1. TURNING SKEPTICSINTO BELIEVERSHow to resonate with your audienceCommunication Skills Training, Anton Kopytov

2. >86% CEOscommunicating with clarity directlyimpacts my career and income (www.distinction-services.com)

3. TODAYS JOURNEY:STORIES NOT INFOMEANING NOT MEETINGDESIGN NOT DECOR

4. MOVE FROM INFO1 TO STORIES

5. EXERCISE:tell us 2 story why and how did you chosecareer in advertising

6. ETHICAL APPEAL

7. LOGICAL APPEAL

8. EMOTIONAL APPEAL

9. analytical appeal one the heademotional appeal two the heart three the gut four the groin

10. WHAT CAN WELEARN FROMCINEMA ANDTHEATER

11. THE BEGINNING:call to adventure Dramatic tension the gap is created by contrasting the commonplace with the lofty

12. EXERCISE:whats your call to adventure ?

13. THE MIDDLE:contrast

14. CALL TO ACTION

15. THE END

16. catalogue of personal stories

17. EXERCISE:tell your presentation as a story

18. FROM SLIDES TO JOURNEY

19. WIND DESTINATIONSTART

20. BIG IDEAONE KEY MESSAGEyou want to communicate

21. BIG IDEA

22. EXERCISE:write down THE BIG IDEA of yourpresentation

23. COMPONENTS

24. UNIQUE POINT1 OF VIEW

25. WHATS AT2 STAKE

26. COMPLETE3 SENTENSE

27. CRAFT A VISUALSTORY that takes theaudience on a journeyfrom WHAT to WHY toHOW

28. PLEASURE PAIN

29. EXERCISE:reframe your BIG IDEA

30. PLAN THE JOURNEY

31. MECE (McKinsey)Mutually ExclusiveCollectively Exhaustive

32. MEANING NOT MEETING 1 2 3 JOURNEY CONTENTSTORIES NOT INFO PREPARATION DESIGN NOT DECOR

33. EXERCISE:prepare your STRUCTURE

34. MAPPING A JOURNEY

35. move from move to move from move to Abstain Try Hesitant Willing Apathy Interest Ignorant Learn Aware Buy Ignore Respond Chaos Structure Impotence Influence Complicate Simplify Improvise Plan Confused Clear Individual Collaborator Control Empower Maintain Change Delay Do Obligated Passionate Destroy Create Passive Active Disagree Agree Pessimistic Optimistic Disengage Engage Reject Accept Dislike Like Resist Yield Divide Unite Risky Secure Doubt Believe Sabotage Promote Exclude Include Skeptical Hopeful Exhaust Invigorate Think Know Forget Remember Uncomfortable Comfortable

36. EXERCISE:incorporate any 2 into your story

37. ACKNOWLEDGE THE RISK

38. EMPHASIZE SACRIFICE

39. ADDRESS RESISTANCE

40. WHY PEOPLE RESIST

41. MISUNDERSTANDING

42. FEAR

43. VULNERABILITIES

44. OBSTACLES

45. COMFORT ZONE

46. POLITICS

47. EXAMPLE

48. CONTRAST CREATES INTEREST

49. >65%when contrastcommunicated (American Journal of Sociology, 1986, n=19.000)

50. TYPES OF CONTRAST

51. CONTENT CONTRAST

52. CONTENT CONTRASTalternate point of view your point of view past/present future pain gain problem solution resistance action impossible possible disadvantage opportunity question answer

53. EXERCISEadd CONTENT CONTRAST to your presentation

54. EMOTION CONTRAST

55. EMOTION CONTRASTdiagram, process, system biographical storiesdata, evidence, facts benefits, humor, surprisesexample, case-study analogies, metaphorsspecimen, exhibit suspenseful revealssupportive documents shocking reveals

56. EXERCISEadd EMOTION CONTRAST to your presentation

57. DELIVERY CONTRAST

58. EXERCISEadd DELIVERY CONTRAST to your presentation

59. MEANING NOT DATA

60. SCALE

61. COMPARE x3

62. CONTEXT

63. STRUCTURE IS GREATERTHAN THE SUM OF PARTS

64. diverge create choices

65. STEP 1:Grazing5/15/80 rule

66. STEP 2:Looking for Meaning

67. Create Links and Connections

68. #3: DISTILL AND ADOPT

69. diverge converge create make choices choices

70. MURDER YOUR DARLINGS

71. EXERCISE:what will you skip and kill ?

72. MURDER YOUR DARLINGS

73. the best filter is BIG IDEA

74. the first draft of anything is shit

75. EXERCISE:give FEEDBACK to each other

76. TURNING SKEPTICSINTO BELIEVERSHow to resonate with your audienceCommunication Skills Training, Anton Kopytov

77. TODAYS JOURNEY:DESIGN NOT DECORKINGS NOT MARTYRSIMPRESS NOT BORE

78. 1 PRACTICE NOT DECORATION

79. welcome Hans Roslinghttp://www.ted.com/talks/lang/en/hans_rosling_shows_the_best_stats_you_ve_ever_seen.html

