Fact: almost everyone knows what they need to say in the middle of a presentation. (We feel no need to back this up with a study because we’re in the swampy trenches of content clarification with clients on a regular basis). The middle is where the average presenter shines: he knows the details. He knows the technicalities. He can speak at length about the subject, and he can typically do so comfortably and naturally.
It’s no coincidence that the vast majority of individuals tasked with a presentation are the same on this front. Presenters are invited to speak because of a core competence in the topic of interest. It’s assumed that their proficiency is accordingly robust. But if presenting the facts was all it took, hair care aisles at grocery stores wouldn’t be 50 yards long.
Truth is viewed through the prism of experience. There’s lots of gray. Don’t believe me? Think about this simple claim: World’s Best Cup of Coffee. We don’t sue every coffee shop and diner in America because judgments about good coffee are made through experience. There’s no such thing as “best” in the literal sense of the word, and that is most likely true for whatever it is you’re talking about, too.
This is why most presenters are exasperated when the results don’t come through. I can’t tell you how many times I hear the words, “I’m presenting the facts, but they’re just not getting through.” It’s simple, really: the middle depends on the beginning, and the results depend on the end. What you say is only true if the audience is in a mood to believe you by the time you say it. The beginning cultivates their minds to believe; the ending hardens their resolve to act. So how do you layout your content for the next presentation?
1. Don’t treat your core content as an introduction. Products and services don’t just appear; they’re developed over a period of time through a series of challenges. Even if you are a household name, you have a responsibility to tell the audience a story. Catch them up on where things started before you tell them where you are or where you’re going.
2. Think critically. Storytelling introductions are open canvasses. The same story can be funny, sad, or inspiring according to your treatment. Use the intro and conclusion to give the audience a clear sense as to how they should receive your content.
3. Close hard. I don’t mean be pushy, I just mean you need to get really sincere at the end. State exactly what they need, and restate how you solve the problem. Then, offer a step by step roadmap to doing business.
When we build our content from start to finish, we get better results. If you’re getting straight into the core without these elements, you’ve been giving 1/3rd of a presentation–and possibly getting 1/3rd of the results.
Question: How do you connect with the audience before asking them to follow you?
