Category: Sales & Marketing

W is for Words

When we speak our thoughts must be translated and spoken in words, and this is the challenge. What if I forget my words? This worry puts tremendous pressure on us to think about the words, rather than the message or the meaning of the words. When we focus too much on wording, we lose our spontaneity, our passion. The words come out awkward and monotone. We have odd pacing, too fast or too slow. We read our slides instead of speaking from them. It just doesn’t sound natural. But if we don’t rehearse we also come off wrong. Unsure. Poorly phrased. Too many fillers. Too many odd pauses while we think of the right words.

What to do?

In the planning stage: Be really clear about your main message or theme. What are you trying to accomplish in this meeting or presentation? Put this much in clear, concise words. Write it down so you don’t forget. This is the foundation of your talk, and it often creates the beginning and ending of your talk, so keep the focus on this message, rather than the exact words. It’s OK to say it a little bit differently, just as long as you keep the message consistent.

In the rehearsal stage: It’s fine to memorize your opening lines and closing lines (see above about your message or theme.) But don’t even try to script or memorize your entire talk, unless it is for the media or a very formal situation where what you say must be word-perfect. Each time you rehearse, look for different words to say as you describe what is on each slide. If you tell a story or anecdote, tell it slightly differently each time. Rehearse bits of your presentation to different people so you become more and more comfortable telling it. Don’t worry about being perfect, just focus on getting the ideas across each time.

In the delivery stage: As you deliver your presentation, it is easy to start thinking ahead to the next thing you are going to say, or what is on the next slide. You can also begin to read the audience and begin thinking about how they are or aren’t reacting to your presentation. As your thoughts begin to drift, you lose focus on what you are saying. The “ums” creep in, and your words become more elusive. The trick is to understand your mind works faster than your mouth, and that you do best when you avoid distraction. Try to stay focused on your current content and the here and now. If you have planned and rehearsed, your words will flow smoothly.

In the review stage: Time to get some feedback. How did you do? Were you articulate, or did you stumble and grasp for words? Because you experience your presentation from the inside and you know where you were searching for words, it is difficult to assess your own performance. You might wish to record bits or all of your talk, and listen back. It may well be more fluent than you thought. Or there might be certain points where you did struggle. Would more rehearsal help? Or were you looking too hard for the “best” words, when similar words would have been fine? Another approach would be to ask for a second opinion from a coach or trusted colleague. They can help you determine whether you have any issues with grammar, word choice, or vocabulary. Now you know what to work on for next time.

W is for Wording

If you want to speak with authority and gain the credibility of your listeners, check to be sure these weak wording habits are not a part of your everyday speaking.

Vague words: “soon, later, early, almost.” Example: “The report is almost done, and I will get it to you soon.” If you find you have this habit, begin to weed these out of your speech. If you catch yourself, restate.

Qualifier words: “kind of, sort of, hopefully, maybe, just, just a little.” Example: “If I could just have a little of your time, I will hopefully clarify my position.” These words minimize the importance of what you are saying. Watch for these and lose them. Or use them sparingly.

Fillers and non-words: “um, uh, ah, well, so, like, you know, and-um.” Example: “It’s like, you know, um, the meeting is going to be cancelled, so…” It is difficult to weed out all fillers, but watch out for too many and become more at ease with a pause instead of a filler. Also avoid thinking ahead or distracting yourself.

Lazy language: phrases like “pick your brain” are just plain ugly. For trainers, the phrase “I want you to” is terribly common but a little bossy. For service workers and all of us “no problem” is not a very elegant reply when someone thanks you. Better choices: “ask your advice,” “would you please…” and “my pleasure.” These are just as easy to say and convey a positive and professional tone.

A great way to check your wording habits is to review your voice mail messages periodically before sending them.

As speakers, trainers and leaders, effective communication relies to a large degree on the spoken word. Starting today, take stock of your words, word choice, vocabulary and fluency.

