Presenting to Win


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A few tips to make your presentation awesome!!!

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  • Wow - this is fantastic. I am always in search of ways to keep improving my presentation skills, and this is the best, most concrete set of techniques and coaching tips I've ever seen. Thanks very much.
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Presenting to Win

  1. 1. <ul><li>Presenting to win </li></ul>By Jerry Weismann
  2. 2. A new approach to presentations It’s the art of telling your story……… You never get a second chance to make a first impression The problem is that nobody knows how to tell a story . And what worse, nobody knows that they don’t know how to tell a story
  3. 3. A new approach to presentations It’s the art of telling your story……… Persuasion is the classic challenge of sounding the clarion call to action, of getting your target audience to the experience known as “AHA!!!” When the story is right, the delivery itself tends to fall into place, almost magically so
  4. 4. The psychological sell A clear and concise story can give a presenter the clarity of mind to present with poise The good presenter : grabs their minds at the beginning of the presentation, navigates them through all the various parts, themes, ideas, never letting go , and the deposits them at the call action
  5. 5. The Problem with Presentation <ul><li>No clear point </li></ul><ul><li>No audience benefit </li></ul><ul><li>No clear flow </li></ul><ul><li>Too detailed </li></ul><ul><li>Too long </li></ul>The inevitable reaction of audiences to a Data Dump is not persuasion but rather the horrific effect known as MEGO : Mind Eyes Glaze Over
  6. 7. <ul><li>Make it easy for your audience to follow, and the audience will follow your side </li></ul><ul><ul><li>Don’t make them think !!! </li></ul></ul>
  7. 8. THE POWER OF WIIFY What’s in it for you?
  8. 9. You and your audience <ul><li>Starting with the objective in sight </li></ul><ul><li>Audience advocacy </li></ul><ul><li>Shift the focus from features to benefits </li></ul><ul><li>Understand the needs of your audience </li></ul>Mastering audience advocacy means learning to view Yourself, your company , your story , your presentation through the eyes of your audience
  9. 10. WIIFY TRIGGERS <ul><li>“ This is important to you because… “(the presenter fills the blank) </li></ul><ul><li>“ What does this mean to you?” (the presenter explains) </li></ul><ul><li>“ Why am I telling you this? “(the presenter explains) </li></ul><ul><li>Who cares? ( “You should care, because…”) </li></ul><ul><li>So what?( “Here’s what…”) </li></ul><ul><li>And…? (“Here’s the WIIFY”) </li></ul>
  10. 11. FOUR CRITICAL QUESTIONS <ul><li>What is your POINT B ? </li></ul><ul><li>Who is your audience and what is their WIIFY ? </li></ul><ul><li>What are your ROMAN COLUMNS ? </li></ul><ul><li>Why have you put the roman columns in a particular order? In other words, which FLOW STRUCTURE have you chosen? </li></ul>
  11. 12. STORY Opening Gambit Point B Tell ‘em what you’re gonna tell’em Outline Flow structures Tell’em Point B
  13. 14. Brainstorming: doing the data dump productively <ul><ul><li>There are no bad ideas in brainstorming </li></ul></ul><ul><ul><li>Focus before flow </li></ul></ul><ul><ul><ul><li>Consider all ideas during the brainstorming as candidates, </li></ul></ul></ul><ul><ul><ul><li>not finalists </li></ul></ul></ul>
