Building

Confidence in
Communication
Fendy Alwi
@tndon_id
Founder of T&DON

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 Pilih kiri / kanan?
https://practicaltypography.com/research-papers.html

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 Pilih kiri / kanan?
Jawabanmu akan menunjukkan seberapa “designer” kamu

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 👍

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IG @tndon_id This document is confidential and contains proprietary information and intellectual property of
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 Kenapa pertanyaan yang
ke-2 lebih greget dijawab?

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With a total of 130+ pax

30+ 80+
Answered
The 1st Q
Answered
The 2nd Q

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A well-known principle of human
behavior says that when we ask
someone to do us a favor, we will be
more successful if we provide a reason.
Ellen Langer
Social Psychologist

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 Pilih kiri / kanan?

Pilih kiri / kanan?

Jawabanmu akan menunjukkan seberapa “hoki” kamu

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Persuasion
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We’ll learn …
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… hacks to
persuade
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 Offline Session

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 Virtual Session

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 Virtual Session

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 Virtual Session

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We’ll learn Reciprocity
Liking
Unity
Scarcity
The Psychology Of
Persuasion
Social Proof
Cialdini, Robert B.
Influence, New and
Expanded (p. xvii).
Commitment
60+ years ago Authority
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Logos
Logical Reason
⚖ from Aristotle, 2000+ years ago
❤ Pathos
Emotional Connection

The Art of
Persuasion

🧑💼 ‍
Ethos Character

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The evidence suggests that the
ever-accelerating pace and
informational crush of modern
life will make this particular form
of unthinking compliance more
and more prevalent in the future.
Cialdini, Robert B.
Influence, New and Expanded (p. xvii).
2021

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Today’s practice from T&DON experience
in delivering a presentation

Ardhini (T&DON Class alumni), MC-ing Erma (T&DON Class alumni), delivering a
her company event virtually presentation with comfort & confidence

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Let’s combine the theory & practice

2k+ 60+ now

Years theory Years theory Today’s practice
Aristotle’s Rethoric Cialdini’s Influence in presentation

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 Emotional Connection

Pathos ❤
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What to do for Pathos

Reciprocity
Liking
Unity
According to Robert Cialdini’s Psychology of Persuasion, 60+ years ago

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Pathos – Reciprocity

Kata pertama
yang keluar kalau
kita dicurangin?
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Pathos – Reciprocity

@fendyalwi
=
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Pathos

Reciprocity
People dislike feeling indebted

According to Robert Cialdini’s Psychology of Persuasion, 60+ years ago

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Pathos – Reciprocity

Give Take

🧑💼‍ 👨💼‍
Take Give

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Pathos – Reciprocity

Give Free 4 Online Take

Workshop
Sessions for 1 pax

👨🦲‍ 🏢
Paid 4 Online
Workshop Sessions
for 20 pax
Take Give

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Pathos – Reciprocity

Give Ask more Take

about them

💁‍ 💁‍
Ask more
about you
Take Give

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Pathos – Reciprocity

Give Ask Take

question
Give our
answer first

💁‍ 💁‍
Answer
Give their
answer
Take Give

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Pathos

Liking
People are more likely to comply with
requests made by someone they like.

According to Robert Cialdini’s Psychology of Persuasion, 60+ years ago

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Pathos – Liking

Identifying predictable
actions & personality
traits within human
behavior.
Researched by Dr. William Moulton
Marston at Harvard University

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Pathos – Liking

Dominance Character Fear

D
Direct. Being taken
Decisive advantage of.
High Ego.
Problem Solver.
Risk Taker.
Self Starter.
Power.
Authority.

