MKTG 2127 MKTG 2127 Marketing For Marketing For

ManagersManagers

Session 2Session 2

AGENDAAGENDA

1.1. Anyone missing a Course Outline?Anyone missing a Course Outline? Questions?Questions?

2.2. Business Communication SkillsBusiness Communication Skills

3.3. Student Presentation Sign-Up Student Presentation Sign-Up (cont.)(cont.)

Effective Business Effective Business CommunicationCommunication

Who are your role models?Who are your role models?

Why? / What qualities do you Why? / What qualities do you admire?admire?

References: 1. “Speaking for Success; The Canadian Guide” by Anthony Lieb2. “Technical Writing; A Reader-Centric Approach” by Paul Anderson3. “The Leaders Edge; Art of Self-Marketing, Usheroff Institute

Writing & Speaking for Writing & Speaking for SuccessSuccess

Overall Objectives:Overall Objectives: Be more effective & successful in Be more effective & successful in

communication.communication. Project confidence, credibility and Project confidence, credibility and

professionalism.professionalism. Deliver presentation that motivate people to Deliver presentation that motivate people to

take action.take action. Be clear, concise and professional in all Be clear, concise and professional in all

communication.communication. Increase self-image and self-esteem.Increase self-image and self-esteem.

Writing Like a WinnerWriting Like a Winner

““Business Writing 101”Business Writing 101” Writing is critical to your successWriting is critical to your success Writing at work is different from writing at Writing at work is different from writing at

schoolschoolAreaArea SchoolSchool WorkWork

PurposePurpose EducationalEducational InstrumentalInstrumental

AudienceAudience Simple (1)Simple (1) ComplexComplex

Types of Types of CommunicationCommunication

Term papers, Term papers, exams, casesexams, cases

Letters, memos, Letters, memos, reports, plans, reports, plans, recos, PAs…recos, PAs…

OwnershipOwnership YouYou Your employerYour employer

ConditionsConditions FocusedFocused DistractedDistracted

Social/PoliticalSocial/Political FewFew ComplexComplex

Reference: “Technical Writing; A Reader-Centric Approach” by Paul Anderson

Think constantly about your readerThink constantly about your reader Be persuasive Be persuasive (competence + (competence +

compassion)compassion)

Consider the “WIIFM”Consider the “WIIFM” Use a straightforward styleUse a straightforward style

““because” versus “because of the fact because” versus “because of the fact that…”that…”

““now” versus “at this point in time…”now” versus “at this point in time…”

Use action verbsUse action verbs““We conclude” vs “we reached the We conclude” vs “we reached the

conclusion”conclusion”

““Business Writing 101”Business Writing 101”

Reference: “Technical Writing; A Reader-Centric Approach” by Paul Anderson

““Business Writing 101”Business Writing 101”

Use Use “Power Packed”“Power Packed” Words: Words:ShortShortSpecificSpecificHonestHonestAppropriateAppropriateActiveActiveDenseDenseFamiliarFamiliarUnexpectedUnexpected

Reference: “Pack Every Word with Power” by Gary Provost (www.careerlab.com)

Address readers’ concerns & Address readers’ concerns & counterargumentscounterarguments

Demonstrate sound reasoningDemonstrate sound reasoning Present sufficient and reliable evidencePresent sufficient and reliable evidence Use concrete, specific wordsUse concrete, specific words Use specialized terms only when Use specialized terms only when

understood by your reader(s)understood by your reader(s)

““Business Writing 101”Business Writing 101”

Reference: “Technical Writing; A Reader-Centric Approach” by Paul Anderson

Choose plain words over fancy onesChoose plain words over fancy onesFind Out / Confirm vs.Find Out / Confirm vs. AscertainAscertainBegin Begin vs. vs. CommenceCommenceTryTry vs.vs. EndeavorEndeavorBuildBuild vs.vs. Fabricate FabricateSend Send vs.vs. Transmit Transmit

Avoid sexist and discriminatory Avoid sexist and discriminatory languagelanguage

““Business Writing 101”Business Writing 101”

Reference: “Technical Writing; A Reader-Centric Approach” by Paul Anderson

Every organization is unique.Every organization is unique.

