The conference speaker was sharing the results of a three-year research project. Innovative and brilliant research that was extremely relevant to all who attended. This was enough to get everyone’s attention, although he seemed to be reading his slides, each of which contained eight to ten bullet points with fairly long sentences. By the fifth slide attention was waning and by the tenth most were checking emails on their mobile phones. And he still had eighteen slides left!
We’ve all been there, in the audience (I hear your groans!). Sometimes you are in the role of a speaker, tasked with sharing your important information with colleagues, peers, managers, staff, and/or customers. How do you do that and NOT fall into the trap described above? Here are some tips.
it’s not a buffet
Some speakers with a lot to share will try to serve it buffet style. They think, “I’ll put it all in front of them and they can choose what they like.” It may work with diners, but with the public it just confuses them. They feel overwhelmed by the options and end up not remembering anything. It’s much better to serve it a la carte, placing one plate at a time in front of them so they can savor and appreciate it.
You must prioritize
They won’t remember everything you say. In fact, some research shows that even good speakers get as little as 10% retention. Those who are hearing complex information for the first time need you to highlight the key points. No listener can retain more than five to seven points in a single session, so you need to identify which points you will retain. It’s even better if you can put them in order of importance. This helps them understand the information. Otherwise it’s just a ‘data dump’. Use phrases like:
“And the most important point here is…”
“If you only remember one thing from all this, do it…”
“What we learned the most from this was…”
Does this mean that you may need to omit some information from your presentation? If so, that’s totally fine. Have a brochure or include additional information in conference documents; but don’t skim through a mountain of information that you never intended to fit into your allotted time. This is cruel to your audience and damages your reputation.
you must repeat yourself
Be sure to summarize all of your points, not just at the end, but throughout the presentation. As you move from one point to the next, call back the points you’ve covered so far. This helps them keep information in context. Like the sign on the MRT that tells you which line you’re on and the name of the next station, it helps them get an idea of where they’re going.
change modes
Simply delivering information, usually from behind a lectern backed by words on a slide, is one mode of delivery. It will be the most effective mode for some of your presentations; but because it is often the only mode used by bad speakers, it should only be used when there is no alternative. You can avoid this by changing modes regularly throughout your presentation. Here are some ways you can do this:
• Give examples, stories, case studies and anecdotes.
• Use a comparison with a concept already familiar to them to explain some new concept.
• Use pictures and graphics to illustrate points; but make sure they are clear and only show the image relevant to the point you are talking about at the moment.
• Show them a sample, a souvenir, an award, etc. (as long as it’s big enough for everyone to see)
• Blank the screen to draw full attention to you while you make a key point
• Come out from behind the lectern (if possible).
A good rule of thumb is to aim for modal switching at least every seven minutes.
NEVER underestimate the value of stories. Choose wisely so they don’t take long to explain; But always remember that the stories in your presentation will be the part that your audience finds most engaging and is most likely to remember. Experience has also shown that this is the part of the presentation where you will feel most comfortable.
Use emotionally intelligent information sharing
To create engagement and retention, a presentation must combine logic and emotion; So don’t just think about what you want them to know at the end of your presentation, think about how you want them to feel so they remember you.
Talking to a group is an inefficient way to transfer information. However, it has been shown to be a great way to get people to prioritize their information and be influenced by it. In an age where everyone is overloaded with information, this is very important.