How much is too much? How do we know how to present a technical document?- Whether it is written for projects, systems, communication, procedures, applications, prototypes, education, training, user guide, specifications, or updates, etc., how do we know how to design the material for the target audience? There may already be a style guide, but what if you think it is outdated and the guide needs to be revamped and needs a fresher approach? You can use the following few ideas as suggestions, when involving the design of certain documents.

Many people have examined or looked into how to design material for easier comprehension. Sample tests have been run to understand how a user perceives what they see in images, figures, pictures, symbols, charts, diagrams, etc. You have to be able to describe – how, why, what, when, where, and results. I think the best approach is to use practical examples. If you are writing about complicated tasks, break them down.

There is nothing wrong with having diagrams or flow charts with sub-diagrams or sub-flow charts. There are a lot of existing diagrams and templates online where a main diagram is presented as the upper image, followed by two other sub-diagrams located below it.

Think of a hierarchy or a triangle. All of this can be presented on one page. You can have a frame of information located above two other frames of data. This presentation makes it more interesting and appealing to the reader. Not only that, it will present a more understandable representation of what you are trying to describe, especially when working with anything technical.

People like to see variety in order to remember certain aspects of a diagram. If you can, make it simple and fun. Sometimes, for complicated descriptions, you need a sizable diagram to explain a model. For these situations, I think it is appealing if you break up a page filled with diagrams followed by a page of bullet-ed text. But you have to be sure that they are on facing pages or else you might lose the flow of the explanation.

And sometimes, for briefing meetings, you can just draw a simple diagram by hand. As an example, when creating a presentation for a marketing meeting where the attendees need to know only the major concept of a product, you can just include simple drawn out models and views of the new product.

Technical Writers are involved in many areas of a business (as writers, designers, trainers, analysts, etc.), so they need to know and understand the mind of the audience and be aware of their strengths and weaknesses and create a document accordingly. This way, the document is a valuable asset and won’t just be thrown into the corner. As another example, for procedural or use-case designs, make sure the instructions display what to do next. Use arrows, shapes, or any kind of configuration to make the image stick in the readers mind.

If you have other ideas about designing or including designs for explanations, please leave a comment.

Think back to that U is for Unique the advice you received before you delivered your very first presentation. Your supervisor probably said; “There is nothing to it. Just get up there and be yourself.” That was actually pretty good advice, but you might have discounted it because it sounded so obvious, and because it seemed so difficult to be yourself when you were probably shaking and wondering “Who am I, and what makes me think I can deliver a presentation?”

Since then you have learned a lot about presenting. You know how to create eye-catching slides. You know how to take a breath when you feel nervous, and how to speak even when your heart is racing. But did you ever learn how to be your own, special, u is for unique self when you speak?

Each of us wants to be amazing, motivating, and inspiring to our audiences. But when we are unsure of our content, or when we lack confidence, we chicken out. Yes, we do. Our messages get lost, our voices get softer and more hesitant, and we lock up our hands and refuse to gesture. We play it safe. We hide behind a mask. We make ourselves small and weak exactly when we need to speak up and shine.

If you want to be your own unique self, you will need to move beyond “playing it safe” and enter the world of “being authentic-no-matter-if-it-isn’t-perfect.” It is a scary place, but the rewards are so worthwhile when you get there. There is no road map or GPS to get you there safely; you have to find your own way. After all, you are unique! But here are some guidelines to help you stay on the path to being your own wonderful self when you speak.

Start strong. Take a breath. Think about your audience and what they need from you. Remember your planned lines; they speak from your heart and welcome your listener into your presentation. They are sincere. They are real. You are in the moment.

Turn your fear to power. You feel adrenaline coursing through your body. Is it fear…or is it really power? If you say it is fear or nerves, it is. And if you tell yourself it is power, it really is. Enjoy that feeling not of weakness and fear, but of anticipation and power. Put a smile on your face. Take another breath and release it. Game on!

