Secrets of The World's Greatest Communicators is written by Carmine Gallo, who is a frequent contributor to Businessweek magazine.
For a detailed list of books summarized in The Success Manual - Encyclopedia of advice, read this.
Three types of speakers
C Speakers: Do No Harm
B Speakers: Make People Care
A Speakers: Change the way they see the world
- Figure out what you're truly passionate about
- It's usually not about the widget, but the great things the widget will do for your customers
- Paint a picture of a world made better by your product, service, company, or cause
o Kathy Sierra's corollary: Paint a picture of how your users can use your p/s/c/c to make their world better
- Sell the benefit (a picture of a world that does not yet exist...but could)
o "The Internet is changing the we way we live, work, play, and learn."
o "Do you want to sell sugar water your whole life, or do you want to save the world."
o "We create a sense of community--a third place between work and home."
- Great communicators prepare and rehearse. Steve Jobs rehearses for days.
Know your audience
Three key questions
- What does the audience need to know?
- Why should they care?
- What action do I want them to take
- Grab their attention IMMEDIATELY
- "Salespeople, our Wal-Mart deal is going to make this the best year in company history."
Start strong and end strong
- People always remember how you start and how you end
- Cut through the jargon in your language
Make your message easy to follow
- Tell stories
- Use examples, facts, figures, analogies, and metaphors
- Flag key points ("If you're going to remember anything from this presentation, remember this."
- At most, 15-18 minutes
- Use short words
- Use short paragraphs
- Cut ruthlessly
- Vary tone
- Vary speed
- Pause for impact
- Punch key words
- Convey authority, confidence, and control (e.g. Larry Ellison's body language)
- Good posture
- Eye contact
- Open posture
- Hand gestures
- Dress the part
o Dress well: "Leaders dress a little better than everybody else."
o Dress appropriately for the culture--e.g. Steve Jobs and his turtleneck
- Bring up something new--show that you are learning
- e.g. Madonna!
A list of articles from The Success Manual, on one page can be accessed here. You can get The Success Manual here