Evolve Consultant’s                                         Executive Briefings                                           ...
10-20-30 ….. Be radical!                                                                        You’ve just been asked to ...
Showtime!                                                               ρathos, εthos                            and      ...
LANGUAGE SECRETS OF THE GREAT PRESENTERS                                                                                  ...
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How to make more impact with your presentation


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  1. 1. Evolve Consultant’s Executive Briefings Issue 4 Focus for this issue: Presentation Skills Make More Impact With Your Presentations The Evolve “How to” GuideTHE 10 DEADLY SINS Speak to move people towards action - not to inform them!1. Death by PowerPointPowerPoint is nothing more than a visual roadmap for yourpresentation. Less slides with more context from the speaker is Making business presentations is a regular part and parcel of being a modernthe way to go. Avoid the over use of slides. business manager or executive. The impact your presentation makes can impact your sales figures, your business results and even your2. Reading from the slides personal reputation. We find some presenters are engaging, inspiring, andWhen you read from the slides you give the perception that you motivational, whilst others prepare poorly, read from their slides, and just “showare unfamiliar with your content. Refer to notes and don’t read up and throw up” far too much information in the time allotted to them.from the slides. Fundamentally, every presentation is an opportunity to move your audience3. Lack of context towards an action as opposed lecture them.Your content should always be relevant to your audience –anything less is disrespectful to your audience. Generic Many of you reading this newsletter will have attended presentation skillspresentations don’t work. Always use appropriate context. training in the past. The purpose of this newsletter is to build on your previous training and experience and challenge your thinking about the way you prepare4. Too many messages for, script and deliver your presentations. We believe we have peppered thisFact! If you are presenting for 30 minutes your audience will edition of ‘Executive Briefings’ with tips, thoughts, and practical take aways thatonly remember three or four of your points. Go for a quality will help you make more impact with your presentations, help you move yourmessage as opposed to a quantity one. audience to action, and ultimately help you become a more inspiring and engaging speaker.5. No W.I.I.F.M.Your audience is only interested in one aspect of your We hope you find the tips useful.presentation. That is “What’s In It For Me”. Link your agenda totheirs and you’ll have a recipe for success.6. The last word! Evolve ConsultantsMany presenters finish at the wrong place. The wrong place isafter Q and A! There should always be a recap followed by aconclusion or call to action..7. Lack of logical structureEvery story has a start, a main body and a conclusion. Apresentation is no different.8. Not researching the audience.Fail to prepare for your audience – then prepare to fail with yourpresentation.9. Not using speaker notesWhat have all great speakers got in common? They all work froma prepared set of speaker notes! When you know what you wantto say, then you can focus on how you will say it!10. Not doing a dress rehearsalThe more you prepare – the better you will be. Practice! Produced by Evolve Consultants, 16 Castle Avenue, Clontarf, Dublin 3, Ireland. Contact details: info@evolve.ie Website: www.evolve.ie Phone Number: 00353 1 8532075
  2. 2. 10-20-30 ….. Be radical! You’ve just been asked to give a presentation on a new product development project to the executive management team at their monthly meeting. You start thinking to yourself ….…’ how long should I speak for? How many PowerPoint slides should I use? How much information should you include on my slides? Guy Kawasaki was one of Apple’s original team responsible for marketing the ‘Apple Mac’ and is referred to as one of the prime ‘Apple. communication evangelists’. He is also a venture capitalist, author and aHow can you increase the likelihood that people radical presenter. In his own words he says that “Every month I listen to hundreds of people trying to pitch potential investments to me and mostwill take action after your presentation? of the time they lose they can’t present their ideas to me in a compelling and easy to engage with format”. Guy evangelises a technique called the1. Be direct! Tell people exactly what you want them do. 10-20-30 format. We thought we’d be different and radical and introduce In their book “Switch”, Chip and Dan suggest the best way to get you to the format. It might just inspire you to do something differently action from your audience is to be direct. The Heath’s site an next time you present. example of school students in South Dakota who wanted to help revive the local economy. The students worked out that if residents What is the 10-20-30 Rule for PowerPoint? spent more of their disposable income locally it would make a Guy frames his 10-20-30 rule for PowerPoint as: difference. Interestingly they directly asked residents to spend ten • 10 slides are the optimal number to use for a presentation. percent more of their disposable income in their local stores and • 20 minutes is the longest amount of time you should speak. businesses. They calculated that this would boost the local • 30 point is the smallest font size you should use on your slides. economy by $7 million. A year later, the amount of money spent in their local community