Turn your passion on. You do care about your subject matter….don’t you? Why wear a mask and try to be perfect, or correct? Instead, share with your audience why this is so important, and how it will impact them, or us. Yes, you have many facts and figures to share. But your audience is far more likely to remember the stories you tell and the images you leave with them. Don’t be afraid to use your feelings to sell your ideas.

Turn your topic into a compelling message. Topics are boring, messages are far more interesting. What is the significance of this content? Why are we talking about this today? Why should I listen? Why should I care? What do I need to do? Where are we going? Now, take the answers to these questions and craft them into a compelling message that takes you less than a minute to say. And say it with conviction.

Turn data into story. Oh, those spreadsheets. How fascinating—not! Break away from the data for a minute, and tell a story. Provide an example. Use a metaphor. Create a chalk talk right on the slide, or on a flip chart. Start a discussion. Bring someone up front to help you with a demonstration. All these will make the data more memorable, and set you apart from all those who speak to spreadsheets and bullet points. Well played!

Signal your humanity with humor. OK, I know it is risky. So, don’t tell a joke. (Really, don’t tell a joke; save it for lunch or after work.) Show a pertinent cartoon, or play with your words, or laugh at yourself, or exaggerate until it is funny. Remember, good humor is clean and doesn’t hurt or embarrass anyone. It is also done with a light touch. When it works it is magic. If you don’t know what kind of humor you are good at, take a class, or ask someone you trust to help you find it. And ask them to tell you when you miss the mark, so you can correct and use humor well and appropriately.

Share the road with others. You may be standing up front, but the presentation isn’t really all about you. It is all about the audience. Without them, there wouldn’t be a presentation. So play nicely. Ask them questions, invite their questions, answer them patiently, listen to them when they share their thoughts, learn from them and with them. Presentations can be democratic affairs where everyone takes a turn, and they are so much more interesting that way.

Arrive at the end with power and clarity. As you come to the close of your talk, you may be short on time. You may be relieved that the end is near. Take a few questions. Then sum up one final time. Instead of saying, “well, that is about all the time we have,” remind people of the key message or theme that you started with, creating a kind of bookend close. We tend to remember what we hear first and last, so make that last line a shining one. Smile. See, you are unique and you delivered a powerful presentation.

Are you beginning to see what your adviser meant by “be yourself?” You had what it takes to succeed all along. You just had to find it and believe in it. Now, go out there and “just be yourself.” You will be great!

Functional Specifications (based on the Requirement Specifications) describe how something works; what the user will see, what the application will offer, what the finished product will present. The Functional Specifications are written for the manager/supervisor, describing how the application works based on the Requirements document.

The Functional Specifications (usually created after the Technical Specifications) can be simultaneously created close to the time when the product is almost ready for QA, depending on general practices. Why? Near completion time, the Technical Writer will have a detailed understanding of the finished product and be aware of all the functional changes that occurred during the project life cycle. By that time, the document will be able to describe how the product will function, operate, and behave. In essence, the Functional Specifications will show how the product now truly works.

It’s not just how it works- it describes how it flows. It will state how one function or activity will present another segment or slice of a product. The Functional Specifications are like mappings which lead you from one section to another. It illustrates or describes the logical flow during a process or procedure.

It is not a User’s Manual where you are told to click on an icon, tab, or item to be given a screen shot or image of the outcome.

The Functional Specifications have to:

• provide if needed, a description of company policies and possibly contact information (depending on the number of company sites),
• contain a brief introduction highlighting features,
• include a getting started section describing the system structure, or an applications menu description (i.e., what tool bars will be presented ), and its relevant functions,
• provide error messages,
• detail how-to- instructions or procedures, explanations, and activities,( i.e., tabbing leading to what outcome),
• provide instructions for accessing help , a glossary ,and an appendix with a samples section if needed,
• indicate what activities cannot be done,
• how sections, procedures are broken up; the logistics involved,
• how one process leads to another,
• describe the circumstances as to when certain events occur or not occur,
• supply the detailed information for each section and include screen shots, images or process flows, and
• lastly, provide an evaluation form if desired.

