11 Steps To Presentations

制作演示文稿十一步

by Geetesh Bajaj

• Introduction
• 序言
• Step 1 - Concept
• 第一步：概念
  
• Step 2 - Visualization
• 第二步：代入
  
• Step 3 - Storyboarding
• 第三步：情节简图
  
• Step 4 - Content
• 第四步：内容
  
• Step 5 - Attempt
• 第五步：尝试
  
• Step 6 - Architecture
• 第六步：构建
  
• Step 7 - Navigation
• 第七步：导航
  
• Step 8 - Beta
• 第八步：测试
  
• Step 9 - Overhaul
• 第九步：修改
  
• Step 10 - Fine Tuning
• 第十步：微调
  
• Step 11 - Delivery
• 第十一步：交付
  

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Introduction

导言

No ripples in ponds
No concepts in mind
Yet presentations aplenty

池无涟漪

脑无概念

演讲频繁

No threads around
To string the beads
And the audience is sleepy

字字珠玑

杂乱无章

听者昏然

I can already hear complaints and cries - 'eleven' steps to a presentation - surely that's way too many - after all the wizards get you there with just a few clicks.

我都能听到抱怨和叫喊——演示文稿十一步——这些办法肯定太多了——毕竟你们利用向导做一份也只要点几下鼠标而已。

True, and these presentation wizards do have their uses - for instance, you could be creating an occasional presentation, or you are in a hurry - but then, these presentations have their disadvantages too - they look 'canned', and they don't awaken your (latent) talents. Sure, you are more talented than you think, as you shall soon discover.

诚然，这些演示文稿向导确有其用途——比如，你可以制作一份临时演示文稿，或者你实在是忙——但另一方面，这些演示文稿也有其有害的一面——他们看上去千人一面，他们也不能唤醒你潜在的才能。当然，你比你想象的更有才华，你很快就会发现。

I think it's a case of deciding which way to go - since you have come this far, why not continue for a little longer. You can't swim until you get your presentation feet wet - so let's dampen (definitely not the spirits!) them straightaway! Jump in - now's the time.

我认为决定选择哪条路走，这是一个问题——既然你已经走了这么远，为什么不继续走得更远呢。你不下水就学不会游泳——因此让我们直截了当地跳下水（请不要照字面理解！）！跳——就现在！

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Step 1 - Concept

第一步：概念

Never attempt a presentation without a concept - it's that simple.

决不要在没有概念的情况下去做演示文稿——就这么简单。

Backtrack and go to from wherever you came. Alternatively, elaborate your concept, exchange ideas, look a little further with your own and other people's perspectives. Take a note book (loose papers often get lost!) and jot down your ideas before you forget them. By this time, if you have enough ideas to layer the whole world with knowledge, it would be a good idea to decide what's your framework? - what are your limits?

回到最开始出发的地方。另外，详细说明你的概念，交换意见，对于你自己和别人的观点眼光要放远一点。准备一个笔记本（零散几张纸很容易丢失！）在你忘掉灵感以前将其速记下来。到那时，如果你有足够的思路使用知识布局整个世界，决定你的框架是什么，你的局限是什么，这会是一个好的思路。

Let me explain to make it easier - open any window and look beyond and write - about whatever you see - it's a paradox, no limits to whatever you're writing about, but you are still limited by what the window chooses not to reveal - after all there are no 360 degree views here! The window frames act as a framework to your story. In the same way, limit your concept to whatever is relevant to your presentation.

让我将其解释的更简单一些——打开一扇窗户，向外看，并写下你看到的任何东西——这很矛盾，没有限制你写什么，但是你仍然受到所选窗户没有显示出来的限制——毕竟这里没有360度全视角！这个窗框就像你故事的框架。同样，将你的概念限制在与你演示报告相关联上。

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Step 2 - Visualization

第二步：代入

You may not be a movie director or editor, but your presentation still needs a story. Go with your ideas to a calm place, close your eyes and just concentrate - try visualizing an audience - what they like and whatever they don't. Now imagine the theme of your presentation - visualize how you would present it as a story, how the show would start, continue and end. The beginning and the end of any presentation is equally important as the body - so try to weave your start and finish sequences with a little more impact.

你可能不是电影导演或者编剧，但是你的演示文稿同样需要一个故事。带着你的思路，找一个安静地方，闭上眼睛，集中精神——尝试把自己当成一名观众——他们喜欢什么，不喜欢什么。现在想像你演示文稿的风格主题——想像你如何呈现一个故事，如何开始这次演示，如何继续，如何结束。任何演示报告的开始和结束，都和正题同等重要——所以，尽量让你的开始部分和结束部分，多一点冲击力。

Think about color combinations, animations, transitions and above all continuity. Read more about color combinations here.

思考色彩搭配、动画、切换，以及所有这些的连续性。在这里阅读更多色彩搭配的资料。

Try creating a story - a story here does not mean a human story - it means an end that has a beginning and a subject matter that is the central theme of your presentation. Be sure that it is interesting for your audience - just because it seems very good to you does not automatically relate similarly in the audience's viewpoint. Above all, respect their time - don't waste this precious resource when it can be conserved.

试着创作一个故事——故事并不代表着成人故事——这意味着有始有终有主题，这主题也是你演示文稿的中心主题。确保这对你的观众很有趣——仅仅因为它对你而言似乎很好，并不会自动的从观众视角得到类似答案。以上所有，尊重他们的时间——不要浪费宝贵的资源，能节约就节约。

Note down your ideas - take them further with your thought processes - if you think this discussion is a lot of thin air - then I won't blame you although I will still say that you are not losing anything by giving this method a try. Concentrate on creating continuity and keep writing notes - the only part here you can omit is to close your eyes - but only if it does not deter your concentration.

写下你的思路——将来在你的思考过程中会用到——如果你认为这种讨论无意义的话，当然我不会责怪你，虽然我仍然会坚持说，你尝试这种办法不会有任何损失。集中精神到持续性的创作，以及坚持记笔记——这里你唯一可以省略的是闭上眼睛——但是只有在它不妨碍你集中精神的情况下。

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Step 3 - Storyboarding

You can download storyboard templates from the Internet or create your own in a word processor - print a fair amount of them to make a thin pad which you can staple and keep ready whenever you need. You can download a sample template here in Adobe? Acrobat? format - you will need the free Acrobat? Reader to view and print it - if it's not installed on your system, you can download it from the Adobe? website.

你可以从互联网上下载情节简图模板，或者用字处理软件创建你自己的——打印相当数量的模板，装订起来制作一个小便笺本，随身带着，以备不时之需。你可以从这里下载一份简单的PDF格式模板——你可能需要安装PDF阅读工具来浏览及打印它——如果你的系统中还没有安装的话，你可以从这里下载。

Now, make rough sketches in the rectangular slide representations and jot down your notes in the empty space next to it. Repeat for every slide.

现在，在矩形的幻灯片方框中画出框架草图，在旁边的空白区域速记下你的笔记。如此完成每一幅幻灯片。

If you want to read a more detailed article on storyboarding you can go to Indezine's Presentation Storyboarding page.

如果你想阅读更多有关情节简图的细节相关文章，你可以去这里。

There's a great storyboarding program called Springboard, which is freeware for personal use - the only problem is that it is almost useless without a pen or tablet - if you're going to use it with a mouse, I doubt how far can you get with it. It allows you to save your storyboards, as well as export them to a few graphic formats and HTML as well.

这里有一个非常优秀的情节简图软件，叫做Springboard，这是一个个人免费软件，唯一的问题是必须使用笔和手写板，如果你打算使用鼠标，我不知道你能用多久。它允许你保存你的故事情节，还可以将其导出为一些图片格式和网页。

Here's an update (added August 2003*):Another alternative is Microsoft's Tablet PC platform - it's probably the best thing for any type of storyboarding - the platform's inherent 'ink' features can even allow Microsoft Word to function as an excellent storyboard. And that's really ideal, since you can create instant presentations from Word outlines!

更新（2003年八月）：另一个选择是微软的平板电脑平台——这可能是制作各类情节简图做好的东西了，此平台固有的墨水特点甚至可以允许微软Word成为一个优秀的情节简图板。真是个理想的工具，因为你可以利用Word大纲制作实时演示文稿！

Another update (added June 2004*):I've been reading this book called Real World Digital Video- and it has a great chapter on video storyboarding. It's amazing how much similar presentation storyboarding can be to video storyboarding.

再次更新（2004年六月）：我一直在读《真实的世界数码视频》这本书，它有一章谈到视频情节简图，非常好。演示文稿情节简图与视频情节简图有着惊人的类似。

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Step 4 - Content

第四步：内容

Create or collect the content. Content includes text, font, charts, pictures, music, video, graphs, etc.
创建或收集内容。内容包括文字、字体、图表、相片、音乐、视频、图片等。

Let's consider text first - although text is the most important part of any presentation, try to keep it in small doses - use direct speech, bullets, concise information, etc. Create the text outlines in a word processor - make sure that the progression of slides has a flow to it.
让我们先来考虑文字——虽然文字是所有演示文稿最重要的部分，试着尽量少用，多用直接的语言、列表、简明扼要的信息等等。在一个文字处理软件中创建文本大纲，确保幻灯片是跟着大纲走的。

Now, about slide backgrounds - how they reflect on projectors or monitors - about colour combinations and corporate identities. Avoid fluorescent and very bright coloured backgrounds. Consider the type of graphs, charts and flow diagrams you require. Double-check all the figures and statistics before you create them and be sure to use colours that would suit the overall theme of your presentation.
现在是幻灯片背景——他们是如何在投影仪或者显示器上影响色彩搭配和公司形象的。避免荧光和非常亮的彩色背景。考虑你所需要的图形、图表和流程图的类型。在使用之前反复检查所有插图和数据，一定要使用与演示文稿整体风格相统一的颜色。

Consider if text is readable on-screen. I usually prefer either black or white text, since both these colours look neutral. Sometimes, you may end up with backgrounds against which neither black nor white text is readable. Avoid such backgrounds - if it is unavoidable, try using gray or muted coloured shadows, or use a solid or semi-transparent rectangle behind the text. Also, blue (or yellow on dark backgrounds) text looks good on certain occasions - although never use red or orange text unless you want to highlight something.
考虑文本在屏幕上是否可读。我通常比较喜欢白色或者黑色文字，因为这些颜色看上去相当中性。有时候，你最终可能会因为背景导致黑色或白色文字不可读。要避免这样的背景，如果不能避免，尝试使用灰色或者淡色阴影，或者在文字后面放置实心的或半透明的矩形方框。同样，在某些情况下，蓝色（或者在黑背景下的黄色）文字看上去很好——尽量不要使用红色或者橙色文字，除非你想突出显示某些文字。