  14. 15. Do the distillation before organize it <ul><ul><li>The data dump must be </li></ul></ul><ul><ul><li>part of your preparation , </li></ul></ul><ul><ul><li>not the presentation </li></ul></ul>
  15. 16. FINDING YOUR FLOW <ul><ul><li>Choose one or two flow structures for the entire presentation </li></ul></ul>
  16. 17. 16 FLOW STRUCTURE
  17. 18. <ul><li>Modular  a sequence of similar parts, units, or components, in which the order of the unit is interchangeable </li></ul><ul><li>Chronological  organizes clusters of ideas along a timeline, reflecting events in the order in which they occurred or might occur </li></ul><ul><li>Physical  organizes cluster of ideas according to their physical or geographical location </li></ul><ul><li>Spatial  organizes idea conceptually, according to a physical metaphor or analogy providing a spatial arrangement of your topics </li></ul><ul><li>Problem/solution  organizes the presentation around a problem and the solutions offered by you or your company </li></ul><ul><li>Issues/action  organizes the presentation around one or more issues and the actions you propose to address them </li></ul><ul><li>Opportunity/leverage  organizes the presentation around a business opportunity and the leverage you or your company will implement to take advantage of it </li></ul><ul><li>Form/function  organizes the presentation around a single central business concept, method, or technology with multiple application or functions emanating from that central core </li></ul><ul><li>features/benefit  organizes the presentation around a series of your product or service features and the concrete benefits provided by those features </li></ul><ul><li>Case study  a narrative recounting of how you or your company solved a particular problem or met the needs of a particular client, and in the telling, covers all the aspects of your business and its environment </li></ul><ul><li>Argument/fallacy  raises arguments against your own case, and then rebuts the by pointing out the fallacies (or flase beliefs) that underlie them </li></ul><ul><li>Compare/contrast  organizes the presentation around a series of comparisons that illustrate the differences between your company and other company </li></ul><ul><li>Matrix  uses a two by two or larger diagram to organize a complex set of concepts into an easy-to-digest, easy-to-follow, and easy-to-remember </li></ul><ul><li>Parallel tracks  drills down into a series of related ideas, with an identical set of subsets for each ideas </li></ul><ul><li>Rhetorical questions  asks, then answers, questions that are likely to be foremost in the minds of your audience </li></ul><ul><li>Numerical  enumerates a series of loosely connected ideas, facts, or arguments </li></ul><ul><li>16 Flow Structures </li></ul>
  18. 19. Spatial Need for Financial Guidance Low High Income Low High Matrix
  19. 20. CAPTURING YOUR AUDIENCE IMMEDIATELY <ul><ul><li>90 Seconds to Launch </li></ul></ul><ul><ul><li>Point B </li></ul></ul><ul><ul><li>USP ( unique selling proposition) </li></ul></ul><ul><ul><li>Proof of concept </li></ul></ul>
  20. 21. Seven classic opening gambit <ul><li>Don’t make them think! </li></ul>
  21. 22. COMMUNICATING VISUALLY <ul><ul><li>The slides or other graphic are there to support the presenter, not the other way around </li></ul></ul>
