When you make a presentation either live or written who is it about?
For a clue, take a look at the first word of the sentences in your outgoing emails. Did you look? What is the word? In most cases it’s the word “I”.
“I am writing this email to let you know that I expect action by…”
Most of us make presentations because of an internal agenda that highlight what we do (our products or services). It’s no wonder that we start our sentences with the word “I” or “We” or “My”.
But think about who is top-of-mind for the listener. They came to listen to you speak because of their needs – something that will benefit them.
At the end of your presentation (or speech, or report) do you think, “Done….one more thing off my list” or do you think, “Did they get the message?”
Is your outcome internally focused our outwardly? Do you think: I’ve done that. Or do you think: They’ll take action.
Do you know what your listeners want? Why are they spending their time at your presentation?
Watch this short ‘poem’ by Elspert Murray (it’s only 2 minutes) It is a poem not an instructional video -so it’s more commentary than instruction.
This is the overriding rule of public speaking….and it’s often ignored.
It doesn’t matter what I say, it only matters what they hear.
Now do me a favor, please post your comments below.
Here is the questions that you might help me answer:
How do we take her advice? (practically?) How do we make it more about the listener and less about our features and benefits?
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About: William: William Hall is an actor, trainer and improviser living in San Francisco, CA. He works with companies to engage and involve audiences at Trade Shows, Conferences and Training Sessions. He is a founder of BATS Improv and the author of The Playbook: Improv Games for Performers. |
Thanks for propagating that little public service poem for clarity! – The vague indefinite pronoun of the title, iterated as it is, carries so much weight – lifts it right off my shoulders for a moment. How may we practically take her advice? Perhaps by pausing among ourselves to clarify 'this'? Radical.
Yes, let us be clear. Let us use not utilize. Let us talk simply. Let us say in way the we don't need to then say, "what we are trying to say is".
I almost feel like this comment should be made in person. The dehumanization of instant communication is that you need only lift a finger (or use voice recognition) to say whatever is on your mind. So why not take a moment and make it count…
My dad was an advertising man in the late 50s and early 60s. He saw this post and wrote this:
Back in the 50's during the heyday of advertising agencies, one large New York agency distributed this ditty with their paychecks:
"Tell me quick and tell me true, less how this product came to be, and more what the damn thing will do for me."
The best writing teacher I ever had, Jack Grapes always said “write like you talk”. We took it a step further at Eloqui and encourage our business clients to speak like they talk– not become overly formal, technical, and “professional” until all the juice is drained out of their presentations.
It’ also the old show biz line of “enough about me, what do you think about me”. Since all anybody cares about is themselves, give your audiences material that’s relevant to them– that they can use– and that piques their interest to know more.
I also firmly believe that people make decisions emotionally and then back them up with intellect. If that’s true, then appeal to our emotions and our challenges. Show us you care, and then give us the facts, but only those facts that are relevant. And keep it brief. Please don’t bore me or try and prove how much you know. That won’t win you points or the business.
For the last year, I’ve aspired to keep my emails brief. I’ve noticed that most of the responses are equally brief. I really notice when the responses are lengthy, and I often get lost in the response.
The next question is how to be brief and appeal to emotions like Deborah suggests. Maybe some pictures are next 4 me…
[...] This week’s Monday Video strikes home every time I watch it. How do you communicate? Need a reality check? Take a look at When you present: Who is it all about? You or them?. [...]