热情的生活，真诚的思考

Last night Warwick did a wonderful training in People's Square Toastmasters Club, with the title"Connect With Quality". He shared some tips of how to connect with the audience when you want to give a presentation/training. Though the concept is not new, his tips are very practical and new to me:

1. Audience Research Grid

 HOPE and FEAR are two new terms to me. I would like to explain a little bit here:

Hope means audience's dreams, aspirations, etc. Warwick gave an example: e.g. people who work at the operation line might just think how much salary increase they can get; or whether they will get paid by this month end. The management level might think from a strategic level how to achieve better business result.

Fear refers to worries; possible barries and pains, etc.

Warwick used Carrot and Stick to describe Hope and Fear. Both carrot and stick can be motivation to people. e.g. When a salesperson sells a product to customers, he/she should also tell the customers some fears apart from the hopes---if you don't buy my products, what kind of opportunity/benefits you will lose. Best model:tell 2-3 hopes with 1 fear.

I never thought of telling others FEAR when I did promotion before. In the future, I can use that. If you don't come to toastmasters, you will....(haha)

2. Connect with Digital Natives

Digital Natives is a new term to me, which means people who grow up with computers. They were born after computer was widely used in the world. Warwick described himself as Digital Immigrant--people who learned how to use computer after grew up.

The key point is that: attention span of Digital Natives are very short. So if you want to speak to a group of Digital Natives, make your speech bitesize--like a small stone. Use rule of three or Top 10 list skill to organize your presentation and make each point brief and to the point.

3. WIIFY--What's in it for you? Audience focused benefit.

Tell the audience your FAB--Feature, Advantage and Benefit.

This theory is not new but I was attracted by Warwick's useful example:

"Our company is 100 years old." Does this sentence sound familiar? When we introduce our company to our new customers, we always tell them our history. Your company is 100 years old. So what? What benifits you can bring to customers?

"Our company is 100 years old so we have very established distribution channels." Better, but this sentence didn't tell the audience the benefit directly. It requires the audience to draw conclusion by themselves.

Perfect version: " Our company is 100 years old, so we have very established distribution channels. That means that if you work with us you will access to all parts of the country. When you launch a product you can guarantee that within 14 days, your product will be on shelves nationwide. This will minimize your time to market and allow you to take advantage of market opportunities within the shortest possible timeframe."

I took his advice and discussed with Cher this morning about how to write our promotion email for each meeting in the WIIFY perspective. Great! Thanks to Warwick for sharing us these helpful tips!

昨晚在人民广场演讲俱乐部听到了一个很实用的培训。培训师是康伟先生。他跟我们分享了三个技巧--演讲者如果有效的讲自己与听众联系起来。

1. 听众调查方格：