  22. 23. <ul><li>Less is more </li></ul><ul><ul><li>Design all your slides to minimize eye sweep of your audience </li></ul></ul><ul><ul><li>A presentation is a presentation and only a presentation, </li></ul></ul><ul><ul><li>and never a document </li></ul></ul>
  23. 24. MAKING THE TEXT TALK <ul><li>Bullets </li></ul><ul><li>Word wrap </li></ul><ul><li>Parallelism </li></ul><ul><li>Proportional spacing </li></ul>
  24. 25. Crafting the effective bullet slide <ul><li>This is a Typical Lengthy Bullet Chart Title Spanning Two Lines </li></ul><ul><li>Subtitle that add new information </li></ul><ul><li>the first bullet is written as a full sentence, complete with articles, conjunctions and prepositions </li></ul><ul><ul><li>the sub-bullet is also a full sentence </li></ul></ul><ul><ul><li>and so is the next </li></ul></ul><ul><ul><li>and the next </li></ul></ul><ul><ul><li>and so forth </li></ul></ul><ul><li>then comes the second bullet, a full sentence </li></ul><ul><li>then comes the third bullet is also a full sentence </li></ul><ul><li>and so forth, each bullet a full sentence too </li></ul><ul><li>Single Line Title </li></ul><ul><li>First bullet </li></ul><ul><li>Second bullet </li></ul><ul><li>Third bullet </li></ul><ul><li>Fourth bullet </li></ul>
  25. 26. Minimize eye sweeps with parallelism <ul><li>Product Features </li></ul><ul><li>Memory has been enhanced </li></ul><ul><li>Improved speed </li></ul><ul><li>More flexible than before </li></ul><ul><li>Extension warranty </li></ul><ul><li>Product Features </li></ul><ul><li>Enhanced Memory </li></ul><ul><li>Improved Speed </li></ul><ul><li>Greater flexibility </li></ul><ul><li>Extended Warranty </li></ul>
  26. 27. Bullet levels <ul><li>Main bullet </li></ul><ul><ul><li>Sub-bullet </li></ul></ul><ul><ul><ul><li>Sub-sub bullet </li></ul></ul></ul><ul><ul><ul><ul><li>Sub-sub-sub bullet </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Sub-sub-sub-sub bullet </li></ul></ul></ul></ul></ul><ul><ul><li>Sub-bullet </li></ul></ul><ul><ul><ul><li>Sub-sub bullet </li></ul></ul></ul><ul><ul><ul><ul><li>Sub-sub-sub bullet </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Sub-sub-sub-sub bullet </li></ul></ul></ul></ul></ul><ul><li>Main bullet </li></ul><ul><ul><li>sub-bullet </li></ul></ul><ul><ul><li>sub-bullet </li></ul></ul><ul><li>Main bullet </li></ul><ul><li>sub-bullet </li></ul><ul><li>sub-bullet </li></ul><ul><li>Main bullet </li></ul><ul><ul><li>sub-bullet </li></ul></ul><ul><ul><li>sub-bullet </li></ul></ul>
  27. 28. Verbal style <ul><li>OEM’s </li></ul><ul><li>VAR’s </li></ul><ul><li>PC’s </li></ul><ul><li>ASP’s </li></ul><ul><li>SKU’s </li></ul><ul><li>90’s </li></ul><ul><li>00’s </li></ul><ul><li>OEMs </li></ul><ul><li>VARs </li></ul><ul><li>PCs </li></ul><ul><li>ASPs </li></ul><ul><li>SKUs </li></ul><ul><li>90s </li></ul><ul><li>00s </li></ul>White on Black Black on White <ul><li>Bullet </li></ul><ul><li>Bullet </li></ul><ul><li>Bullet </li></ul><ul><li>Bullet </li></ul><ul><li>Bullet </li></ul><ul><li>Bullet </li></ul><ul><li>Bullet </li></ul><ul><li>Bullet </li></ul>
  28. 29. <ul><li>TITLE </li></ul><ul><li>Four word bullet point </li></ul><ul><li>Four word bullet point </li></ul><ul><li>Four word bullet point </li></ul><ul><li>Four word bullet point </li></ul><ul><li>TOTAL INSURANCE SOLUTIONS </li></ul><ul><li>Dealership </li></ul><ul><ul><li>facilities, inventory, employees </li></ul></ul><ul><li>Employees </li></ul><ul><ul><li>Life, health, disability </li></ul></ul><ul><li>Customers </li></ul><ul><ul><li>Warranty, collusion, liability </li></ul></ul><ul><li>Management </li></ul><ul><ul><li>Patents, libel, work stoppage </li></ul></ul><ul><li>TITLE </li></ul><ul><li>Four word bullet point </li></ul><ul><li>Four word bullet point </li></ul><ul><li>Four word bullet point </li></ul><ul><li>Four word bullet point </li></ul>PROPORTIONAL SPACING TOTAL INSURANCE SOLUTIONS VISUAL STYLE