Now, work on the other visual elements - illustrations, pictures, etc. Simple illustrations can be created in the presentation program itself - although you could extend this with readymade clipart and stock photos. A word of caution here - be sure that everything you use is free of copyright restrictions. Lots of copyright free collections are available on CD ROMs - be sure to read between the lines of the license agreements of such collections. Many free and paid online resources are available from where you can download copyright free art. Last but not the least, take a good look at dingbat fonts - many of these are freeware and have excellent line art, which can be imported into a drawing program - where it can be ungrouped, edited and recoloured - and then exported as a vector graphic or a bitmap image.
现在来看其他视觉元素——插图、图片等。演示文稿程序本身就可以创建简单插图——虽然你可能会使用现成的剪贴画和商业照片来扩展它。这里给你一句忠告——确保你所使用的每一样东西都是没有版权限制。许多光盘上有大量免费版权的资源集合——确保你认真阅读了这些集合的授权许可的每一行文字。在你可以下载自由版权艺术作品的地方，有许多免费和付费在线资源可用。最后也是最重要的，这些都可以导入绘图程序，在这里可以打散、编辑以及重新上色，然后导出为矢量图或者位图。

One often overlooked idea is to use scanners and digital cameras - most of us already have them. On one instance, a simple solution to my design woes was to scan leaves directly from a flatbed scanner. Digital cameras make things even more easier!
一个经常被忽略的思路是使用扫描仪和数码相机——我们大多数人都有这两样。举例来说，我的设计灾难的一个简单解决办法是直接使用扁平扫描仪扫描树叶。数码相机让事情更加轻松！

Now, let's consider sound and video - exactly in that order!
现在，让我们考虑声音和视频——就是按照这个顺序！

When we talk about sound, we are speaking about a start-to-finish loopable background score. Other sounds, like those associated with transitions, objects or events are discussed later.
当我们谈及声音，我们说的是从头到尾都可以循环的背景配乐。其他声音，比如与转换效果、其他物件或事件相关的，稍后再讨论。

So, what's sound? It is the difference between a successful and a failed presentation! Maybe, that's a slight exaggeration - but it's not a broad observation either, when you consider that ill-matched sounds can spoil an otherwise immaculate and killer presentation. In the same way, a well matched audio stream can enliven the whole affair! Be aware, that the sound does not have to be similar to the latest pop hit, nor does it have to be as melodious as a lullaby putting your audience to sleep! Keep in mind that the music must allow your audience to concentrate - I would suggest 'New Age' music. Lots of Indian instrumental (or other Asian) music also helps concentration. I usually import 'loops' of Indian and New Age music into a new genre of musical track programs like eJay? or Magix? and create custom background scores. Again, be sure that your scores, loops and compilations are copyright free.
那么，声音是什么？声音就是成功的演示文稿和失败者之间的区别！也许，这稍微有点夸张，但是，当你考虑到不匹配的声音会破坏一个完美的、杀手级别的演示文稿的话，这就不是一个粗略的结论。同样，一个匹配良好的音频流，可以使整个作品充满活力！要知道，声音不一定要像最新的流行歌曲，或者一定要像催眠曲一样轻柔，令观众入睡！请记住，音乐一定要让你的观众集中注意力——我会推荐新世纪音乐。许多印度（或者其他亚洲）器乐也有助于集中精神。我一般循环导入印度和新世纪音乐到一条新的音乐流派音轨程序，比如eJay或者Maqix，然后创建定制的背景配乐。再一次，确保你的配乐、循环和编辑都没有版权限制。

Programs like SmartSound? simplify things even further - a set of dialog boxes give you a series of choices and create a custom musical score based on your selections.
像SmartSound程序甚至更进一步简化了这些事情，一组对话框为你提供一些列选择，然后基于你的选择创建一条定制的配乐。

At times, especially when there is a live presenter, sound can be a nuisance - thankfully, setting your volume bar to mute can resolve this problem.

有时候，特别是当有一个活生生的报告人，声音可能是一种干扰——值得庆幸的是，可以设置音量到静音来解决这个问题。

Event sounds are a genre apart from background scores - activated by clicks, transitions or actions. It's best to avoid them altogether - unless it is unavoidable or integral to your production. I think it hampers concentration, but then, that's my opinion - not necessarily yours.

事件声音，是除了背景配乐以外的声音类型，由点击、转换或者动作激活。最好避免他们一起出现，除非无法避免，或者是你作品的必需部分。我认为这会妨碍注意力，但是，这是我的意见，不一定是你的。

Narration is the third genre of sounds used in a presentation - unless you have a professional set-up or studio, this task is left best to professional recording studios - enquire rates by the hour and ask about the facilities available. If your studio can deliver the narration recordings by Audio CD, it would simplify your job further. Just get the different narration segments recorded as separate CD tracks.

旁白，是用于演示文稿的第三种声音类型。除非你有专业设备或工作室，否则这个任务最好交给专业录音棚——按小时收取咨询费并询问可用设备。如果你的工作室能够提供CD音轨的旁白录音，这将进一步简化你的工作。将不同的旁白片段录制成不同的CD音轨。

Video can be classified as of two types. One is of a person speaking about something - be sure that the speech volume is higher than that of your background score - or if it would be possible for you to stop your background score temporarily. Here, there can be problems: not all presentation programs and/or sound cards allow two simultaneous audio streams, so you may have to settle for a single stream. Again, what runs great in your system may not run that well on another delivery system.

视频可以分为两种类型。一种是某个人在谈论某事物——确保讲话音量大于你的背景配乐，或者是否可以暂时停止背景配乐。这里可能会有问题：不是所有演示文稿程序，或者声卡，允许同时处理两道音频流，因此你可能要将其处理成单一的音频流。再次强调，在你的系统中运行很好，并不一定在别的演讲系统中也能运行很好。

The second type of video encompasses everything else - an animation, a film cut, digitally recorded video, etc. Open it in a video editing program like Adobe? Premiere?,Ulead? MediaStudio? Pro, Ulead? VideoStudio?, etc. and delete the audio track (if required) - then, let it play synchronized with your background score.

第二类型的视频包含了其他一切——动画片、影片片段，数码录影，等等。使用视频编辑程序如Abode Premiere、Ulead Media Studio Pro、Ulead Video Studio 等打开它，删除音轨（如果需要的话），然后，让它于你的背景配乐同步播放。

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Step 5 - Attempt

第五步：尝试

An 'attempt' is to place all your content in the presentation in a linear way - we'll talk about interactivity later. Once all your stuff is laid out, you'll be able to obtain a 'rough-cut' of your presentation. You can try out builds and transitions and ascertain which looks or works the best. Set out manual or automatic timings - edit the contents if they don't seem proper or lack flow. Now's the time to scrap out the 'un-required' and input new content. Again, and again...!

尝试，就是将你所有内容以线性方式放入演示文稿，我们后边再谈交互。一旦所有东西都摆好了，你就可以得到一份演示文稿的粗稿。你可以尝试不同的版本和过渡效果，找到外观和结构都最好的。手工演示或者自动定时演示，如果内容不正确或者缺乏流动，就编辑内容。现在，是时候抛弃不必要的内容，添加新内容。反复，不断反复……！

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Step 6 - Architecture

第六步：构建

Decide where you need new slides, or if the presentation needs a thorough reorganization. Maybe, you need to delete parts of the presentation.
决定需要在哪里插入一张新幻灯片，或者演示文稿是否需要彻底重新组织。也许，你需要删除一部分演示文稿。

If a single slide looks too cluttered, delve into the possibilities of splitting the content into two or more slides.
如果某一张幻灯片看上去过于凌乱，深究将此幻灯片分裂成多张幻灯片的可能性。

Check the readability of your text - try playing with the size, strength, colours and shadows - view from close quarters and from various distances. Also, maintain uniform text styles and sizes across slides. Avoid using more than two font styles in the whole slide show - this of course, does not include dingbat fonts!
检查文字的可读性。试着调整字号、粗细、颜色和阴影，分别从近距离和各种不同距离进行观察。同时，在不同的幻灯片之间坚持统一的文本样式和大小。在整个演示文稿中避免使用两种以上的字体样式，这当然不包括装饰性的图标字体。

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Step 7 - Navigation

第七步：导航

Interactivity is expected nowadays - it is specially attractive considering the fact that you can combine it with a linear presentation.

如今特别兴互动——考虑到你可以将其与一线性演示文稿结合，而具有特别的吸引力。

A navigation structure is rarely required for a linear presentation - since all presentation programs have shortcut keys to proceed to the next or previous slides, or to start the entire presentation from the beginning. On the Windows platform, most of these options are available by a right-click of the mouse during a showing. However, adding interactivity takes so little effort that there seems little justification in avoiding it. In real terms, this means that clicking an object or text onscreen will activate a link to another part of the presentation or elsewhere.

一个线性演示文稿很少需要导航结构——因为所有演示文稿程序都有快捷键，以便跳转到上一页或下一页，或者从头开始演示文稿。在Windows平台，都可以通过在幻灯片上右击鼠标来实现这些大部分功能。然而，添加互动根本不费什么力，似乎没有理由不去做。实际上，这意味着，点击屏幕上的一个物件或者文本，将激活一个链接，跳到演示文稿的另一部分，甚至其他地方。

I always incorporate a few hidden links for my clients - the logos on each page always hyperlink to the start of the presentation - this usually is slide no 5 or 6 in my case, since I use the earlier slides as a 'multimedia build' to begin the showing.

我总是为我的客户加入几个隐藏链接——每一页的徽标总是链接到演示文稿的开头，这在我的案例中通常不是第五页就是第六页，因为我使用前面的页面作为开始演示的“多媒体版本”。

If you require a whole-lot-more of interactivity, then you are using the 'wrong' software - you need to understand the limitations of presentation software and take a good look at multimedia software like Director, ToolBook, Dazzler, Illuminatus, etc.

如果你需要充分的互动，那么你就不应该用这款软件——你需要弄清楚这款演示文稿软件的限制，再去好好看看多媒体软件，比如Director、ToolBook、Dazzler、Illuminatus等。

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Step 8 - Beta

第八步：测试

At this stage, your end user should have a chance to view the presentation. Be present, by all means for the viewing, if this means there are no more than two other people representing the client. If the number is any greater, make yourself scarce and ask them to get back to you with their feedback.

在这一阶段，你的最终用户应该有机会看到演示文稿。如果现场只有一两名客户的话，让他们亲自上阵，尽一切办法观察。如果人数比较多的话，你就不要露面，要求他们将反馈拿给你。

Analyse and study this feedback - keep an open mind and don't shy away from experimenting and trying out new ideas - if there is something you can assimilate from the feedback, put those thoughts into action without remorse. Learning is an experience which never ends.

分析并研究这些反馈——保持开放的心灵，不要怯于尝试和探索新想法——如果反馈中有什么东西是你可以利用的，要毫不犹豫地去行动。学习是一种永无止境的体验。

---

Step 9 - Overhaul

第九步：修改

This is your 'final' chance to lay out your presentation again. Play the presentation and view it with the eye of a critic. Be very particular about the flow of the storyline - let it not be abrupt - unless that's part of your story!
这是你布局演示文稿的最后机会。播放演示文稿，以吹毛求疵的眼光观察它。特别是要注意故事情节的发展——不要显得突兀——除非这是故事的一部分！

Consider these:

考虑这些：

• Is the background score suitable to the theme and subject of the presentation.
• 背景配乐与主题以及演示报告的题目，是否相适应。
  
• Does the beginning of your presentation lack tempo or fail to build enthusiasm.
• 演示文稿的开始，是否缺乏节奏，或者无法点燃激情。
  
• Does the remainder of the presentation live up to the expectations created by the beginning.
• 演示文稿的余下部分，是否达到一开始的预期。
  
• Does the entire theme of the presentation fulfill the ethos of your audience.
• 整个演示文稿的主题，是否迎合了观众的气质。
  
• Does the end leave an impact with the audience - does it look like a 'happy ending' or does it seem like an incomplete story.
• 结束，是否为观众留下了深刻影响——它是否看上去像大团圆结局，或者看上去像一个不完整的故事。

At this stage, consider a mock-up with the speaker of the presentation to find out their comfort and confidence level.

