Lecture on Creating Power Presentations for Effective Communications by Prof. Remigio Joseph De Ungria, MBA of Ateneo Marketing Cluster. Communicating effectively is a mandatory requirement in today's business setting. The 21 techniques described here can instantly transform a neophyte reporter to a master presentor.

1. 21 Secrets of
Effective
Presentations
(Communicate to Win Action)
vCoach Bong De Ungria
August 2011

2. 21 Secrets:
Communicate to Win Action
1. Why be an effective communicator?
2. How? 21 Secrets
3. Who Benefits?

3. 1.Why?
Effective communicators get what
they want: personally
Getting the “I Do”
for life

4. 1.Why?
Effective communicators get what
they want: personally & professionally
Getting the “I Do” Getting the Job You Really Like
for life

5. 1.Why?
Life is not FAIR! 15 min> 40 hours
Your 15 minute weekly oral report
Has greater impact to your career
than the rest of the 40 hours you worked
during that week
A great part of management’s judgment is
based on what , how you report.

6. Why do you REPORT?
1. Forces you to analyze.
2. Gets action.
3. Learn by doing
4. Learn by listening from other reports.

7. 2. How?
21 Power Presentor
Techniques
Legend:
Do this!
Avoid!

8. Power Technique #1
Think Customer. Not Self
Customer: What’s In It For Me?
Common Presentor’s Mistakes:
What Can I Do?
What Do I Know?

9. View your report from
customer’s perspective
YOU CUSTOMER
1. Computer 1. Projector
2. 2 feet 2. 20 feet away
3. Know details 3. Unfamiliar with
content, units
4. Unlimited time 4. Limited time
5. This is what I did! 5. What’s in it for me?
6. Effort input 6. Impact/ Retention

10. View your report from
customer’s perspective
Did you know?
CUSTOMER
YOU
1. Your fingers don’t
project: 1. Projector
From computer
• Computer
1.
20 feet away
2 feet From you
2.
2. •
2. 3. Know details
People have limited 3. Unfamiliar with
vision content, units
3. If customer doesn’t 4. Limited time
Unlimited time
understand, he tunes out
4.
5. What’s in it for me?
5. This is what I did!
6. Impact/ Retention

11. Customer has needs and
problems that you can solve
He listens if you have answers
He doesn’t care about everything else.
Don’t waste time with excess info.

12. 2 examples of wasted
time and effort
What 6:30
time is & 23 sec
it? And 9:30
In
NewYork

13. Power Technique #2
Adapt communication
format to the medium
Examples:
(1) Limited Internet surfing using cellphones
since screen size < Computer,
(2) Billboards have less text than print ads.

14. What’s different?
A projector…
1. Lower resolution
2. Darker colors
3. Affected by lighting, projector
4. Enlarged (avoid typos!)

15. Power Technique # 3
Use all-occasion formats
Don’t be a victim of
Differences in projector capability,
Lighting conditions,
Size of Room

16. White backgrounds always
work! (Title =36)
1. Fancy text colors are unreadable
2. Unpredictable light effects
 Projected diff. From computer
3. First level =28 blue
2nd = 24 black
3rd = 20 green
4. Arial or arial black font
5. Hyperlink properly

17. Projector resolution is
different from computer’s!

18. Power Technique #4
Anticipate the question.
Back up your answer.
(But don’t talk about it if not asked,
disrupts communication flow)

19. Be Ever-READY.
Have your spare tire.
Real end of presentation (last slide)

20. Be Ever-READY.
Have your spare tire.
Real end of presentation (last slide)
Back Up Slides. Don’t Erase!

21. Power Technique #5
Focus on the Big Ideas
(Communicate, NOT confuse
More is NOT merrier)

22. What’s the complete idea?
If this represents
everything true
about the product
price, terms, specs, benefits, availability
how to use, who endorses it, brand, etc.

