Randall Blum seminar 4, Content Design

1. Randall Blum Presentations – Seminar #4
“Content Design”

2. Announcements
Lecture #5: “PowerPoint Uses, Abuses & Excuses”
Labs #5: Seminar Presentations

3. Review
Five Steps Of Presentation Preparation
Step #1 – Audience Analysis
Audiences And Presentations
Audience-Centered Communication Model
Audience Analysis Questions

4. Seminar #4
Content Design

5. Which Of The Following Should A Presenter
Do Before Preparing Content?
17%
17%
17%
17%
17%
17% 1. Close Eyes And “See” The Audience
2. Become One With The Audience
3. Ask: “What Do They Want To Hear”
4. Remember: Content + Style = Credibility
5. All Of The Above
6. None Of The Above

6. “During The Content Gathering Phase…It Is
Critical To Edit Material You Find”
50%
50% 1. True
2. False

7. What Is The Most Important Item
To Consider In A Content Design Plan?
17%
17%
17%
17%
17%
17% 1. Limited Major Points
2. Personal Stories
3. Topic You Know Well
4. Illustrations, Examples, Facts
5. Audience Touch-Points
6. “Grab-Em Moments”

8. The ‘Power Of Three’ Refers
To Which Of The Following?
20%
20%
20%
20%
20% 1. Three Pieces Of Information Per Slide
2. Three Speakers In One Presentation
3. A Roadmap For The Audience To Follow
4. Three Audience Members To Focus On
5. None Of The Above

9. Which Is More Credible?
25%
25%
25%
25% 1. Primary Research
2. Secondary Research
3. All Of The Above
4. None Of The Above

10. “Content Is More Important Than Style”
50%
50% 1. True
2. False

11. What Is A ‘Signature Story’
20%
20%
20%
20%
20% 1. A Story About The Audience
2. A Story The Presenter Knows Well
3. A Story Used When Things Go Bad
4. A Story Well Known To The Audience
5. None Of The Above

12. Which Of The Following Sections
Of A Presentation Is The Most Important?
20%
20%
20%
20%
20% 1. The Introduction
2. The Body
3. The Conclusion
4. They Are Equally Important
5. The Most Important Is Missing

13. “Presenters Should Avoid
Apologizing For Anything”
50%
50% 1. True
2. False

14. ‘I Can’t Believe He Said That’
Refers To Which Content Area?
17%
17%
17%
17%
17%
17% 1. Religion
2. Sex
3. Politics
4. Sarcasm
5. All Of The Above
6. None Of The Above

15. Content Design
I. Some Real Facts
II. Audience-Centered Attitude
III. The Big Scavenger Hunt
IV. A Precise Organizational Structure
V. The ‘Holy Smokes’ Moment

16. I. Some Real Facts
Good Content Is The Foundation To Any Presentation
Good Content Maintains The Attention Of The Audience
Good Content Gives Confidence To The Presenter
Good Content + Great Style = Guaranteed Credibility

17. II. Audience-Centered Attitude
Close Your Eyes And “See” The Audience
Become One With The Audience
Make The Audience The Main Character
Ask: “What Does This Audience Want To Hear”

18. Audience Expectations
A Topic You Know Well!
Real Audience Value
Interesting and Relevant
Concise, Clear, Credible

19. III. The Big Scavenger Hunt
Practice Brainstorming
Gather Everything…Do NOT Edit
Be Inclusive Of Multiple Sources
Dig Deep!

20. Scavenger Hunt Options
Primary
Statistical Data
Documented Facts
Real-Life Experience
Verifiable Information
Case Studies
Secondary
Testimonials
Quotes
Interviews
Examples
Stories

21. IV. A Precise Organizational Structure
Audience Benefit
Presenter Benefit
The Structure Format

22. Audience Benefit
Audience Wants To Be Steered To A Destination
Audience Wants Presenter To Lead Them
Audience Needs Expectations Set
Audience Needs To Feel In Control
Audience Needs Expectations Met

23. Presenter Benefit
Presenter Needs To Define Expectations
Presenters Needs To Be In Control
Presenter Needs Roadmap To Follow
Presenter Needs To Fulfill Expectations

24. The Structure Format
Pre-Introduction – The Credibility Factor
Introduction – Tell ‘Em What You’re Going To Tell ‘Em
Body – Tell ‘Em
Conclusion – Tell “Em What You Told ‘Em

26. The Introduction
Key Moment In Every Relationship Is First 20 Seconds
Determines All Of The Following For The Audience:
- Common Ground
- Acceptance
- Comfort
- Willingness To Listen
- Appreciation

27. The Introduction Blueprint
Genuine Welcome and Thank You
Rapport-Building Compliment
Presenter and Topic Introduction
‘Power Of Three’
Signature Story, Anecdote, or Statistic

29. The ‘Signature Story’
Never-Ending Search
Universal Appeal
Relevant
People-Focused
Emotional

31. Please Avoid…
Cute Stuff
Insincere Flattery
Jokes
Personal Brag
Credential-Building
Rambling or Prolonging
Apologizing For Anything!