在这个阶段，考虑模拟演示报告的演说人，了解其轻松和信息的程度。

Also, remember this golden rule - always discourage the client from exaggerating their abilities - if someone from the audience can prove some claim wrong, it can be the cause of failure of a great presentation.

同时，记住这条金科玉律——始终不要向客户夸大他们的能力——如果某位观众能够证明某条声明是错误的，这会导致一次出色演示报告的失败。

---

Step 10 - Fine Tuning

第十步：微调

Fine tune the last loose threads of the presentation - check up the spelling and grammar, try to make shorter sentences with more impact. If a slide contains too much matter, try dividing it across slides.

微调演示文稿最后的瑕疵——检查拼写和语法，为了造成更大影响而尝试使用短句。如果幻灯片包含太多东西，试着分成多幅幻灯片。

Check your interactivity and make sure if all links work. If you need to burn a CD ROM, you can do a test run with a CD Rewritable - since these can be erased and rewritten until you get a perfect copy.

检查互动，确保所有链接都正常工作。如果你需要刻录光盘，你可以先用擦写光盘做测试——因为他们可以擦写，知道你得到一份完美的拷贝。

---

Step 11 - Delivery

第十一步：交付

Write a 'Readme' file to place in the root of the delivery medium. In this document, include instructions to run this CD; if you are copying a runtime version of your presentation software on the CD - do explain everything in an easy, yet detailed style.

在交付的媒体根目录中放置一份自述文件。在这个文件中，包含运行此光盘的指令。如果你在光盘中复制了演示文稿软件的运行库，解释起来就会很轻松，但仍然需要详细的风格。

Check to see if all the video, audio and font files are included on the CD. Once all the stuff is perfectly replicated on a CD ROM, Zip Drive or floppy (?), create copies as required and deliver to the client against a certification of completion.

检查是否所有的视频、音频和字体文件都包含在光盘上。一旦所有内容都已经完整复制在光盘、优盘当中，如约创建副本并交付给客户，即行完成。

Of course, you can take your presentations a lot more further - keep checking this site for more ideas!

当然，你可以进一步处理你的演示文稿——请时刻关注本网站了解更多思路！

*The original article was authored sometime in 2001.

本文原作于2001年某时。

http://www.indezine.com/ideas/11step2.html

10 techniques to improve your presentations

改进演示报告的十项技术

By Kevin Lerner, Exec. Director of The Presentation Team

1. Use humor in your presentation! Laugher helps to keep your audience more alert, involved, and inspired. For best results, use humor from your own life experiences…not from canned jokes or one-liners.
2. 在演示报告中使用风趣！笑声可以让你的观众更加活跃、投入，更加有灵感。为了获得最佳效果，使用来自你自身经验的风趣……不要使用罐装笑话或俏皮话。
   
3. Keep your visuals moving. Don't stay on the same slide for more than 60 seconds. If you have a bulleted list, provide more breathing space and create more momentum by splitting the points over several slides.
4. 让你的视觉效果动起来。不要在同一张幻灯片上停留超过60秒钟。如果你有一份列表项，通过将观点分散到多张幻灯片中，为观众提供更多呼吸空间，创造更多动力。
   
5. Resist the urge to tinker with PowerPoint before your main content is developed. PowerPoint is fun to work with, but can eat up valuable work time. Focus on your content first by developing an outline or script to support your topic.
6. 在完成主要内容之前，要抵制住做美化的冲动。利用PowerPoint进行工作很有趣，但是它也能消耗掉你宝贵时间。优先关注内容，制作出大纲或者剧本来支持你的主题。
   
7. Rehearse and be prepared. Check spelling. Practice using your visuals. Know your content well enough to carry on should the computer crash!
8. 排练与准备。检查拼写。利用你的视觉效果进行练习。充分了解你的内容，以便在计算机崩溃的时候能够继续！
   
9. Dress up and look confident. A great amount of what is communicated in a presentation is actually conveyed non-verbally. The clothes you wear and the gestures you use all have an impact on how your message comes across.
10. 精心打扮，信心饱满。演示报告中传播的大多数信息并非都是通过口头传递的。衣着和手势对于你的信息如何让人印象深刻都有影响。
    
11. Think of your presentation as a theatrical performance. Audience interaction, a compelling intro and memorable conclusion, and frequent eye-contact can help fine-tune your talk.
12. 将你的演示报告想像成一出文艺演出。观众的互动，令人信服的介绍，难忘的结论，以及频繁的眼神接触，都可以帮助微调你的谈话。
    
13. Be conservative and consistent with your visuals. Design for your audience. Just because PowerPoint has lots of fun effects, fonts, and transitions doesn't mean they all need to be used in your show.
14. 视觉效果稳健而统一。为观众设计。PowerPoint有非常多好玩的动画效果、字体和转换效果，并不意味着他们必须全都用在你的演示文稿中。
    
15. Use high-impact graphics in your presentation rather than clip-art to project the most professional image. Several suppliers of presentation templates and graphics are online at http://www.presentationteam.com/Products/Graphics/Templates.
    
16. 在演示文稿中使用高影响力的图片，而非剪贴图片，来展示最专业的图像。这个网址有几个演示文稿模板和图片在线供应商。
    
17. Incorporate multimedia! Music, video, and animations (all with appropriate rights clearance) can all help make your message more memorable. Beware…multimedia clips may not play correctly on all PCs.
18. 整合多媒体！音乐、视频和动画（都要得到适当的授权许可）都可以帮助你的信息更加让人记忆深刻。小心……多媒体片段不见得在所有计算机上都能正确播放的。
    
19. Use a cordless mouse/laser pointer. These nifty controllers un-tether you from the computer and get you into the audience…where good presenters belong. One top performer is the RF presenter, which works from over 100 feet away and includes a laser pointer. Details at http://www.presentationteam.com/Products/Equipment/Wireless/PowerPresenter.
    
20. 使用无线鼠标/激光教鞭。这些漂亮的控制器将你从计算机跟前释放出来，让你走进观众……这里才是报告人的好归属。其中表现最好的是射频演示器，工作范围超过三十米，并且带一个激光教鞭。详情见网址。
    

http://www.presentationteam.com/News/Tips/PresStrategies/Lerner/ImprovePres.php

What to Do when you're Stuck in Neutral

当你陷入平庸该怎么办？

By Beverly Cohen, Communications Specialist

The annual report is due. The monthly budget has to be presented again. The sales projection statistics are worse than ever. Another dull boring project, and you have to present it. You just can't seem to get started. You keep putting it off because the material doesn't excite you. What do you do to move forward with a project that is inherently dull, drab and boring? How do you get out of neutral and move into forward gear?

年度报告即将开始。即将再次提交月财政预算。销售预测的数据比以往任何时候都要糟糕。另一个无聊沉闷的项目，必须有你来展示。你偏偏又似乎无法开始。你一直搁置是因为素材不能吸引你。当你面对一个本来就无聊、单调、沉闷的项目时，该如何做才能向前迈进？你该如何摆脱平庸，步入高速？

Spice up your attitude, your material and your performance by using the GEAR shift method.

使用齿轮变速方式，为你的报告、你的素材和你的表现加料。

Get started. Organize your workload. If the project is large, and your deadline in not immediate, do a little bit at a time. Break the job into manageable pieces. Do a portion each day, preferably first thing in the morning.

开始。组织你的工作量。如果项目太大，而期限又不是很紧，一次做一点。将任务分解成可管理的小片段。每天做一部分，最好安排在早上第一件事。

Enthuse yourself and your audience with energy, positive attitude, and humor. If it's boring to you, it will be boring to others. Make it exciting to you, and chances are your audience will get excited, too. Do the unexpected. Is the room always set up the same way? Do you always stand in the same place? Break the pattern. Plan to be different. It will keep you on your toes and your audience awake.

利用活力、积极的态度以及风趣激活你自己和你的观众。如果它对你很沉闷，它对别人亦如是。让它变得对你有意思，也就有机会让你的观众因它而激动。处理意外。房间始终以同样的方式布置？你始终站在同样的位置？打破常规。这会让你保持警惕，让你的观众不打瞌睡。

Accelerate your pace with your voice and your body. Keep your tempo snappy. Avoid monotone mumble. The eyes of the audience follow movement, whether it's you or your visuals. Change your visuals and your location about every 45 seconds.

用你的声音和肢体语言加速你的步伐。节奏保持快速。避免单调而含糊。观众的眼睛紧跟活动物体，而不论是你还是你的视觉效果。每隔四十五秒，改变一下你的视觉效果和你的位置。

Reassess your materials. Make your visuals exciting. Add color, graphics, or cartoons. Personalize them by including photos of people in the audience. Keep your audience involved. Don't mock or minimize the importance of the facts. The material you're presenting is serious, but you don't have to be.

重新评估你的材料。让你的视觉效果令人振奋。添加颜色、图片或者动画。通过添加观众照片来个性化素材。让观众参与。不要轻视或者缩小事实的重要性。你提供的素材很重要，但更重要的是你本人。

Put your presentation in GEAR and get out of Neutral. Get going with enthusiasm, acceleration and creative reassessment of your material and you'll transform a humdrum attitude into a humdinger presentation.

让你的演示报告开足马力，摆脱平庸。利用积极性、加速和对素材的创造性重新评估，开始报告，你就能将单调乏味的报告转变成极其出色的演出。

"Apathy can only be overcome by enthusiasm."

"冷漠只能由热情来融化。"

Arnold Toynbee

童必诺

http://www.presentationteam.com/News/Tips/SpeakingTips/Cohen/Neutral.php

Web 2.0 Backpack: Web Apps for Students

Web2.0必备工具：学生使用的web应用

Written by Josh Catone / June 22, 2007 2:29 PM / 60 Comments

Earlier today, Richard took a look at the state of e-learning 2.0, which got me to thinking about how school might be different if I were in college today because of the influx of new Web 2.0 apps aimed and students. I went to a school that utilized a Virtual Learning Environment called WebCT (since absorbed by the Blackboard company), and it really wasn't very fun to use. Note taking meant writing on paper, study groups meant face-to-face meetings, and if you were struggling through Shakespeare, your best bet was to turn to the library, not the Internet.

