Creative Marketing

Yaniv Zaid

Copyright © 2018 Yaniv Zaid

All rights reserved; No parts of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, taping, or by any information retrieval system, without the permission, in writing, of the author.

Contact: yaniv@yanivzaid.com

Contents

Preface

CHAPTER 1

Public Speaking and Persuasion as a Tool for Daily Use

CHAPTER 2

Preparing The Speech

CHAPTER 3

Composing The Definition

CHAPTER 4

Selecting The Clash Point

CHAPTER 5

Deciding On The Arguments

CHAPTER 6

Controlling Time

CHAPTER 7

How To Become An Orderly Speaker

CHAPTER 8

Using Humor as Part of The Address

CHAPTER 9

How to Captivate The Audience

CHAPTER 10

How to Properly Answer Questions

CHAPTER 11

How to Effectively Counter The Adversary’s Arguments

CHAPTER 12

How to Handle Disturbances

CHAPTER 13

Appearance and Posture when Facing The Audience

CHAPTER 14

What to Avoid During Public Speaking

CHAPTER 15

Summarizing The Speech

Summary of The Book

Preface

The best way out is always through

- Robert L. Frost

The Objectives of this Book

My starting point is that everyone has rhetorical, public speaking and leadership skills and my objective is to expose you to methods and rules that will improve and refine these skills. The ability to speak in public and to address and control an audience, is not an innate competency. Everyone is able to learn some basic rules and to make use of them. Rhetoric abilities, of any standard, can be significantly improved.

I can assure you that by properly employing the rules and methods described in this book, all of you will enhance your ability. Whoever is charismatic by nature, will be able to specialize and to achieve very high standards of public speaking, of turn of phrase and of persuasion skills. Those who at present suffer from stage fright, or those who loathe arguments, and those who always feel lost and inferior in a heated discussion, will be able to considerably enhance their skills by making use of this book and learn how to best communicate any message in any area and to anyone.

This book is intended to assist you, the readers, in any kind of discussion, lecture or argument, anytime, on any subject and in front of any audience. Many examples are described in the book, which may be adapted to any situation that requires speaking in public, be it in front of a single person, a group or even when raising a glass at a family gathering.

The book is intended for the use of all kinds of public speakers and persuaders, like for example parents confronting their children, teachers trying to persuade the Ministry to improve their salaries and also to an expert in his field (an expert in his field is a person who presents a subject in which he is an expert to a group of persons, for example a military commander, a teacher in school, a youth leader or a university lecturer), detailing their knowledge.

In this book, I shall, on one hand, discuss techniques and methods that assist in teaching new subjects and ensure their lucid absorption by the audience, and on the other hand, I shall convey how to present a specialized lecture so that the audience will not only understand but also positively remember you as a lecturer and an expert, so that you will gain a good reputation - something that in the long term may be profitable to ones career.

Why am I so certain that anyone of you, dear readers, will, by making use of this book, enhance your public speaking skills? It is because this book is based on the international debate theory that has been proven that, by utilizing its principles, one considerably enhances ones public speaking skills.

What is a DEBATE? (In a nutshell …)

Debate is an international competition framework in which the participants, divided into two groups: Supporters and Opponents, discuss a certain proposal or subject that had been presented to them. To make it more difficult for the competitors and to train them in remaining within the time frame allocated to them, each of the competitors is given a time limit for his speech.

There are three recognized styles of DEBATES in the world.

Parliamentary Debate – is the most common one. The participants, divided into two groups – Government and Opposition – (on each side one or two couples), are given a subject to debate and within a short time, about 10 to 15 minutes, the debate begins. Each speaker is allocated 5 to 7 minutes to defend his ideas. The speakers speak in alternating turns, first the ‘Government’ representative presents his case and then the representative of the Opposition, and so on. The winner in such competition is the party that best succeeds in convincing the judges and the spectators that their position is better argued and correct.

Individual Presentation – a single speaker is given a subject and within a short time, 1 to 4 minutes, he has to prepare a speech of 4 to 6 minutes duration. The objective is to train the speaker to speak in front of an audience and to improve his improvisation skills.

Cross Examination – similar to the procedure in use in courts of law. Two debaters are given a subject they have to support, whereas two other speakers have to cross examine the first couple and prove that they are wrong.

The debate therefore offers the person tools with which he should persuade his audience and develops pragmatic thinking, which we will discuss at length further on, resulting from the necessity to either support or oppose the issue that is presented to the participant.

The members of debating clubs at universities worldwide become civic and political leaders later in their lives. For example, presently about 85% of the members of the British Parliament graduated from different university debating clubs (the present Prime Minister Mr. Tony Blair being among them). Other leaders that acquired their training through the debating theory were Margaret Thatcher, the former British Prime Minister, Benazir Bhutto, the former Prime Minister of Pakistan, Henry Kissinger, the former U.S. Secretary of State, Neville Chamberlain, the former British Prime Minister, and the list is very long and glorious.

Graduates of worldwide debating clubs have reached a substantial proportion of higher positions in the academic, managerial, commercial and diplomatic fields.

The improvement graph of new participants in the debating world is very steep and is usually felt within a short period of time. At times, only a small number of instruction meetings are required.

In this book, I shall not discuss the competitive debating theory but make use of the theory’s principles and apply them to the prevailing reality and to their practical implications in every day life.

CHAPTER 1

Public Speaking and Persuasion as a Tool for Daily Use

The indispensable first step to getting the things you want out of life is this: Decide what you want."