33. The Body
The ‘Heart’ of The Presentation
The ‘Heavy Content’ Area
The Determiner Of Continued Audience Attention
The Business Audience Focus

34. The Body Blueprint
‘Power Of Three’ Outlined
Direct, Concise, Clear
Each Point Identified, Expounded Upon
Variety Of Content Options
- Critical Information
- Facts, Figures, Statistics
- Illustrations, Charts, Graphics
- Audience Touch-Points
- Grab ‘Em Moments

35. Please Avoid…
Consistent Rambling
Non-Strategic Repetition
Inappropriate Statistics
Statements Of The Obvious
5 Ways to Communicate Efficiently

36. The Conclusion
Final Moment In Every Relationship
Last 20 Seconds Of The Presentation
Final Thought For Audience To Remember
Most Formidable Opportunity To Persuade

37. The Conclusion Blueprint
‘Power Of Three’ Summary
Summary, Challenge, or ‘Call To Action’
Signature Story
Rapport-Ending Compliment
Thank You
5 Ways to Communicate Efficiently

38. Please Avoid…
Surprising
Rambling
Apologizing
Contradicting
Never Ending…
5 Ways to Communicate Efficiently

39. V. The ‘Holy Smokes’ Moment
Creates ‘Water Cooler Tidbit’
Amazes And Excites Audience
Presents Clear ‘Show-Stopper’
Puts A ‘Dent’ In The Universe
Sneaks Up And Surprises
5 Ways to Communicate Efficiently

41. Moments To Avoid
Religion
Sex
Politics
Sarcasm
Slams
Humor
5 Ways to Communicate Efficiently

42. Summary
Content Design
I. Some Real Facts
II. Audience-Centered Attitude
III. The Big Scavenger Hunt
IV. A Precise Organizational Structure
V. The ‘Holy Smokes’ Moment

43. A Final Thought…
“Lousy, Boring Presenters Are Inconsiderate…
Throwing A Bunch Of Undisciplined Stuff At The Audience…
Certain In Their Stupidity That It Will All Add Up To Something
Brilliant…
Which It Never Does Because It Was Never About The
Audience In The First Place!”

44. Which Of The Following Should A Presenter
Do Before Preparing Content?
17%
17%
17%
17%
17%
17% 1. Close Eyes And “See” The Audience
2. Become One With The Audience
3. Ask: “What Do They Want To Hear”
4. Remember: Content + Style = Credibility
5. All Of The Above
6. None Of The Above

45. “During The Content Gathering Phase…It Is
Critical To Edit Material You Find”
50%
50% 1. True
2. False

46. What Is The Most Important Item
To Consider In A Content Design Plan?
17%
17%
17%
17%
17%
17% 1. Limited Major Points
2. Personal Stories
3. Topic You Know Well
4. Illustrations, Examples, Facts
5. Audience Touch-Points
6. “Grab-Em Moments”

47. The ‘Power Of Three’ Refers
To Which Of The Following?
20%
20%
20%
20%
20% 1. Three Pieces Of Information Per Slide
2. Three Speakers In One Presentation
3. A Roadmap For The Audience To Follow
4. Three Audience Members To Focus On
5. None Of The Above

48. Which Is More Credible?
25%
25%
25%
25% 1. Primary Research
2. Secondary Research
3. All Of The Above
4. None Of The Above

49. “Content Is More Important Than Style”
50%
50% 1. True
2. False

50. What Is A ‘Signature Story’
20%
20%
20%
20%
20% 1. A Story About The Audience
2. A Story The Presenter Knows Well
3. A Story Used When Things Go Bad
4. A Story Well Known To The Audience
5. None Of The Above

51. Which Of The Following Sections
Of A Presentation Is The Most Important?
20%
20%
20%
20%
20% 1. The Introduction
2. The Body
3. The Conclusion
4. They Are Equally Important
5. The Most Important Is Missing

52. “Presenters Should Avoid
Apologizing For Anything”
50%
50% 1. True
2. False

53. ‘I Can’t Believe He Said That’
Refers To Which Content Area?
17%
17%
17%
17%
17%
17% 1. Religion
2. Sex
3. Politics
4. Sarcasm
5. All Of The Above
6. None Of The Above

54. Thank you to YouTube for your contribution to this lecture