今天早些时候，理查德关注elearning2.0的状态，这让我深入思考，如果我今天在在一所大学里的话，由于大量新的Web2.0程序和学生的涌入，学校会有多么不同。我利用一种称为WebCT （从被Blackboard公司合并以后）的虚拟学习环境，到过一所学校，实际上这并不好用。记笔记意味着写在纸上，学习小组意味着面对面的聚会，并且如果你要通过古代文学，你最好的办法是去图书馆，而不是互联网。

When I was in college most of the tools in this round up didn't exist. It was truly the dark ages of education! Well, okay, it was a just a few years ago, but just in this decade, and especially in the last few years, a handful of tools to make school life easier have appeared. What follows is the set of web tools I would put in my backpack were I headed back to school tomorrow.

我在大学时候使用的大多数工具如今都已不再存在。这真是教育的黑暗年代！是的，好吧，只是几年以前，但是在最近一个年代，特别是在最近几年，出现了少数几样工具，使得学校生活更加轻松。当我明天返回学校的时候我会带上下面这些网络工具。

Office Replacements

Office替代工具

There's no software package I used more in college (or today, for that matter) than Microsoft Office. But who wants to plunk down $150 on office software? You're in college, after all, and I'm sure you can think of better uses for your cash. 5 years ago the alternative was Sun's OpenOffice.org suite, Corel's Wordperfect (still not free), or a handful of even less developed offline tools. But now there are a large number of impressive web apps that can handle your academic needs. The cream of the crop are below.

在学校的时候（以及现在，对于这些事情），没有什么软件比微软办公系统用的更多了。但是谁愿意为办公软件掏出150美刀呢？毕竟，你还在读书，你可以肯定你会仔细考虑怎么更好的花掉每一分钱。五年以前，替代软件是升阳公司的OOo套件，Corel的Wordperfect（一直没有免费），更不必说少数几款甚至不成熟的离线工具。但是现在有了很多令人叹为观止的网络应用程序，可以满足你的学术需要。其中几款最优秀的程序如下：

• Google Docs & Spreadsheets - One of the more developed online office tools, Google only offers a word processor and spreadsheet, though there have long been rumors of a presentation tool (and recent acquisitions by the company would suggest that they are likely true).
• Google Docs：一款相当成熟的在线办公工具，Google提供了一款字处理器、一款电子表格，和一款演示文稿工具，虽然长久以来一直传闻有一个演示文稿工具（最近该公司的收购可能会让传说成真）【译者按：实际上演示文稿工具已经可以使用】。
  
• Zoho Office Suite - Zoho is one of the most complete online office suites, offering more tools than you'll even find in Microsoft Office's student and teacher version.
• Zoho办公套件：Zoho是最复杂的在线办公套件之一，提供的工具远比你在微软办公软件学生版和教师版中所能找到的要多。
  
• gOFFICE - No frills gOFFICE has a very familiar look and feel.
• gOffice：干净利索的gOffice拥有熟悉的界面和感觉。
  
• ThinkFree - ThinkFree can replace Word, Excel, and Powerpoint with its suite of online apps, and they offer downloadable versions of their software as well.
• ThinkFree：ThinkFree在线程序套件可以替代Word、Excel和PowerPoint，并且也提供软件的下载版本。
  
• EditGrid - EditGrid only does spreadsheets, but does them very well.
• EditGrid：仅仅实现电子表格，但是实现的非常好。
  

Notetaking

笔记工具

More and more students are bringing laptops to class. Owning a laptop is a requirement for all first-year undergraduates at the University of Denver, for example. The proliferation of portable computers means that note taking doesn't have to happen with a pad and pen. The following web apps will help you take and organize your notes.

越来越多的学生将比点带进教室。举个例子，拥有一台笔电，是丹佛大学所有本科一年级新生所必需的。便携计算机的不断增加，意味着记笔记不再需要笔和纸。以下网络程序能帮助你记笔记、整理笔记。

• NoteMesh
• ShortText
• Yahoo! Notepad
• YourDraft
• Stickies
• NoteTango
• JotCloud
• NoteCentric

Mind Mapping

思维脑图工具

Now you have your notes, you need to put them together. The following mind mapping/flow charting tools will help you get your thoughts in order so you can go from raw notes to polished dissertation.

你有了笔记之后，你需要将其整合在一起。以下思维脑图工具/图例工具将帮助你整理思路，这样你可以将原始笔记变成优美的论文。

• Thinkature
• MindMeisterv
• Gliffy
• Kayuda
• Bubbl.us
• Mindomo
• Flowchart.com
• Comapping
• Mind42

Studying

学习工具

So you've got your notes, and you have them all mapped out and organized, but you still need to fill in some blanks. There are a number of online study aids that exist to help you find the answers you need.

虽然你已经有了笔记，并且都已经整理好，但是你仍然需要填充一些空白。这里有一些在线学习辅助工具，可以帮助你找到答案。

• Wikipedia - Wikipedia should probably never be used for serious academic research, but it is a great "jumping off point." I often use Wikipedia to get quick background info on unfamiliar subjects and point me in the right direction for more in depth study.
• 维基百科：维基百科基本上不会用于严肃的学术研究，但它是一个很好的出发点。我常常使用维基百科快速获得一些陌生课题和观点的背景知识，一边在正确的方向上更深入的研究。【译者按：在国内，可以使用维基百科英文版和百度百科】
  
• Yahoo! Answers - When searching the web fails, someone on Yahoo! Answers may be able to show you were to find the information you're after.
• 雅虎知识堂：在你搜索网页失败的时候，雅虎知识堂的某人可能会向你展示接下来去哪儿找到目标信息。【在国内同类软件还有新浪的iAsk和百度知道】
  
• AnswerU - AnswerU is like Yahoo! Answers for college, sadly not the most academic of sites, but you could certainly try your luck.
• AnswerU 类似于雅虎知识堂，针对高校，可惜不够学术，但是你可以去试试运气。
  
• SparkNotes - SparkNotes are (mostly) free, online CliffsNotes for a large number of books. They also do test prep, mathematics, science and a number of other subjects. Of course they can't really substitute for actually reading a book, but they can help you if you're having trouble figuring out Emily Bronte. (And it turns out that many CliffsNotes are now online for free as well!)
• SparkNotes 是针对大量书籍的免费（基本上），在线的 CliffsNotes 。他们也做考试准备、数学、科学，和大量其他课题。当然，他们不能真的取代阅读书籍，但是如果你搞不清楚艾米莉博朗黛，他们可以帮助你。（它导致现在许多CliffsNotes资料也都免费上线！）
  
• Google News - Google News, especially with their new archive search, can be an invaluable research tool if you're researching a recent historical or current event.
• 谷歌新闻：谷歌新闻，尤其是利用他们的存档搜索，可以作为一个宝贵的研究工具，如果你研究当代历史或者当代时间的话。
  
• College-Cram.com - Free online study guides for science, math, language, and business topics.
• College-Cram：免费在线研究向导，涉及科学、数学、语言和商业主题。
  
• Tutorlinker.com - When all else fails, hire a tutor.
• Tutorlinker：当上面都失败的话，聘请导师。
  

Bookmarking

书签工具

With all that online studying you need a way to keep track of what you've read. Online bookmarking tools are a great way to do just that.

所有在线学习，都需要一种办法跟踪你读过的资料。在线书签工具就是能做到这一点的好办法。

• del.icio.us - There are a large number of social bookmarking apps, but del.icio.us is king among them. If you don't like it, try Furl, Ma.gnolia, or Blinklist.
• 美味书签：有大量社会化书签程序，但是唯美书签是其中的望王者。如果你不喜欢他，可以去试试这些。
  
• Clipmarks - Save just a selection of a site. Don't like Clipmarks? Try Web-Chops (and read our reviews of both sites).
• Clipmarks：可以仅仅保存某个网站的选择部分。不喜欢？试试Web-Chops（然后阅读我们对这两个网站的评语。）
  
• Wizlite - Highlight text in online documents the way you would in a text book. Don't like Wizlite? Try i-Lighter.
• Wizlite：在网页上高亮文本，就像你在书本上做的那样。不喜欢？试试这个。
  

Collaboration

协作工具

Why study alone when you can get help from a friend? There is power in numbers.

为什么当你可以从朋友处得到帮助的时候还要独自一人学习？这里有些强大工具：

• Facebook - The quintessential college network can be used for more than just planning parties and dating. Facebook can be used to keep in touch with classmates, share and discuss notes, and create study groups.
• Facebook：这个典型的大学生网络不仅仅用于筹划聚会和约会。Facebook也可用于同班同学保持联络，分享和讨论笔记，以及创建学习小组。
  
• Stikipad - A collaborative wiki service that you can use to keep track of group notes on a project.
• Stikipad：一个协作式维基服务，你可以用于跟踪某一项目的小组笔记。
  
• Backpack - All your notes, lists, and ideas in one shared space.
• Backpack：你所有的笔记、列表、以及思路，都可以放在这个共享空间中。
  

Calendars

日历工具

Juggling your class schedule, extra cirricular activities, study time, and social life can be a challenge. The calendar apps below might help.

要玩转你的课表、课外时间、自学时间，和社会活动时间，是一项挑战。下面的日历程序可以帮助你。

• 30 Boxes
• CalendarHub
• HipCal
• Spongecell
• Yahoo! Calendar
• Google Calendar

Calculations

计算工具

What college arsenal would be complete with out a calculator?

哪个高校器材库能够不依靠计算器就能完成工作？

• Calcoolate
• Calcr
• E-Trutor Graphing Calculator
• CalcResult

Other Tools

其他工具

• EasyBib - A tool to take the pain out creating a bibliography.
• 此工具可以摆脱制作目录的痛苦。
  
• OttoBib - Enter the ISBN of a book, and automatically have your bibliography entry created in MLA, APA, Chicago, BibTeX, or Wikipedia style.
• 输入书籍ISBN号码，自动以MLA、APA、芝加哥、BibTex或维基形式创建目录。
  
• Zotero - A Firefox extension that lets you "collect, manage, and cite your research sources" from within your web browser.
• 一样Firefox扩展，让你从网络浏览器中“收集、管理和引用你的研究来源”。
  
• Google - Google really is the killer research app. You can do simple math, currency conversion, get answers to questions (like "what's the population of albania?" -- it's 3.6 million), search the text of books, look at satellite maps of the place your studying, and of course, search the web. Just check out all the stuff it does. (And all the stuff it might do in the future.)
• Google真的是一样杀手级研究工具。你可以完成简单的数学、货币转换、提问题（比如“阿尔巴尼亚的人口是多少？”回答3600000）、搜索书籍文本、观看你学习地点的星空图，当然，还能搜索网页。可以看看《Google的所有功能》（以及《将来可能会有的功能》）。
  

Conclusion

结论

While I don't think there's really a substitute for face-to-face learning, the online classroom continues to evolve in amazing ways. Students today have a host of web apps at their finger tips that can truly facilitate a better learning environment.

虽然我并不认为他们真的可以替代面对面的学习，网上班级正不断以惊人的方式发展。今天的学生在其指尖就拥有网络程序主机，真的可以促进更好的学习环境。

http://www.readwriteweb.com/archives/web_20_backpack_web_apps_for_students.php

Creating "Business Theater"

创造商业剧场

By Kevin Lerner, Exec. Director of The Presentation Team

Would you rather go to a business meeting...or to the theater? It's a sad truth: most business presentations are boring! Yet with a combination of modern technology and polished live delivery, you can create a dynamic presentation that has all the elements of the best theatrical productions.