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Pathos – Liking

What we did for D side

You’ll
You’llknow howto
be able to do
feelthis
#comfydence in communication
Problem Solver

Goal: Nyaman dan Percaya diri dalam menyampaikan

… hacks to
presentasi secara online & offline

persuade
Ardhini (T&DON Class alumni), MC-ing Erma (T&DON Class alumni), delivering a
Ardhini (T&DON
her company Class
event alumni), MC-ing
virtually Erma (T&DONwith
presentation Class alumni),
comfort delivering a
& confidence

Comfort Confident
her company event virtually presentation with comfort & confidence

#Comfydence
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Direct

IG @tndon_id
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Pathos – Liking

Influence Character Fear

I
Enthusiastic. Rejection.
Trusting.
Optimistic.
Talkative.
Impulsive.
Emotional.
Popularity.
Friendly env.
Sense of humor.
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Pathos – Liking

What we did for I side

Talkative

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Virtual Session Jawabanmu akan menunjukkan seberapa “hoki” kamu

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Sebutkan momen yang paling

Sense of humor ngeri dari menyetir mobil?

IG @tndon_id
@fendyalwi Thisdocument
This documentisisconfidential
confidentialand
andcontains
contains proprietary
proprietary information
information and
and intellectual
intellectual property
property of
of
PTBumi
PT BumiKreatif
KreatifJaya
Jaya(T&DON)
(T&DON)© ©2021.
2020.Not
Notfor
fordistribution.
distribution.

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Pathos – Liking

Steadiness Character Fear

S
Good listener. Loss of
Team player. security.
Possesive.
Steady.
Understanding.
Predictable.
Safety.
Security.

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Pathos – Liking

What we did for S side

Global & national brands/organizations that have trusted T&DON programs

Predictable

We’ll
We’ll learn howReciprocity
Logos learn
Logical Reason
to:
Liking ⚖ Pathos
from Aristotle, 2000+ years ago
❤ Emotional Connection

! #

"
The ArtUnity
of
Persuasion
Observe Shift!
Scarcity
Flow
Social Proof
"‍
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Persuasion
DISC in practice Dominance Story Structure

Security
Read your
Cialdini, Robert
Shift your
Influence, gear
New
B.
and
Expanded (p. xvii).
Commitment
audience Influence
Steadiness
Compliant
60+ years ago EthosAuthority
Character

@fendyalwi
@fendyalwi This document
This document
document isis confidential
is confidential and
confidential and contains
and contains proprietary
contains proprietary information
proprietary information and
information and intellectual
and intellectual property
intellectual property of
property of
of
IG @tndon_id This
PT Bumi Kreatif Jaya (T&DON) © 2021.
PT Bumi
PT Bumi Kreatif
Kreatif Jaya
Jaya (T&DON)
(T&DON) © 2021. Not
© 2020. Not for distribution.
Not for
for distribution.
distribution.

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Pathos – Liking

Compliant Character Fear

C
Accurate. Criticism.
Analytical.
Careful.
Fact-finder.
Precise.
Systematic.
Detailed tasks.

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Pathos – Liking

What we did for C side

Let’s combine Reciprocity

Consumer’s Perceived Delights
The Psychology Of
Brown, Pauline. Aesthetic Intelligence (p. 29).

the theory & practice

Harper Business. Kindle Edition.

Persuasion

Scarcity
Cialdini, Robert B. Research

50 + 50
Influence, New and
Expanded (p. xvii).

Commitment
2k+ 60+ now
Observe
60+ years ago

% Authority % The evidence suggests that the

Anticipation Liking Immediate ever-accelerating pace and
Identifying predictable
& Memory ! Experience "
Years theory Years theory Today’s practice
Cialdini’s Influence in presentation
Aristotle’s Rethoric
informational crushactions
of modern& personality
Unity life will make this particular form
traits within human
of unthinking compliance more
IG @tndon_id
@fendyalwi This
This document
document isis confidential
confidential and
and contains
contains proprietary
proprietary information
information and
and intellectual
intellectual property
property of
of
behavior.
and more prevalent in the future.
PT
PT Bumi
Bumi Kreatif
Kreatif Jaya
Jaya (T&DON)
(T&DON) © © 2020. Notfor
2021. Not fordistribution.
distribution.

Researched by Dr. William Moulton

Marston at Harvard University
Analytical Cialdini, Robert B.
Influence, New and Expanded (p. xvii).
2021

@fendyalwi
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2020.Not
Notfor
fordistribution.
distribution.

