Module 1 Planning a speech

1. Structuring a speech

The opening：In the opening of your speech, remember to tell the audience what it's about.

• The reason we're here is to talk about our achievements and results.

你还需要一个hook来抓住他们的注意力。问一个发人深省的问题，说一个有趣的语句，背诵一个相关的引文，甚至讲一个笑话。

• We've had a great quarter, and I want to share it with you.

正文
将你的演讲正文按一系列的论点来进行组织：例如：描述一个成就，谈问题和解决方案，然后描述结果。

• My first point is about our manufacturing achievements.

组织你的论点是个好主意，这样的话它们能有逻辑地搭建起来。

• Having looked at our achievements in manufacturing, let's move on to talk about some issues we faced

一些可以组织你的讲话要点的方法包括比较和对比，按时间顺序描述事件，以及提出问题和解决方案。

• I've told you about the issues; so, now the solutions.

结束
用你的演讲的结尾来总结你所谈到的。

• In closing, we've increased our profits and fixed some of our biggest issues this year.

尝试给你的观众留下积极的信息，如赞扬或乐观的情绪。

• Before you go, I'd like to add that this was all possible because of you: our team.

2. Describing your intent

Email 1
If you want me to highlight our progress over the last year, should I speak about the Katis project in particular? What do you think? Would you also like me to mention the Max Inc. deal? It caused us some problems, and I was wondering if it's still too sensitive a topic to mention. Overall, what do you want the message to be? One thought I had was to talk about how we're focusing on increasing profits, but I wanted to get your approval first. I could also mention that we don't want to continue talking about our past problems?

Email 2
I want you to celebrate our progress over the last financial year, particularly on the Katis project. You should also include a brief overview of the Max Inc. contract, the losses it has caused and the fact that we intend not to renew with them. We need to make sure the message is we're focusing on the positives and increasing our profits. We don't want to dwell on past problems.

Email 3
I was thinking that we should highlight our progress in the last year, especially the Katis project. It also might be best if we don't bring up the Max Inc. deal. It has caused some heavy losses and we'd like to get rid of it soon. All in all, I'm seeing our message to the department as looking like we're focusing on increasing our bottom line, not getting bogged down in debating past turbulence.

说明你的意图
有多种方式来说明你的意图或要求。你可以相当直接地去做：

• I want to highlight how much we help the community.
• We need to include information about our efforts to help others.

像这样表达使你想要的很清楚，但也可以被认为是无礼的，特别是如果你不太了解另一个人，或者如果他们是你的老板的情况下。在这些情形下，通常最好使用更柔和，更间接的方法：

• Would you like me to mention the Van Patten project?
• I could touch on the sales figures from last quarter.
  但是请注意，缺点：使用这种语言可能会让人觉得你缺乏权威和信心。

软化你的意图
软化你要表达你的意图而不会失去权威的一个有效方法是使用动词像think, consider, see 和 imagine，的进行时。

• I was thinking that I'd include something about the Green Prize.
• I'm considering highlighting how much we help the community.

另一种方法是使用情态动词如could, would和might:

• It might be best if I provided some details about the new TV ad.
• It could be useful to cover the staff training program.
• It would be a great idea to talk about the product launch.
  在你写或说一些重要的事情之前，考虑你正在和谁说话总是好的。找到正确的基调始终是一个平衡。

3. l cover">Describing what you'll cover

Hi, Chelsea.

I've finished my outline for the speech. Here it is:
To open, I was thinking we should include something about our projects. We're doing OK, but there have been some issues, so it would be a good idea for me to briefly comment on those.
In the body of my speech, I'm considering talking about the staff training program. It could be useful to do that as then I can transition to the changes in responsibilities for some of our team members.
Finally, I'm seeing the end of the presentation being open for Q&A with the team. They'll want to know what's coming next. I'll touch on that at the beginning of the presentation, but they'll want to know more details.