你是愿意参加一次商业会议……还是去剧院？现实令人悲伤：绝大多数和商业展示报告都很沉闷！不过，通过现代技术和优雅而充满活力的演说，你可以创建一个动态的演示报告，它拥有最好的舞台剧的所有元素。

By looking at your presentation as a theatrical production, you can make an immense impact on an audience. For increased sales, motivated employees and more committed customers. "business theater" can help add dazzle to sales meetings, prospective client events, employee recognition celebrations and trade shows.

将你的演示文稿看作戏剧作品，你可以对观众做出巨大影响。为了增加销售，雇员更有积极性，对顾客更热情周到。“商业剧院”有助于为销售会议、准客户活动、员工认可的庆祝活动和商业展出添加花哨玩意。

The format combines live talent with the most sophisticated techniques from theater and media to tell your story. A word of warning: Business Theater takes a lot more preparation, money, and time than traditional presentations...and should generally be used when there's a big audience watching.

这种形式结合了实际才能和剧院及媒体的最先进技术，用以讲述你的故事。警告：商业剧院比传统的演示报告要花费更多准备、金钱和时间……并且当面多大量观众的时候会显得很普通。

Like all presentations, the first step to developing content begins by clarifying your objectives. What kind of image are you trying to convey? Who's your audience? What are your key messages you're trying to convey.

跟所有演示文稿一样，开发内容的第一步是明晰你的目标。你试图传达一个什么样的印象？你的观众是什么人？你试图传达的关键信息是什么？

Next, it's helpful to employ a bit of motivational psychology to create a message that expresses your story in a way that will move your audience to act on your objectives.

接下来，运用一点点动机心理学来创建信息，有助于表达你的故事，使得你的观众按照你的目标行动。

Then it gets fun...and expensive. It's time to evaluate the best ways to convey those messages, integrating live talent and various media options. The sky's the limit! Well...your budget is your limit.

然后，就很有趣了……也很昂贵。到了评估结合实际才能和各种媒体功能传达信息最佳途径的时候了。是的……你只会受到预算的限制。

Lights, sound, music, videos, smoke/lasers, theatrical staging can all have a significant impact on how your audience comprehends your messages. But more than the technicalities...you (or your presenters) have to be practiced and polished.

灯光、音效、音乐、视频、烟雾、激光，戏剧作品都对你的观众如何理解你的信息有重大影响。但是远远多于技术细节……毫无疑问你（或者你的演示报告）是老道而优雅的。

Consider creating a video to support your presentation. Tossing back and forth between a live speech/PowerPoint and a professionally edited video can really add variety and professionalism to your show.

考虑创建一份视频来支持你的演示报告。在充满活力的实际发言/幻灯片与一份具有专业水准的视频之间来回切换，的确可以为你的演示增添变化和专业技巧。

Obviously, the more elements you add, the more complex your presentation. An experienced Audio Visual company can help coordinate the various elements of a big presentation event. But the bottom line: if you've got a big idea to get across...think big with your presentation!

显然，你添加的更多元素，是的演示文稿更加复杂。一个经验丰富的音频视觉效果公司可以帮助你协调一个大型演示报告活动中的各种元素。但是底线是：如果你的庞大想法被通过了……考虑一下你演示报告的庞大程度！

http://www.presentationteam.com/News/Tips/PresStrategies/Lerner/BusTheater.php

Humor is an Attitude: HA!

风趣是一种姿态：哈哈！

By Beverly Cohen, Communications Specialist

Have you ever wondered how you can keep your audience more alert, involved, and inspired? Make them laugh! Use humor in your presentation! There are many wonderful reasons to develop a Humorous Attitude…a HA!

你是否曾经想知道如何令观众更加留心、参与其中，以及深受启发？让他们开怀大笑！在你的演示当众运用风趣！有很多美好的理由运用风趣这种姿态……哈！

• Laughter is healing
• 笑声可以治愈
  
• People like to laugh
• 人们喜欢欢笑
  
• Laugher is contagious
• 欢笑可以传染
  
• Laughter links you to your audience
• 欢笑连接起你和你的观众

Even if you think you're not funny, you can still be humorous. You can develop a Humorous Attitude and get a HA with each presentation you give. Being humorous doesn't mean memorizing jokes or delivering rapid fire one-liners. It means developing the HA within you by nurturing a sense of humor. Challenge yourself to:

即便你觉得自己不苟言笑，你仍然可以风趣。你可以采用风趣的姿态，在每一次演示都能收获笑声。风趣，并不表示要背诵笑话，或者提供一些急就的俏皮话。风趣，意味着通过培养幽默感来让人发笑。挑战自己：

• Find humor in all situations
• 在所有状况中寻找乐趣
  
• Not take yourself too seriously
• 不要让自己太严肃
  
• Not take life too seriously
• 不要让生命太严肃

The most effective examples of humor are not found in books or stock jokes. The best sources of humor come from you and your life experiences.

最有效的风趣不是在书本中能找到的，也不是能买得到的。最好的风趣来源是你自身和你的生活体验。

Don't tell a joke; tell a story related to your message. Your delivery and the addition of the unexpected will add an element of surprise and make it humorous. Make your story real. Make it come alive to your audience by:

不要专门去说笑话，说一个和你信息相关的故事。你的演讲，加上一些意外，就会产生惊喜，形成风趣。让你的故事尽可能真实。通过以下办法，可以让你的故事对你的观众而言活灵活现：

• Vividly describing the setting
• 生动的描述故事背景
  
• Giving your characters names
• 故事人物有名有姓
  
• Using your voice to indicate the different characters
• 用声音区分不同的人物角色
  
• Maintaining eye contact to make the audience part of your story
• 保持目光接触，使得观众成为故事的一部分
  
• Using a pause before the punch line
• 在抖包袱之前稍加停顿

Your audience will stay awake and attentive, and best of all, your HA will make your message memorable.

你的观众将保持清醒和注意力，最为最好的结果，你的笑声将让你的信息记忆深刻。

http://www.presentationteam.com/News/Tips/PresStrategies/Cohen/HumorAttitude.php

How to Gain Control of Your PowerPoint Culture

如何获得对你PowerPoint文化的控制

by Cliff Atkinson

Do you control your PowerPoint culture, or does PowerPoint control you? For many organizations, what appears to be a situation under control is in fact a system that’s out of control.

是你控制你的PowerPoint文化，还是你的PowerPoint控制你？对于许多组织机构而言，看上去一切尽在掌控，而实际上却已失控。

When organizations attempt to control branding by implementing a typical PowerPoint template, they ensure their presenters overwhelm or bore their audiences, which is a loss of control of brand.

当组织试图通过实施一份典型的PowerPoint模板，来掌控品牌的时候，他们唯一能做到的就是，保证他们的报告人能打击或恶心他们的观众，这是品牌的失控。

When organizations seek to control information by encouraging the use of bullet points on PowerPoint slides, they scatter their intellectual assets into unmanageable fragments, which is a loss of control of information.

当组织通过鼓励在演示文稿幻灯片中使用列表项，从而试图控制信息，导致他们将其智力资产分散成不可收拾的碎片，这是信息的失控。

And when organizations try to control messaging by a enforcing a fill-in-the-blank PowerPoint approach, they lose the ability to tailor an experience around a specific audience, which is a loss of control of messaging.

当组织试图通过执行一份填空演示文稿的方法来控制信息，他们失去了为特定观众打造专门体验的能力，这是信息传递的失控。

What started as an honest attempt by organizations to control PowerPoint has in fact yielded the opposite result. It’s not that PowerPoint culture cannot be controlled, because it can. More often than not, organizations are simply trying to control the wrong things. And when they choose to take control of the right things, they can finally gain real control of their PowerPoint culture.

组织以朴实的愿望开始控制PowerPoint，事实上却得到一个完全相反的结果。这不是说PowerPoint文化不能被控制，事实上可以被控制。多数失控，是因为组织机构纯粹是试图控制错误的对象。并且在他们选择控制正确的对象时，他们最终可以得到对其PowerPoint文化的真正控制。

There are at least 5 things every organization should control when it comes to PowerPoint:

PowerPoint中至少有五样东西是每个组织都应该控制的。

Control the value

控制价值

It’s difficult to control anything if you don’t know its value. PowerPoint is many things to many people, but one of its most valuable roles is as a platform that carries intellectual assets. What’s the value of your organization’s intellectual assets residing on your PowerPoint platform? That value is the starting point for an analysis of how effectively your PowerPoint system captures, communicates, archives and repurposes your intellectual assets. Knowing that value sets the context and imperative for gaining control of PowerPoint.

如果你不了解其价值，你就无法控制任何东西。PowerPoint对于每个人都有好东西，但是其最宝贵角色之一是作为一个承载智力资产的平台。你的组织机构存在于你的PowerPoint平台中的智力资产的价值是什么？其价值就是作为起点，分析你的PowerPoint系统捕捉、沟通、存档和什么你的智力资产有多少效率。了解价值为取得PowerPoint控制权设置了背景和必备条件。

Control the big picture

控制大图片

You don’t know what you’re dealing with until you can see it. That’s what many organizations have discovered after they implemented digital asset management systems to manage their PowerPoint assets. These visual interfaces allow executives to see thumbnail-size views of all PowerPoint files across every functional area. This first big picture view of the state of PowerPoint in an organization is often not very pretty, usually revealing widespread inconsistency and incoherence. Although it’s not the cure, gaining the capability to see and monitor PowerPoint at an organizational level is an important first step toward gaining control of the system.

除非你能看见，否则你不知道你处理的是什么。这就是许多组织在实施数字化资产管理系统管理他们的PowerPoint资产以后发现的问题。那些可视化界面在所有功能区都采用缩略图大小的视图，保证让主管人员看到所有PowerPoint文件。一个组织的PowerPoint状态的第一份大图片视图，并不总是很漂亮，通常暴露出了广泛的矛盾和不连贯。虽然这并不是灵丹妙药，获得在整个组织范围内查看和监控PowerPoint的能力，是获得对系统的控制的重要的第一步。

Control the system

控制系统

Most companies stop thinking about PowerPoint after they have a corporate template, and that’s exactly where the problems start. The corporate template is the DNA of your PowerPoint communications platform. The decisions you make at the level of the corporate template determine whether your people think inside the box, or out. By embedding effective media techniques into the template itself, it can serve as the flexible foundation of a robust, adaptive, and modern system of PowerPoint resources, tools and training. Such a system maintains control by providing a flexible infrastructure from which communication innovation and empowerment can grow.

多数公司在有了一份公司模板以后，就停止了对PowerPoint的思考，这恰恰是问题的开始。公司模板是你PowerPoint沟通平台的核心。你在公司模板层面上做出的决定，决定了你的员工是在框框内进行思考，还是在其之外。通过在模板中嵌入有效的媒体技术，可以担当起一套健全的、自适应的、以及时髦的PowerPoint资源、工具和培训系统的灵活基础。这样一套系统，通过为通讯创新和继续授权提供灵活的设施，来保持控制。

Control the metrics控制量标

Do you measure how well you’re doing with PowerPoint? Clearly, PowerPoint is notoriously difficult to quantify, since it is a tool that sits at the intersection of so many communication variables. But one thing is for sure – PowerPoint should not be judged only by its looks. You can only gain control of PowerPoint by focusing on its effectiveness. One approach is by gap analysis: a presenter wants to achieve measurable objectives with a PowerPoint, the audience rates their experience by the same objectives, and the gap between the two numbers determines effectiveness. This simple metric is a way to start to keep control of the numbers. Whether you use this measure or another, at the very least PowerPoint should be held to the same quality standards as the other products and services in your organization.