Choose an appropriate voice:Choose an appropriate voice:1.1. Your professional r/ship with your Your professional r/ship with your

audienceaudience customer, supervisor, subordinatecustomer, supervisor, subordinate

2.2. Your purposeYour purpose request, recommendation, selling, performance request, recommendation, selling, performance

appraisalappraisal

3.3. Your subjectYour subject routine, urgentroutine, urgent

4.4. Your personalityYour personality

5.5. Your audience’s personality/preferenceYour audience’s personality/preference

““Business Writing 101”Business Writing 101”

Beginning a Communication:Beginning a Communication: Give a reason to pay attentionGive a reason to pay attention State main pointsState main points Tell readers what to expectTell readers what to expect Provide necessary backgroundProvide necessary background

Ending a Communication:Ending a Communication: Summarize key pointsSummarize key points Link goals of communication to final Link goals of communication to final

recoreco Tell reader what to do/expect nextTell reader what to do/expect next

““Business Writing 101”Business Writing 101”

Reference: “Technical Writing; A Reader-Centric Approach” by Paul Anderson

And finally…And finally…

Spell check, spell check, spell check!Spell check, spell check, spell check!Double, triple check!Double, triple check!Read your draft aloud.Read your draft aloud.Always ensure a professional Always ensure a professional

submission (layout, format, paper, submission (layout, format, paper, binding, “e” copy…)binding, “e” copy…)

Speaking for SuccessSpeaking for Success

References:

“Speaking for Success; The Canadian Guide” by Anthony Lieb“The Leaders Edge; Art of Self-Marketing”, Usheroff Institute

What are qualities of a What are qualities of a good good speaker?speaker?

Polished & appropriately dressedPolished & appropriately dressed ConfidentConfident DecisiveDecisive OrganizedOrganized KnowledgeableKnowledgeable PreparedPrepared ApproachableApproachable InspirationalInspirational Excellent communicatorExcellent communicator Encourage participationEncourage participation PassionatePassionate ArticulateArticulate Non-judgmentalNon-judgmental FlexibleFlexible

References: “The Leaders Edge; Art of Self-Marketing”, Usheroff Institute

* 8-second impact!

What are qualities of a What are qualities of a poorpoor speaker?speaker?

Sloppy in appearanceSloppy in appearance UnpreparedUnprepared Doesn’t know materialDoesn’t know material LateLate InconsistentInconsistent Condescending or rudeCondescending or rude Doesn’t involve participantsDoesn’t involve participants Unable to use AV equipmentUnable to use AV equipment BoringBoring Insensitive to group's needsInsensitive to group's needs ReactiveReactive Poor communicatorPoor communicator JudgmentalJudgmental RigidRigid

References: “The Leaders Edge; Art of Self-Marketing”, Usheroff Institute

Making a Memorable 1Making a Memorable 1stst ImpressionImpression

The impact of a 1The impact of a 1stst impression is impression is derived from*:derived from*:

__% Visual__% Visual (how you look and act) (how you look and act) __% Vocal__% Vocal (how you use your voice) (how you use your voice) __% Verbal__% Verbal (what you say) (what you say)

You are always projecting an image!You are always projecting an image!

*According to studies by Dr. Albert Mehrabian at UCLA

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Ask Yourself: True or Ask Yourself: True or False?False?

1.1. Do you think you communicate a Do you think you communicate a professional presence?professional presence?

2.2. Do people notice when you walk into a Do people notice when you walk into a room?room?

3.3. Do you command respect when you Do you command respect when you speak?speak?

4.4. Do you leave a lasting impressions?Do you leave a lasting impressions?

References: “The Leaders Edge; Art of Self-Marketing”, Usheroff Institute

Coping with Speech Anxiety Coping with Speech Anxiety

Being nervous is naturalBeing nervous is natural Blushing, perspiring, fidgeting, Blushing, perspiring, fidgeting,

hyperventilating, memory loss, …hyperventilating, memory loss, …

Controlling Speech AnxietyControlling Speech Anxiety DressDress ExerciseExercise Familiarity with audienceFamiliarity with audience Breathing techniquesBreathing techniquesThorough preparationThorough preparation VisualizationVisualization Audience desensitizationAudience desensitization

PreparationPreparation

Determine task/goals Determine task/goals

Do your researchDo your research

Organize your presentationOrganize your presentation

Learn your materialLearn your material

Prepare cue cards (if needed)Prepare cue cards (if needed)

Rehearse your presentation, delivery, Rehearse your presentation, delivery,

timingtiming

Anticipate Q&AAnticipate Q&A

Nonverbal CommunicationNonverbal Communication First impressions are criticalFirst impressions are critical Speak in a natural manner Speak in a natural manner You communicate more than wordsYou communicate more than words Exhibit enthousiasm and interestExhibit enthousiasm and interest

VOICE:VOICE: Volume/ProjectionVolume/Projection Rate/TimingRate/Timing PitchPitch ArticulationArticulation PronunciationPronunciation

DressDress: style, colour, comfortable, professional: style, colour, comfortable, professional Visual ContactVisual Contact: eye contact: eye contact Facial Expressions:Facial Expressions: comfort & relaxation (smile!) comfort & relaxation (smile!) Posture & Movement:Posture & Movement:

Confident postureConfident posture Purposeful, fluid movement vs tentative or mechanical Purposeful, fluid movement vs tentative or mechanical Relaxed but respectfulRelaxed but respectful Moderation and spontaneityModeration and spontaneity Approach audience to reinforce key points, transition topicsApproach audience to reinforce key points, transition topics

Gestures: to complement your verbal messageGestures: to complement your verbal message Purposeful, spontaneous, naturalPurposeful, spontaneous, natural Avoid crossing arms, hands in pockets, finger-pointingAvoid crossing arms, hands in pockets, finger-pointing Never chew gum!Never chew gum! Avoid distractions with pens, pointers….Avoid distractions with pens, pointers…. MUST BE CULTURALLY SENSITIVEMUST BE CULTURALLY SENSITIVE

Body LanguageBody Language

Eye Contact QuizEye Contact Quiz

Let’s test your knowledge of Let’s test your knowledge of communicating through eye contact.communicating through eye contact.

Presentation ContentPresentation Content PurposePurpose: clearly defined, hook audience with intro: clearly defined, hook audience with intro Clarity:Clarity:

Choice of vocabularyChoice of vocabulary Use examples Use examples Avoid lengthy sentencesAvoid lengthy sentences Avoid digressionsAvoid digressions

Development:Development: logical, well organized, easy to logical, well organized, easy to followfollow

Transitions:Transitions: smooth delivery smooth delivery ““consequently”, “as a result”, “furthermore”, “conversely”, consequently”, “as a result”, “furthermore”, “conversely”,

“in addition to”, “in conclusion”“in addition to”, “in conclusion”

Be prepared for the “18-minute wall”Be prepared for the “18-minute wall” Strong FinishStrong Finish

Visual AidsVisual Aids Can make presentation more memorableCan make presentation more memorable

Use sparinglyUse sparingly

Keep simpleKeep simple

Don’t show prematurelyDon’t show prematurely

Show only when referring to themShow only when referring to them

Make direct reference to visual aidsMake direct reference to visual aids

Don’t talk to the visual aids Don’t talk to the visual aids

Ensure no (spelling) mistakes /proof read all!Ensure no (spelling) mistakes /proof read all!

Test all visual aids prior to presentingTest all visual aids prior to presenting

Tell & Show (vs. Show & Tell)Tell & Show (vs. Show & Tell)

Ability to Answer Ability to Answer QuestionsQuestions

Questions are a sign of interest…a good thing!Questions are a sign of interest…a good thing!

Be receptive/ welcome questions.Be receptive/ welcome questions.

Wait until question is completed. Wait until question is completed.

Address questioner and maintain visual contact.Address questioner and maintain visual contact.

Maintain confidence and posture.Maintain confidence and posture.

Prepare questions (and answers) in advance.Prepare questions (and answers) in advance.

Effective ListeningEffective Listening

Face the personFace the person

Maintain open facial impressionMaintain open facial impression

Control body languageControl body language Look into just one eye Look into just one eye (keeps from being distracted)(keeps from being distracted)

Encourage speaker to continue Encourage speaker to continue (“tell me more, this is

interesting.”)

Paraphrase or summarize. Ask questions.Paraphrase or summarize. Ask questions.

Wait until they are finished before speaking.Wait until they are finished before speaking.

*Stephen Covey, “The Seven Habits of Highly Effective People”References: “The Leaders Edge; Art of Self-Marketing”, Usheroff Institute

““Most people listen, not with the intent to Most people listen, not with the intent to understand but with the intent to reply.”*understand but with the intent to reply.”*

Self-Marketing ChecklistSelf-Marketing Checklist Be memorable.Be memorable. Be authentic.Be authentic. Be appropriate.Be appropriate. Be mindful of your strategy.Be mindful of your strategy. Be credible.Be credible. Be respectful.Be respectful. Be conservative.Be conservative. Be consistent.Be consistent. Be neat & tidy.Be neat & tidy. Be tasteful.Be tasteful. Be meticulous.Be meticulous.

Student Presentation ReviewStudent Presentation Review

Topic of your choice.Topic of your choice.

5 minute duration 5 minute duration (time management)(time management)

Focus on professional delivery.*Focus on professional delivery.*

Advise Prof of subject prior to Advise Prof of subject prior to

presentation.presentation.

First 2 students will present next class.First 2 students will present next class.

*Remember to sign-up!*Remember to sign-up!

*Reference today’s lecture on Speaking for Success.

Any questions/comments?Any questions/comments?

Class ExerciseClass Exercise(if time)(if time)

Interview the person next to you and Interview the person next to you and then introduce them to the class.then introduce them to the class.