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What's My Value for Listening to You? · Effective Communication

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  Speaker 1: And now, Effective Communication with Phil Zeller, CEO, Dale Carnegie,
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  Speaker 1: Southwest Michigan.
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  Speaker 2: Look, squirrel, what's your attention span these days?
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  Speaker 1: I tell you what, I always just read some stats,
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  Speaker 1: and it's not looking good. People's attention spans have dropped
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  Speaker 1: off incredibly over the past couple decades. I'm going to
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  Speaker 1: take you back to one of my favorite decades. We
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  Speaker 1: had a principal, though, in the 1980s called the Whiffham Principal.
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  Speaker 1: The Whiffham Principle. And the same principle applies today, even
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  Speaker 1: though our attention span is so short, and it's probably
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  Speaker 1: one quarter of what it was in the 1980s. So
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  Speaker 1: we've lost a little focus, my friends. We're doing a
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  Speaker 1: lot more things, seeing a lot more information. Phil Zeller,
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  Speaker 1: Effective Communication, honor and privilege to be with you. So
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  Speaker 1: how do you cut through the clutter? The Whiffham Principle
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  Speaker 1: in the 80s was the way to cut through the clutter.
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  Speaker 1: And it hasn't changed because human beings are still human beings.
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  Speaker 1: The Whiffham Principle is what's in it for me. That's
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  Speaker 1: what the person's asking. That's what the person in your
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  Speaker 1: audience is asking what's in it for me. So, of course,
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  Speaker 1: here you are tuned in to Effective Communication with Phil Zeller.
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  Speaker 1: And what are you going to get out of today's show? Well,
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  Speaker 1: what you're going to get out of today's show is
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  Speaker 1: how to have greater impact with your presentations by making
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  Speaker 1: sure that there is value in what you're sharing with
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  Speaker 1: your audience. And learning how to do this and then
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  Speaker 1: deliver on it is going to make the impact you
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  Speaker 1: want to have with your time, thus making you more efficient,
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  Speaker 1: more effective in who you are as a human being,
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  Speaker 1: and producing greater results so you can lead that intentional
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  Speaker 1: life that Dale Carnegie challenges us all to live. So
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  Speaker 1: think about your message, the message that you're delivering to
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  Speaker 1: anyone today in a meeting, in a presentation.
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  Speaker 2: What are they going to walk away with when you're
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  Speaker 2: done sharing with them?
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  Speaker 1: Are they going to be excited? Are they going to
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  Speaker 1: be compelled to take an action? Are they going to
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  Speaker 1: be compelled to do something different? Or you're just talking
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  Speaker 1: to hear yourself talk. It's amazing how many times we
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  Speaker 1: listen to people pontificate. And you say, what's that word? Pontificate.
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  Speaker 1: That's just BS. Okay, what's that word? That's another word, right?
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  Speaker 1: And it's a bunch of words. But what do they matter?
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  Speaker 1: What do they matter to the person who's listening to
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  Speaker 1: those words if they can't understand how those words affect them?
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  Speaker 2: Think about that for a moment. Let it marinate. What
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  Speaker 2: are they thinking? What do they walk away with?
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  Speaker 1: And in every conversation, every communication, even down to a
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  Speaker 1: telephone call that you have with somebody today, what is
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  Speaker 1: it that they walk away with? What is it that
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  Speaker 1: they say, you know what, I really enjoyed talking to
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  Speaker 1: you today. I really enjoyed listening to your presentation today
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  Speaker 1: because your presentation gave me something tangible to walk away with.
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  Speaker 2: And we've got to.
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  Speaker 1: Remember what Dale Carnegie documented, the father self-help movement. He
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  Speaker 1: documented that human beings are creatures of emotion. And they
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  Speaker 1: will utilize any logic they can find to support the
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  Speaker 1: way they feel because human beings are emotional creatures. So
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  Speaker 1: as you prepare your presentation, that next impactful message that
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  Speaker 1: you're going to have, Ask yourself this question. What's the
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  Speaker 1: value and the significance of the message to the person
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  Speaker 1: listening to it?
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  Speaker 2: What are they going to walk away with?
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  Speaker 1: By you taking the time to understand this and actually
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  Speaker 1: document this and think about this, you can now structure
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  Speaker 1: your message in terms of their interest. So that, of course,
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  Speaker 1: at the end of it, you're going to be more
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  Speaker 1: impactful in what you communicate. I'm reminded of a time
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  Speaker 1: that an insurance company once asked me to come in
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  Speaker 1: and give an impactful presentation that would challenge their claims
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  Speaker 1: adjusters to be more customer service oriented.
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  Speaker 2: So I couldn't tell them what to do.
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  Speaker 1: What I did is I shared two experiences with two
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  Speaker 1: different companies that I personally had, one a really good
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  Speaker 1: one and one a really bad one. And I asked
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  Speaker 1: them at the end of those two examples, which one
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  Speaker 1: company would you want to represent? What would that mean
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  Speaker 1: to you going home each day knowing you took care
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  Speaker 1: of the customer and how would you feel knowing that
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  Speaker 1: your company takes care of their customers? What does that
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  Speaker 1: do for your stress level in your life? And at
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  Speaker 1: the end of the presentation, they came up to me
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  Speaker 1: and the woman in charge of the whole presentation said, Phil,
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  Speaker 1: that was amazing. You never once told them what to do.
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  Speaker 1: You got them to understand what they need to do
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  Speaker 1: to have the life they want and That's the impact
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  Speaker 1: of your presentation. That's the type of difference you want
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  Speaker 1: to make in the presentation.
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  Speaker 2: That you're giving. So what is that experience that.
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  Speaker 1: You want to create for your audience? What do you
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  Speaker 1: want them to walk away with? So my challenge to
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  Speaker 1: you is to think about that. Project the value of
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  Speaker 1: the significance of your message in terms of your audience interest.
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  Speaker 2: And you, my friend, will get there buying. Now go
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  Speaker 2: make it happen.