23. Everything can get lost in
the translation
This is what you say
To customer

24. Everything can get lost in
the translation
This is what you say
To customer
What they hear & see

25. Everything can get lost in
the translation
This is what you say
To customer
What they hear & see
What they distort

26. Everything can get lost in
the translation
This is what you say
To customer
What they hear & see
What they distort
What they remember

27. Avoid communication
errors!
This is what you say
To customer
What they hear & see
What they distort
What they remember

28. Focus on the big idea!
Learn from the 30 second TV ad
This is what you CAN say
This is what you ACTUALLY say
What they hear & see
What they distort
What they remember

29. Sell the SIZZLE, not the steak
Remember when you were trying to impress
someone?
This is what you CAN say

30. Sell the SIZZLE, not the steak
Enlarge the sizzle with smoke and sound
This is what you CAN say
This is what you ACTUALLY say
With SIZZLE
30

31. Sell the SIZZLE, not the steak
Do it well and there is no loss in translation
This is what you CAN say
This is what you ACTUALLY say
With SIZZLE
What they hear & see
What they distort
What they remember

32. Sell the SIZZLE, not the steak
Customer buys everything!
This is what you CAN say
This is what you ACTUALLY say
With SIZZLE
What they hear & see If they buy sizzle,
They buy steak,
What they distort sauce, burnt
meat & all.
What they remember

33. Power Technique #6
Slides are FREE.
Don’t overcompress.
Presenting Five 1-idea slides
are faster than
getting audience confused with 1 cluttered slide

34. Power Technique #7
HELP the audience
remember!
No retention = zero value

35. Here’s a really confusing
situation for real…
IT staff took 30 minutes trying to
explain this…
Concessionaire or outright purchase?
Weight or price based?
Price label is 1 for weight and 2 for price
What color to use? (blue, green, red, yellow?)

36. CPR2- Sample retention
tool used for real situation
Concessionaire or outright?
Weight or price based?
Price label: 1 for weight. 2 price
What color? (blue, green, red, yellow?)
30 second Retention tool used:
CPR2
Concess uses price based, use red (as
warning). Price tag shows 2.
Try to forget CPR2 if you can!

37. Power Technique #8
Use the Cover Page
As the Executive Summary
(Cover page is
First & Last Page
of Presentation :
Bookend)

38. Power Presentations
Effective Communicators Win!
Coverpage elements:
1. Descriptive Title(s)
Bong De Ungria 2. Presentors’
October, 2010 name(s)
3. Date
4. Picture
5. Consistent Format
Elements

39. Last slide should finish
with your 1 Big Idea!
Explicitly showing Remind audience
Thank You Of your Big Idea.
Is for Beauty Blank Page Adds You can still thank
Contests Only No Value audience.

40. Power Technique #9
Use A Descriptive Outline
Effective Communication Requires 3 Steps
1. Introduce what you will say… (Outline)
2. Say it (Body)
3. Repeat what you just said… (Conclusion)

41. Wrong Outline: Generic
words
1. Outline
2. Introduction
3. Body
4. Conclusion
5. Summary

42. A Better outline
describes…
 Why use power ppt? (Intro)
 Techniques (Body)
 Meeting Customer Needs (Conclusion)
 Why, How, Who? (Summary)

43. Power Technique #10
Follow 7 x7 Rule
Less than 7 lines,
Less than 7 words per line
Avoids Clutter
Allows Emphasis of Key Ideas

44. This outline is too wordy… uses
complete sentences and no
abbreviations. Not 7 x 7
 Why do we need power presentations?
 Unnecessary building distracts power presentations
 There is no picture here that can liven page in this
example.
 A power presentor does not have cue cards.
Everything he needs is in the slide.
 Too many words disallow the use of accompanying
pictures
 Tendency to just read off (ala narrator)
 See “power presentations” repeated 4 x.

45. This follows 7 x 7 rule
 Why use power ppt? (Intro)
 Techniques (Body)
 Meeting Customer Needs (Conclusion)
 Why, How, Who? (Summary)

46. Power Technique # 11
Make the Headline Speak
(Top Red Line = Complete idea)
If it is important,
Explicitly state this in the head line.
Think like a newspaper editor.
Don’t make audience guess.

