6 min read
The opinions expressed by the entrepreneur's contributors are their own.
The following excerpt is from Book No. B.S. by Dan S. Kennedy and Dustin Mathews. Guide to Powerful Presentations. Buy it now on Amazon | Barnes & Noble | iTunes or click here to buy it directly from us and SAVE 60% in this book if you use code CAREER2021 by 04/17/21.
Note: This excerpt was written as a guest by Dave Vanhoose, co-founder of Speaking Empire.
There isn't much real certainty in business or in life.
I've been involved in selling presentations for a very long time and I think I know a number of things about it, but I'm also still learning and hopefully improving. I was asked at a seminar if I could talk about anything about creating and delivering presentations, which was a perfectly safe certainty. There are. The more experience I have developing presentations and delivering them as a speaker, the more confident I have become that … the more you teach, the less you sell.
In the beginning, I fell into the trap that most speakers and moderators fall into: being a professor. I've learned that being a Presentainer® is far more useful – our word at Speaking Empire for someone who can move an audience emotionally, connect with them personally, and entertain them on some level. This is the only way to get attention and increase interest. It makes you more memorable and makes your presentation more influential. It involves the audience the way they like to be involved. The TV they watch, the movies they watch twice, the games they play, and the novels they all read do, and so should you.
When you have a powerful presentation and the right attitude about yourself and your audience, and you have the right delivery, you win every time. So let's talk about delivery.
1. Lead and end
The classic textbook formula applies: tell your audience what you are going to tell them, tell them, and then tell them what you said to them. That way, you can initially create a sense of anticipation by putting the audience on the edge of their seats and holding onto each word. Most of the great stage magicians of the golden era, including Houdini, always told the audience very dramatically about the illusion they were going to see next – they didn't just go on stage and perform the trick. At the other end, summarize what you have said and shown, as people tend to forget important points in a complex presentation very quickly.
2. The yes state
Small commitments lead to bigger commitments. The resistance is better cleared a little at a time. As the moderator, your goal is to have people say yes to you, mentally and physically, several times during your presentation. You can involve people by getting them to raise their hands, shout a word or a declaration of consent – "yes" is enough and even "everyone who …" stands up. Most viewers have limited reaction to trying this first, you need to joke with them and persuade them to get more of them to play.
At Speaking Empire, we typically build some “yes” questions, consent forms, and moments into every presentation.
Many things can affect the state of the audience: who they are, how they got into the audience – willingly or "sent" by an employer – time of day and fatigue, what they know in advance about you and your presentation and location. This gives you two responsibilities: First, to do what you can to get them into a positive mental attitude towards you and the benefits and benefits of your presentation, before they are actually with you. Second, to be able to take a group's temperature and make some adjustments on the fly when it's cold to warm them up.
The only thing you should never do is leave an audience's mental and emotional state to chance and try to deal with it with a single jump over a high wall towards the end of your presentation.
3. The seven-minute rule
Have you ever seen a speaker who started off strong but lost their audience at some point during their presentation? One by one, the audience begins to sink, fidget, and even look at their phones – in the worst case, get up and leave. We have made Speaking Empire the go-to point for developing high-performance presentations and have done a lot of research, drawing on our own experience. One of the areas where there is a lot of research to be done is in neuroscience. One fact that is consensual is that the human brain can only maintain focus for seven minutes. It basically fades, stops, and restarts in seven-minute cycles. That's why you need to get your audience to re-engage with you every seven minutes.
You can do this with a brief request or instruction, such as:
Raise your hand when _________. You want to write this down. Get up when – or – get up and do ____________. Contact your neighbor and _______. Repeat after me. . .
Few effective speakers stand still behind a podium or lectern, or read a word-for-word speech from notes or a teleprompter – it doesn't have enough life for that. The audience is at least as affected by how you say what you say as they are by what you say. This "how" includes voice, confidence, enthusiasm, regardless of whether you seem happy to stand in front of them delivering your message and exercise. In many ways, you are a performing performer.
Did you like your book preview? Click here to get a copy today – now 60% off when you use code CAREER2021 until April 17, 21.