Page 13 - IMPACT BOOKLET

ORAL STYLE: TELL IT SIMPLY AND POWERFULLY

Avoid the trap: don’t be too institutional

▪ Short sentences

- Brevity is one of the secrets of understanding (journalistic style)
If you have lots of phrases with more than 20 words, start rewriting
Steve Jobs and Bill Gates both participated in the same “key note” in
2007. The average words/sentence was 11 for Steve Jobs and 22 for Bill

Gates

▪ Simple language

- Speak in simple, clear and direct language, free of the jargon and
complexity so common in business language. Only a few syllables
Instead of: “we’re endeavouring to create a more inclusive society”,
prefer: “We’re going to make a country in which no one is left out”
(Roosevelt)

- You’re a native English speaker: think of those who do not master
English as well as you

▪ Powerful words

- Use images, metaphors, exciting words and verbs: they will nourish
your speech with sensations and emotions
Instead of “my first point…”, speak of: “benefit, challenge, secret…”

Instead of “looking for solution…” speak of “digging for gold…”

▪ Presence

- Speak in the present: avoid using the conditional, you will be more
powerful and emotional

- Interact with the audience: rhetorical questions, engage (imagine!…)

- Use positive words: you may be defensive first, then make it offensive
and positive (challenge, success, pleasure…) as in the Go Game

Don’t lose yourself in a wordy labyrinth: get right to the point

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