47. Budget for 2002
This is a title
or label. So what are
you really trying to say?
Current CRM Proposed CRM Increase
SALES 80 144 64
COST OF SALES 48 72 24
GROSS PROFIT 32 72 40
LESS: OPERATING EXPENSE 16 21 5
FIXED COST 7 7 0
VARIABLE COST 9 14 5
LESS: ADV & PROMO 5 17 12
NET INCOME 11 35 24

48. Invest 12 M in Proposed CRM
Increase Income by 24 M
5. Budget for 2002 (millions)
Current CRM Proposed CRM Increase
SALES 80 144 64
Direct the listener’s eyes
COST OF SALES 48 by highlight 24
72 boxes just
This is why you are
GROSS PROFIT 32 72 in newspapers.
Like 40
Showing this Table!
This is a good
Example ofOPERATING EXPENSE
LESS: a the HEADLINE 16 21 5
FIXED COST 7 7 0
VARIABLE COST 9 14 5
LESS: ADV & PROMO 5 17 12
NET INCOME 11 35 24

49. If it is important, then
put complete idea in the title line
Uses Title. Uses Title Line.
Needs explanation by Explanation is clearly
presentor for audience to Shown.
understand
“Selective” is repeated 4 times

50. Power Technique # 12
Your slide = Your notes
Don’t hold a notebook, cue card
Don’t say something & not show it.
Slides should self-explain, stand-alone.

51. Power Technique # 13
Use Combination
of Text, Pictures, Dates
Extra effort is worth it.
Avoid moving pictures!
Separate pics and text.
LABEL pics.

52. Use pictures to liven page…
 Why use power ppt?
 Techniques
 Meeting Customer Needs
 Why, How, Who?
Moving pics distract

53. Text with overlapping
pictures are not readable
• Why use power ppt?
• Techniques
• Meeting Customer Needs
• Why, How, Who?
Reduce picture size! (see next slide)

54. Separate Text & Pics
• Why use power ppt?
• Techniques
• Meeting Customer Needs
• Why, How, Who?
 Optimize size of pictures
(right size = more effective)

55. Avoid unlabeled pictures

56. Caption/ date your pictures
Abenson signage, Sep 2
Front End Training, Aug. 30

57. Power Technique # 14
When in Doubt? Don’t
1. Leave out details you don’t understand
(audience won’t know what is missing)
2. Avoid errors, controversies.

58. Audience remembers
mistakes & controversies!

59. Power Technique # 15
Use Diagrams To…
1. Explain
2. Simplify Concepts
3. Tell Stories
4. Quantify
5. Show Relationships
6. Analyze

60. This is too wordy!
 Paste is the combination of
cementitious materials, water, air and
chemical admixtures
 Mortar is the combination of paste and
fine aggregates
 Concrete is the combination of mortar
and coarse aggregates

61. Diagrams explain better!
 Cement
 Water
 Admixture
 Mineral
Paste
(Flyash, Slag, SilicaFume)
 Chemical Mortar
(Superplasticizer, Retarder) Concrete
 Air
 Aggregates
 Fine aggregates
 Coarse aggregates

62. Make own diagrams to
simplify concepts!
Hardened
Cement hydration
Material
Cement
Cement
Cement expands to
containin many layers
spines
grain
g
form
water Various cements interlock
Setting or hardening due to stronger
interlock

63. Tell stories using diagrams!
During mixing, the cement
paste (cement, water, admix,
air) must completely wrap
around all the aggregates.
3/8 AGGREGATE
PASTE Concrete strength results from
the strength of the aggregates
SAND as well as the strength of the
paste to paste bonding
G1 AGGREGATE
3/4 AGGREGATE

64. Diagrams quantify!
Current PTM (primary target)
 Children
 Parents
Current  Teachers
 Religious (priests & catechists)
 Nearby community
Additional Target Markets
 Family
 Officeworkers
Poor , far-flung communities
Future 

65. Diagrams aid
analysis!
Sisters visiting schools
TV Mass
Radio Programs
Special Events (Bookfairs, Prod Launch)
Customers going to Bookcenter or outlets
Media people taking training program

