We are living in a digital world where everything and everybody communicates continuously. All professional workers, from entry-level recruits to CEOs, everybody gives presentations short and big—all the time. There is no escape from it. Preparing good presentations and brilliantly performing is a job requirement for all jobs.
There are two tenets of all good presentations:
1. Purpose: What are you trying to achieve with this presentation? What do you want your audience to do? You have to be able to write this on paper. It can be a sales pitch (external), a new product idea (internal), a new project (to senior management).
2. Audience: Who is your audience? What will motivate them for you to achieve your purpose? Are they technical? Are they familiar with your style, or is there a secondary audience?
As you start tackling these two questions, you will begin to develop a new habit of looking at all presentations in a similar context. You will probably create a complex matrix of problems enabling further refine what you are trying to achieve.
Now you know your purpose, and who your audience is, you can start preparing your presentation and delivering it. Like all colors in the universe is a combination of three primary colors, Red, Green, and Blue, all human beings are unique mixtures of three personality profiles. These three profiles, also sometimes known as driving factors, are different for every individual with varying grey shades.
1. Logic: These individuals will need a lot of fact, complex numbers, and they will check your sources. Your evidence will need to make a lot of sense to them. Your presentation will have an extended appendix to support your idea.
2. Emotion: If a feel-good factor drives your crucial decision-maker(s), you need to find a link between what you are achieving and that positive good feeling at the end. Alternatively, you can deliver your message on negative emotions and consequences linked directly to not doing what you have been proposing. Strong visuals can be required to support your case.
3. Ego: These people want to look good. If your idea is to give them some social capital, they will love your presentation. They would love industry trends and competitor analysis.
It might be helpful to guess how your key decision makers’ driving factors are proportioned among these three. Now you know your purpose, audience, and operating characteristics, you can start your presentation.
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