-Ben Stein

Each of us is required to make use of persuasion skills on a daily basis. The parent trying to persuade his 10 year old child to do his home work, while all what interests the child is the fun his colleagues are having that very moment; the employee trying to persuade his boss to grant him the additional budget, or the resources, for the new project, the citizen who meets his city’s Mayor delineating his problems and wanting to persuade the Mayor to get on with solving the problems, and so on.

Persuasion is also an inseparable part of most professions – the teachers at school confronting their pupils wanting to persuade them to concentrate on the lesson and to listen to what they have to say (yes, this is also a kind of persuasion, as we will see further on!); the lawyer in court wanting to persuade the judge (or the jurors, where applicable) of the innocence of his client; the manager having to persuade his staff to carry out their tasks; the military commander, whatever his rank, has to persuade his subordinates, and the list is long and varied – the university lecturer, the sales person, the politician, etc.

You certainly noticed that some of the examples detailed above refer to hierarchical organizations like the military, where soldiers fulfill orders even if they are not convinced of their necessity or schools where children are under the authority of the teachers and they have to sit in the classroom and study, whether they like it or not. Even in part of the large firms, there is quite an obvious hierarchy, every junior member or junior manager clearly knows his position in the firm and carries out the tasks allocated to them without arguing about them.

It turns out that persuasion is an important and powerful tool also in places where apparently it should not have been required. There are a number of reasons for that.

The first reason is the efficiency in carrying out the task. People will always carry out their tasks in a more efficient manner if they understand the necessity of their tasks and their significance.

I shall demonstrate this statement with an example:

Case A: A junior military commander instructs two of his soldiers: Do you see this road? You will now stand here and check any passing person. You will stop and not allow anyone not carrying his I.D. card to pass you. I shall return in a couple of hours and dare not to move even one meter from this location!!! Is it clear?

Case B: The same junior commander instructs the same soldiers: An warning has been posted that a terrorist is trying to carry out an attack. According to intelligence estimates, there is a high possibility that he will try to infiltrate using this road. Therefore your task is to establish a checkpoint here and to check anyone trying to use this road. Do not allow anyone not carrying an identification card to pass, whatever story they will try to convince you by. Remember, what you are doing here is very important and necessary for the security of the country. This is the reason for our being here. I shall return within a couple of hours to see how you are coping.

In your view, in which case will the soldiers operate more diligently and efficiently? It is obvious that it will be as described in case B, in which the commander explained the necessity and the importance of the task given to them. He created thereby a sense of mission and responsibility and they will accordingly seriously approach their duties because they understand the logic behind their orders and the implications of their actions.

Persuasion enhances morale and motivation and therefore enhances the efficacy of the execution. Whoever is convinced of the objectives of the task, will carry it out more effectively.

An additional reason to prefer persuasion to unexplained orders is the image of the person giving the orders. It is easy for the manager to say to himself: I am the manager and they are my subordinates. It makes no sense wasting time on explanations and persuasion, as they in any case have to carry out my instructions. Although such attitude is possible, it carries a price. First of all, work efficiency is impaired, as I explained in regards to the previous example, and all parties lose – the manager, because at the end he will have to explain to his superiors why the task was ineffectively carried out; and the subordinates, who feel disgruntled and frustrated because they are not appreciated; and the firm because its resources were not optimally employed.

In the contemporary fast reacting world, the worker enjoys greater mobility than in the past. Therefore, if the worker is unsatisfied with his working environment and with the ever-angry boss scolding him, he may simply apply for a transfer to another department or alternatively relocate to another firm altogether.

The second effect, which is no less important for the person giving the orders, is the image of the manager in the eyes of his subordinates and in the eyes of the surrounding community. Let’s assume that a teacher is firm and rude towards students. Apparently the teacher is allowed to behave in such manner – the students have no right to appeal against such behavior and if they do so, the teacher also has the possibility to impose additional sanctions, like ordering more home work or imposing other behavioral punishments. However, if the students will bear a grudge against the teacher, it will detrimentally affect the teacher’s ability to continue to work with them. It may also be possible that some students will have the courage to complain to the school management about the teacher’s attitude. Or alternatively they could complain to their parents and they in turn could approach the school management.

The conclusion – by means of simple explanations and by devoting some additional short time for persuasion, it is possible to avoid many potential problems that may pop up immediately or further along the line.

CHANGE IN THE RULES OF THE PERSUASION THEORY, ADAPTED FOR THE 21ST CENTURY

If in case of hierarchical organizations, in which in fact there is no obligation to employ persuasion, we demonstrated its power, all the more so when dealing with an audience over which there is no control or authority.

So, for example, the politician that wants to sway the voters to vote for him, the sales person that has to persuade people to invest in the product or service that he is promoting or the guest speaker, at a specialized study day, who is interested that he and his presentation are remembered (professional public relations).

In the modern linked and computerized world of the 21st Century, the rules have been changed – people of all levels, easily become bored and are used to often zap between different Television channels, among products and among customs. A certain TV channel is no longer interesting? Let’s move to another channel. A new restaurant was opened in town? Let’s have our meal there and not at the one we used to frequent. We like the new politician that has materialized on our screens? Let’s vote for him to head our party and not for the one we voted for yesterday.

Decisions and customs change day by day and even the media is bombarding us uninterruptedly with messages and information.

In the same manner, the theories of rhetoric, of public speaking and of persuasion have also changed. When the average person daily receives masses of new information and ideas, it is necessary to draw his attention to the message that you are interested that he will absorb, and adapt it to his requirements so that, at the end of the day, he will remember your message and