Transcript – 4.1 – Deliver – Verbal [cf]


Welcome back to The SoWhat Strategy. Today we're talking about delivering our communication. And in particular, we're talking about the second of the three steps within this section. It's all about communicating it. So there are two factors to consider when communicating it. Firstly, the 330 strategy, as I call it helps us decide how much we can deliver in the time available. And then secondly, framing and flagging techniques help us when we're actually presenting. So let me talk through each of these points in a bit more detail. So this 330 strategy helps us just clarify in our own minds, how much we can convey in seconds, minutes or hours, three seconds, the hallway stop, so what only you can get that across. And when your thinking is already prepared, of course, it's so much easier.

The 32nd elevator pitch, you can get through the CTA cue with the introduction, the so what and the top line you can get through quite a lot in 30 seconds. And when working with us in our groups, you'll find that we give you plenty of chance to practice that. minutes, three minutes, you can get through the CT to the so what the top line and supporting points. So if you're in one of those situations, again, we're using you've got 45 minutes, perhaps or perhaps half an hour to make a presentation. And then your time gets winched. If you've prepared your ideas using a storyline, you'll still be able to get the key points across we've seen many of our clients do that, it's been enormously helpful just to relax and say, actually, because I've done my thinking, I can get the key line the top lines across really quickly, just in minutes. And then if my audience needs more, we can find a way to get that to them, but they get the general idea. 30 minutes, you can make a really substantial presentation. And then if you've got hours, of course, you can do all sorts of things, you can deliver your storyline, your supporting data, you can have an in depth discussion and or workshop. So you can actually do quite a lot. So I hope that just gives you a feel for what's realistic to cover in in either seconds, minutes or hours.

Now when you're doing that, regardless of the setting that you're in, I want to show you how to frame and flag. So you can help your audience keep up with you as you work through your structure. So framing helps you provide an overview of the structure before getting into the details. And flagging explains where you're up to in the structure. So let me illustrate how that works using this example storyline. So the first thing I'm going to do is begin with the introduction. And I might say something like this. Before I get into the details, I'll set the scene so you know where I'm coming from. And then I'd elaborate and talk through the context and trigger. I may weave the question into my dialogue, but I may not.

And then after I've done that I'm going to say So my main point is tip should reduce the costs of its industrial scaffolding products to remain competitive in the Australian market. And once I said that, I might say, there are three points to cover here. Let me give you the high level first, and then go into each point in more depth. So here I'm training my audience how to listen as I talk through my communication. And then once I've talked through each of those three points, I might say now let me tell you more about why low cost is key in this market. And I'm going to dive into the points there about low demand and overcapacity intensifying competition. And price being the determining value. Before I then say, Now, let me move to my second point, which says that tip has cost disadvantages or work my way through that, and then lead into the third point, and then close out at the end of that as well. Now at the very end, I may well tie that all together and say something like, thank you so much for allowing me to explain all of that to you.

Do you now have any questions? Or I might say now that I've explained all of that to you, I hope you can see why we really think tip should reduce the cost of its industrial scaffolding products to remain competitive in the Australian market. So I might close with something that's akin to next steps, or I might restate the main thought. So I hope that's helped you. Think about how you might explain or deliver your storyline verbally. And I look forward to bringing another module to you soon. Bye for now.