2Communication Success 3Communication Success
THE FIVE “W”s cont.
• In preparation for your presentation keep referring
yourself back to who your audience is and where
they are “at”, specifically why they are there and
what they may be looking to take away from this
event. Remember there are undoubtedly more of
them than there are of you. Addressing what they
need from this communication is of utmost
importance and will result in getting their
undivided attention. Make it easy for them, even if
it’s harder on you!
• For an audience to get your message you must
build your relationship / rapport with them.
mTell them who you are. Remind them who
mHelp them understand how you are
related to each other. Even if it is
simply that you are in the
same room at the same
time – make a link
mYou are solely responsible for
informing them of your message. They
are not there to work at understanding
mYou must convey the communication in a
technical language that all present understand.
Never treat a presentation as a quiz. If the
audience has to guess at what you mean, they
will not be able to act positively on
mYou are there to provide everything the audience
needs to understand and react well to your points.
WHERE AND WHEN?
• The context of where this communication is to take
place has an impact on how it is received.
• Great communicators reference the place and time
within which the message is delivered. This creates
a sense of togetherness with the audience.
• The simple relationship between what you and
your audience want from this communication
should lead you to what you have to say.
• Next you must address the question of “how?”
People love stories; in fact, we’ll often listen to the
dullest of information when presented in
a story format. Vice-versa we can be
disinterested by earth shattering
news if not structured in an
entertaining and coherent
• Can we see it? Generally most
communication is non-verbal and a good
picture can speak volumes. Not only can
you represent your message through
visual aids but through the visual impact
of your body. The audience needs to see
what you are saying, not just hear
it. Don’t just tell them your story
–show them physically.
FIVE FAST STEPS TO IMPACTFUL & PERSUASIVE COMMUNICATION
1. Use the YES–State™ to deliver an open attitude
2. Gesture in the TRUTH–Plane™ to secure trust, and
in the PASSION–Plane™ to build commitment
3. Invite people to LOOK at and LISTEN to your story
4. Talk for their benefit, helping them to understand
what they KNOW, and how they now FEEL
5. Call for positive ACTION
“Yes” is the most powerful word ever, and the “YES-
State” is a way of being that uses that word to
create an air of real openness and positivity around
you. Others instantly feel
comfortable and unthreatened
by the atmosphere created
by the “YES-State”, and
they become more open to
• Simply think a genuine “YES” as you meet
someone and shake their hand, or as you talk to a
group: notice how the individual or crowd open up
towards you and your ideas.
THE TRUTH-PLANE™ AND THE PASSION-PLANE™
In business, you know how important it is to really
trust someone before you deal with them. So here’s
the way really effective communicators
• Place your hands at the level of
your belly-button. Relax them with
the palms up. Now you are
gesturing in what I call “The
Truth–Plane”. When we are most
sincere our hands naturally
gravitate to this position. You may
be anxious, but with your hands
resting in the Truth-Plane you and
your audience will instantly feel
confident, and your voice will
reflect your true sincerity.
FIVE FAST STEPS TO IMPACTFUL & PERSUASIVE COMMUNICATION cont.
• But if you are not expressing
excitement about your idea, how
can you expect others to get excited
about it? So now, move your
gestures up to your chest level and
you will be in my “Passion–Plane”.
This gets you and everyone around
you energised and enthused.
“I’ll believe it when I see it!” How many
times have you heard this phrase and yet still you
feel that your audience will get the message only
by your tel ling them, and not showing them? You
now know that people make the vast percentage
of any decision about your communication on what
they see. So, a really excellent presenter asks the
audience to look at the
complete picture before
helping them to
thoughts about it all.
Creating a strong image
for the audience is key.
So look at it this way;
right from the moment
we are born we are visual
beings and you need to
show us to convince us.
• Use pictures and real objects to show your point
• When you are showing something, tell us to look
• Describe with words a clear picture of what you
would like us to see or do
Listen to this: have you ever felt like nobody is
really hearing you? OK, there’s an easy way to
quickly improve your chances of being heard. You
have to ask to be listened to; and the
way you do that is to say “listen”. If
you give others a gentle instruction
to listen to you, you help them
start to hear you better. People
need leadership in how to get
your message. If you’re going to
say it, they’ll need to know they
have to listen out for it. How
carefully are you listening to this
message now? You’ll have noticed
that everything that I’ve said to
you in these last few moments has
helped you hear, and understand
my message. And from now on,
to be an effective communicator,
you too will get others around
you to pay more attention by
asking them to listen.
