by Peter Watts
The most valuable asset a presenter can have is knowing exactly what their presentation is about.
Thinking about a forthcoming presentation, can you answer, in one short sentence, the following question:
What is the one thing you want everyone to be saying as they leave the room?
- In a recruitment interview it might be “This person is the best choice for the job”
- In a sales situation it might be “That product is the most reliable”
- Bidding for a budget, it could be “This project delivers return on investment”
Encapsulating your presentation down to one succinct message can be surprisingly difficult. The different pieces of information which you want to include can compete with each other for air-time in a noisy log-jam of presentation possibilities! Remember that if you find it difficult to identify that one main theme within your presentation, then your audience will find it impossible!
Simplicity is a priority. The simpler, stronger, and shorter your message, the better. Your goal is to deny the audience the opportunity to do anything other than get your meaning, loudly and clearly.
Imagine your message as the central pole of a huge canvas umbrella, the type you might sit under for an al-fresco meal on a hot day. You want people to feel comfortable and secure under the umbrella of your presentation, and that pole, your message, is it’s central support.
See the message clearly written down the side of the pole. Every point you make in the presentation must stem directly from it. Just as the individual struts of the umbrella all connect to the pole and support the canvas, anything that isn’t firmly attached, is going to flap around, distracting the audience.
If you need convoluted connections to get points to stay in place, then they don’t belong in the presentation. Leave them out! Keep it simple! Don’t put in extraneous details that will only cause people to become confused.
In a later blog, we’ll discuss how to handle objections in presentations. For now it’s worth noting that many objections are caused by these lose flapping features that make the customer challenge “What’s with that bit, I don’t see where it fits”. Eliminating the extraneous, leads to less objections.
Having a clear and overt main message in your presentation makes things easier for both you and your audience.