你是否测量你的PowerPoint工作好到什么程度？显然，PowerPoint工作的量化是一个老大难问题，因为它是一种坐落在如此众多的沟通变量交叉口上的工具。但有一件事情是肯定的——PowerPoint不应该只从外观上进行评判。你可以通过关注其效力来增加对PowerPoint的控制。一种方法是通过差异分析：一名报告人要利用PowerPoint达到可衡量的目标，观众通过相同的目标评价他们的体验，两者数目之间的差异决定了效力。该简单量标是用以控制数目的一种办法。不管你是使用该量标还是其他，至少在你单位的其他产品和服务中，PowerPoint应该坚持同样的质量标准。

Control the process

控制过程

PowerPoint is a living, changing and dynamic new language your organization is learning to speak. It will continually evolve and improve if you give it the breathing room and resources to become what it can. This means providing a good system, getting out of the way, and facilitating a process that brings the best PowerPoint innovations to public view. This can take the form of integrating metrics into your digital asset management system that might include peer-rating systems widely available on consumer websites. If you ask people the right questions and give them the right tools and process, they will find the answers. The key is in controlling the right process.

PowerPoint是一门鲜活的、不断变化的、动态的新语言，需要你单位不断去学习。它会不断演进和改进，成为任何它能成为的东西，只要你给他呼吸空间和资源。这意味着提供好的系统、优先处理、促进为公众视野带来最好的PowerPoint创新的过程。这可以采取将评价量规集成到你的数码资产管理系统当中的形式，其中可能包括广泛用于消费者网站的同伴互评系统。如果你询问人们恰当的问题，并给予他们恰当的工具和过程，他们就可以找到答案。关键是控制这恰当的过程。

If you’re interested in controlling your PowerPoint culture, the hardest part will be making the decision to change. But once you do, gaining control is as simple as letting go of control of the things that cause you to lose control. And by controlling the system, metrics and process, you’ll be well on your way toward controlling an effective and measurable communications infrastructure that just happens to reside on a PowerPoint platform.

如果你对控制你的PowerPoint文化很感兴趣，这最难的部分是做出改变的决定。但是一旦你做出改变，获得控制就很简单，就像当初失去控制那样。并且，通过控制该系统，量标和过程，你能够很好的以你的方式控制一个有效的、可度量的交流设施，而这都发生在一套PowerPoint平台上。

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About Cliff Atkinson

关于公孙立夫

As an independent management consultant and president of Sociable Media, Cliff Atkinson(pictured right) advises the senior leadership of some of the world's largest companies on how they can engage the organizational phenomenon called PowerPoint. These companies are beginning to understand PowerPoint as more than just a presentation tool, and are seeking answers to deeper questions about its organizational use: How well does PowerPoint articulate and retain intellectual assets? Do organizational policies help or hinder effective PowerPoint communication? Are the right tools, resources and training in place to support a healthy communications ecology?

作为一名独立的管理顾问和社交媒体经理，公孙立夫（见右图）建议一些世界最大公司的高级领导层，他们如何处理称为PowerPoint的公司现象。这些公司开始认识到PowerPoint不仅仅是一个演示工具，并更加深入“机构如何使用PowerPoint”这类问题寻求答案：PowerPoint是如何阐明并保持智力资产的？组织政策是否有助于或妨碍有效的PowerPoint交流？正确的工具、资源和培训是否使用在正确的位置上，以支持一个健康的通讯生态？

http://www.presentationteam.com/News/Tips/PresStrategies/Atkinson/PPTCulture.php

Observations on Unblocking Creativity

释放创造力的建议

By Kathryn Jacobs
Republished from Indezine.com with permission from the author

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Overcoming Brain Block: Lessons From An Expert

克服思维阻塞：来自一位专家的经验

Did you ever notice that brain block is most likely to happen when you can least afford it? I have found that I can be running along with ideas on a subject, as long as no one needs it. But, the instant someone asks for a piece on the subject - POOF! There go all the ideas!

你有没有注意到，思维阻塞最容易发生在你就要完成工作的时候？我发现我可以在一个主题中没有任何思想，只要没有人需要它。但是，只要有人问起该主题的思想——咻！所有思想都烟消云散！

So what do I do to overcome my brain block? I forget, at least temporarily, about the assignment at hand. The following tips should help you to break through the blocks in your creativity - They sure do mine!

那么，我该如何克服我的思维阻塞？我忘了，至少暂时，就手头上的功课而言。以下技巧能帮助你突破你的创意阻塞——至少对我有用！

1. Take a nap. Oh, I know, you don't have time. Well, for this exercise, you really don't need any time. Go lay down somewhere quiet and calm. Keep a notebook and writing utensil at your side. Picture yourself receiving a reward for the great job you did on the project. Now, write your acceptance speech. As you dream your way through it, write down the pieces you like. Final step: Take those notes and use them to break through the block.
   
2. 小睡片刻。哦，我知道，你没有时间。其实，对于这项练习，你真的不需要任何时间。找个地方，平静地躺下来。在你周围放上一本笔记本和一些书写工具。想像你因为这个项目的出色工作而获奖的情形。现在，写下你的获奖发言。在你以你的方式梦想的时候，写下你喜欢的部分。最后一步：拿着这些笔记，将其用于突破阻塞。
   
3. Think of something else. Set a time for 15 minutes. For those 15 minutes, make yourself think of everything else except your project. When the time is done, go back to your work. You will find that the ideas you couldn't express before will start to bubble through. (I will tell you - I very seldom make it to 15 minutes. Somewhere around 8 minutes into the exercise, the major breakthrough comes and I can't resist going back to work.)
   
4. 想些别的东西。安排十五分钟时间。在这十五分钟时间里，你去思考任何东西就是除了你的项目。当时间结束时，回到工作上。你会发现以前不能表达的思想现在咕咕涌现。（我要告诉你，我很少用完十五分钟。有时候大约八分钟，重大突破就会出现，我不得不回到工作中。）
   
5. Play. I keep Tinker Toys, Legos, and other building toys around to fiddle with while breaking blocks. I let my mind run while my fingers play. This allows the logical side of your brain to concentrate on your building project, while the creative side is freed to wander.
   
6. 玩耍。我准备了结构玩具、乐高，以及其他建筑玩具，便于在突破阻塞的时候摆弄。我的手指在玩耍的时候思维也在运转。这让你大脑的逻辑一面专注于你的建筑项目，而创造性的一面被释放出来溜达。
   
7. Clean. Find an area of your office or home that needs mindless cleaning done. Chores that work for me include: cleaning the bathroom, gathering recycles, loading the dishwasher, vacuuming the house, or sorting socks.
   
8. 做清洁。在你办公室或家里找一块需要进行不费脑子的清洁的区域。对我来说，杂务包括：打扫浴室，收集可回收物品，使用洗碗机，用吸尘器清扫房屋，或者整理袜子。
   
9. Draw a picture of the impact on the world. The impact does not have to be a large impact. Sometimes, the picture you draw will be as simple as how you are going to spend your paycheck. Express what you want to accomplish in a medium other than the one you normally use. Then take that expression and use it to generate ideas.
   
10. 画一张世界影响力图。这些影响不一定必须是巨大影响。有时候，你画的这幅图，会很简单，如同你打算如何花掉工资一样。以一种中等形式而非你往常使用的形式，来表达你想要完成的东西。然后拿着这幅图，利用它来形成思路。
    
11. Find an end user and interview them. Get their ideas on what to say, how to say it, extras to use, etc. Make sure you don't steal their ideas: Give them credit as justified. You may even find that merely formulating the interview questions will spark the idea you need to start breaking the block.
12. 找一个最终用户，与之面谈。就说些什么、如何说、额外的使用等，听取他们的思路。确保你不偷取他们的思路：给予他们合理的奖励。你甚至会发现，仅仅是制定面谈问题，就能引发思路，让你开始打破阻塞。
    

If all else fails, imagine yourself explaining why you couldn't do the assignment. You may find that there is a legitimate reason for not working on this project at this time. Role play your way through the conversation. Look at both sides of why you don't feel you can start the task vs. why the other person thinks you are the only one to do the task. Take note of what the other person might say: They may have a solution that you would never let yourself try.

如果这些方法都失败了，自己向自己解释为什么你不能完成这项任务。你可能会发现，在这一时刻不能在这个项目中工作的合理理由。通过这种交谈进行角色扮演。从两方面考虑，为什么你不觉得你可以开始这项任务；为什么其他人认为你是能做这项任务的唯一一人。记下其他人可能会说的话：他们可能有一个解决方案，你从不会让自己尝试的方案。

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About Kathryn Jacobs

关于雅凯森

Kathryn is a trainer, a girl scout, and a parent, who enjoys science fiction, writing, bad puns, word search puzzles, and games. She trains computers, presentation skills, outdoor cooking and many other things. She is a 'Kathy' of all trades who loves learning and sharing.

雅凯森是一名培训师，一名女童子军队员，一位母亲，喜欢科幻小说、写作、糟糕的双关语、填字谜题，和各种游戏。他培训计算机和演示文稿技能、室外烹饪和其他许多事物。他是所有同业者喜欢学习和分享的“凯凯”。

Professionally, she has a 15+-year career as a computer consultant and trainer, working with clients doing training, testing, project management, writing and editing. She currently runs her own training and consulting business in Phoenix, Arizona. An index of her writings can be found here; her website is www.powerpointanswers.com.

作为一名专业人员，他有超过十五年的计算机顾问和培训师职业生涯，与客户一起培训、测试、项目管理、撰写并编辑。他现在在凤凰城有自己的培训和顾问业务。他的文章索引见此处。

Kathryn's life philosophy can be summed up as -"Life is meant to be lived. But, if we live without making a difference, it makes no difference that we lived."

他的人生哲学可以概括为“生命需要生活。但是，如果我们的生活没有不同，那么我们的生命也就没有不同。”

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Article Source: www.indezine.com

http://www.presentationteam.com/News/Tips/PresStrategies/Jacobs/Creativity.php

Overcoming presentation procrastination with AMPS

利用AMPS克服演讲拖延

By Beverly Cohen, Communications Specialist

You've heard it before: preparation is an essential key to successful presentations. Easy to say. Not always easy to do. How many times have you been faced with that stuck-in-neutral feeling? You just can't seem to get motivated to start preparing your part of that all important event. The basic things like time and place have been arranged. The event has peen publicized. Everything is ready except you! Procrastination has set in. AMPS can help you recharge, get into high gear, and end your procrastination.