had increased by $15 million. So as you Ten slides. Ten is the optimal number of slides in a PowerPoint conclude your presentation be specific about what you want presentation because it’s difficult for people to comprehend more than members of your audience to do. ten concepts / issues / points in a meeting.2. Make people accountable Twenty minutes. Is the optimal period of time you should be speakingThere are a number of ways you can set this up for a presentation. for? Even if you have an hour time slot, in a perfect world, you give yourYou could ask people to pair up with another person and commit to pitch/ speech in twenty minutes, and you have forty minutes left forkeeping each other accountable. Or you could ask audience discussion.members to email you by a certain date with the action they’vetaken. Thirty-point font. Here at Evolve, the majority of the presentations that we see have text in a twenty point font or smaller. This is so the3. Give written instructions presenter can jam as much text as possible onto a slide. The slideConsider taking people through the detailed steps they’ll need to becomes a script and the presenter merely reads every line on the slidetake and give them all the information they need to carry through via word for word. However, as soon as the audience figures out that you’rewritten instruction / handout. reading the text, they begin to read ahead of you or worse still if you have given them a handout of your slides they start to jump ahead of4. Provide mental triggers you. The result is that you and the audience are out of sync.People who create action triggers for themselves are far more likelyto take action. An action trigger is a mental plan you make about The reason people use a small font is twofold: firstly, that they don’twhen and where you will do something or what you will do in a know their material well enough; secondly, they think that more text iscertain situation. For example, I use action triggers when I am going more convincing. Use bigger font! Your slides are supposed to be a highinto a sales meeting with a new sales prospect. Don’t just ask level visual road map outlining major intersections they are not supposedpeople to do something, get them to make a mental plan of when to be a detailed ordinance survey map! If “thirty points,” is too radical,and where they will do it and what it will look like when it is then we suggest you use the “gambler’s alternative”: find out the age ofhappening. Do this during your presentation. the oldest person in your audience and divide it by two. That’s your optimal font size.5. Appeal to their values systemPeople often do things, but because the action conforms to their Here at Evolve, we applaud Guy Kawasaki’s efforts to use his influenceview of themselves. For example “As people who live in thiscommunity and want to see your families flourishing here in a safe to challenge the presentation status quo. But remember, the 10-20-30environment, therefore I need you to support the “Slow down – rule shouldn’t be viewed as hard and fast. It’s a sound guideline whichspeed kills” driving campaign in the housing estates close to schools you should always consider, but make your choices based on yourand colleges.” audience, your message, and your own personal style. 2
  3. 3. Showtime! ρathos, εthos and logosTip 1: Entertainment value countsIt does not matter where you are speaking, what you are The three key’s to persuasion in a speechspeaking about or who you are speaking to – you must haveenergy, enthusiasm, and excitement. When you present you Aristotle, the ancient Greek philosopher, is often regarded as thecan’t just read from a set of notes or PowerPoint slides - you “godfather” of the modern business presentation. He believed theare going on stage. The best speakers understand that having objective of every speech was to motivate or persuade yourappropriate content is taken as a given, but the delivery style audience members in some shape or form.and format will determine how memorable and how muchimpact your presentation makes. Fast forward to the 21st century; nine times out of ten when you get up to speak you are also hoping to move people to action. You’ve got a company message to sell to your staff, or an idea for process improvement to sell to the board, or maybe it’s a new service or concept you want to sell to a sales prospect. Aristotle suggested three key ingredients to delivering a persuasive speech were: Pathos – Ethos – λogos (Logos) Pathos stands for the energy, enthusiasm and emotion you put into your presentation. All too often we see speakers, glued to the lectern, reading their slides word for word, their mouths are statingTip 2: The Frank Sinatra rule. that they are passionate, but their body showing us that they areWhen “Old blue eyes” played a concert with a new orchestra he not. Remember energy and passion transfers regardless of whetheralways had a pep talk with them during their warm up session. it’s positive or negative.Sinatra would always tell every orchestra the same thing – “Youare here to support me. You are not here to take over. I am Logos stands for the logic of both your speech you’re yourthe main attraction – they are paying to hear and see me sing”. argument. Your argument must have sufficient example and contextThe Frank Sinatra Rule of presenting states that PowerPoint to support the points you are making. You must layout yourslides are only there to support the presenter – they are not the message in a logical format that makes sense to your audience.main attraction. Just like a good orchestra they will accompany Your story must have a start a middle and an ending. Every pointthe words as delivered by the presenter. The presenter is the you make must be introduced, elaborated upon with context,main