TOOLS FOR DELIVERY – YOUR WORDS

 Managing audience attention

Ages Time of attention
01 year old => 1 minutes
05 years old => 5 minutes
15 years old => 15 minutes
20 years old => 20 minutes
After that, it levels of
 Don’t expect more than 20-minute stretch, don’t give 2-hour
presentations
 Choose what to say rather how to say by choosing good words and
powerful images. Don’t give unclear, inrelevant and leaves no mark on
the listener
 Blending suitable style and substance that is meaningful for listeners
 Keep it simple, with impact
Contrast these two sentences:
#1: “Unfortunately, our organization has not been able to manage the disparity
between its output and the demands on its financial base”.
 Lots of syllables
 Difficult terms

#2: “We are broke”.

 2 syllables
 Come straight to the point
 Have many times the emotional of the first

Conclusion: Sticks to words we all understand, keep sentences relatively short

=> clear, interesting and motivating
2.1 The well-placed “zinger”
#1: “I have a clilent who was very nervous about his company’s prospects. He
was regularly losing staff, and he was concerned that he couldn’t keep up with
the competition.”
 Simple, clear words but a bit dull
 The message takes longer

#2: “I have a client who was desperate about his company’s prospects. Staff
were leaving in droves, and he felt like easy prey for the competition.”
 More descriptive words -> intensify the feeling
 Accessible and compelling words
 Stronger emotional image

Conclusion: Great descriptive words really capture the imagination from time
to time, especially use stories.
2.2. Keeping yout language robust
Undermine message by sing weak structure and lack of clarity of purpose.
Words: out-of-date language, weak verbs and passive verbs
2.2.1 Out-of-date language
#1: “It is my great pleasure to be in attendance at this event today. Heretofore,
our organisation has had the privilege of helping to select the candidates for
this award. Being on the receiving end of the reward is and honour we had
never allowed ourselves to imagine. We are extremely grateful.”
 How seriously the speaker is taking the moment
 How seriously she takes herself
 A lot of language to wade through for the listener

#2: “I am absolutely delighted to be here today. Until now, we’ve been

priviledged to be on the selection comittee. We never imagined that we would
be chosen ourselves. What a great honour. Thank you all so much.”
 Simple language
  Clear and engaging
 Conversation rather than a speech

Conclusion:
 Casual approach => Audience might feel a lack of respect
 Dusty old language => Distance than bring together
 Clear and engaging => Conversation rather than a speech

Danger zone:
 Simple but not simpler
 Simplifying so much that suck the life out of them

2.2.2. Weak words

Sales rose very fast Sales skyrocketed
Nothing is happening in the market The market is lifeless
Our window frames have anew Our improved window frames will
design and will satisfy your needs amaze you
Sally was very scared Sally shock like a leaf
Lively words => metaphor or analogy => paint picture that normal words
cannot.
Conclusion: Some words are more powerful than others => very important to
choose lively words.
I hope to be able to show you... I will show you...
If you don’t mind, I’ll now discuss... I’m excited to be able to discuss...
Maybe you’ll be able to understand I’m sure you’ll see very clearly how...
how...
In this presentation, I’ll try to give This presentation offers you...
you...

Weak words sound humble => damage credibility and lower status, may be
judged as cowardly => Use a more definitive voice
In a hierarchical company or country => soften language not to cause offence
Conclusion: Understanding your audicent will help to decide words.
2.2.3. Passive verbs
Exp.1:
Passive: The investigation was concluded by the client, and the paperwork was
signed
Active: The client concluded the investigation and signed the paperwork
 Passive voice inadvertently drain a bit of lige out of our message.

