Manage Facebook Ads Cut the Information, And Increase the Engagement

The speaker at the conference was sharing the results of a three-year research project. Brilliant ground-breaking research that was extremely relevant to all in the audience. This was enough to grab everyone’s attention – even though he appeared to be reading off his slides – each of which contained eight to ten bullet points with longish sentences. By the fifth slide, attention was waning and by the tenth most were checking emails on their handphones. And he still had eighteen slides to go!We’ve all been there – in the audience (I hear your groans!). Sometimes, you are in the role of speaker – charged with sharing your important information with colleagues, peers, managers, staff and/or clients. How do you do that and NOT fall into the trap described above? Here are some hints.It’s Not a BuffetSome speakers with a lot to share will try to serve it up buffet style. They think, “I’ll just put it all out there in front of them and they can choose what they like.” It might work with diners, but with audiences it only confuses them. They become overwhelmed by the options and end up remembering nothing. Far better to serve it a-la-carte – placing one dish at a time in front of them that they can savour and appreciate.


You Must PrioritiseThey won’t remember all you say. In fact, some research shows that even good speakers get as little as 10% retention. Those hearing complex information for the first time need you to highlight the key points. No listener can retain more than five to seven points at any one sitting, so you need to identify which points they will retain. It is even better if you can put these in order of importance. This helps them make sense of the information. Otherwise it is just a ‘data-dump’. Use phrases like:”And the most Important point here is… “”If you only remember one thing from all of this, make it… “”What we learned most from this was… “Does this mean that you may have to omit some information from your presentation? If so, that’s totally fine. Have a handout or include additional information in the conference papers; but don’t speed-read through a mountain of information that was never meant to fit into your allotted time. This is cruel to your audience and damaging to your reputation.You Must Repeat YourselfMake sure you summarise all your points – not just at the end, but throughout the presentation. As you move from one point to another, mention again the points you’ve covered so far. This helps them keep the information in context. Like the announcement on the MRT telling you what line you’re on and the name of the next station, it helps them get a sense of where they are going.Change ModesSimply delivering information – generally from behind a lectern backed by words on a slide – is one mode of delivery. It will be the most effective mode for some of your presentation; but because it is so often the only mode used by bad speakers, it should only be used when there is no alternative. You can avoid this by changing modes regularly throughout your presentation. Here are some ways you can do this:• Give examples, stories, case studies and anecdotes• Use a comparison with a concept already familiar to them to explain some new concept• Use images and graphics to illustrate points; but make sure they are clear and only show the image relevant to the point you are talking about at that time.• Show them a sample, souvenir, award, etc (as long as it’s large enough to be seen by all)


• Blank the screen to draw all attention to yourself as you make a key point• Come out from behind the lectern (if possible)A good rule is to aim for modal change at least every seven minutes.NEVER underestimate the value of stories. Choose wisely so that they don’t take too long to explain; but always remember that the stories in your presentation will be the part that the audience finds most engaging and that they are most likely to remember. Experience has also shown that this is the part of the presentation where you will feel most comfortable.Use Emotionally Intelligent Information SharingTo create engagement and retention, a presentation must mix both logic and emotion; so, don’t just think about what you want them to know at the end of your presentation, think about how you want them to feel so they will remember it.Talking to a group is an inefficient way of transferring information. It is, however, proven to be an excellent way to have people prioritise your information and be influenced by it. In a time when everyone is overloaded with information, this is very important.

A Latin Impact on the Finance Industry

Financial Institutions are a fantastic business model to learn from when considering ever changing market conditions. Their traditional target markets are stable, but, the needs of an emerging market, the Latino market is extremely underserved. It is certainly not for lack of money. Many Latinos have zero debt and healthy saving habits. The question arises, are financial institutions doing enough to serve this population? Are they adapting to the Latino needs? The answer is complicated.

There are two types of Latinos in the USA. One is the immigrant seeking a better life and wanting the American dream, whether they came through the proper channels or not it is irrelevant. The second, are the Latinos that are born here. These are two very different groups of people with different needs and goals. Most immigrants bring their culture, traditions, and customs with them to the US. Those born here develop a blended culture that is both Latino and American.

Financial Institutions are taking notice and making strides to accommodate this very economically influential population. The main reason is that there is a lot of investment in education and developing trust. An untold detail is that in Latino countries, people do not trust banks and financial institution because of corruption. Everything is paid in cash and there are no debt or traditional credit scores. This means that the Latino community have cash, probably stored under their mattress or in a shoe box. This is very dangerous considering that a house fire could burn an entire life savings. Another scenario is they could become a target for robbery. This is a foreign concept for Americans. What is happening is a huge learning curve, educating them on the process of building credit, saving their money in a financial institution, getting loans (mortgage, car, etc.), and most important having trust in the financial institutions.

The younger generations that are born here learn from their parents and surroundings. There is still a disconnect from the importance of financial products, building credit, and how that process works. Many of these young people are just translating for their parents, explaining financial products, and become an intermediary for conducting business. You will notice an increase in bilingual support at many financial institutions for this reason. There is still a lot of work to do in this regard, and this process will take time.

However, more and more financial institutions are offering products specific to Latinos. Information is becoming available in Spanish and more financial institutions are hiring bilingual and multi-lingual speakers. It will be interesting to see how we as a country adapt to this important demographic. It is truly an untapped market that has an important function in our economy for growth and stability.