It wouldn’t take you long to find solid research that says humans crave authenticity. Researchers like Brené Brown have proven our need for vulnerability and true connection. On the other hand, we demonstrate that we also crave fantastical, immersive experiences. We buy tickets to Disneyworld, purchase Harry Potter wands, and show up in droves at movie theaters to watch the latest sci-fi thriller. So what is it that we really want? Honestly, we want both.
We just want them in different contexts. We want authenticity in our relationships (with friends and partners, as well as businesses and coworkers) and we want immersion in our experiences (in moments where we are pursuing entertainment). But presentations have elements of both a relationship and an experience. So it’s no wonder audiences want some of both.
Over the next two blogs, we’re going to talk about ways to make your presentation both authentic and immersive. Once we understand how to balance these two things, we can meet our audiences’ needs and make our presentations that much better. We’ll start by focusing on authentic relationships today in part 1.
The Relational Nature of Presentations
A speaker needs to foster a strong relationship with his or her audience. If the audience thinks the speaker is inauthentic, it won’t really matter what is on the slide deck or how appealing the visuals are. We need to know we can trust the person selling us the experience before we buy into it.
Robert Cialdini, author of Influence: The Psychology of Persuasion, has proven that we are “more likely to be persuaded by people we like.” My husband is the sales director at his company, and he tells me all the time how important relationships are in his line of work. He says that if you build an authentic relationship with a client or customer, they trust that you see them as a person, not just as another way to make money. And they know they can trust you to be honest with them. The same holds true for presentations. If your listeners trust that you see them and their needs, they are more likely to remain open to what you have to share and propose.
Conversation is an important part of any relationship. Shane Barker, a digital marketing consultant and expert on website conversations, wrote an article for Forbes that shares tips for building relationships with your customers. In it, he says, “People are likely to perceive your brand based on the moments and experiences they have with you. It’s important for you to regularly interact with your target audience and have meaningful conversations.” But Barker knows that responding to potentially large numbers of requests and comments online can be tough. So he suggests using “the power of conversational artificial intelligence (AI) to promptly respond to your customers, provide instant solution and keep them engaged.”
Tips for Being An Authentic Presenter
So presenters who make it their goal to be relational are ahead of the game. The most popular TED talk speakers aren’t those who have the highest degrees or the most years of experience. They are the speakers who we feel like we could be friends with, who we could sit down for an enjoyable meal with and learn something valuable in the process. So here are a few tips for becoming an authentic, relational presenter:
1. Don’t overdo it with expressiveness. Don’t use larger-than-life gestures, and don’t speak with a tone or pitch that isn’t natural for you. The audience doesn’t want to build a relationship with a character, they want to build a relationship with you.
2. Build on common ground. Take time to show the audience what you have in common. Friendships are usually built out of common interests, so talking about your common interests can help you relate with them.
3. Don’t put yourself on a pedestal. Instead, connect with real vulnerability. Let them seem your humanness. Emma Watson demonstrates this beautifully in her “He for She” campaign speech when, in the middle of her speech, she pauses from sharing statistics and says, “you might be thinking, who is this Harry Potter girl? And what is she doing speaking at the UN? And it’s a very good question, one that I’ve been asking myself.”
4. Take time to interact with audience members before and after your presentation. These are the moments when you can build deeper relationships and have the conversations that mean a lot to your audience. If the time or setting doesn’t allow for conversations around your presentation, make sure the audience has your contact information and knows they can get in touch with you.
When you work to build a relationship with your audience, you are meeting that basic human need for authentic trust and connection. But it doesn’t stop there. Join us on Tuesday for part 2, when we’ll discuss how to appeal to the audience’s need for immersive presentations.
Find out how Ethos3 can help you take your presentations to the next level.