Exp.2:
Passive: “Our pet food campaign was noticed by the advertisig industry awards
board, as it was considered to be both original and meaningful. We were asked
to be part of the showcase at their annual convention, and also invited to speak
on a panel. As you can imagine, we were delighted to participate, and were
much enriched by the ability to share our experienced with other marketing
professionals at the convention.”
Active: “Out pet food campaign caught the eye of the advertising industry
awards board for its originality and its meaningfulness. As a result, they asked
us not only to be part of their annual convention showcase, but also to speak on
a panel. It as a great honour, and of course we said yes! The opportunity to
share our experiences with other marketing professionals at the convention was
priceless, and we had a truly enriching time.”
 Active voice makes the pet food campaign the hero of the story, rather
than the awards board
 Add energy to the text, sound more dynamic

PP: The goal is to help us build the simplest and most concise presentation, but
still ensure the content we want to convey within the time limit of the
presentation.
Present:
 - Stick to simple words we all understand to create word power
- Using sentences is interesting and motivating words to create emotion
power
- Keep sentences relatively short and coherent.
2.1 The well-placed “zinger”
PP: Using words to enhance the feeling and the image of sensation
Present:
- We must also know how to combine and use words to increase the
description, the attraction and emotion of the presentation.
2.2. Keeping your language robust
PP: Some notes on words to avoid making sentences weakly structures and lack
of clarity of purpose
Out-of-date language
Weak verbs
Passive verbs
2.2.1 Out-of-date language
PP:
Paragraph 1: “It is my great pleasure to be in attendance at this event today.
Heretofore, our organisation has had the privilege of helping to select the
candidates for this award. Being on the receiving end of the reward is an honour
we had never allowed ourselves to imagine. We are extremely grateful.”
Present => The speaker is expressing seriousness about the issue, but
unintentionally shows too much rigidity in expressing his feelings through the
use of words.
Paragraph 2: “I am absolutely delighted to be here today. Until now, we’ve been
priviledged to be on the selection comittee. We never imagined that we would
be chosen ourselves. What a great honour. Thank you all so much.”
Present => With simpler words, she conveys more emotion in her speech,
creating conversation than a rigid presentation, making content clearer and more
engaging
PP:
 Casual approach => Listener might feel a lack of respect
 Dusty old language => Distance between speaker and listener rather
than bring together
 Clear and engaging => Conversation rather than a speech
2.2.2. Weak words
PP:
Keep our language simple and 1lively.
Example:
Sales rose very fast. Sales skyrocketed. (the same meaning
but it make more vivid word usage)
Nothing is happening in the The market is lifeless.
market.

Our window frames have a new Our improved window frames will
design and will satisfy your needs. amaze you.
Sally was very scared. Sally shook like a leaf. (shook like a
leaf is a metaphor for frightening)

- Lively words is used as a metaphor or analogy. These words paint picture

that speaking literally just cannot
Present => Depending on the strength of the word you want to use, you should
be careful to choose the right lively words

PP:
Other weak words sound humble, but which damage credibility and lower status
=> To create a sense of stability try to use a more definitive voice
I hope to be able to show you... I will show you...
If you don’t mind, I’ll now discuss... I’m excited to be able to discuss...
Maybe you’ll be able to understand I’m sure you’ll see very clearly how...
how...
In this presentation, I’ll try to give This presentation offers you...
you...
- For example when speaking to a very senior colleague in a very
hierarchical company or country — it will benefit you to soften your
language so as not to cause offence.
==> Understanding your audience will help to decide words.    
Danger zone:
• Simple but not simpler
• Simplifying so much that suck the life out of them
2.2.3. Passive verbs
PP:
Example 1:
Passive: The investigation was concluded by the client, and the paperwork was
signed.
Active: The client concluded the investigation and signed the paperwork.
Present => Active sentences provide a strong, clear tone while passive
sentences inadvertently drain a bit of life out of our message.
Example 2:
Paragraph 1: “Our pet food campaign was noticed by the advertising industry
awards board, as it was considered to be both original and meaningful. We were
asked to be part of the showcase at their annual convention, and also invited to
speak on a panel. As you can imagine, we were delighted to participate, and
were much enriched by the ability to share our experiences with other marketing
professionals at the convention.”
Paragraph 2: “Our pet food campaign caught the eye of the advertising industry
awards board for its originality and its meaningfulness. As a result, they asked
us not only to be part of their annual convention showcase, but also to speak on
a panel. It was a great honour, and of course we said yes! The opportunity to
share our experiences with other marketing professionals at the convention was
priceless, and we had a truly enriching time.”
Present => Using the active voice makes the pet food campaign the hero of the
story, rather than the awards board; Add energy to the text, sound more
dynamic

