A top advertising Creative Director has just stepped out of the SpeechSchool.TV studio where he presents a regular show. “The beauty with the training provided here is that the videos and materials are online so students and companies can access them around the world 24/7,” says Simon Angelo. “In developing my lessons for the Master Communicator program I was asked to condense everything I’d learnt about persuasive communication in over 15 years, not to mention many seven figure budgets in the direct response TV advertising industry. This information for salespeople is potentially very, very powerful as it is what’s at the heart of persuasion.”
“Usually the difference between success and failure is what you know,” he goes on to explain. “Those who succeed simply get there because they know, understand and use techniques the rest do not. That is certainly true with television advertising and for salespeople giving sales presentations day in and day out.”
Simon would know a thing or two about persuasive presentations on TV as some of the long format direct response TV ads he has written have set industry records, successfully selling products for 7 years or more when most start to falter within a year.
“One of the first things I cover in the course which is of direct relevance in sales training is how to open a presentation. This is the part that lets most people down. They often feel they need to establish rapport first through greetings or personal remarks, not realising that in this fast paced world, rapport is best established by starting with The Big Idea.”
What is ‘The Big Idea’? It’s the part of the message that is most powerful and will instantly get attention and interest. In the Master Communicator course some graphic and detailed examples are given. According to SpeechSchool.TV, a Sales Manager in the Magazines industry had his entire sales team trained online through the Master Communicator program. During this time they pitched to an ad agency and using the techniques taught were able to sell in a deal that grew business for that year by 40%.
Persuasive speaking can be extremely powerful when you believe in your message and have learnt to use the techniques. It can sway audiences, close deals and get people on your side. SpeechSchool.TV has been providing one of the leading online courses on the internet for many years in the form of their Master Communicator program, using many of the techniques from the presenter’s own career as a top Advertising Creative Director. However, for many English speakers nowadays, English is not their first language and that can mean strong accents when speaking.
According to John Curtis, Course Director at SpeechSchool.TV, the first question is whether the accent impacts on the message and being understood. “People have to be honest with themselves,” he says. “You may think your accent is not that strong but in fact listeners may be struggling to understand your message, let alone be convinced by it.”
He gives the example of one particular presentation where a speaker with a strong Italian accent was trying to persuade an organisation to take an important and difficult decision. “First, I looked around the room and could see that people were having to concentrate extra hard just to understand what was being said. That means people can’t relax and enjoy the message initially as there is effort involved in processing it, which in turn reduces the persuasiveness of it,” Curtis says. “Second, the main message wasn’t getting through. As one of the other participants remarked in private afterwards – ‘I couldn’t really understand all of it and found myself sort of enjoying the Italian accent and thinking about Tuscany and Chianti rather than the subject at hand!'”
To help students like this, SpeechSchool.TV has developed an accent softening and pronunciation program to ensure students are speaking English as clearly as they can before going on to learn to become advanced and persuasive public speakers.
The School’s Master Speaker English Accent program teaches Standard English Pronunciation which works to give all speakers the clearest form of pronunciation possible so that they may then go on and achieve great results in their speeches and English communication.
All speakers of English, no matter their language background, can develop a style and mix that works for them and is persuasive. Find out how