  29. 30. Text guidelines <ul><ul><li>Create a consistent look and feel and maintain it throughout </li></ul></ul><ul><ul><li>Be consistent in your choice of font , as well as in your choice of case </li></ul></ul><ul><ul><li>Keep font size to a minimum of 24 or 28 points </li></ul></ul><ul><ul><li>Avoid abbreviations at all costs </li></ul></ul><ul><ul><li>Add shadows and bolding to make all text more legible </li></ul></ul><ul><ul><li>Use sharp contrast : light text in dark background or vice versa </li></ul></ul><ul><ul><li>Insert your company logo , but don’t make it look like a neon sign; treat it instead as a watermark, with a subtle, embossed effect </li></ul></ul><ul><ul><li>Avoid the clutter caused by recurring slogans, datelines, copyrights, and the ubiquitous “ company confidential” warning in the periphery of every single slide </li></ul></ul><ul><ul><li>Use blank space </li></ul></ul>
  30. 31. MAKING THE NUMBERS SING <ul><ul><li>Presenter focus, </li></ul></ul><ul><ul><li>less is more, minimize eye sweep </li></ul></ul>
  31. 32. Bar charts Source : the wall street journal CAGR 17.7% 59 80 95 117 136 57 FYE 12/31
  32. 33. PIE CHART & TYPOGRAPHY $ 50 Million
  33. 34. HOCKEY STICK EFFECT 2004 2003 2002 2001
  34. 35. USING GRAPHICS TO HELP YOUR STORY FLOW The 35,000-foot overview
  35. 36. 5 graphic continuity techniques <ul><li>Bumper slides  graphic dividers inserted between major sections of the presentation to serve as a clean, quick, and simple transitions </li></ul><ul><li>Indexing/color coding  uses a recurring object as an index, highlighted in different colors to map the different sections of a longer presentation </li></ul><ul><li>Icons  express relationship among ideas using recognizable symbolic representation </li></ul><ul><li>Anchor objects  create continuity with a recurring image that is an integral part of the illustration </li></ul><ul><li>Anticipation space  uses empty areas that are subsequently filled, setting up, and then fulfilling subliminal expectations </li></ul>
  37. 38. THE ULTIMATE FLOW CHECK <ul><li>SEE </li></ul><ul><li>bullet </li></ul><ul><li>bullet </li></ul><ul><li>bullet </li></ul>THE STORY FLOW BY READING THE TITLES <ul><li>ONLY </li></ul><ul><li>bullet </li></ul><ul><li>bullet </li></ul><ul><li>bullet </li></ul>
  38. 39. BRINGING YOUR STORY TO LIFE <ul><ul><li>The only way to prepare a power presentation is to speak it aloud , just as you will on the day of your actual presentation </li></ul></ul>
  39. 40. Internal linkages
  40. 41. <ul><li>Reference the flow structure  make repeated references to your primary flow structure as you track through your presentation </li></ul><ul><li>Logical transition  close your outbound subject, lead into your inbound subject </li></ul><ul><li>Cross-reference  make forward and backward references to other subjects in your presentation </li></ul><ul><li>Rhetorical question  pose a relevant question and then provide the answers </li></ul><ul><li>Recurring theme  establish an example or data point early in your presentation, and then make a several references to it throughout your presentation </li></ul><ul><li>Symmetry  