| There are two major job responsibilities of
a CEO. One is Chief Strategist. The other is Chief Story Teller.
Just look at Apple’s, Steve Jobs, who excels at both.
Considering that many people would rather die than speak in public, including CEO’s,
comes this concise article detailing the 8P’s of Persuasive Presentations.
The 8 P’s of Persuasive Presentations:
1) Primacy:
The Jerry Maguire Rule. “You had me at Hello”. In
7 seconds we determine if we like you or not. Please tell me you are not fumbling with
microphones, PowerPoint set-ups or long-winded “Thank you's”. When delivering a
presentation, avoid the “Speaker Zone” until you are on cue or introduced. Then
make a confident entrance to the podium and let your audience know you have something
meaningful to say within 7 seconds! (Hints: a Tall Posture, Warm Smile, Eye Contact and
confident pausing before beginning your presentation are keys to Primacy Power on the
Platform). Also, don’t forget the warm up! Waiting for presentations and meetings to
begin is boring and time wasting! Use that time. Consider visual presentations played 15
minutes before your presentation linked to your theme, energizing music or activities such
as “educational trivia questions” to warm up the audience. All Big Acts have a
Warm Up. What’s yours?
2) Purpose:
Did you know that a simple technique like using the word
“Because” in your communication increases cooperation from 60 – 94%? This
is a critical nuance, detailed by social psychologist Ellen Langer, which is important to
not only delivering persuasive presentations, but any request that you make of anyone. In
presentations, first tell us the “Because” of your presentation. “Why
should we listen? What’s in it for me?” This also works at home and the office.
Have a request of an employee, spouse, and child? Next time, slip in the word
“Because” and tell them why it’s important and see what happens.
You’re 94% there!
3) Passion:
Steve Jobs is an absolute master of this. During Training
and Coaching sessions with the YPO (Young President’s Organization) I show a
condensed video clip of the Apple CEO’s 90 minute keynote on Why I-technology is so
“remarkable” and “extraordinary” . Jobs demonstrates genuine passion
for his products through well chosen power words and non-verbal communication. Take a
Voice Check! Record your voice and play it back. Here’s 1 quick vocal training
activity: In coaching Executives on presentations, I get them to read a children’s
story out loud. You wouldn’t dare read “Goldilocks and the 3 bears” in a
dead pan voice to your little one would you? You would bore them to death! Don’t bore
your audiences either. Demonstrate Passion for your story with the vocal variety of a
storyteller.
4) Point and Plot:
Before you begin your presentation, put pen to paper. My
advice: “Think and Ink” the 1 big point of your presentation or don’t open
your mouth! Ask yourself “What’s the 1 Big Point-- the one thing I want my
audience to remember when they leave?” PS: If you are struggling with Inking that 1
big point, you probably don’t know it yourself and your presentation will be missing
its critical punch line. (Yes, your presentation can have more than 1 plot piece, but not
punch lines).
5) Plop Plop Fizz Fizz….:
How would you finish that? Yes, for those of you old enough
to remember, that was the memorable line from the Alka Seltzer song over 20 years ago and
we still remember it through the power of advertising and repetition. Remember that 1
major presentation point I told you that you needed? Well again, again, again…. we
need to hear it 6 times before we remember it. It’s also important to keep in mind
that the Rhythm of your words do matter! “I’ll be back” “Show me the
Money” “Yes we Can!” come immediately to mind.
6) Props & Power Points:
Did you know that the use of visuals increases the
retention of your audience by 40%? This is a principle I’ve seen completely missed in
power-points with mind-numbing text used in the slides. In his keynote presentation, Steve
Jobs held up the new Mac with his fingertips, slowly sliding it out of an envelope so the
world would see it was light as a feather. Power Points and Props can greatly help you
tell your story and increase your ability to show your audience what you mean. Use
Photographs, Props and Videos for maximum emotional impact and get rid of text-heavy
slides. CFO’s and Accountants: Take it easy on the graphs and charts and try to limit
their number. Finally remember no more than 1 Point per Slide.
7) Participation:
The Duncan Hines Cake Mix Model: You know Duncan Hines
could have used powdered eggs in their cake mixes, but chose not to, because they
understood the power of having us contribute to the recipe and create the end product. Let
your audience add the egg and contribute input and ideas through facilitated exercises.
Remember people support what they help create.
8) Practice:
While you should not, except in rare situations, memorize
any presentation, do practice your “opening” and “final”. You’ll
gain confidence if you’re opening remarks are strong and your ending is memorable.
Consider that we tend to remember the beginning and end of everything (movies, speeches
and relationships). “You need to have them at hello and at goodbye.” So when the
message matters and everyone in the room listening to you is being paid to be there,
don’t you think they and you deserve more than “winging it?” I love when I
help Executives prepare for a major presentation where the moments and the message matter.
I see them go from dreading delivering that presentation to genuine excitement about
sharing their Passion, Purpose and Point. So follow the 8P’s, Consider Working with a
Professional Coach and Take Your Presentation Power from Now to WOW!™ |
