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Keynote 1 - Persuade with Impact & Power - Darren Tay

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Keynote 1: Persuade with Impact & Power (Darren Tay)

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Darren Tay: World Champion of Public Speaking 2016. Express to Impress book. Try selling it. Darren got a chance in high school to give a keynote and ended up selling 12,000 books.

Pyramid of Persuasion

  • 60% Unaware: Need to know “Why I should buy” (Identity).
  • 30% Interest: How it’s different.
  • 10% Active Buyer: Ready to purchase.

ANSVC Framework

1. Attention Grabber

Formula: A + B - C

  • A: What audience wants (e.g., confident speaker).
  • B: Time (e.g., in 3 months).
  • C: What audience hates (phrase “without having to…”).

Techniques:

  • Audience survey question (Finish question first, then raise hands fully).
  • Increase voice volume gradually through the sentence.
  • Theoretical questions.
  • Storytelling.

2. Needs

  • Pain: What do they hope to solve?
  • FAQ: Ask questions they don’t even know they have.

3. Satisfaction & Solution

Convert features to benefits. Use phrases:

  • “So that you may…”
  • “In order for you to…”
  • “To help you…“

4. Visualization

Sell the identity, not just the product.

  • “Imagine yourself…”
  • “Picture yourself…”
  • “What if you could…”
  • (e.g., Nike “Just Do It” sells the identity of an athlete).
  • Visualize who you would become. “You become one of us.”

5. Action

Be specific:

  • Click to buy now.
  • Follow up.
  • Use limits (time, resources).
  • Eliminate/reduce risk (e.g., 30-day money-back guarantee).

Keynote Speakers:

  • Darren Tay (2016 World Champion)
  • Mas Mahathir (2nd Place, 2025 WCPS)

Reference: District 97 Conference 2026

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