Slides from Lisa's talk

1.
PRESENTATION
STRUCTURE
1) Attention
Grabber
2) Big
Message
3) Introduction
/
Agenda
4) Body
of
Message
(3-­‐5
points
only)
5) Q&A
(where
relevant)
6) Summary
7) STAR
Moment
THE
ART
OF
PERSUASION
–
ETHOS,
PATHOS
AND
LOGOS
The
art
of
Persuasion
came
2,000
years
ago
from
Ancient
Greece
and
is
still
used
today
because
of
its
power
of
influence.
To
create
a
successful
presentation,
you
must
strike
a
balance
between
analytical
and
emotional
content.
Aristotle
found
that
to
powerfully
persuade
you
must
employ
3
kinds
of
argument.
a) ETHOS
–
the
authority
and
credibility
of
the
presenter.
The
ethical
appeal
connects
you
with
your
audience
through
shared
values
and
experiences
b) PATHOS
-­‐
emotional
appeal
connects
to
their
feelings
of
pain
and
pleasure.
People
make
important
decisions
based
on
emotions
and
justify
it
with
logic.
c) LOGOS
-­‐
logical
appeal
where
you
develop
a
structure
to
keep
the
presentation
intact
and
help
it
make
sense;
you
might,
for
example,
make
a
claim
and
supply
evidence
that
supports
the
claim.

2.
THE
FOUR
SOCIAL
STYLES
OF
YOUR
AUDIENCE
Developed
by
Psychologists
David
Merrill
and
Roger
Reid
1. DRIVER–
Decisive,
independent,
practical,
tough,
direct,
competitive,
determined,
assertive,
results-­‐oriented,
efficient,
risk–taking
• Project/
team
Leaders,
Entrepreneurs,
Owners
of
Businesses
•
Give
them
the
big
picture,
get
to
the
point,
focus
on
tasks,
talk
about
goals
and
results.
Keep
to
time.
2. AMIABLE
–
Patient,
supportive,
respectful,
mature,
stable,
trusting,
dependable,
willing,
persevering,
team
person,
loyal
• Human
Resources,
customer
relationship
development
and
social
work
Stress
the
people
side,
have
clear
structure,
introduce
new
ideas
one
step
at
a
time.
Make
sure
they
believe
in
you
and
you
care.
3. EXPRESSIVE-­‐
Enthusiastic,
outgoing,
impulsive,
charming,
generous,
dramatic,
persuasive,
animated,
optimistic,
fun-­‐loving,
confident
• Sales,
PR
and
Acting
Make
it
lively,
fun,
upbeat,
positive.
Don’t
give
too
much
detail.
Focus
on
the
people
side
of
thing.
4. ANALYTICAL
–
Controlled,
orderly,
precise,
deliberate,
cautious,
logical,
analytical,
systematic,
diplomatic,
serious,
prudent
• Found
in
Accountancy,
IT,
Engineering
Give
lots
of
detail
–
facts,
figures.
Be
measured
and
precise.
Use
logical
structure.
Provide
graphs,
systems
and
charts
etc.