Functional Specifications also show the history by:

• explaining the deviations from the original Requirements Specifications,
• explaining the decision to include or not to include an item in the final product,
• clarifying why certain decisions were made,
• describing the environment, and
• noting the SME’s, Developers, Manages involved.

Functional Specifications will be presented via:

• videos,
• documented instructions,
• mappings,
• in-person training, or
• training tutorials.

The individual creating the Functional Specifications should be the same individual presenting the Technical Specifications because they are the most knowledgeable about the workings inside and out. In the end, the document like all documents, must speak to the target audience. For Functional Specifications, you have to write to several audiences; make sure you are familiar with all of them before writing. This way, you will know what to emphasize within the document.

In comedy, timing is everything, right? The same thing is true for speaking. In order to express confidence, calm and control, check your timing in the following ways:

1. Extend your eye contact. We often sweep the audience with our eyes, never landing on a person, but always moving past them. Or we lock eyes with the audience member who smiles or nods, or the person we think is about to challenge us. If your eye contact is too rapid, you can look nervous, and you will fail to make a connection. If it is too long, you can easily turn a warm connection into a staring contest. To make the most of your timing, practice moving your eye contact smoothly and slowly from one person to the next, in about two to five second intervals. (If the audience looks away before you do, chances are your eye contact is a little too intense. But most of the time, this is just about right.) Be sure you are looking each listener in the eye, or at least near the eyes.

2. Manage your rate of speech. On average, people speak at around 150-160 words per minute. But when we feel adrenaline coursing through our bodies, we seem to speed up even more, often racing to keep up with our thoughts, which always speed ahead of our words. A great way to manage rate of speech is to speak fairly quickly, but pause a little longer and a little more often. Note that when we speak from slides, we slow down to somewhere closer to 100 words per minute on average — probably too slow for most audiences. So when you are working with slides, you might want to push ahead a little bit to sound more natural.

3. Nail your presentation time. Of all the things you don’t want to do, running over your allotted time has to be near the top of the list. During rehearsals, keep track of time for each segment, so you know not only how well your material will fit the time frame, but where you might need to tighten it. Mark your speaker words with notes on where you need to be at certain checkpoints. And don’t hold the most important points for last, as these may well be the ones you need to abbreviate or skip. To be sure, get those important points in earlier, while attention is strong and your energy is peak. (Tip: to keep track of time, use a remote slide advancer with vibrate mode, or set a timer on your smart phone or tablet, silenced of course, but visible to you.)

4. Leave enough time for Q&A. A common enough problem is to speak right up to the last minute, and then ask for questions. Most audiences won’t ask many questions at this point, as the pressure is on to move on to the next meeting or event of the day. Deliberately cut your presentation by 20-25%, so that you have time for discussion during your presentation and a solid give-and-take at the end. If you have engaged the audience, and there is time for Q&A, you are much more likely to have a good exchange. If not, ask them one or two questions about their reactions or comments.

5. Take time for a good close. Many times speakers get to the end of their presentations and then run out of steam. Their adrenaline has abated, or they are just so relieved to be finished, that they end up with a weak or nonexistent close. Plan ahead so you know exactly what you plan to say in the final two minutes, and rehearse it so it is top of mind when you get to it. poor closings include “thank you for your time” and “I guess that is all I have.” You can do better. Sum up quickly key points, and end with a positive note, a restatement of your key message, and a call to action of some sort. Make it brief and positive. Take that final minute or two to reinforce all that has been said, and send your audience off with finesse and punch.

How is your timing? Do you remember to manage these critical components of a great presentation? Have you learned some great techniques for timing? We would love to hear your experiences.