Let me know if you have any questions,

Best,

Hank

你会提到什么？
使用像这样的表述来形容可能在演讲中包含的内容：
*I think we should include something about the great response we got from Ray Corp.
*I'll try to cover the latest survey results toward the end.

如果你只是想很短地或不太详细地谈论某事，使用这样的表达方式：
*I'll briefly comment on the customer complaint case.
*I'll touch on the website after I've talked about the new phone app.
*I can mention the contract renewal process in passing.

这是描述你将如何在演讲中连接想法的一种方式：
*I can transition from talking about the prime-logistics.com account to our new contract with Big Company.

Module 2 Drafting an engaging speech

1. oiding repetition

避免重复
尝试在你的演讲中加入多样性或者兴趣点来避免重复。例如，如果需要不止一次指代同一人，物，或想法，你可以使用同义词。

• We've never received so much attention from the media and the consumers. 我们从来没有得到媒体和广大消费者的这么多的关注。
• Information about shoppers is what fertilizes our garden and keeps it growing. 有关消费者的信息是什么能使我们的花园肥沃并使其保持生长。
• Now we can also engage directly with our clients' concerns. 现在，我们也可以直接应对我们的客户的担心。

你还可以添加修饰词来创制出更具吸引力的短语。

• The problem was our lack of insight into our valued customers' behaviors. 问题是缺乏对我们尊敬的客户的行为的了解。

如果你认为对听者来说是明显的，你可以使用不太具体的单词：

• We've never had such detailed information about these people. 我们从来没有关于这些人的如此详细的信息。

或者你可以更具体些：

• This one shopper gave us the most interesting ideas. 这一个顾客给了我们最有趣的想法。

另一种可以添加多样性的方法是使用定语从句。请注意这个短语仍然指的是customers或者consumers:

• I'd like to share how we have addressed our poor understanding of the people who keep us in business. 我想与大家分享我们如何解决我们对使我们仍然有生意的人缺乏了解的问题。

2. ing metaphor

使用暗喻创建影响
用暗喻来使论点更有趣或影响力。当你正在做一个演讲时，使用与感情有强大关联的暗喻，或者让观众容易理解的暗喻是个好主意。有关战斗或者旅途的暗喻是很常见的：

• We will fight our competitors in every market and win the war.
• We are at a fork in the road, and we must make some difficult decisions.
  但是，要小心使用这种常见的暗喻。他们可以听起来像陈词滥调。

一致的暗喻
选择一个你可以贯穿使用在整个演讲中的暗喻。始终使用相同的暗喻能让演讲更具有吸引力和效果。

• Let me begin with a story about our journey over the last year.
• When we started out on this road, we were moving very slowly.
• Our competitors overtook us with their new phone at the start of the year.
• However, we made up ground, and released an easy-to-drive, economical new model.
• It was a success. As a result, our sales went up dramatically, and before long we were cruising.

Module 3 Adding cohesion to a speech

1. Transitioning between points

重述你说的话
使用像这样的表达方式去提醒观众你刚才所说的，：

• To briefly recap this section, we succeeded in reigniting our sales. 简要概括这个部分，我们成功地提高了我们的销售。
• Before we move on, allow me to quickly summarize: This year has been a mixed bag. Some success and some failure. 在我们继续之前，请允许我快速地总结：今年是个混合年。既有成功，也有失败。
• Let me quickly go over the key information again. We are well on our way to achieving our goals. 让我赶紧再次快速回顾一下关键信息。我们在达到我们的目标的路上已经做了很多。

过渡到一个新的论点
重述后，你可以用这些表达方式顺利地过渡到另一点：

• This brings me to my next point, which is about marketing. 这将我带到我的下一点，就是市场营销。
• With this in mind, let's proceed to look at our production figures. 考虑到这一点，让我们继续来看看我们的生产数字。
• Having examined how we secured the Prettle account, I want to look at new business in general. 检查了我们如何确保Prettle帐户的，我想大体看一下新的业务。
• Now it's time to talk about the Green Business awards. I'm sure you're all excited. 现在是时候谈谈绿色企业大奖了。我敢肯定，你们都很兴奋。

