Good communication skills is never just about the transmission of thoughts and ideas but it is just as much about the instigating and evoking of those within the listener. The business world is constantly searching for an answer on 'How to Improve Communication Skills'. This presentation focuses on some of the powerful ways to improve communication skills that we use in our communication skills training.

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The key learning in this
presentation have been
adapted from the life of the
iconic speaker, Martin Luther
King, Jr.

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1. Have Conviction
2. Use Symbolism & Metaphor
3. Use Intentional Repetition
4. Be Passionate
5. Be Relevant
5 Keys for Effective Business Communication
 Conviction

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∗ Whatever else an audience may miss,
conviction is what they will immediately
perceive
∗ It is not the words but the intention behind
the words that makes the message
persuasive
∗ A communicator can never mimic true
conviction if he doesn’t really feel it within
his soul
1. Have Conviction

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2. Use Symbolism & Metaphor
 Here are examples of King’s incredible use
of metaphors:
 ‘segregation’, referred as ‘dark and desolate
valley’
 ‘racial justice’ referred as a ‘sunlit path’.
 ‘discontentment’, referred as a ‘sweltering
summer’
 ‘freedom and equality’ referred as ‘invigorating
autumn’

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2. Use Symbolism & Metaphor
∗ Symbols & Metaphors serves these
purposes:
∗ Conveys the meaning of the words
∗ Invokes powerful feelings and emotions that
the listener immediately associates with it
∗ Very useful in everyday business
presentations and in conversations where one
is ‘selling an idea’

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∗ During that speech, Dr. King repeatedly used
phrases like:
∗ “We will not be satisfied”
∗ “Go back”
∗ “With this faith”
∗ “I have a dream”
∗ This was an intentional and perfectly executed
rhetoric that kept bringing the listener back to
the core idea or theme that is being conveyed
3. Use Intentional Repetition

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∗ History tells us that even though Martin
Luther King had some notes with basic
pointers on it, he almost never used it when
he gave the speech.
∗ A good communicator will ‘own’ what he is
trying to convey and their heart and mind can
convey their thoughts just as well.
4. Be Passionate

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∗ When communicating you should always be striving to answer the question
that is in the listener’s mind, “What Is In It For Me?”.
∗ The promise of freedom and equality is what Dr. King had to offer the
audience and this captivated their attention.
∗ There is great truth in the following axiom: “People don’t care how
much you know until they know how much you care.”
5. Be Relevant

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∗ It is impossible to engage and influence any
audience unless you know what is on their
mind.
∗ Gone are the days when business theory
advocated that leaders should cater only to
the mind and not to the heart.
∗ The more personal and engaging the
conversation is the more effective it will be.
5 Keys for Effective Business Communication

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