 Jargon as a foreign language

Present: Nowadays, industries develop their own specific terms, acronyms and
abbreviations. So we need to consider their use (that refers to specialized or
technical language that can only be understood by those who are members of a
group or who perform a specific trade)
PP:
Example: the legal profession has many terms that are considered jargon, or
terms that only lawyers and judges use frequently
=> To choose an appropriate jargon, we must evaluate based on the audience
(group of fields, countries), the popularity of the term.
1. Meaningless words and remedies (What you don’t say can be just as
important, Battling the urge to “um”, you know)
Natural reflex respond to meaningless words like “um”, “you know”, “mmm”,
“actually”, “sort of” and “ok?” that show you are confused and worried because
you are afraid of silence.
=> to avoid saying the words we should be in control and aware of our
own speed and voice. When you speak more slowly allows you to avoid saying
the words, you will calm yourself down and you will have time to keep your
thoughts organized
 => Record yourself on a tape recorder or camera during a meeting or
public speaking engagement, or have a colleague count the number of times you
say these things to understand the gravity of the problem.
=> In fact, you likely welcome a moment to digest what’s been said so far
2. The reality of “actually”
PP: “Actually” is used to assert emphatically something which contracdicts
what has been said before.
Present => We should not abuse the word "actually" by properly understanding
the meaning and context to use
PP:
Example: “Many people think that teenagers underestimate the dangers of
smoking. Actually, when surveyed, many teenagers believed that smoking is
more lethal than it is.”
3. Sorting out “sort of”

 What you don’t say can be just as important

1. Personal stories: This method means to tell a relevant story about
yourself making sense your subject and bring your listeners closer to you
at the same time.
Ex: For example, people may be fascinated by your presentation about using
language if you start your speech as below:
As you may know, I have experienced a variety of presentation and
conservation during my life then I felt that it is hard to make connection with
my listeners; therefore, now I am here to talk to you about how way we can
touch and motivate the listeners to act, to adopt our strategy, to buy some thing
or to employ us.
In additional, depend on the situation, it can be appropriate for you to use long
or short stories in order to underline their points or take them a step further in a
very satisfying way.
2. Quote: Many agree that they will be very interesting if speakers quote
famous people in their presentation., but I strongly believe that it can’t be
overlooked sometimes it seems that the speech was designed around
quotes rather than a supporting. Moreover, the quotes are usually talking
to your company or you, so there is no guarantee that audience will feel
the link. From that stand point, I suggest that we should quote important
someone closer who you have had conversation with in your life.
Ex: For instant, from when I was a knee-high to a grasshopper, my mom usually
told me that “you need more than an intellectual connection with your listeners
if you want to gain your aim” and remember that “courtesy cost nothing” and
“words must be weighed, not counted” whenever you were in a conversation.
So, yes, today I am going to share you various ways to touch listeners’ emotion
and connect them with your speech
3. Aphorisms
A short often witty statement of a principle or truth about life
An aphorism is a familiar saying, which means people will probably recognise
it.
An aphorism is a saying that concisely expresses a moral principle or an
observation about the world, presenting it as a general or universal truth.
Aphorisms are often witty or humorous, and they're used everywhere, from
philosophical texts and great works of literature, to pop songs and everyday
conversation.
Example:
Dogs are Man’s best friend. I think we agree. So I’m looking into which canine
qualities we, as a company, can adopt in order to be our customers’ best friend.
Here’s what I’ve come up with  Rather than boring your listener with a tired
old phrase, you’re using it in a new way. And they’re still listening.
4. Analogies: similes and metaphors.
Analogies are wonderful for introducing verbal imagery into your presentation
 In a simile, you say that two apparently unrelated things are like each
other.
 Metaphor, following Aristotle's classic definition of metaphor as the
process of giving the thing a name that belongs to something else. This is
the mathematics of metaphor. It's very simple. X equals Y. This formula
works wherever metaphor is present. 
 Both are ways of making analogies
Example:
 "All Shook Up" is a great love song. It's also a great example of
how whenever we deal with anything abstract. "All Shook Up," a touch is
not a touch, but a chill. Lips are not lips, but volcanoes. She is not she,
but a buttercup. And love is not love, but being all shook up. 
 Shakespeare in this famous line from "Romeo and Juliet:" Juliet is the
sun Metaphor gives us a much more vivid understanding of Juliet than
if Shakespeare had literally described what she looks like. 
5. Statistics
Statistics can add a range of benefits to your presentation:
- Add realism to your presentation 
- Increase your credibility 
- Make your presentation memorable 
After you’ve decided to use statistics in your presentation, you need to find the
right one for the message you’re delivering. It’s easy to get lost in the huge
number of statistics out there, not all of them accurate. So that you must choose
your statistics carefully and deliver them with emphasis.
Example: If I told you Snapchat has 170 million daily users, you might think
that is a huge number for a social app. However, if I also told you Facebook has
1.37 billion daily users
6. Imagination
- Asking your listeners to imagine something along with you in a sure –
fire way to keep their attention.
- The creative power of imagination has an important role in the
achievement of success in any field. What we imagine often, and expect
to happen can come into being.
 Imagination makes it possible to experience a whole world inside the
mind.

