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The Jelly Effect: How to make your communication stick

Book Description

Like throwing jelly at a wall, poor communication never sticks.

Too much information and not enough relevance is a problem that pervades almost all business communication. So what's the answer? More relevance and a lot less jelly.

The Jelly Effect teaches you simple, memorable and costless ways to win more attention and more business. Imagine how effective you'd be if you communicated only what was relevant 100 percent of the time. You would be better at talking to others, presenting, networking and selling. You would excel in interviews, meetings and pay-rise discussions. The benefits would be endless.

The Jelly Effect will show you how to get the best out of any situation, whether you're speaking to an individual or a group, formally or informally, inside or outside your organisation. By the time you close the final page of this book, you will be armed with practical, proven techniques that will help you be more effective in all your business dealings.

"Andy Bounds taught me more about effective presenting than a lady who'd previously taught two US presidents."

Table of Contents

  1. Copyright
  2. Acknowledgements
  3. Who am I to tell you how to communicate?
  4. 1. The best way for you to read this book
    1. 1.1. BRILLIANT BUSINESS BOOKS
      1. 1.1.1. Attribute 1 – New, simple, relevant, accessible and effective tips
      2. 1.1.2. Attribute 2 – Time-efficient
      3. 1.1.3. Getting going ...
  5. 2. Why 'the Jelly Effect'?
  6. 3. The AFTERs
    1. 3.1. HOW CAN YOU TELL IF COMMUNICATION HAS WORKED?
    2. 3.2. THE AFTERS: THE SECRET INGREDIENT TO JELLY-FREE COMMUNICATION
    3. 3.3. THE FIVE OF COMMUNICATION
      1. 3.3.1. The best way to remember the five rules
    4. 3.4. THE BEST TYPE OF ADVICE IS ANNOYINGLY SIMPLE
  7. 4. Networking
    1. 4.1. WHEN YOU THINK ABOUT IT ... IT'S JUST LIKE BUYING JEWELLERY
    2. 4.2. THE TWO BIGGEST PROBLEMS WITH NETWORKING
    3. 4.3. NETWORKING – IT'S ALL A QUESTION OF FISH AND COFFEE
      1. 4.3.1. Working a room
      2. 4.3.2. Following up
      3. 4.3.3. Who are your Big Fish?
        1. 4.3.3.1. Potential customers
        2. 4.3.3.2. Potential suppliers
        3. 4.3.3.3. Potential Recommenders
        4. 4.3.3.4. The guest list
      4. 4.3.4. Why you're already good at networking
        1. 4.3.4.1. Having good manners
        2. 4.3.4.2. The worst networking ever?
        3. 4.3.4.3. Being able to talk
    4. 4.4. HOW TO GET THE MOST VALUE OUT OF A NETWORKING EVENT
      1. 4.4.1. Before the event
      2. 4.4.2. Things not to take
        1. 4.4.2.1. Things to get sorted in your mind
          1. 4.4.2.1.1. Remind yourself why you are going
          2. 4.4.2.1.2. Know who you want to meet
          3. 4.4.2.1.3. Establish your goals for the event
        2. 4.4.2.2. During the event
        3. 4.4.2.3. Knowing who to approach
          1. 4.4.2.3.1. Individuals versus groups
          2. 4.4.2.3.2. Open and closed groups
        4. 4.4.2.4. Knowing what to say
          1. 4.4.2.4.1. Step 1 – Getting into the conversation
        5. 4.4.2.5. Step 2 – Talk about them
      3. 4.4.3. Step 3 – Talk about you
        1. 4.4.3.1. Step 4 – Chat
        2. 4.4.3.2. Step 5 – Get out of the conversation
      4. 4.4.4. If in doubt
      5. 4.4.5. Bringing it all together
      6. 4.4.6. After the event
      7. 4.4.7. Build relationships
      8. 4.4.8. Some quick, random thoughts to improve your networking ...
      9. 4.4.9. How long should you spend with each person?
      10. 4.4.10. When should you arrive at an event?
      11. 4.4.11. Copy from the best
      12. 4.4.12. What should you wear?
      13. 4.4.13. How drunk can you get?
      14. 4.4.14. Handling your nerves
    5. 4.5. ENSURING YOU ARE IN THE RIGHT ROOM
    6. 4.6. SO, WHAT NOW?
  8. 5. How to sell more
    1. 5.1. JELLY SELLING (BAD IDEA)
    2. 5.2. AFTERS-BASED SELLING (SUPERB IDEA)
      1. 5.2.1. Are AFTERs relevant to every Profession?
      2. 5.2.2. Your customers want problem solvers, not technicians