你之前听说过：准备是成功演示的必备要素。说来容易做来难。你有多少次面对居于中流的感觉？你不能似乎仅仅对开始准备所有重要事情当中你那一部分有积极性。基本东西，如时间和地点都有安排。事情已经被公布。所有东西都准备好了，只是除了你！拖延已经开始发生。AMPS可以帮助你补救，提高速度，并结束拖延。

Acknowledge the fact that you are procrastinating. Give yourself permission to be a bit lazy.

承认你拖延的事实。允许自己有一点点懒惰。

Mentally focus on the success of your presentation. Visualize the room filled with an attentive audience and you flawlessly and enthusiastically doing your thing. Imagine every detail of a successful presentation.

在心里关注你演示的成功。想想房间里充满了细心的观众，你完美而热情的做着你的工作。想想这次成功演示的每一处细节。

Plan your strategy. Prioritize the things you need to do to make your mental picture a reality. Write it down. Make a plan of action. Group the most complex, time consuming things together.

计划你的策略。优先去做那些需要将你头脑中想象的画面转换成现实的事情。做一份活动计划。将最复杂、最耗时的事情归在一起。

Start to do it! Take action. Get started with your visualization and see your procrastination transformed into power.

开始去做！采取行动。开始你的视觉效果，看到你的拖延被转化成动力。

http://www.presentationteam.com/News/Tips/PresStrategies/Cohen/Procrastination.php

12 Biggest Mistakes Salespeople Make in Their Presentations

销售人员在制作演示文稿时最大的十二个错误

By Patricia Fripp

Republished from www.fripp.com with permission from the author

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Salespeople are incredible. Like Hollywood actors, whenever they open their mouths, they are putting themselves and their company on the line, taking a risk in the hope of a favorable outcome. Just like actors, even the best, most experienced salesperson can use some coaching and polishing now and then.

销售人员让人不可思议。像好莱坞演员，不管什么时候开口，都会将自己和公司置于危险之地，为美好的结果带来风险。就像这些演员，即使是最优秀的、最有经验的销售人员也会时不时的使用一些训练与打磨。

Here are the 12 most common mistakes that my sales clients are making at the beginning of our coaching sessions. By the time we're through, they've learned how to avoid them.

这里有十二条最常见的错误，都是我的销售客户在我们的训练任务一开始所经历的。到我们结束的时候，他们已经学会如何避免这些错误了。

1. UNCLEAR THINKING.If you can't describe the objective of your interaction in one sentence, you may be guilty of fuzzy focus, trying to say too much at once. You'll confuse your listener, and that doesn't make the sale. Decide exactly what you want and need to accomplish in this contact. What would be a positive outcome? For example, imagine that a busy executive says, "You have exactly ten minutes of my time to tell me what you want me to know about your company. In one sentence, tell me how I should describe your benefits when I talk to my managers tomorrow." At any stage of the sales process, you should know in advance why you are interacting, what benefits you are offering your prospect or client, and what you'd like the next step to be.

1、考虑不清晰。如果你不能用一句话描述清楚你互动的目的，你可能犯了重点不清、说的太多等问题。你会弄糊涂你的听众，并且卖不出东西。精确的决定出你想要什么，以及在这次接触中什么是你需要完成的。什么会是一个积极的结果呢？举个例子，想像一个忙碌的领导说，“你有十分钟时间，告诉我你想让我知道关于你公司的什么。我明天要和经理们谈及你。用一句话，告诉我应该如何描述你的利益。”在销售过程的任何一个阶段，你都应该提前知道，你为什么需要互动，你为你的潜在主顾或客户提供什么利益，以及你下一步打算做什么。

2. NO CLEAR STRUCTURE.Make it easy for your prospect to follow what you are saying, whether in a casual conversation or a formal presentation of information and ideas. They'll remember it better--and you will too. Otherwise, you may forget to make a key point. If you waffle or ramble, you lose your listeners. Even for a conversation, mentally outline your objectives. What key "Points of Wisdom" do you want the prospect to remember? How will you illustrate each point? What colorful examples will your prospect be able to repeat three days later? What phrases or slogans do you want to guarantee they will repeat afterwards?

2、没有清晰的结构。让你的主顾跟着你讲话的内容走，无论是在非正式谈话，还是在正式的信息与理念报告会上，这都很容易。他们将记得更牢——你也是。否则，你可能会忘记设置重点。如果你跑题，你会丢失听众。即使是一次非正式的座谈，也要在心里拟出你目标的提纲。你希望主顾记住哪些关键“智慧点”？你打算如何解释每一个论点？你的主顾能在三天后回忆起哪些生动例子？你保证他们以后会一再重复哪些短语或口号？

3. TALKING TOO MUCH.Salespeople often talk too much about themselves and their service or product. They make a speech rather than having an exchange or interaction, otherwise known as conversation. The key to connecting with a client is conversation; the secret of client conversation is to ask questions; the quality of client information received depends on the quality of the questions--and waiting for, and listening to, the answers! In fact, a successful encounter early in the sales process should probably be mostly open-ended questions, the kind that require essay answers rather than just "yes" and "no." And don't rush on with preprogrammed questions that pay no attention to the answer you've just received. Learn to listen, even pausing to wait for further comments. Silence draws people out.

3、说的太多。销售人员经常过多谈及他们自身和他们的服务或者产品。他们在做演讲而不是交流或互动，否则称之为交谈。交谈的关键在于与客户沟通，与客户交谈的秘密在于问问题，客户反馈的信息的质量取决于问题的质量——等待、倾听，得到答案！事实上，在销售过程中，一次成功的遭遇应该都是开放式问题，回答这类问题需要展开回答而不仅仅是“是”或者“否”。不要急于预先编制好问题，而不去注意你刚刚得到的答案。学会倾听，甚至停下来等待进一步的评论，沉默可以让人倾述。

4. NO MEMORABLE STORIES.People rarely remember your exact words. Instead, they remember the mental images your words inspire. Support your key points with vivid, relevant stories. Help them "make the movie" in their minds by using memorable characters, exciting situations, intriguing dialogue, suspense, and humor.

4、没有记忆深刻的故事。人们很少记住你的确切字眼。相反，他们记住的是由你的字词启发而成的思维形象。用生动的、关系紧密的故事支持你的重点。使用难忘的人物、令人兴奋的场面、生动的对话、悬疑、幽默帮助他们在头脑中形成电影。

5. NO THIRD-PERSON ENDORSEMENTS.There's a limit to how many bold claims you can make about your company and product results, but there is no limit to the words of praise you can put in the mouths of your delighted clients. Use case histories of your clients' success stories about the benefits they received from your service or product. When you are using their actual dialogue, you can say much more glowing things about yourself and your company than you could if the words were your own. Your endorsement stories should use the same ingredients as a good Hollywood movie: create memorable characters, use vivid dialogue, and provide a dramatic lesson learned.

5、没有第三方的支持。对你公司和产品的大胆说明总有一个限制，但是对高兴的客户的溢美之词却可以没有限度。使用客户从你的服务或产品获得利益的成功历史案例故事。在你使用他们的具体对话，而非你自己的言语的时候，你可以传达出更多你自己或你公司的光辉事迹。你的支持故事应该使用同样的素材，就像一部好的好莱坞电影：创造印象深刻的人物，使用生动的对话，并且提供一个可供学习的戏剧化的教训。

The dramatic lesson learned in your Hollywood story will be the benefits of doing business with you. Choose characters that your prospects can connect with. It helps if the star of your story holds a similar position to your prospect. You can't say, "Do business with me, and you'll get promoted," but you can give a specific example of someone who phoned, e-mailed, or wrote you that this happened to them. "Just last week," you might say, "I heard from Mary Smith. She's the Payroll Manager at Amalgamated Systems. She said that changing their payroll system to our company not only made them more efficient, but they cut their costs 10%. She told me, 'You made me look good in the eyes of management. Thanks to you, I received a promotion!'" That's an emotional connection.

你的主顾在你的好莱坞式情节中学到的戏剧化教训将会在生意当中给你带来益处。选择你的主顾有联系的角色。如果你的故事主角与你的主顾有着类似的遭遇，这个故事就会有用。你不能说，“跟我做生意，你会得到提升。”但是你可以给出一个具体例子，某人打电话、邮件、写信给你，这事就发生在他身上。“就在上一周，”你可以说，“铁梅告诉我，他是合并系统的工资经理。他说将其工资系统更换成我公司的，不仅仅是因为更有效率，也是因为他们可以节省10%. 他告诉我，‘你让我在管理层的评价很好。谢谢你，我被晋升了！’”这是一次情感交流。

6. NO EMOTIONAL CONNECTION.The most powerful communication combines both intellectual and emotional connections. Intellectual means appealing to educated self-interest with data and reasoned arguments. Emotion comes from engaging the listeners' imaginations, involving them in your illustrative stories by frequent use of the word "you" and from answering their unspoken question, "What's in this for me?" Obviously, a customer is going to justify doing business with you for specific analytical reasons. What gives you the edge--what I like to call the "unfair advantage"--is creating an emotional connection too. Build this emotional connection by using stories with characters that they can relate to and by providing a high I/You ratio, using the word "you" as often as possible and talking from their point of view.

6、没有情感交流。最强大的交流结合了理智与情感交流两样。理智，意味着利用数据和理由充分的论点，对有修养的利己主义产生吸引力。情感来自于观众想像力的参与，通过频繁使用单词“你”，并回答他们没有问出来的问题“我在这时候是什么样子的？”，让他们融入你讲述的故事当中。很明显，顾客出于具体分析理由才打算和你做生意的。你所能提供的优势——我喜欢称之为“不公平的优势”——是创建一种情感交流。通过使用他们身边的真实故事建立情感交流，少用“我”字，尽可能多使用“你”字，尽可能多的从他们的角度去谈及这些观点。

My recommendation is that you make telephone appointments with your happiest clients. Tell them you would like to use their stories about working with you as an endorsement, and ask permission to tape record your conversation. Then just let them talk. The more they say, encouraged now and then by a question from you, the better their stories and quotes will be. Finally, select the best quotes from what they've said.

我的建议是，与你快乐的客户做一次电话会晤。告诉他们你打算使用他们与你一起工作的故事作为证据，并请求将会谈录到磁带上。然后只需让他们说。时不时的问一个问题，鼓励他们继续说下去，他们说的越多，你能使用的故事就越好。最后，从中选择最好的故事。

7. WRONG LEVEL OF ABSTRACTION.Are you providing the big picture and generalities when your listeners are hungry for details, facts, and specific how-to's? Or are you drowning them in data when they need to position themselves with an overview and find out why they should care? Get on the same wavelength with your prospects. For first contacts with executives, describe what your company can do for them in broad generalities. With middle managers, discuss exactly how you can work together, a medium level of abstraction. If you are dealing with IT professionals, use the lowest level of abstraction, lots of facts and figures. Don't discuss aspects or details of what you're offering that your audience has no interest in.

