7 Keys to P.E.R.F.E.C.T Communication

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For the last 12 years, Dexter Moscow has been a leading guest presenter on QVC, The Television Shopping Channel, structuring and developing ‘selling' presentations that engage and motivate viewers to pick up the phone and order. As a trainer he coaches other guests and presenters to do the same. In the year 2007 - 2008 QVC's turnover in the UK was in the region of £350 million and was $7 Billion worldwide. In this article Dexter looks at the key elements to creating an instant impression in today's business arena.

Whether you are in the boardroom, addressing your staff at conference, in a business pitch, or like me, in front of the camera facing a live television audience, it is essential that you have the right impact from the very start because

"You never get a second chance to make a first impression".

Who first said this? Was it Will Rogers a film star cowboy of the thirties, or Oscar Wilde? Regardless of who it was it is an incontrovertible truth that the first impression is the one that counts and horror of horrors it only takes 30 seconds for it to be formulated.

Being on television regularly I know that there are certain specific elements that create a compelling and influential presentation. So in today's sound bite society we need to present more than just the facts. We need to engage, enrol, impress and retain our audience's interest.

A good speaker entertains the audience. A great speaker moves them to action

With this in mind I am delighted to present to you my,

7 Keys to P.E.R.F.E.C.T. communication

Personal Impact                                                          

Non-verbal communication such as unease, uncertainty or nervousness can convey negative signals to your audience.  These subconsciously perceived weaknesses can capture the audience's attention so that what you are saying is lost.

Know exactly how you are going to start your presentation. Ensure that it's powerful and engaging and be aware of you body language.

Emotional Connection

If you aren't passionate about what your topic how can you expect any body else to be?

Engage people at an emotional level. Tell personal stories, use metaphors and let people into your life's experiences. You will find that your audience will more easily join you in your pictures.

Right to Talk                                                     

What right do you have to talk about the subject you are talking to us about? Tell us your History and in doing so create authority?

As a child we were told not brag about our achievements. You then enter the world of work and what happens you are judged on your accomplishments.

When you identify your expertise and call on the ‘hands on' elements of the matter being discussed you develop personal credibility and elicit an emotional response from those listening.


Once you have developed an emotional rapport, and a reason for them to trust and believe in you, then your presentation has to have defined facts and detail.

Don't talk in terms of hypothetical situations. Make it relevant to your ‘audience', their businesses, their hopes and concerns. Understand what they want to know, not what you want to tell them.                                                                                                    


We live in a sound bite society.

"Just do it", "it's the real thing", "Am I bovvered?" We are programmed to expect information to be packaged in instantly memorable phrases. Encapsulate your message, the key elements of your presentation and translate them into succinct, influential language.

Credibility and Congruency

Don't make claims that you can't substantiate.  At a seminar recently a speaker used the following information.

"A first impression is based on 7% spoken words, 38% tone of voice and 55% body language."

The speaker was questioned about the provenance of the quote but did not know the originator. His credibility was immediately blown.

If you are going to use quotes make sure you know who said it and in what context.

The Company

Apart from your individual right to talk on a specific subject it is also important to establish the credentials of the company or companies that you are associated with.

Use testimonials from delighted customers and the value you bring to the company. Is is a universal truth that those we associate with can give us even greater standing and authority.

The P.E.R.F.E.C.T. elements form part of a sophisticated influencing skills workshop used at QVC and in the corporate arena.

Those attending develop, presence, business-winning presentations and obtain a set of tools to enable them to be effective where they need to positively influence and motivate others to achieve their desired result.

The key to your personal and financial success is in your ability to positively impact others.

For more information on Dexter's seminars he can be contacted be email: dexter@audiencedynamics.co.uk on 07973 635 670 or via his website http://www.audiencedynamics.co.uk/




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