66. Diagrams show relationships!
GOD Paulines Marketing Programs Customers
Current CRM
Proposed CRM

67. Power Technique # 16
Use Pictures &
Printscreens
& Annotations

68. Use Pictures= 1000 words!
(on where concrete is used…)
Slabs
Beams
RC (Reinforced Concrete) Walls
Columns
Foundations
Pavement = Slab on grade

69. Cite screenshot source to
add credibility!
Source: Portland Cement Association, USA

70. Annotations help
emphasize key points
4500 psi
(max)
2100 psi
(min)

71. Power Technique # 17
Too many decimals and
details confuse!

72. Too many details. No emphasis!
5. Budget Jan. 1,2002 - Dec. 31, 2002
Current CRM Proposed CRM
Increase
SALES 80,104,304 144,187,747 64,083,443
COST OF SALES 48,062,582 72,093,874 24,031,291
GROSS PROFIT 32,041,722 72,093,874 40,052,152
LESS: OPERATING EXPENSE
16,010,020 20,442,181 4,432,161
FIXED COST 7,145,699 7,145,699 -
VARIABLE COST 8,864,321 13,296,482 4,432,161
LESS: ADV & PROMO 5,456,000 16,990,000 11,534,000
NET INCOME 10,575,702 34,661,693 24,085,992

73. Clear. Simple. Focus.
Invest 12 M. Increase Income by 24 M
5. Budget for 2002 (millions)
Current CRM Proposed CRM Increase
SALES 80 144 64
COST OF SALES 48 72 24
GROSS PROFIT 32 72 40
LESS: OPERATING EXPENSE 16 21 5
FIXED COST 7 7 0
VARIABLE COST 9 14 5
LESS: ADV & PROMO 5 17 12
NET INCOME 11 35 24

74. Power Technique # 18
Use numbered guideposts
above Title Lines
and in page separators

75. Show audience where you
are in the presentation
Page Separators Numbered guideposts above title line

76. Power Technique # 19
Make the Audience Smile!
Don’t be too serious

77. Use humor when appropriate
Saved K
N B?

78. Power Technique # 20
Tell a Compelling Story
Using facts, numbers, insights, pictures
Know your objectives

79. A Typical, Monthly
Business Opcom Story
1. My financial numbers (Company)
2. Competitive Activities
3. Local trends and store issues
4. Customer Insights
5. Store Action Plans**
6. Support needed from head office**
** Must be based from 1 to 4

80. What type of billiards
player are you?
Can you tell what ball is going to which
pocket before taking the shot?
Or do you strike
hard
and pray
something

81. Power Technique # 21
Practice! Practice!
To avoid major, major mistakes

82. Practice as if your life
depended on it.
1. Don’t just practice.
Perfect practice makes perfect!
2. View slideshow
 in “computer” as slideshow, 3x
 in “projected” presentation
mode, 2x
 If possible, test set-up
beforehand.

83. 3. Who?
Who Benefits from Powerful
Presentations
1. Your Audience
 What’s In It for Them ?
 Why Should they Listen to You?
 They are paying you their TIME
2. You
 Achieve your communication objectives
 Get your ideas accepted, implemented
3. Interested Stakeholders
 Your company, the community

84. How valuable is an
effective communicator?

85. How valuable is an
effective communicator?
Steve Jobs’ contribution to Apple has
been valued at $6 Billion.

86. Jan. 18,2011
Steve Jobs = $ 6 Billion

87. How valuable is an
effective communicator?
Steve Jobs’ contribution to Apple has
been valued at $6 Billion.
Steve’s communication skills helped
Apple become the world’s most valuable
brand at $ 153 billion.

88. May 9,2011
Apple = $153 Billion

89. Summary
Effective communicators win!
1. Get What You Want
2. By Applying 21 techniques
3. To Benefit your audience,
YOU, and stakeholders

90. 21 Secrets of
Effective
Presentations
(Communicate to Win Action)
vCoach Bong De Ungria
August 2011