Frances Cole Jones
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Category Archives: Speaking
By Jessica Howell – August 16, 2010
It’s true that most seasoned executives — whether they appear to be or not — experience a bit of discomfort in the spotlight. Whether prepping for a quarterly earnings report or a small staff meeting, the concept of one-way dialogue is often fear-inducing to even the most polished among us. And while there’s no foolproof remedy for nervousness, it’s a PR pro’s duty to ensure that the C-suite team is well-equipped to hold their own behind the podium. And the best way to do that is to continually stress the importance of preparation, familiarization, and plain old practice….
Here’s the thing: Sometimes we’re selling our ideas, sometimes we’re selling our products and, these days, many of us are selling ourselves as the best candidate for the job.
With this in mind, here’s the proven formula for selling your best self to anybody, anywhere, any time.
First: Yale University did a study of the 12 most persuasive words in the English language. They discovered that the most persuasive word in the English language is “you.” Consequently, I recommend throwing it around a lot: “As I’m sure you know,” “As I’m sure you’ve heard,” “I wanted to talk to you today,” etc.
Second: California-based social psychologist Ellen Langer says one word in the English language increases the possibility of cooperation from 60 to 94 percent. No, that is not a typo. I will repeat: 60 to 94 percent. This word is “because.”
Lastly: The Duncan Hines Cake Mix Marketing Theory. When Duncan Hines began making cake mix, the decision to have cooks at home add the egg was made in the marketing department. Why is this effective? Because they realized that when we add the egg, we feel proud because we contributed; we can say, “I baked!”
Following, then, are three ways you can apply this formula for success:
I recently spoke at the Art of Sales Conference hosted by bestselling author and guru, Jeffrey Gitomer.
These are some of the most engaging live educational events you’ll ever experience! At the conference you will find a collection of world class live events of professional and personal interest that will provide you with the tools, techniques and knowledge that you need to put you on the path to success.
Each event features leading authorities, renowned presenters and only the most sought after visionaries (including me!), ensuring that all content is relevant, cutting edge and exclusive. Experience it for yourself!
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