7、错误的抽象层次。你是否在你的观众很渴望细节、事实和具体指导的时候，提供大图片和泛泛而谈？或者，在他们需要一个概况来决定自己的立场、以及弄清楚他们为什么要在意的时候，你使用大量数据淹没他们？与客户达成一致。对于与主管人员的第一次接触，可以泛泛而谈你公司能够为他们做些什么。对于中层管理人员，讨论你们如何具体合作，一种中等水平的抽象。如果你和专业的IT人员打交道，使用最低层次的抽象，大量的事实和数字。不要讨论你能提供的、观众却不感兴趣的方面或细节。

8. NO PAUSES.Few sales presentations have enough pauses. Good music and good communication both contain changes of pace, pauses, and full rests. This is when listeners think about important points you've just made. If you rush on at full speed to crowd in as much information as possible, chances are you've left your prospects back at the station. Give them enough time to ask a question or even time to think over what has been said. Pauses allow pondering and understanding.

8、没有停顿。少数销售演示具有足够的停顿。好的音乐和好的沟通，都包含步调的改变、停顿和充分的休息。这可以用来让听众思考你刚才所说的重点。如果你急于以最快的速度塞进大量信息，这时候你所拥有的机会都会离你而去。给他们足够多的时间去问问题，甚至给时间去思考他们所说过的。停顿让人沉思和理解。

9. IRRITATING NON-WORDS.Hmm--ah--er--you know what I mean--. One presenter I heard began each new thought with "Now!" as he scanned his notes to figure out what came next. This might be okay occasionally, but not every 30 seconds. Practice in front of your sales manager or colleagues, giving them permission to call out whenever you hem or ah. Or video or audiotape yourself, and note any digressions.

9、气人的非言词。嗯……啊……呃……你知道我是什么意思……。我听过一个演说者，他每一句话的开场都是“好！”同时扫过笔记，想出接下来是什么。偶尔为之也许可以，但请不要每个三十秒就来一次。不管你是嗯还是啊，你在你的销售经理或者同事面前这样做，都是给了他们冲你怒吼的权利。为你自己录像或者录音，标注出所有跑题的地方。

10. STEPPING ON THE PUNCH-WORD.The most important word in a sentence is the punch-word. Usually, this is the final word: "Take my wife--PLEASE." But if you drop your voice or add, "Right?" or "See?" or "You know?" or "Okay?," you've killed the impact of your message. Another popular punch-line killer is the word "today." Avoid saying, "Let's look at the recommendations we have for you today." Obviously, you're talking "today." The punch word in this sentence should be "recommendations."

10、踩踏点睛词。一句话中最重要的词汇就是点睛词。通常是最后一个词：“带上我妻子，拜托。”但是如果你降下音调，或者加上“对么？”或者“明白？”或者“你知道么？”或者“行么？”，你就消除了你信息的影响力。另一个常见的消解点睛之句的词汇就是“来”。避免说“让我们看看我们为你准备的建议。来。”显然，你说了“来。”这一句话的点睛词应该是“建议”。

Comedian Jerry Seinfeld says, "I'll spend an hour reducing an eight-word sentence to five words because the joke will be funnier." I train sales teams to do the same thing with their key phrases because their presentations will be more powerful. We go through their sentences, looking for the "$10 words." Not every word or phrase is, or should be, of equal importance. Emphasize the action words and phrases or those that make an emotional connection. "And"-"it"-"in" are no-dollar words.

喜剧演员沈飞杰说过，“我会花一个小时将一个八个字的句子缩到五个字，就为这个笑话更加滑稽。”我训练销售团队在他们的关键词语上做同样的事情，因为这样以后他们的演示报告会更加有力。我们仔细检查他们的语句，寻找重点词句。并非每个单词或句子都是，或应该是，同样重要的。强调动作的单词和句子，或者作出情感联系的句子，才是重要句子。“还有”、“这个”、“然后”都是无价值单词。

One sales team came up with what they called "$100 phrases," calling out, "Wow, that's SO good!" whenever someone used an especially potent phrase. Often it was a succinct term for a hard-to-describe benefit. Such a phrase can be priceless. For example, a company offering a complex process might explain, "We're like a security guard that keeps the bad guys out and lets the good guys in."

一个销售团队提出他们所谓的“核心语句”，每当有人使用了一个特别有力的词语，都会喊道，“哇，真是太漂亮了！”这往往是一个简洁的词汇，能带来难以形容的好处。这样一个词语可以是无价的。比如，某公司提供一个复杂的流程，或许可以解释，“我们就像一名保安，挡住坏人，放过好人。”

To find $100 phrases for your company, I suggest this process: Imagine you're trying to explain what you do to your 82-year-old great aunt. How you describe it should be part of your conversational sales presentation. This is an especially good technique to use for executive overviews. If your $100 phrase is "visual enough," your prospects and clients will repeat it later.

要找到你公司的核心语句，我建议这样做：想想你正在试图给你八十岁的姑奶奶解释你的工作。你对它的描述应该成为你谈话式销售演示报告的一部分。这是一项好技术，特别是在给主管人员做概述的时候。如果你的核心语句是“效果第一”，你的主顾和客户稍后就会重复它。

11. NOT HAVING A STRONG OPENING AND CLOSING.Engage your audience immediately with a powerful, relevant opening that includes them. For example, "You have an awesome responsibility." Then fill in what it is: increasing sales, reducing errors, cutting overhead, whatever your product can help your prospect do. Another excellent strategy is to do some research. Then you can say, "Congratulations on your company's recent success," and describe it. Or "I love your new commercials." Most salespeople start by talking about their company. Talk about your prospect instead.

11、缺少一个有力的开始和结束。使用一个有力的、包含客户的相关开幕，使得你的听众能立即参与进来。比如，“你的责任太重大了。”然后详细说明：增加销售、减少错误、削减开支——不管你的产品能够帮助你的客户做到这些。另一个很好的策略是做一些调查研究，然后你可以说，“祝贺你公司最近取得的成功，”然后说明之。或者，“我很喜欢你们的新广告。”大多数销售人员的谈话都从他们的公司开始。谈论你的展望。

Whenever I give a speech for a company, I check out their web site, corporate reports, or press releases to find something their Chairman of the Board or CEO has said that I can quote. You can do this too, making it almost sound as if their CEO is recommending your company. For example, "Our core values are--" and match them to your own. Or "We subscribe to Best Practices, and all our preferred vendors do as well." That's you!

每当我要给某家公司作讲话，我会检查他的网站、公司报告，或者出版物，找一些他们董事会主席或总裁说过的话，便于引用。你也可以这样做，让它听起来就好像是他们总裁给你公司做的建议一样。比如，“我们的核心价值观是——”然后套用他们的。或者“我们选择最佳做法，我们所有首选供应商也是如此。”这就是你！

To close, pick the one sentence that you absolutely want embedded in their minds, even if you don't get the appointment or the sale. Leave them with a strong, positive message. They might say, "We're happy with our present vendor." You reply, "I appreciate your LOYALTY [a $10 word.] If you ever want a SECOND vendor [$10 word] or for any reason they DISSATISFY [$10 word] you, you need to do business with a company that will be around LONG-TERM [$10 word.] Please remember, we've been PROFITABLE [$10 word] for the last 167 quarters [$10 word.]"

结束的时候，挑选一句你想绝对根植于其头脑中的语句，即使你没有获得预约或者销售。为他们留下一个强有力的、积极向上的信息。他们可能会说，“我们和目前的供应商合作很愉快。”你回答，“我理解你的忠诚（一个重点词语）。如果你们需要第二个（重点词语）供应商，或者他们因为某些原因不如你意（重点词语），你们需要和一家公司开展中长期（重点词语）业务。请记住，我们公司在最近一百六十七个季度（重点词语）都是盈利（重点词语）的。”

In the search for $100 phrases, don't just add up $10 words. A $100 phrase stands alone. It is a repetitive refrain that is so valuable to your company, that every salesperson needs to be trained to use it in every presentation.

在寻找核心语句的时候，不要简单的添加重点词语。核心语句单独存在。要反复强调它对你公司的重要价值，每个销售人员都需要接受训练，将其用于每一份演示文稿当中。

12. MISUSING TECHNOLOGY.Too many salespeople rely too much on their PowerPoint and flip charts and not enough on making an emotional connection. My friend, Charles H. Green, co-author of The Trusted Advisor, tells about four advertising agencies who were given an opportunity to bid for a large account. Each group had two hours.

12、滥用技术。太多的销售人员过于依赖他们的演示文稿、活动挂图，而缺少情感交流。我的朋友，格林查理，《受信任的顾问》的合作作者，讲述了一个故事，四个广告代理商得到一个机会争取一个大客户。每个团队有两个小时的机会。

The last team walked in and said, "We're ready to do exactly what the other three competing agencies have done. We can give you the Dance of a Thousand Slides, but you have a choice. You can pretend you already hired us, and for the next two hours we can start brainstorming on your account. If you hire us, you've received two free hours consultation, and if you don't, you've still had two hours free." They proved they could think on their feet and be flexible. This won them a very profitable account. They showed they could use the latest technology, but, more important, that they didn't need it.

最后一个团队走进来，说：“我们正准备做和其他三家竞争的代理商一样的事情。我们可以向你展示数千张幻灯片，但是你们有另一种选择。你们可以假装已经雇用了我们，那么接下来两个小时我们可以开始对你们的利益进行集思广益。如果你们真的雇用我们，你们就得到两个小时的免费咨询，反之，你们仍然有两个小时的免费时间。”他们证明了他们反应迅速、灵活机智。这给他们赢得了一个非常有价值的客户。他们展示了他们可以使用最新的技术，但是，更重要的是，他们并不需要。

"Whenever you're being considered for a job," says Charlie," act as if you already have it. Most people want to think that the quality of their work speaks for itself. It doesn't. Beat your competition by getting to work for your prospect immediately. Demonstrate how it will feel to be working together."

“每当你考虑一份工作的时候，”查理说，“权当你已经得到这份工作那样去做。大多数人总是认为自己的工作质量无需言说。其实不是。只有立即为客户工作，才能击败竞争对手。向客户演示一起工作会是什么样子。”

All four agencies could have done a fine job. The one that landed the account had enough confidence in their presentation skills to use technology or not. The client was exhilarated by their work session, impressed by the agency's flexibility, and confident this agency would and could do a great job. Many sales teams couldn't communicate with a prospect for two hours without the help of a suitcase full of charts, slides, and electronic equipment.

全部四个代理的工作都完成得很好。达成协议的代理有足够的信心在其演示技能中使用技术或否。客户因为其工作会议而兴奋，因为这家代理的灵活性而留下深刻印象，确信这家代理一定能出色的完成任务。许多销售团队无法做到在两个小时内与主顾沟通，而不依赖一大箱子图表、幻灯片和电子设备的帮助。

Bottom line: Make technology a support, not a crutch.

底线：让技术成为支援，而不是拐杖。

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When you learn to avoid these 12 common traps, you're on your way to being a "star" of the sales world, ready to accept an award for your dazzling performance.

当你开始学习避免这十二个常见陷阱，你就已经迈向了销售世界的明星之路，做好准备为你耀眼的表现而获得奖励吧！

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Abou Patricia Fripp

关于费柏翠

Patricia Fripp, CSP, CPAE is an in-demand sales presentation trainer, keynote speaker and executive speech coach.

是一名受欢迎的销售演示文稿培训师，Keynote演说者和主管人员演讲教练。

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Article Source: www.fripp.com

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