down to business and name the topic. name the topic.

3. Give your topic 3. Give your topic credentialscredentials

Imagine that your audience asks Imagine that your audience asks you, “why are you qualified to you, “why are you qualified to speak about this topic?” don’t speak about this topic?” don’t detail your whole resume- just detail your whole resume- just enough to credential you in this enough to credential you in this topic. Don’t brag about yourself, topic. Don’t brag about yourself, either- just state your experience. either- just state your experience. This section should take no more This section should take no more than two or three sentences.than two or three sentences.

4. Emphasize the benefits4. Emphasize the benefits

Emphasize the benefits Emphasize the benefits the audience will gain by the audience will gain by listening to you. This is a listening to you. This is a sometimes neglected but sometimes neglected but crucial part of an effective crucial part of an effective business presentationbusiness presentation

5. Forecast the structure of 5. Forecast the structure of your talk your talk

Briefly outline the agenda Briefly outline the agenda points you will cover. points you will cover. Don’t detail them yet, just Don’t detail them yet, just list them. If you wish, list them. If you wish, show the audience a show the audience a visual agenda to visual agenda to accompany your words. accompany your words.

6. Suggest question- 6. Suggest question- answer rulesanswer rules

Tell the audience when Tell the audience when you would like them to you would like them to ask their questions- ask their questions- anytime, after sections, anytime, after sections, or after the entire talk.or after the entire talk.

7.Start agenda item #1.7.Start agenda item #1.

Simply say, “now let’s Simply say, “now let’s start with point #1, and start with point #1, and you’re in.you’re in.

Think carefully about your business Think carefully about your business audience’s interests and concerns. audience’s interests and concerns. Find ways your presentation will Find ways your presentation will benefit your audience, and make benefit your audience, and make sure they know, right from the start sure they know, right from the start of your talk, what those benefits of your talk, what those benefits are. When you see that your are. When you see that your audience is listening with interest, audience is listening with interest, you’ll more easily deliver a you’ll more easily deliver a powerful, persuasive presentation.powerful, persuasive presentation.

Use “quick specifics” for Use “quick specifics” for high credibility high credibility

Remember mother Mary who knew Remember mother Mary who knew Latin or uncle Sam who is great at Latin or uncle Sam who is great at bridge!bridge!

We think this way because we have We think this way because we have a tendency to generalize from a tendency to generalize from specific experiences. We tend to specific experiences. We tend to assume, rightly or wrongly. That assume, rightly or wrongly. That behind any specific behavior is a behind any specific behavior is a general pattern of knowledge, skill general pattern of knowledge, skill or similar behavior. or similar behavior.

In presentations: the quick In presentations: the quick specificsspecifics

And so it is with professional And so it is with professional presentations, especially persuasive presentations, especially persuasive ones: if you give your audience specific ones: if you give your audience specific names, facts, examples, statistics, names, facts, examples, statistics, stories, or analogies-especially lots of stories, or analogies-especially lots of them in rapid-fire sequence – the them in rapid-fire sequence – the audience is likely to assume that for audience is likely to assume that for each specific you gave you could have each specific you gave you could have had more to say, and therefore your had more to say, and therefore your evidence must be overwhelming and evidence must be overwhelming and your point validyour point valid

Think “many and quick,” Think “many and quick,” instead of “few and deep”instead of “few and deep”

Many audiences will respond best to Many audiences will respond best to many specifics quickly stated, rather many specifics quickly stated, rather than few specifics explored in depth. than few specifics explored in depth. Audiences are generally impressed Audiences are generally impressed with a wide sweep, an over view of the with a wide sweep, an over view of the evidence. They may eventually require evidence. They may eventually require more depth, so an excellent more depth, so an excellent presentation strategy might be to give presentation strategy might be to give your wide sweep of quick specifics, your wide sweep of quick specifics, then go back and develop one of your then go back and develop one of your specifics in detail.specifics in detail.

The audience will then The audience will then assume that every one of assume that every one of your specifics could go just your specifics could go just as deep, and they will feel a as deep, and they will feel a sense of the breadth and sense of the breadth and depth of your point, even if depth of your point, even if you don’t have the time to you don’t have the time to detail all your evidence.detail all your evidence.

