Customize, Don’t Just Personalize

2. Customize, Don’t Just Personalize For NSA Western Winter Workshop March 3, 2001 presented by Rebecca L. Morgan, CSP, CMC

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14. Rebecca L. Morgan, CSP, CMC

15. Customize, Don’t Just Personalize For NSA Western Winter Workshop March 3, 2001 presented by Rebecca L. Morgan, CSP, CMC

17. Agenda • Why customize? • Clarify definitions: • Canned • Personalized • Customized • 10 levels customization

18. Who’s here? ? ?

19. Stop signal Hand up stop talking

20. What Do You Think? 1. I believe customization is important because... 2. Some of my challenges about customization are... 3. I’ve seen some customization attempts fail because... 4. I know I could customize more effectively if I... Page 1

21. What Do You Think? 1. I believe customization is important because...

22. What Do You Think? 2. Some of my challenges about customization are...

23. What Do You Think? 3. I’ve seen some customization attempts fail because...

24. What Do You Think? 4. I know I could customize more effectively if I...

25. What Do You Think? 1. I believe customization is important because...

26. It’s gotten to the point that I almost dread public seminar programs because I know that I won’t have the opportunity to get to know my audience and prepare like I am accustomed to. —Patti Hathaway, CSP

27. And for another perspective... I do no customization! If you have a solid, quality message and presentation, there’s no need to customize.

28. What Do You Think? 2. Some of my challenges about customization are...

29. Everyone says you have to customize. I say it depends. Lots of great speakers don't customize much. It’s a question of your presentation’s purpose, and the narrowness or breadth of the audience. You can do very little customization and still have a great presentation. —Ken Braly

30. What Do You Think? 3. I’ve seen some customization attempts fail because...

31. I saw a professional speaker present to a computer user group. He customized quite a bit, using technical terminology and mentioning company initiatives that I knew he didn't really understand well. I felt he came across as out of his league, with not a lot of credibility, and thought it would have been stronger had he stuck to his own material —Ken Braly

32. What Do You Think? 4. I know I could customize more effectively if I...

33. So many speakers say they customize and then don’t, or they don’t understand what it means to truly customize a program. —Mark LeBlanc

34. 3 Levels of Customization • Canned • Personalized • Customized Page 1

35. Canned A “canned” presentation is more of a performance, humorous or motivational in nature. These often get a bad rap from speakers. These types of presentations do serve a purpose, and can often command high fees, depending on the skill level of the speaker.

36. Personalized A “personalized” presentation is what most speakers do. It includes limited personalizing, e.g., logo on the handout, an interview or two, and a reference or two during the presentation.

37. Customized A “customized” presentation is specially prepared for an organization, requires an in-depth study of the industry, client, culture, people, and/or annual reports, new content is created, and/or new handouts are designed with specific material (or some strong combination thereof).

38. What’s Your Customization Level? A. Write the organization’s name or initials for the last 5 presentations you gave. B. Write the organization’s name or initials for the next 5 presentations you’ll give. Page 2

39. Morgan Customization Scale Levels 1-5 Page 3

40. Form a team of 4

41. Team Process • Ask your teammates any questions you have about anything we’ve covered so far. • Share with your team the ideas you want to implement.

42. Morgan Customization Scale Levels 6-10 Page 5

43. If you’re that upset, sir, perhaps you should see our complaint manager.

44. If you’re that upset, sir, perhaps you should see our complaint manager, Earl.

45. This was my client’s conference template

46. Arthur will have something rhythmic to share, no doubt. —Arthur Hull

47. Let’s hope Johnsays something interesting, so I’ll have a quote. —John Foppy

48. Let’s hope Brian hit a home run, er, touchdown so I’ll have something quotable. —Brian Holloway

49. A medical company hired me. I told them I would visit one of their clinics to see how their customers are treated. Then they told me that I was speaking to their groups of MALE IMPOTENCY clinics!!! —Scott McKain, CSP, CPAE

50. Team Process • Ask your teammates any questions you have about anything we’ve covered so far. • Share with your team the ideas you want to implement.