” A presentation is a sequence of concrete examples and stories that snap together to form a compelling argument…If you use only one tip, this is the one. The #1 mistake we’ve observed in presentations—and there is no close second—is that the message is too abstract. The presenter offers concepts and conclusions but not evidence. He talks at a high level about the big picture, but gives no concrete details that might make the big picture understandable and plausible. He may sprinkle in a few stories or examples, but they are treated like garnish. Most people communicate
with, say, 3 parts exposition to 1 part example. That’s exactly backwards. In a compelling presentation, examples aren’t garnish, they’re the entrée”. Heath Brothers from the article Presentations Made to Stick
As a speaker and communicator, you are the one who is shooting the “free throw to win” the game. You must “stick it” to win. You must have the right mindset, relaxed muscles and arc to make the shot. Every single day, you are delivering messages and trying to make ideas stick and persuade others to change or behave in a certain way. So how do you connect with and make messages stick? Trying using the R.A.T.E.R.
- RESPONSIVE–challenge your audience with something new or ideas they can use. Be responsive to their interest and needs. Answer questions as they are asked. Do not put people off by saying, ” I will answer it later”. Be “quick on your feet” and adapt to audience interest and needs. If you are not sure you are meeting their expectations ask them. For example, how are we doing here? Is this information meeting your expectations? If not change directions. Don’t ignore the disinterested looks or signs of boredom.
- ASSURANCE- provide credible information and examples of idea or solution benefits and how it has worked in the past. Use powerful examples and stories to assure audience that your message has importance to their situation the ideas being presented are credible.
- TANGIBLES-–bring concrete ideas and provide pragmatic examples or metaphors that make the ideas less abstract. Avoid generalizations and professional jargon. Make message clear, concise and concrete. This is the spot to provide demonstrations or if possible physical prototypes, so audience members can see and touch what you are talking about.
- EMPATHY-Show the audience that you care and understand their problems, skepticism, views and ideas. Obviously, presenting facts and evidence in your speech are important, but connecting with the audience requires both empathy and an emotional message.
- RELEVANT information needs to be presented along with pragmatic audience-centered solutions and ideas that raise the audience members curiosity and interest in what you have to say. In addition, try to sprinkle your speech with supportive evidence and stories showing the benefits, viability and urgency of your ideas so that attitudes can be changed and action initiated to improve their quality of life.