A final word: know the breadth A final word: know the breadth and depth of your evidenceand depth of your evidence

The “many and quick” strategy could lead The “many and quick” strategy could lead to abuses. A few bits of knowledge can to abuses. A few bits of knowledge can be made to deceive unsophisticated be made to deceive unsophisticated audiences. The best presenters know audiences. The best presenters know their material broadly and deeply and are their material broadly and deeply and are always prepared to offer fuller always prepared to offer fuller explanations. The wisest audiences know explanations. The wisest audiences know that behind a presenter’s quick, specific that behind a presenter’s quick, specific evidence must lie a depth of evidence must lie a depth of understanding; if they have any doubts understanding; if they have any doubts about a presenter’s knowledge, they must about a presenter’s knowledge, they must ask for more depth or risk being misled.ask for more depth or risk being misled.

Use the BEST recipe to Use the BEST recipe to organize your pointsorganize your points

After you have brainstormed After you have brainstormed the evidence you want to use in the evidence you want to use in your speech, you need to your speech, you need to present these specifics in an present these specifics in an organized fashion. A handy organized fashion. A handy recipe for organizing a speech recipe for organizing a speech is the BEST formula: bottom is the BEST formula: bottom line, evidence, summary, line, evidence, summary, transition.transition.

B= bottom lineB= bottom lineTo open each section of your To open each section of your

speech, state in 25 words or speech, state in 25 words or less the point you wish to make less the point you wish to make in that section. Use a signpost in that section. Use a signpost phrase like “ my next point phrase like “ my next point is…” or “point #3 of my is…” or “point #3 of my presentation is…”, this gives presentation is…”, this gives the audience a clear sense of the audience a clear sense of where you are in your talk. where you are in your talk.

E= evidence or examplesE= evidence or examples List the best evidence, examples, List the best evidence, examples,

statistics, stories, and analogies you have statistics, stories, and analogies you have to support your point. A good technique to support your point. A good technique is to signpost these specifics with a is to signpost these specifics with a statement such as, “let me give you some statement such as, “let me give you some examples,” or “here are some statistics examples,” or “here are some statistics you may find helpful.” To support you you may find helpful.” To support you may tell stories about people you have may tell stories about people you have met; tell jokes; and mention shah rukh met; tell jokes; and mention shah rukh khan, mahatma Gandhi, Bernard Shaw, khan, mahatma Gandhi, Bernard Shaw, Rajneesh… just make sure your evidence Rajneesh… just make sure your evidence is quick and convincing is quick and convincing

S= summary of bottom lineS= summary of bottom lineRestate your point so the Restate your point so the

audience knows that you are audience knows that you are emerging from specifics into a emerging from specifics into a general statement. You can general statement. You can signpost your point’s summary signpost your point’s summary with ‘to summarize this point…( with ‘to summarize this point…( do not say “in conclusion” do not say “in conclusion” unless you are at the end of unless you are at the end of your talk) your talk)

T= transition to next pointT= transition to next point

Lead the audience to the Lead the audience to the next point with a natural next point with a natural transitional statement, transitional statement, such as “that leads me to such as “that leads me to the next point,” or “now the next point,” or “now let’s move on.” let’s move on.”

Use a recipe to conclude Use a recipe to conclude with powerwith power

The most effective The most effective conclusions are a conclusions are a combination of logical and combination of logical and emotional elements crafted emotional elements crafted into a clear sequence. To into a clear sequence. To fashion a solid, uplifting fashion a solid, uplifting conclusion, try this recipe.conclusion, try this recipe.

1.Announce a stop sign1.Announce a stop sign A stop sign is an unmistakable verbal A stop sign is an unmistakable verbal

signal that your talk is about to end. signal that your talk is about to end. Classic stop signs include the phrases Classic stop signs include the phrases “in conclusion” or “in summary”. Say “in conclusion” or “in summary”. Say your stop sign in a clear firm voice, and your stop sign in a clear firm voice, and your audience will perk up- not your audience will perk up- not because they’re glad you are finished, because they’re glad you are finished, but because they know that they are but because they know that they are about to hear an important statement : about to hear an important statement : your final words.your final words.