      3. 5.2.3. The two sides of the beachball
      4. 5.2.4. This stuff works
      5. 5.2.5. Why does AFTERs-based selling work?
      6. 5.2.6. Why I hate the word 'sales'
      7. 5.2.7. What are your AFTERs?
    3. 5.3. MY ABC METHOD: HOW TO USE YOUR AFTERS TO SELL MORE
      1. 5.3.1. AFTERS – establish their DESIRED AFTERs
        1. 5.3.1.1. Don't forget these tips to help close the deal...
      2. 5.3.2. Convince
      3. 5.3.3. How to apply this to your business
        1. 5.3.3.1. Preparing your AFTERs-proving selling points
      4. 5.3.4. Applying ABC in practice
    4. 5.4. TWO FURTHER BENEFITS OF THE AFTERS – BASED APPROACH
      1. 5.4.1. Benefit 2 – pricing
    5. 5.5. THE GOLDEN RULE OF SELLING
  9. 6. Referrals
    1. 6.1. FINDING YOUR FIRST LOVE
      1. 6.1.1. Letters in lockers
      2. 6.1.2. A flyer on the school noticeboard
      3. 6.1.3. The school magazine
      4. 6.1.4. Ringing everyone in the school
      5. 6.1.5. How are we doing so far?
      6. 6.1.6. The best way to find a date
    2. 6.2. THE SIMPLEST WAY TO WIN BUSINESS
      1. 6.2.1. The best advice I could give you
      2. 6.2.2. The huge problem with referrals
    3. 6.3. GETTING THE 'REFERRAL FOUNDATIONS' RIGHT
      1. 6.3.1. Getting the definitions sorted
      2. 6.3.2. The golden rules of referrals
      3. 6.3.3. why everyone benefits from referrals
        1. 6.3.3.1. Benefits to you
        2. 6.3.3.2. Benefits to target
        3. 6.3.3.3. Benefits to referrers
    4. 6.4. HOW TO GET MORE REFERRALS
      1. 6.4.1. Step 1 – Never underestimate their power
      2. 6.4.2. Step 2 – Pre-prep you must do
        1. 6.4.2.1. Recommending a DVD
        2. 6.4.2.2. Required information 1: who do you want to speak to?
      3. 6.4.3. Required information 2: the AFTERs for each of your big fish
      4. 6.4.4. Step 3 – Who to ask for referrals
        1. 6.4.4.1. Your customers
        2. 6.4.4.2. Your friends and family
        3. 6.4.4.3. Your suppliers
        4. 6.4.4.4. Tennis teams
        5. 6.4.4.5. Staff
        6. 6.4.4.6. People who you have given referrals to in the past
        7. 6.4.4.7. People who have given you referrals in the past
      5. 6.4.5. Step 4 – Jelly-free scripts that get referrals
        1. 6.4.5.1. Your customers
        2. 6.4.5.2. Your friends and family
        3. 6.4.5.3. Your suppliers
        4. 6.4.5.4. Tennis teams
        5. 6.4.5.5. Your staff
        6. 6.4.5.6. People who you have given referrals to in the past
        7. 6.4.5.7. People who have given you referrals in the past
      6. 6.4.6. Step 5 – Ensuring you get referrals in the long term
        1. 6.4.6.1. Continual feedback
        2. 6.4.6.2. Rewarding the referrer
        3. 6.4.6.3. Who helps who first?
  10. 7. Presentations
    1. 7.1. HOW TO AVOID JELLYING YOUR AUDIENCE
    2. 7.2. LAYOUT OF THIS CHAPTER
      1. 7.2.1. Before – how to prepare content that will get results (RAP Method™)
      2. 7.2.2. Step A–What objective do you want to achieve afterwards? (draft one)
      3. 7.2.3. Step B – Expand on step A's objective, using questioning words
      4. 7.2.4. Step D – List all the points that could help you achieve step C's objective
      5. 7.2.5. Step E – Prepare your 15 seconds
      6. 7.2.6. Step F – Transition Zone
      7. 7.2.7. Step G – Prepare your RAP Reminder Card™
      8. 7.2.8. EMPATHY: the secret to captivating audiences
        1. 7.2.8.1. JOLT analysis
        2. 7.2.8.2. Preparing your presentation
        3. 7.2.8.3. Why traditional 'presentation preparation' doesn't work
        4. 7.2.8.4. The best way to prepare
      9. 7.2.9. During – delivery skills to impress your audience
      10. 7.2.10. After – how to follow up your presentation, to ensure you get great results
      11. 7.2.11. How to use this section to create presentations that work
  11. 8. Avoiding 'the Green Corridor of Doom'
    1. 8.1. THE STORY SO FAR ...
    2. 8.2. THE GREEN CORRIDOR OF DOOM
    3. 8.3. HOW THIS BOOK CAN HELP YOU GROW YOUR BUSINESS
  12. And if you want more help ...
  13. About the author