establish an example of data point in early in your presentation, and never mention it again until the end </li></ul><ul><li>Mantra  use a catch phrase or slogan repeatedly </li></ul><ul><li>Internal summary  pause at major transition and recapitulate </li></ul><ul><li>Enumeration  present related concepts as a suite and count down through each of them </li></ul><ul><li>Do the math  put numeric information on perspective </li></ul><ul><li>Point B reinforcement  restate your call to action at several points throughout your presentation </li></ul><ul><li>Say your company name  state your company, product, or service name often </li></ul><ul><li>12 Internal linkages </li></ul>
  41. 42. Phraseology <ul><li>Now I’d like to…. </li></ul><ul><li>Like I said… </li></ul><ul><li>I’ll tell you very quickly… </li></ul><ul><li>I’m running out of time… </li></ul><ul><li>If you could read this slide.. </li></ul><ul><li>This is a busy slide.. </li></ul><ul><li>This isn’t my slide.. </li></ul><ul><li>Disregard this.. </li></ul><ul><li>Before I begin… </li></ul><ul><li>We believe… </li></ul><ul><li>We think… </li></ul><ul><li>We feel… </li></ul><ul><li>Mistakes were made… </li></ul><ul><li>Progress is being made.. </li></ul><ul><li>The error rate is being reduced </li></ul><ul><li>I’m going to talk about… </li></ul><ul><li>Lets look at… </li></ul><ul><li>Lets…. </li></ul><ul><li>As you recall… </li></ul><ul><li>We discussed earlier </li></ul><ul><li>You saw… </li></ul><ul><li>Remember… </li></ul><ul><li>We’re confident… </li></ul><ul><li>We’re convinced… </li></ul><ul><li>We’re optimistic… </li></ul><ul><li>We expect… </li></ul><ul><li>We made a mistake </li></ul><ul><li>We’re making progress </li></ul><ul><li>We have reduced our error rate </li></ul>
  42. 43. <ul><li>Your job is to convey certainty </li></ul><ul><li>don’t introduce doubt </li></ul>Never apologize and always prepare properly
  43. 44. CUSTOMIZING YOUR PRESENTATION <ul><ul><li>Create the illusion of the first time, every time </li></ul></ul>
  44. 45. External linkages
  45. 46. <ul><li>Direct reference  mention specifically, by name, one or more members of your audience </li></ul><ul><li>Mutual reference  make a reference to a person, company, or organization related to both you and your audience </li></ul><ul><li>Ask questions  address a questions directly to one or more member of your audience </li></ul><ul><li>Contemporize  make reference of what is happening today </li></ul><ul><li>Localize  make reference to the venue of your presentation </li></ul><ul><li>Data  make reference to current information that links to and support your message </li></ul><ul><li>Customized opening graphic  start your presentation with a slide that includes your audience, the location, and the date </li></ul><ul><li>7 external linkages </li></ul>
  46. 47. Gathering Material for customization <ul><ul><li>Prior to presentation day </li></ul></ul><ul><ul><ul><li>Research your audience </li></ul></ul></ul><ul><ul><ul><li>Learn the names of some key audience members </li></ul></ul></ul><ul><ul><ul><li>Get current on industry news and trends </li></ul></ul></ul><ul><ul><li>On the day of the presentation </li></ul></ul><ul><ul><ul><li>Customize your opening graphic </li></ul></ul></ul><ul><ul><ul><li>Search for ways to contemporize your presentation </li></ul></ul></ul><ul><ul><ul><li>Prior to your presentation, mingle with your audience </li></ul></ul></ul>Be in the moment !!!