Example:

a. “Imagine one of your staff has an irate customer on telephone and is

beginning to get frustrated and panicky because he doesn’t know how to
handle the situation. He hasn’t been trained. So he just says what comes
to mind…” => Imagining the situation and feel the unhappy emotions that
go along with it, you can easily drive home the need for training.
b. “Imagine you get hurt while riding bike” => If you imagine that you are
totally fit and you don’t have any injury. After a moment, you are going
to feel less pain than earlier cause your senses are working according to
your imagination. When you imagine something positive, it reflects back
positive to you.
7. Questions
- Asking question is another tried and true way to keep you listeners’s
mind with you, to begin relating to them, and to word some emotion into
the mix.
Questions: “ How many of you have ever struggled through a leveraged
buyout”.
  If people raise hand, you’ll benefit from having an idea of how
knowledgeable your audience is” => Follow you question with something
like, “Well, those of you who have will know how painfull it can be. I’m
here to talk to you about how to avoid the pitfalls again”.
 If no one raises their hand, it can be awkward => Follow up with, “ No
one? Perfect. I’m here to tell you how to avoid the many pitfalls involved
if it should ever happen to you”.
- Rhetorical questions don’t require answers; they just get people thinking
and serve as a stepping – off point.

Example: From Obama’s immigration speech: "Are we a nation that tolerates

the hypocrisy of a system where workers who pick our fruit and make our beds
never have a chance to get right with the law? Are we a nation that accepts the
cruelty of ripping children from their parents' arms? Or are we a nation that
values families, and works to keep them together?" => He put his points across
by asking rhetorical questions whose implied answers clearly support his point.

 They’re wonderful for opening presentations, consider leading up to the

question with statement like “At this point I think it would be interesting
to see how many people agree that leveraged buyouts are getting more
vicious as we speak”.

Rhetorical questions: câu hỏi tu từ

 CONCLUSION:

All of these tools – Stories, quotes, aphorisms, analogies, statistics and

questions – can be effectively employed throughout your presentation =>
help you begin your presentation in an interesting way and will clarify the
distinctions between your points.

 Beware of using too many, in case your message becomes too

complicated by the many ways you are putting it across.