Chances are, if you work in a corporate setting, you have likely heard of SMART goal-setting. SMART is an acronym that helps you remember the attributes your goals should possess for maximum impact. While this works well for short and long term goals, it can also work for your presentation. Often, we have a lot of data to wade through, and deciding which data to represent, how to fit it in, where, and when can slow us down. I’ve found this SMART model to translate well to the presentation space. Let’s go through each letter of SMART and see how it may help hone your presentation messaging.
Specific
John Hodgman is credited with saying, “Specificity is the soul of narrative”. Not just specificity, but accurate specificity can breathe life, truth, awe and/or wonder into your story. It is one thing to be able to make a claim off-the-cuff, and another thing entirely to be able to back that up with data. Think of the difference between “many people love this product” and “9 out of 10 users purchase our product monthly.” SMART’s first attribute, specificity, helps bring connection and humanity to an otherwise bold, but thin claim.
Measurable
When speaking to results in your presentation, you want to keep the “measurable” metric in mind. Unless you have a way to measure efficacy, your presentation will likely fall flat. Listeners want to know how your idea/product will perform. They want you to paint the picture for them and give them something by which they can calculate its success. SMART presentations will lend measurable insights, inspiring their audiences to engage long after the pitch is over.
Achievable/Assignable
The A in SMART changes depending on which version of SMART you subscribe to, but both have a place in presentations. When speaking to achievable, remember that each investor to whom you are pitching is running the numbers in their head and analyzing the cost vs. benefit. Think Shark Tank reactions to valuation calculations. You must be prepared to speak to any and all questions they may have concerning this, and the better you do with making it sound achievable to them, the fewer questions you will have to answer. Assignable can speak to who your audience is. Are you crafting your narrative for the right people?
Realistic
When storytelling, sometimes stories can get away from you. Be sure to stick to relevant information, but also don’t leave out too many details. If you tell someone that you paid off $80,000 in debt in a year but you’re only bringing in $60,000 a year, that is going to sound unrealistic. If you sold a large item in order to help with your debt, don’t leave that part out of the story. SMART presentations include relevant details in a realistic nature.
Time-Bound
There are a lot of ways to include time in your SMART presentation. From having a goal for five years from now to telling your audience you will be back next year, this will differ greatly depending on the type of presentation you are giving. But, a great place to have a time-bound attribute in your presentation is with your call-to-action. “I’d love to connect next week to answer questions about your individual needs.” Or “Take some time tonight to write down your plan so we can review it tomorrow.” Make sure to have an element of time-sensitivity, and if you can, hold your audience to it!
Whether presenting to a viral audience of thousands or having a small Zoom call, honing your messaging is critical. When you enact SMART principles, you will engage your audience to believe you, connect with you, and hopefully want to follow-up. Ethos3 is obsessed with presentations! Connect with us today for any questions on your next big pitch!