  47. 48. PITCHING IN THE MAJORS <ul><ul><li>Clarity of mind diminishes performance anxiety </li></ul></ul>
  48. 49. <ul><li>End with the beginning in mind </li></ul><ul><li>It all starts with your story </li></ul><ul><li>Practice, practice, practice </li></ul><ul><li>Every audience, every time </li></ul>
  49. 50. ANIMATING YOUR GRAPHICS <ul><ul><li>Presenters have learned how to use animation, but not </li></ul></ul><ul><ul><li>why and wherefore application </li></ul></ul>
  50. 51. <ul><li>How VS Why VS Wherefore </li></ul><ul><ul><li>The right animation can make your presentation more visually appealing, transforming it from the merely good to the truly captivating… and therefore persuasive </li></ul></ul><ul><li>Perception psychology </li></ul><ul><ul><ul><li>Send positive messages; make the default direction for your animation left to right </li></ul></ul></ul><ul><li>Cinematic techniques </li></ul><ul><ul><li>Use motion to help tell your story by expressing the action in your message; use motion to mirror or evoke the feeling you want in your audience </li></ul></ul>
  51. 52. <ul><ul><li>Whenever you introduce animation on your screen, stop talking, stop moving , and allow the animation to complete its full course of action </li></ul></ul><ul><ul><ul><li>Use motion to help tell your story by expressing the action in your message </li></ul></ul></ul>
  52. 53. THE VIRTUAL PRESENTATION Anytime, anyplace, anyone
  53. 54. Preparing for your virtual presentation <ul><ul><li>Attend virtual presentation by others </li></ul></ul><ul><ul><li>Listen to commercial or public radio </li></ul></ul><ul><ul><li>Check your graphics </li></ul></ul><ul><ul><li>Verbalize for flow and timing </li></ul></ul><ul><ul><li>Get ready well in advance of show time </li></ul></ul><ul><ul><li>As zero-hour approaches </li></ul></ul><ul><ul><li>Make sure that outside noises wont interfere with your presentation </li></ul></ul>
  54. 55. <ul><li>Connecting with your invisible audience </li></ul><ul><ul><li>Use polling to get to know your audience </li></ul></ul><ul><ul><ul><li>By checking the pulse of your audience periodically, you sustain the vital lifeline of persuasion, the co-in communication </li></ul></ul></ul><ul><ul><li>Invite questions and comments </li></ul></ul><ul><ul><li>Have an assistant on-hand to help monitor and manage the program </li></ul></ul><ul><ul><li>Visualize your audience </li></ul></ul><ul><ul><li>Be prepared to adjust your content on-the-fly </li></ul></ul><ul><ul><li>Focus on your voice </li></ul></ul><ul><ul><li>Use a telephone headset </li></ul></ul>
  56. 57. <ul><ul><li>Arrive early and walk the entire presentation environment, not just the stage. </li></ul></ul><ul><ul><li>Go to each part of the room and check the sight lines. </li></ul></ul><ul><ul><li>Check, double check, </li></ul></ul><ul><ul><li>and triple check everything !!! </li></ul></ul>
  57. 58. <ul><ul><li>Have a backup for each piece of technical equipment; computer, video, product demonstration, and projector </li></ul></ul>Equipment
  58. 59. <ul><ul><li>Check the sound system and test the microphones. </li></ul></ul><ul><ul><li>Audience > 50 people use amplification , </li></ul></ul><ul><ul><li>Audience > 25 people use microphone </li></ul></ul>
  59. 60. <ul><ul><li>Present with the screen to your left as you face the audience. </li></ul></ul>It is natural to move from left to right
  60. 61. <ul><ul><li>Keep the illumination low enough to create contrast on the screen </li></ul></ul><ul><ul><li>But never </li></ul></ul><ul><ul><li>so dark that you lose eye contact with the members of your audience </li></ul></ul>
  61. 62. Lasers, retraceable metal rods, lighted arrows, and saber-like wooden laces… all weapons… must be checked at the door. They are more hindrances than aids.
  62. 63. Ask someone you know to sit in the audience during your presentation and send you countdown signals so that you finish in your allotted time TIMING
  63. 64. Drink water to moisten your mouth , Avoid milk and milk produces as they coat the throat with a film, avoid carbonate beverages
  64. 65. Wear clothing appropriate to the event… <ul><ul><li>Suits for business occasions, and casual dress for informal occasions </li></ul></ul><ul><ul><ul><li>Men: button your suit jackets. </li></ul></ul></ul><ul><ul><ul><li>Women : leave your clanging or glittery jewelry at home. </li></ul></ul></ul>“ When in Rome, do as the Romans do”.
  65. 66. Unfortunately the world is not perfect. Even the highest-end equipment need to be fine-tuned. In the presentation world, the optimal is sometimes unattainable. If so live with it. If the good Lord gives you a lemon, make lemonade!! If you overcome adversity, your audience will empathize with you, appreciate your effort, and value you more.