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It is not up to your audience to determine if what you say is important to them. It is your job.
I had the opportunity in recent weeks to experience a series of presentations from several presenters. All were senior leaders seasoned in being in front of people. Some presented impassioned visions, some provided well-thought-out strategies, and others brilliant innovations for change.
Although each presenter was smart and professional with great ideas, each failed to woo and influence their audience. Within the first four or five minutes I noticed audiences beginning to glaze over, nod absently, or fall into the Blackberry prayer. What happened?
Each presenter forgot the golden rule – the presentation starts and ends with your audience. No one cares what you know, how brilliant your idea is, or what you think about anything … unless it is on the audience’s terms.
When we prepare presentations we are generally energized by our idea. Our idea that we have thought out for days, worked out the knots, and know its’ incredible impact. We know inherently that our audience will recognize the brilliance behind our presentation, applaud uncontrollably – maybe even wipe their eyes from tears of being overwhelmed by our insights – and jump on board. Yet, the research shows over and over again, more than 70% of presentations miss the mark and die on the floor. The audience does not care about the PowerPoint genius or the earth-shattering perspectives. They did not connect.
Why?
Presentations miss most times because the speaker presents from their viewpoint. They assume the audience will understand what is important and why it is important.
The golden rule is simple – every presentation starts and ends with the audience. Rather than structuring your presentation on what you know and what you believe needs to happen, turn it around and focus on the audience.
You simply need to ask yourself – or better yet, people who will be in or are similar to your audience – five questions. What are the key challenges your audience faces, what are the key opportunities your audience is working for, what are the key capabilities your audience needs to move forward, what are the key results your audience wants, and how will your audience feel if they succeed. You frame your presentation and idea based on the answers to those questions.
With this information you structure your presentation to the audience – you provide direction for them by focusing on what is most important to them, you provide confidence by confirming you know their situation (challenges and opportunities), you provide capabilities by showing how you will help them resolve those challenges or capture those opportunities, and you provide action by showing what needs to happen for them to feel the way they want to feel if they succeed. Your idea becomes brilliant – it is the same idea as before but coached in terms that the audience cares about.
You simply focus your presentation on showing your audience what your point is (based on what is important to them), why they should care, and what next.
And because most people forget 50% of what you said an hour after you leave, provide a summary of the key points you want them to remember on paper. They get it.
Nothing is worse than a brilliant idea presented badly. Gain your audience’s commitment by making it about them. Take time to ask the questions and structure your presentations on those terms.
Just my thinking …
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