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Pathos – Liking

Read Your Audience

Initial In Session Q&A

Chat, Phone Call, Reaction, Type of questions
Zoom Meeting, Interuption,
Greetings “aha” moment

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@riri_artakusuma
Pathos

Unity
Humans are social—we need to be part
of a group, community, or family.

According to Robert Cialdini’s Psychology of Persuasion, 60+ years ago

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Pathos – Unity

Call names
💌
Avoid
“Bapak yang tadi”
“Mba yang ini”

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 Logical Reason

Logos ⚖
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What to do for Logos

Scarcity
Social Proof
Commitment
According to Robert Cialdini’s Psychology of Persuasion, 60+ years ago

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 Scarcity
Logos

When people believe something is in

short supply, they want it more.

According to Robert Cialdini’s Psychology of Persuasion, 60+ years ago

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Logos – Scarcity

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Logos – Scarcity

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Logos – Scarcity

“The only brand that … “

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 Social
Logos

People do what they observe others doing

@fendyalwi
Proof
According to Robert Cialdini’s Psychology of Persuasion, 60+ years ago

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Logos – Social Proof

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Logos – Social Proof

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Logos

Commitment
Humans need to be
viewed as consistent.

According to Robert Cialdini’s Psychology of Persuasion, 60+ years ago

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Logos

According to Robert Cialdini’s Psychology of Persuasion, 60+ years ago

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 Character

Ethos 🧑💼‍
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What to do for Pathos

Authority

According to Robert Cialdini’s Psychology of Persuasion, 60+ years ago

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Pathos

People can’t help but trust others with

higher status, greater wealth, or in uniform.

Authority
According to Robert Cialdini’s Psychology of Persuasion, 60+ years ago

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Ethos – Authority

👩💼‍ Dokter
👩⚕‍ Dokter

According to Robert Cialdini’s Psychology of Persuasion, 60+ years ago

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Technical

👨💻‍ 🎙 🌐
Visual Audio Network

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Virtual Presence

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This is your current business card

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Use a front light

Back Light Front Light

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Ethos – Authority

Better Lighting (No Cost)

Natural /
Window
Lighting

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Ethos – Authority

Better Lighting(Low Cost <IDR 250k)

Desk Lamp +
Warm White LED

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Ethos – Authority

Better Lighting(Mid Cost <IDR 500k)

Main Light
Foldable
Softbox

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Ethos – Authority

Use Eye-Leveled Cam

Frog Level (Personal) Eye Level (Professional)

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Ethos – Authority

Use Eye-Leveled Cam

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Ethos – Authority

Crop it like a photograph

Head Room

Chest Level Eyes on The Upper Third of

The Screen

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Ethos – Authority

Look at the cam

Look at the screen

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Ethos – Authority

Look at the cam

Look at the screen Look to the cam

(the light indicator)

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Ethos – Authority

Look at the cam

Look at the screen Look to the cam

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Ethos – Authority

As soon as we reduced the

audio quality, all of a sudden,
the scientists and their
research lost credibility.

Norbert Schwarz & Eryn Newman.

University of Southern California

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Ethos – Authority

Audio Input
Internal Mic/Speaker
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Ethos – Authority

Audio Input
Bluetooth Headset/Buds
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Ethos – Authority

Audio Input
Wired Headset
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Ethos – Authority

Audio Input
External Mic (USB)
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Ethos – Authority

Don’t use internal & bluetooth mic

Wired Headset Condenser Mic USB Mic

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Ethos – Authority

Responsive with Double Account

Account 1 (Laptop)
for Cam, Share Screen,
Audio Input
Account 2 (Mobile Phone)
for Chat View & Visual Monitor
Audio Output (Monitor)

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 Q&A Session

What’s your favorite hack?

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Logos
Logical Reason

Scarcity
⚖ from Aristotle, 2000+ years ago
❤ Pathos
Emotional Connection

Reciprocity
Social Proof Liking
Commitment The Art of Unity

Persuasion

🧑💼 ‍
Ethos Character

Authority

IG @tndon_id This document is confidential and contains proprietary information and intellectual property of
PT Bumi Kreatif Jaya (T&DON) © 2020. Not for distribution.