2. Summarize your main 2. Summarize your main pointspoints

Recap the main ideas you Recap the main ideas you have covered in your talk. have covered in your talk. Don’t say too much; just Don’t say too much; just give a brief bullet point give a brief bullet point list of your bottom- line list of your bottom- line points.points.

3. Motivate the listeners3. Motivate the listenersEven in low key Even in low key

presentations, you may find presentations, you may find that an optimistic, team that an optimistic, team building feeling would be building feeling would be appropriate as you conclude. appropriate as you conclude. To achieve this emotional, To achieve this emotional, motivational effect, motivational effect, experiment with the following experiment with the following terms:terms:

Challenge, difficulty, effortChallenge, difficulty, effort

Tell the audience that the Tell the audience that the ideas you have proposed ideas you have proposed may not be easy to may not be easy to implement. Challenge implement. Challenge them to take on the ideas them to take on the ideas anyway.anyway.

Optimism Optimism

Express as much sincere Express as much sincere confidence as you can. Be confidence as you can. Be willing yourself to take on willing yourself to take on the challenges. Predict a the challenges. Predict a realistic success.realistic success.

The futureThe future

Refer to times to come. Refer to times to come. Even use the word Even use the word “future” as you predict “future” as you predict a brighter daya brighter day

Pronouns Pronouns Make your talks personal. Use Make your talks personal. Use

the words I, me, or mine- refer the words I, me, or mine- refer to your own commitment. Tell to your own commitment. Tell how you feel; risk a bit of self- how you feel; risk a bit of self- disclosure. Use the word you disclosure. Use the word you refer to the audience- or even refer to the audience- or even better, use we, us, or our to better, use we, us, or our to refer to yourself and the refer to yourself and the audience as a team.audience as a team.

A final uplifting phraseA final uplifting phrase Make the very last words you say Make the very last words you say

turn upward, not downward. Do not turn upward, not downward. Do not end with a statement like, “we will end with a statement like, “we will look forward to a brighter future look forward to a brighter future and avoid the serious problems of and avoid the serious problems of the past.” Rather, say “we will the past.” Rather, say “we will avoid the serious problems of the avoid the serious problems of the past and look forward to a brighter past and look forward to a brighter future”. Leave the audience moving future”. Leave the audience moving upward with your last wordsupward with your last words..

4. Pause and say thank you4. Pause and say thank you

Thank you signals the Thank you signals the finish, and therefore the finish, and therefore the moment listeners can moment listeners can react. The phrase is, in react. The phrase is, in fact, an applause cue.fact, an applause cue.

5. Pause again and solicit 5. Pause again and solicit questionsquestions

Make sure your pause is Make sure your pause is long enough to allow for long enough to allow for the listeners’ applause or the listeners’ applause or appreciative nods. Then, if appreciative nods. Then, if appropriate, solicit and appropriate, solicit and answer questions.answer questions.

Handle questions with careHandle questions with careAnswering questions well can Answering questions well can

be a major key to the success be a major key to the success of your presentation, because of your presentation, because the Q&A session is where the the Q&A session is where the audience finds out how much audience finds out how much you really know about your you really know about your topic and therefore whether topic and therefore whether they can believe in your ideasthey can believe in your ideas

Some useful guidelinesSome useful guidelines

Anticipate questionsAnticipate questions

Before the presentation, Before the presentation, brainstorm 10-12 tough brainstorm 10-12 tough questions you think you’ll questions you think you’ll be asked. Prepare good, be asked. Prepare good, solid answers. solid answers.

Specify when you want the Specify when you want the Q&A sessionQ&A session

In your introduction, request In your introduction, request questions any time, after questions any time, after sections of the talk, or at the sections of the talk, or at the end of the talk. Questions end of the talk. Questions during your talk may make your during your talk may make your talk longer and harder to keep talk longer and harder to keep focused, but they can make focused, but they can make your talk interactive and more your talk interactive and more engaging.engaging.