• To briefly recap this section, sales increased. 简单概括这部分，销售业绩增长了。
• This brings me to my next point: marketing. 这就引出了我下一个要说的点：市场。
• Before we move on, allow me to quickly summarize. 在我们继续之前，让我快速地总结一下。
• With this in mind, let's proceed to production. 记住这点，让我们继续生产。
• Let me quickly go over the key information again. 让我快速地仔细检查一遍关键信息。
• Having examined production, next is research. 检查过了生产之后，接下来就是要着手调研。
• Now it's time to talk about our staff awards. 现在是时候来谈一下我们的员工奖励了。

2. revious points">Referring back to previous points

At the beginning of the last quarter, we faced two outstanding issues that had been impacting the company's performance for some time. What were those issues? Well, as you should already know, they were a limited range of marketing channels and our lack of insight into our valued customers' behaviors and preferences. Addressing such issues had to be, and still is, the number one priority in our team's pipeline.

With this in mind, let's proceed to how we strived for solutions to our biggest problems and planted the seeds for growth. First of all, we were able to recognize and cultivate the fertile territory of digital marketing; with the aid of the design and tech teams, we broke new ground with our first ever social media campaign, growing our presence online and really pushing our brand to the people. But why social media? The goal should be obvious: to expand that narrow range of marketing options, which I brought up a few minutes ago.

The effects of this campaign were immediately visible. Umm, what we have here on the screen is the data from the campaign. You can see rapid growth of our followers on social media, reposts of microblogs and shares of our promoted stories even after the campaign had ended. It was an exciting success, and we will continue nurturing these shoots of growth. To recap this part: we experimented with modern marketing channels, exposing us to brand-new markets, and it worked. We're even hoping that this experiment will help shape our marketing strategy long into the future. Just how it will do that is the focus of the next part of my presentation.

So, having examined how we tackled our first issue, I'd like to share how we have addressed our poor understanding of the people who keep us in business, which we were talking about in the beginning.

回指
随着演讲的推进，人们很容易忘记前面已经提到的。你可以通过提醒他们你早些时候所说的来帮助人们了解演讲的要点是如何结合在一起的。

• As you can see, we were influenced by the market, a point that was brought up earlier. 正如你们所看到的，我们被市场影响，这是早些时候提到的一个论点。
• This is connected to my point about customer information, which we were looking at just now. 这连系到我们刚才看的有关客户信息的我的论点。
• It's obvious that we can do better for our customers, which echoes the previous point about our poor sales performance. 很明显，我们能为我们的客户做得更好，这正呼应前面提到的咱们那可怜的销售业绩的论点。

3. Referencing with pronouns

At the beginning of the last quarter, we faced two outstanding issues that had been impacting the company's performance for some time. What were those issues? Well, as you should already know, they were a limited range of marketing channels and our lack of insight into our valued customers’ behaviors and preferences. Addressing such issues had to be, and still is, the number one priority in our team's pipeline.

With this in mind, let's proceed to how we strived for solutions to our biggest problems and planted the seeds for growth. First of all, we were able to recognize and cultivate the fertile territory of digital marketing; with the aid of the design and tech teams, we broke new ground with our first ever social media campaign, growing our presence online and really pushing our brand to the people. But why social media? The goal should be obvious: to expand that narrow range of marketing options, which I brought up few minutes ago.