attraction. Never forget this. supported with evidence and appropriate example, and linked to the overall theme of your presentation.Tip 3: Reduce the PowerPoint – tell memorable storiesinstead Ethos is all about your presence, credibility and integrity. Whilst youMany presenter’s over load presentations with slides. In fact could argue that these traits are learned over time, there are somethe slides often become the presentation. I suggest you lose things you can do to fast forward them into your repertoire.the PowerPoint (or at least use far fewer slides) and usecontext, example, and compelling stories to carry your (a) Prepare for your Q & A sessionmessage. It’s far more powerful. (b) Facts & figures: Be able to reference supporting data (fromTip 4. Get the audience involved recognized / relevant authorities)What is the difference between a lecture and a good (c) Always be ethical.presentation? A lecture is when a speaker dictates information (d) Be honest when you don’t knowto an audience. A presentation is where a speaker engages (e) Be more passionate in the way you present.with an audience. A speech without any audience interaction isa lecture. A lecture has very limed long term impact. Remember becoming a persuasive speaker requires, planning, practice and perseverance. Or as Aristotle puts it - “We are what Find ways to get your audience more involved in your we repeatedly do”.presentation at various stages and not just at the Q and Astage. 3 BROUGHT TO YOU BY WWW.EVOLVE.IE
  4. 4. LANGUAGE SECRETS OF THE GREAT PRESENTERS Contd.We all have our favourite speakers. Speakers whom we admire, speakers whomove us, and speakers who we would like to be able to replicate. You might be • Rhetorical questionssurprised to learn that most of your iconic public speakers all use the same Asking questions to which you already know the answermagic formulae. They might be saying different things, to different people, is a more engaging way of presenting simple statementsduring different times – but they all use the same language devices and skills. as it involves the audience and gets them thinking. Example: [“I’d like you to put your hand up if your businessHere are 6 language secrets of the great and the good that you can use straight has changed in some, shape, or form?] A pause after theaway. question creates anticipation and ensures people listen to the answer• Three is the magic number!Julius Caesar declared [‘I came, I saw, I conquered’]; the Catholic Church • Alliterationfollowed this with [‘The Father, Son, and Holy Ghost’] and [‘the three wise men with The repetition of the first consonant sound in a group oftheir gifts of frankincense, and myrrh’]. two or more words draws attention to that specific phrase. For example, when [‘People, price, product, andPoliticians soon worked out that the rule of three was a powerful way to promotion’] is mentioned in a marketing presentation, theinfluence, persuade and inform. The French gave us [“liberty, equality and audience instinctively picks up this phrase and can recallfraternity”], Abraham Lincoln gave us “Government of the people, by the people, it better at a later time.for the people”, and JFK followed with [“We choose to go to the Moon in this decadeand do the other things, not because they are easy - but because they are hard! • Pause for effectBecause that challenge is one we are willing to accept, one we are unwilling to Include 5 second pauses at key moments – it createspostpone and one we intend to win!”] great dramatic effect. You’ll find that it brings the audience into your speech as if they were actuallyHollywood then gave us [“The good, the bad and the ugly”], and the people behind experiencing it.Mars bars tell us [“A mars a day will help you work, rest and play”]. • Use short sentences.The idea behind the rule of three is simple: lists of all kinds of things, qualities, We all suffer from attention span deficit. Consider usingactions, and examples tend to come across most powerfully when they contain action orientated sentences with fewer that ten to twelvethree items. words. Look at any JFK speech.• RepetitionRepetition is one of the most useful tools available to the presenter.Repetition allows you to hammer home a key concept, idea, or message that Who are Evolve Consultants?make it easier for your audience to connect with or remember your point.Repetition is used to accentuate a point or points that the speaker wants the Founded in 1998, Evolve Consultants are one of Ireland’s leadingaudience to remember. A good example of this can be found in Martin Luther training and development practices. We specialise in helpingKing, [‘I have a dream’] speech at the steps of the Lincoln Memorial in 1963. organisations’ adapt the right personal and management behaviours for their business strategy. We offer a blended approach of consulting, training and coaching to help them getBy skilfully repeating your key points in various ways and at various stages, the there.audience will have them imprinted on their minds without being bored. Just like • Management development & executive coachingMartin Luther King you can do this by having a theme running through your • Personal developmententire speech. Your theme will contain a key thought or phrase. Make sure you • Sales strategy, training and coachingelaborate on those key words during your presentation. Keep linking your • Creativity & innovationmaterial back to your theme or title so it runs like a thread that holds yourpresentation together. Our methods are practical and bespoke. Fundamentally, we believe we can help clarify your issues, focus your activities and [Continued next column] most importantly help you significantly improve your business results. For further information phone us on 01 8532075 or email david@evolve.ie 4