You have a great idea, product or service and how you communicate it and market it makes all the difference. This workshop consists of exercises and examples to help you effectively communicate and market your ideas.
You can better communicate your ideas and business concepts with these effective communication exercises. Then you can market it as a strong brand by defining your value proposition and creating a visual identity based on how you'd like to be perceived.
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ATTENTION CAPSULE
A THEME INFORMATION OPEN TO
LISTEN
NEXT STEPS
C T I O N
Start with something
interesting and
attention grabbing
rather than something
basic and common.
You should be able to
sum up the entire
presentation into 2-3
sentences that fit on an
Index Card
A theme holds the
presentation together.
Once you decide on a
theme, ask yourself if
everything is on theme
Everything you need
to convince people of
the brilliance of your
point of view (data,
strategy, facts.,,)
Listen to what the
audience is asking and
watch their reactions &
body language to see if
they understand
Establish what you
want out of this
presentation before
you start. Determine
the destination first
Source: Coughter, Peter. The Art of the Pitch: Persuasion and Presentation Skills That Win Business. New York: Palgrave Macmillan, 2012.
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End in Mind Story Outline
A talk is like a journey with ups & downs; and there’s always a place we
try to get to. Let the audience know the destination before you take them
on the journey. They have to know why you are telling this before you
start telling it so they can undress the progress.
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Think about a car salesman trying to sell this
family car.
Instead of starting with all the features of the car,
he asks why they are buying it. For a mother of
two, he draws the picture of the experience of her
picking the kids up from school, having all their
soccer gear in the back next to the groceries.
Only then he talks about the doors, the TV,
carpets& all the mechanics.
Destination
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End in Mind Story Outline
It is always good to start your presentation with a story that captures the
idea that you are presenting about. People can relate to stories more than
they can relate to facts and figures. To capture the audience you need
them to say ’this is interesting’
8. Campaign for Real Beauty
(2004)
DOVE
Not simply selling a bar of soap
They are selling the notion of
how to feel beautiful and
comfortable in your own skin.
“Women often select brands that
they ‘believe’ in.
Advertising a clear brand mission
shows customers that the brand
believes in its customers’ well-
being, and builds trust.”
Nora Miller,
co-founder of Anderson Miller PR
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End in Mind OutlineStory
Before you start designing a presentation you need to break down the
story that leads to the idea. Make an outline with all the main points you
want to cover. Start from the top like you normally would and then start
from the end when you are telling to find the best way to tell your story.
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DECONSTRUCT & ORGANIZE
Legal Pads & Post-its are your best friends
when planning a presentation.
Start outlining and planning on paper and
then break it out into sections.
Write every idea/ slide on a post it note. Move
them around and see how the story changes.
1
2
3
21. 21
AGE37 29
GENDERM M
LOCATIONUPSTATE BROOKLYN
EDUCATIONBUSINESS GRAPHIC DESIGN
OCCUPATIONFINANCE DESIGNER
PERSONALITYFAMILY GUY,
LOVES STEAK
SOCIAL, OUTGOING,
VEGETARIAN
INTERESTS/
HOBBIES
HOLLYWOOD
MOVIES, GOLF
INDIE MOVIES,
YOGA, MEDITATION
NEEDS/
WANTS
FIT IN, GOOD-
PAYING 9TO5 JOB
BE UNIQUE, DO
WHAT YOU LOVE
NAMEBRIAN JUSTIN
32. 32
CAREGIVER HERO
Making people a priority.
Consistent and trustworthy, they
offer a high level of customer
service.
The Caregiver Archetype can be
applied to brands that help
people take care of themselves.
Where there’s a will, there’s a way.
Through their determination and
perseverance, they heighten the
awareness of those around them.
They are competent, courageous
and responsive, inspiring others
to triumph over challenge.
37. 37
Thought Process
of the giver /
Your emotions
2
Think about the
Most Significant
Gift
1
How?
Was the gift
giver told?
3
What sets it
apart?
5
Evaluate
personality/
interests?
4
Time & Effort?
Why?
6
40. 40
SUM UP
WHAT YOU WANT TO SAY ≠ HOW IT’S PERCEIVED1
A.C.T.I.O.N.2
Begin with the “End in Mind”3
Tell a “Story”4
Deconstruct and Outline5
Clearly define your Value Proposition6
Do Market Research and know your audience7
Identify your Brand Values8
Create a Brand Identity9
Make your Strategic Plans based on your research, values and identity10