80. Simplifyslides are a visual aid......not a detailed account ofall the information

81. Make numbers meaningful 12 GB of music in iPodenough to listen to your music if you travel to Moon and back

82. Increase data to ink rate

83. Maximize contrast

84. Readable labels

85. Dont repeat yourself

86. Avoid smoothing

87. Careful use of gradient

88. Sort for comprehension

89. Use color variants

90. Dont vary colors by point

91. Design tips for tablesRemove gridlinesUse lines to separate conceptually different areasDisplay the smallest amount of numbersUse consistent spacing to create rhythm

92. Readable simple tables Attitude towards advertising is fallingGroup Pay attention Find useful Are positive toLower income 72.2 36.8 26.2Middle class 77.6 40.1 31.0Upper-middle 74.8 37.5 24.1Elite 68.6 30.3 19.1 Source: MMI, Russia, 2009

93. Table design

94. EXERCISE:SIMPLIFY your presentation

95. 2 TREAT YOUR AUDIENCE AS KING

96. ignite your audience with your introduction

97. MAKE A PROMISEwill get a process that empowers you to keep your audiences

98. build your credibility only with relevant credentials

99. focus on their needson how youll help them

100. TALK EMOTIONALLY

101. DELIVER3 SOMETHING THEY WILL ALWAYS REMEMBER

102. STRONGOPENINGS

103. ORIGINAL1 STORY

104. POWERFUL2 QUOTATION

105. Leadership is the ability todecide what has to be done and then to get people to want it

106. PROVOKING3 QUESTION

107. INTERESTING4 STATISTIC

108. EXERCISE:Think about your OPENINGPUT IT DOWN on paper

109. SOMETHINGTHEYLLALWAYSREMEMBER

110. TYPES OFS.T.A.R.MOMENTS

111. MEMORABLE1 DRAMA

112. REPEATABLE2 SOUNDBITES

113. EVOCATIVE3 VISUALS

114. EMOTIVE4 STORYTELLING

115. SHOCKING5 STATISTICS

116. >75%fear public speakingmore than death (American Journal of Sociology, 1986, n=19.000)

117. HOW TO REHEARSE

118. the first draft of anything is shit

119. REHEARSEONE MORE TIME

120. EXERCISE:give FEEDBACK to each other

121. SPONRENEITY connection comes from what you didnt plan to do or say

122. SPONTANEITYDeepen your connectionHumor to remember and repeatOne becomes a star of a speechGet more buy-in because people buy into whatthey help createRefresh you as the speaker

123. REHEARSEONE MORE TIME

124. Managing yournerves1. Know the audience2. Know the material3. Structure4. Practice5. Prepare

125. #1 KNOW YOUR AUDIENCE

126. #2 KNOW YOUR MATERIAL

127. #3 STRUCTURE

128. #4 PRACTICE, PRACTICE

129. #5 Prepare,Prepare

130. Calm yourself from the insideDrink water - adrenalin can cause a dry mouth, which in turn leads to getting tongue-tied.Have a glass of water handy. Take sips occasionally, especially when you want to emphasize a point.Smile - this is a natural relaxant that sends positive chemicals through your body.Use visualization techniques - imagine that you are delivering yourpresentation to an audience that is interested, smiling, and reacting positively. Cement this positiveimage in your mind and recall it right before you are ready to go on.Before you start talking, pause, make eye contact, smileThis last moment of peace is very relaxing and gives you time to adjust to being the center of attention.Speak more slowly than you would in a conversation andleave longer pauses between sentences. This slower pace will calm you down, and it will also make youeasier to hear, especially at the back of a large room.Stop Thinking About Yourself.Remember that the audience is there to get some information and it is your job to put it across to them.

131. GET INSPIRATION

132. 14-3233-5152-70

133. 14-3233-5152-70