用代词指代
你可能已经知道，你可以通过使用人称代词如it, they 和 them来避免重复:

• We had several issues with the proposal. They were the high price and high risk. 针对这个提议我们有几个问题。它们是高价格和高风险。

你还可以使用this, that, these 和 those来回指某事。

• Marketing has to be our number one priority. With this in mind … 营销一定是我们的首要任务。考虑到这一点…

你也可以前指来引发兴趣，但是记得澄清你在说的是什么。注意this是如何在它后面的句子中被澄清的：

• OK, this is what we're going to do. We're going to have the company party next week. 好的，这是我们要做的事。我们将要在下周开公司聚会。

另一种你可以指代刚刚所提及的事的方法是使用such:

• Addressing such issues has to be our number one priority. 解决这些问题必须是我们的的首要任务。

• We had many customer complaints this quarter. 这个季度我们有很多客人的投诉。
• It was difficult to deal with such complaints. 处理这样的投诉很难。
• One project, the Killian account, didn't do well. Killian账户那个项目没有做得很好。
• We've had to shut that project down. 我们不得不终止那个项目。
• I'd like to talk about the financial results. 我想来谈一下财务业绩。
• These results are the best we've ever had. 这些是我们得到过的最好的结果。

Module 4 Adding visual support

1. Creating visual aids

视觉辅助工具中的简洁语言
视觉辅助工具方面，可以使用标题，短句和fragments（片段），以节省空间。例如，你可以用不定式来描述计划，目标和行动要点：
Plans for next quarter

• – To review the staff incentive program
• – To implement a staff rewards and discount program
• – To run a staff satisfaction survey

你可以使用动名词来描述持续性活动：
Better working habits

• – Limiting duration of meetings
• – Sending follow-up emails after meetings

你也可以用过去分词来表示成就：
Achievements

• – Reduced overheads on inventory storage by 30%
• – Maintained low refund rate at 2.5%
  如果你使用片段，一直使用它们，确保它们与幻灯片的标题匹配。

2. Proofreading your slides

校对
校对所有你的写作是一个好主意。当你校对时，检查拼写，标点和语法错误。

简洁和一致
视觉辅助工具方面，进行检查以确保你一致地使用文本。确保它们都使用相同的形式和一致的时态：
Company mission

• – Supplying the best service
• – Designing the best products
• – Employing the best staff

检查你的标点符号是否一致。完整的句子使用大写字母和句号。片段不要使用句号。如果你在一个片段中大写第一个字母，大写所有的：
Company mission

• – Supplying the best service
• – Designing the best products
• – Employing the best staff

检查以确保你的整个演示文稿标题使用相同的风格：
Slide 1: To fix last month's issues

• – Put a dedicated team on the project
• – Ran daily meetings to fix the biggest blockers
• – Researched and brainstormed issues as a team

Slide 2: To prevent any problems this month

• – Develop a monitoring system
• – Purchase upgraded software

3. isual aids">Directing attention to visual aids

引导你的观众的注意力
当你想让你的听众特别注意你的视觉辅助工具时，你就可以使用这些表达方式：

• If you could look at the graph, you'll see that we've been doing very well. 如果您能看一下图表，您会发现我们一直做得很好。
• Let me direct your attention to the slides and this graph at the top. 请您看一下幻灯片和上方的这个图表。
• If you direct your eyes to the screen, you'll notice a chart of shopper age groups. 如果您看一下屏幕，您会看到一个购物者年龄组的图表。
• What we have here is a set of survey results. 这里是一组调查结果。

解释一个视觉资料
一旦你将观众的注意力吸引到视觉资料上了，使用这样的表达方式来帮助他们理解信息：

• What this tells us is that we should be doing more to reach younger shoppers. 这告诉我们的是，我们应该做更多的事情，以引起年轻的购物者的注意。
• What we can take from this is that an increasing number of people buy things online. 从这我们可以看出越来越多的人在网上买东西。

• Today, I'd like to talk about our achievements. 今天，我想来谈一下我们的业绩。
• My main point is our success with Crum, Inc. 我重点想要说的就是我们与Crum股份有限公司取得的成功。
• With this in mind, let's look first at problems. 记住这点，让我们先来看一下问题。
• If you can direct your eyes to the graph here. 请注意看一下这里的图表。
• What this tells us is that defect numbers rose. 这告诉我们缺陷的数量增加了。
• If you look at this graph, you'll see the data. 如果你看一下这个图表，你将会看到这些数据。