To inform?To convince?To motivate? Yes, of course,To persuade?To influence? but…
…at the endwe make a presentation to sell an idea
“Communication is about getting othersto adopt your point of view, to help themunderstand why you are excited. If all youwant to do is create a file of facts and figures, then cancel the meeting and sendin a report”. “The presentation is to make anemotional sale”Seth Godin, author of Really bad powerpoint
BAD PRESENTATIONSBAD COMMUNICATION LESS EFFECTIVENESS LESS SALES
Two basic types of key message: – Informative: if you want to inform your audience, then your key message is the most important idea you want them to remember – Persuasive: if you want to persuade them, then your key message is the action you want them to take.
Express your idea in one clear and succinct sentence. Everything else in your presentation will support your key message
• The idea includes the main purpose of our speech and the feeling we want to cause on the audience. »Relevant, interesting and meaningful »Simple »Easy »Concrete »Credible »Well structured
• Set the idea• Create a headline that sets the direction for your presentation. • Give the audience a reason to listen.• Make your theme clear and consistent
Show the main idea up front. “Today I want to show you howthe new distribution strategy will give younew business opportunities in your area”
If you can’t explain it simply,you don’t understand it well enough.Albert Einstein
Simplicity is the ultimate sophisticationLeonardo da Vinci
• Define a limited number of key ideas.• The audience has a fish memory
• Make sure your information is clear, well organized and easy to follow• Create a table of contents
• Make numbers and statistics meaningful and memorable. If Facebook were a country, it would be the 3rd in terms of population after China and India, and before USA
• Number• Language• Background• Attitude• Expectations• Who is who
…and remember who you are for them!• Your role: expert, leader, provider, client, boss, etc.• Your reputation (and your company’s)
So yo must…• addapt your language and your style• decide if interaction is good (it doesn’t always work)• give the right information (quantity & quality)
• Storytelling• Anecdotes and personal experiences• Repetition• Quotes and testimonials• Body language
• Original way to transmit knowledge to the next generation.• Proven method to communicate effectively and to gain empathy. Martin Luther King said ‘I have a dream,’ not• A way to engage, move ‘I have a strategy and a vision’. and inspire the audience. http://www.youtube.com/watch?v=9oXtd_XRb3U
• including personal experiences and turning dry statistics and numbers into a compelling plot line can truly move an audience Obama includes many personal experiences in his speeches to support his message and to persuade his audience. http://www.youtube.com/watch?v=IOR3n68Qf2w
• Repetition guarantees your message is internalized.• You can say the same thing in many different ways.• Use this tecnique for the core message or for a very difficult concept.
“Less is more” Van Der Rohe (1886‐1969), arquitect & designer• Reinforce your message and add credibility
“Let your customers, your distributors, opinion leaders, etc. explain how good you are and reinforce your message!”
• 93 % communication is non verbal**Prof. A. Mehrabian: 7% of information isgiven by words, 38% by the voice and55% by body language
• Kind attitude: smiling is free!• Eye contact• High energy: show enthusiasm and energy.
• Dress code: “You never get a second chance to make the first impression”
• Be natural: move around, walk, use your hands…• Do not hide behind the podium• Be aware of mannerisms (hand movements, use of “ums” “ahs”….)
• Use your sense of humour (unless you don’t have it!)• Positive emotions help you to engage your audience http://www.ted.com/talks/sir_ken_robinson_bring_on_the_revolution.html
• Don’t turn your back to the audience• Try not to interfere with the projection
Great presenters like Steve Jobs visualize, plan and create ideas on paper before they open the presentation software.
• 1/3 thinking and scripting• 1/3 building slides• 1/3 rehearsing
• Take a pencil and a piece of paper before you open your laptop.• Take your time. Good preparation is 80% of success.• Avoid “cut and paste”
• Not too fast (particularly important in an international meeting or when explaining difficult concepts)• Try to vary your pace, volume, tone, emphasis… ie: key ideas or conclusions remarks are best presented at a slower rythm.
The right word may be effective, but no word was ever as effective as a rightly timed pause.Mark Twain
• Choose an adequate font (easy to read and understand.• Just one or two!
ARIAL: stable, conformistTAHOMA: young, plainCENTURY GOTHIC: happy, elegantGEORGIA: formal, practicalTIMES NEW ROMAN: professional, traditionalCOURIER: plainVERDANA: professional, coolCALIBRI: elegant, professional
Dark background Light background• Formal • Informal• Doesn’t influence ambient • Bright feeling lighting • Illuminates the room• Does not work well for • For small venues handouts• For large venues
• No animations• No dissolves, spins or other transitions.• Avoid sound effects… if they don’t add any value
• Respect your audience: make good use of time. Timing your sessions: 80% rule.
• The moment (before/after the break, the first/the last, etc)
• Preview questions (FAQ) and write assertions (complete sentences which expresses the answer to each question in a clear a succinct manner)
• If you don’t know the answer, let it know.• Avoid conflicts• The question is for you. The answer is for all.
• Repeat the question: • to make sure you have understood it • to gain time to answer • to reformulate it in a more convenient way for you
• Nothing gives you more selfconfidence than rehearsing
• Spend time to practice• An opportunity to adjust ideas, times and transitions.• Practice the complete presentation (including paces, silences, body language, etc) ideally in the same place where it is going to be held.
• Find an audience for your rehearsal (friend, mate, etc) and get his/her feedback.“Nothing clarifies ideas so much as explaining them to other people”.Vernon Booth (Author of “Communicating in Science”)
For two full days before a presentation, Jobs rehearsed the entire presentation, asking for feedback from his team. For 48 hours, all of his energy is directed at making the presentation the perfect embodiment of Apple’s messages.