When people present something, far too often they speak like an image brochure: We add value to our clients; we offer legal advice to NGOs; we turn your company into an agile powerhouse. Don’t tell people what you do. Tell them what you did. For a simple reason: proof.
Think about the last corporate . . . → Read More: Do You Speak Like An Image Brochure?
Think about the greenest grass you’ve ever seen. Now add 50 shades of green. That’s how the grass looks like at Getxo golf club outside of Bilbao in Basque Country. The year: 2006. We stand on the terrace of the main building. In our hands delicious Basque pintxos and heavy red wine from Rioja. . . . → Read More: Is Name-Dropping Really Bad?
A speech without an objective is like a ship without a harbor. When it comes to persuasion, the most effective objective is a concrete action by the audience. Persuasion loves action. Persuasion needs action. Persuasion needs action like the ship needs the harbor.
In my post They will never save the world I shared . . . → Read More: Eleven Calls To Action
Do you remember Columbo alias Peter Falk in his worn-out trench coat? I loved that show when I was a teenager. The other day, a female training participant borrowed a page from the style-guide of Columbo. The training was over. Everyone had left the modernist training room. She was the last one. And just . . . → Read More: You Already Have It
The longer I deal with the art of speaking, the more I’m frustrated with people’s incapability to give specific examples. Specific examples are more tangible, more relatable and they increase your logos value. More logos, more persuasive power. Contrariwise, generic content is as useless as a deaf spy.
For 3,013 days I worked as . . . → Read More: Generic Is Dead Long Live Specific