Examples of gentle hints to get your audience to listen:
• “Now that you have heard my introduction to
this idea, listen carefully to the benefits”
• “As you listen to me talk you can hear how useful
these principles are”
• “I know you’ve heard a lot today and now, please
pay close attention to how it works for you”
KNOWLEDGE & FEELING
However smart you think you are you will never be
more intelligent than all your audience put
together. A skilled communicator gathers and
reflects knowledge from an audience, adding their
own take on it, attitude and spin to it. That is the
value of great communicators: they help us
understand us. And learning the truth about how
we are can, in turn, give us a strong
feeling. So when we buy into a
communication, we buy into the
feeling it has given us — like
everything we buy into, the feeling we
get is the real bottom line benefit.
• “This will save you money” feels good.
• “That will cause a real problem”
• “Looks good on you!” feels confident.
Do you find you give clear instructions but the job
still doesn’t get done right? Are you sure you’re
giving these instructions in the best way? Here’s
one: don’t think of an apple right now. You just
saw a picture of an apple in your mind; and so you
can now begin to understand how difficult it is to
follow correctly any instruction NOT to do
something. In business communication if you say to
someone “don’t forget to deliver the report” they
will see themselves forgetting. You say “don’t
focus on the negative figures” and they’ll struggle
not to see the minuses. Instead you should ask for
positive action: asking for what you want will make
you a more effective communicator and will get
the job done right.
Examples of using positive action:
• “Remember - deliver the report today;”
• “Look at all these positive numbers.”
• “After hearing this, most people like to visit our
website immediately and get more information”
• “I usually contact anyone who now feels that
communication is important to their work to see
how I can help them further.”
• “Think now how this information is helping you
and think how a further conversation would give
you so much more help”
Human communication reduced to its simplest form consists of a
source transmitting a message to a receiver with the function of
achieving a goal. These are the fundamental components within
Optimizing the effective use of these components optimizes the
effectiveness of your communication. But the most important
component is intention; therefore,
When you speak have a goal
THE FIVE “W”s
Having clearly motivated objectives in speaking to your audience,
an understanding of the context for your communication,
straightforward, entertainingly structured linguistic content in
clearly narrative form and visual representations supporting your
message and objectives, can all be summarized by the following
• Why are you talking – check what your objective is
• Who are you talking to – check your audience
• Where will you deliver – check the implications of your
• When will you deliver – check the implications of the
timeframe within which you will speak
• What will you do – check what will you say and how you will
say and show it
The bottom line when speaking: Concentrate on what you want
for your audience rather than what you are going to say. If you
know what need you want to fulfill in the audience you will
know instantly what to say.
• You wish for something to happen: for the people listening to
understand and act on what you have said.
• You most likely have a desired action for them to perform
based on what you communicate.
• If you do not know why you are talking (what impact you want
to have on them) then you will not know what to say. If you do
not know what to say you are unlikely to be effective.
• Decide what you want from the communication
Content © 2007 Mark Bowden • Format/Design/Layout © 2007-2014 Mindsource Technologies Inc. Content © 2007 Mark Bowden • Format/Design/Layout © 2007-2014 Mindsource Technologies
Content © 2007 Mark Bowden • Format/Design/Layout © 2007-2014 Mindsource Technologies Inc.
It is not enough just to have a great
message; that message must be deliv-
ered with total effectiveness so as to
gain a clear advantage over your com-
petitors. What your listeners think of
your ideas, your products, and your
entire organization, is affected by how
they react to you as a speaker. The busi-
ness community votes public speaking
as their number one fear and only one
in five of all business communicators is
viewed by their audience as acceptable.
Study the principles, techniques and
models found in this Permachart to
ensure success in your next presentation.
Why? Who? Where?
Intention Information Transmission Reception Perception Meaning