Listen carefully to Listen carefully to questionsquestions

Don’t complete Don’t complete questioner’s thoughts- questioner’s thoughts- that can be insulting.that can be insulting.

Always support Always support questionersquestioners

Never put anyone down for Never put anyone down for asking questions, even poor asking questions, even poor ones. Put downs only make ones. Put downs only make enemies. Presenters can enemies. Presenters can insult questioners without insult questioners without realizing it by making an realizing it by making an unintentionally hurtful unintentionally hurtful comment…comment…

For example, suppose For example, suppose someone asks a question someone asks a question and you say, “I thought I and you say, “I thought I explained that, but I’ll go explained that, but I’ll go over it again for you”.over it again for you”.

Beware of saying “good Beware of saying “good question”question”

If you say to Kareena, If you say to Kareena, you’ll have to say it to you’ll have to say it to everybody, or risk making everybody, or risk making people think their people think their questions aren’t as good questions aren’t as good as Kareena’sas Kareena’s

If appropriate, repeat If appropriate, repeat (or restate) the question(or restate) the question

……especially if the especially if the question is complex, or question is complex, or if the room is so big that if the room is so big that all listeners can’t hear all listeners can’t hear the questions posed to the questions posed to you.you.

Break out multiple-part Break out multiple-part questionquestion

If someone asks you a three- or If someone asks you a three- or four- part question, don’t panic. four- part question, don’t panic. Answer only the first part if the Answer only the first part if the question and then say, “now, question and then say, “now, what was your second what was your second question?”question?”

Handling the questions one at a Handling the questions one at a time is much easier and just as time is much easier and just as effective.effective.

Answer brieflyAnswer briefly

The fewer words you The fewer words you say, the more of them say, the more of them are remembered.are remembered.

Involve the entire audience Involve the entire audience in your answerin your answer

Even though one person Even though one person asked the question, you asked the question, you should answer to every should answer to every one, with only a bit more one, with only a bit more eye contact directed at the eye contact directed at the askerasker

If you don’t know the If you don’t know the answer, don’t bluffanswer, don’t bluff

Simply say you don’t know, Simply say you don’t know, promise to get back to the promise to get back to the asker with an answer, and do it asker with an answer, and do it ASAP. You may be better off ASAP. You may be better off this way than if you knew the this way than if you knew the answer right off; getting back answer right off; getting back quickly shows a “customer quickly shows a “customer service” attitude.service” attitude.

Techniques for using Techniques for using Laptops or LCD’sLaptops or LCD’s

Don’t overdo visual Don’t overdo visual effects; don’t make a effects; don’t make a visual for every single visual for every single thought.thought.

If possible, index slides If possible, index slides for quick-reference for quick-reference tailoring on the fly. tailoring on the fly.

Rehearse carefully.Rehearse carefully.Get there early; check Get there early; check

everything twiceeverything twiceIf using a TV monitor, use If using a TV monitor, use

at least a 27” screenat least a 27” screen

If using a LCD panel and If using a LCD panel and reflective screen, try to reflective screen, try to get a super-high get a super-high luminosity overhead luminosity overhead projectorprojector

Allow sufficient Allow sufficient setup/boot up timesetup/boot up time

Ensure the image is large Ensure the image is large enough to be seen at the back; enough to be seen at the back; if necessary, use the image if necessary, use the image sizer on the over head projectorsizer on the over head projector

Make sure the image is bright Make sure the image is bright enough, but try also to leave enough, but try also to leave the room bright enough for the room bright enough for good eye contactgood eye contact

If presenting in a darkened If presenting in a darkened room, emphasize your voice room, emphasize your voice dynamicsdynamics

If you anticipate long If you anticipate long discussions on any slides, discussions on any slides, turn off the screen saver turn off the screen saver featurefeature

For verbal- visual cooperation, For verbal- visual cooperation, use cascading bullets or use cascading bullets or progressive highlighting.progressive highlighting.

For commands, use a remote For commands, use a remote portable mouse as opposed to portable mouse as opposed to tapping laptoptapping laptop

Create a “dark slide” effect so Create a “dark slide” effect so you can occasionally speak you can occasionally speak without visual aidswithout visual aids