A well-crafted professional presentation offers an opportunity to inspire and invoke action. This is important, whether you’re pitching to investors, talking to stakeholders, or simply motivating your team ahead of a busy day. But what makes a presentation impactful, such that it sticks in people’s minds? How can you make the most of your slides to really get your message across?
Laura Price, Account Manager of Presentation Experts, has found that the answer lies in understanding the psychology of persuasion.
At its core, persuasion involves appealing to human psychology through credibility (ethos), emotion (pathos), and logic (logos). When combined with Robert Cialdini’s six principles of influence, these elements can transform a presentation into a powerful force for change.
A great presentation offers much more than just a means of delivering numbers or information. Under the right circumstances, it can connect with people emotionally and make information memorable – even moving.
To achieve this, we need to explore three key areas: storytelling, visual design, and presentation structure. Before we dive into any of these areas, however, we need to tackle one very important question.
Why should your audience listen to you?
Ethos: Establishing credibility as a speaker
Your audience – whoever they may be – needs to feel they can trust you before they’ll be willing to accept your message. Credibility (ethos) is built through expertise, authority, and authenticity, and without this, your presentation may as well be a blank piece of paper – nobody will take you seriously if they aren’t brought to an understanding of why they should.
While you can quickly demonstrate expertise through the sharing of relevant credentials, professional achievements, or industry experience, your credibility quest shouldn’t end there. Be honest and transparent with your audience; They’re more likely to trust speakers who acknowledge and speak openly about their failures or limitations rather than exaggerating (or even boasting) their successes. This approach demonstrates humility and integrity, as well as ingratiating you with an audience who, more likely than not, have also experienced failure and limitation.
Credibility is also conveyed through polished, professional visuals. We all know to avoid Comic Sans MS, for instance, and slides that are presented in a clear and cohesive fashion signal that the presenter values preparation and quality.
Pathos: The emotional appeal
Emotions drive decisions. Connecting with your audience on an emotional level ensures that your message is not just heard, but felt. Emotional appeal (pathos) involves storytelling, vivid imagery, and language that resonates with your audience’s values and aspirations.
- Tell compelling stories: Narratives that highlight struggles, successes, or transformations draw audiences in and make your message relatable. For example, sharing a customer success story adds emotional depth to an otherwise dry pitch.
- Use visuals to evoke emotion: Images, videos, or graphics can inspire hope, empathy, or even urgency. A charity’s presentation, for instance, might include a heartfelt video showing the impact of donations on individuals’ lives.
- Focus on shared values: Frame your message in a way that aligns with your audience’s core beliefs. For example, when presenting a sustainable product, emphasise its contribution to environmental preservation.
Logos: The power of logical argumentation
While emotions create connection, logic (logos) solidifies trust. Audiences need to see clear reasoning and evidence behind your claims.
- Use data strategically: Incorporate relevant statistics, research, or case studies to back up your points. For instance, showing a bar chart of revenue growth demonstrates tangible results.
- Structure your argument: Follow a logical flow – introduce the problem, present evidence, and explain how your solution addresses the issue. A well-structured argument reduces resistance by making your case easy to follow.
- Simplify complexity: Break down complex ideas into digestible parts. Analogies, diagrams, or step-by-step walkthroughs can make intricate concepts more accessible.
Why stories stick, build trust and inspire action
Think back to the last presentation that moved you, and why. Chances are, it probably included a story that made you care about the subject matter being discussed. That’s because humans love stories – they help us connect and remember things.
In business, stories can be powerful tools. Research shows that people remember much more of something when they hear a story connected to it, rather than just raw facts. For example, a green tech company might tell a story about a small business that cut down emissions and saved money with their help. This makes the benefits real, and much easier to grasp.
The importance of good design
In today’s world, visuals are key in presentations. People understand images faster than words, and most people are visual learners, so how you design your slides can make a difference.
Good visuals help communicate ideas, and the most effective visual storytelling combines elements like imagery, typography, and layout to communicate messages and evoke emotions, thereby capturing the audience’s attention and imagination. It’s important to remember, however, that too much design can overwhelm. A simple chart can make complex data much easier to digest and understand, but too much “busywork” of design can detract from the key message. Keep your slides clean and simple, and let the message shine through without being lost in clutter.
Structuring your presentation
Your presentation is a story in itself, with a need for a clear beginning, middle, and end. If your presentation is unstructured, jumping from one point to the next without clear direction or flow, your audience might lose interest. A simple layout can guide them down your path.
Here’s a good structure to follow:
- The Hook: Start with something surprising or interesting.
- The Problem: Share a challenge that the audience can relate to.
- The Solution: Explain how your idea or product can fix that problem.
- The Call to Action: Wrap up with a clear next step for your audience.
For instance, a tech firm might start with a stat about business losses (the hook), show how their software helps (problem and solution), then invite potential investors to a demo (call to action).
Keeping attention
It’s no secret that attention spans are much shorter these days, and unless you can hold a person’s interest, they can (and will) start drifting after just a few minutes. Break your presentation into smaller parts to keep it engaging, and add live polls or questions to encourage focus and interaction.
A recap of key points can also help. It keeps everyone on track and brings back those who might have tuned out.
Cultural awareness in global settings
When presenting to international crowds, be sensitive to cultural differences. Respecting these norms can improve your message and avoid mishaps. This can be a fairly broad topic to master, but there are a few basic points to keep in mind.
Keep it simple: Use clear language. Avoid slang or idioms that might not translate well, or might even be confusing.
Communication style: Some cultures like direct talk. Others prefer a softer approach. Know your audience.
Body language: Gestures can mean different things. Research their meanings to avoid embarrassment.
Eye contact: In Western cultures, maintaining eye contact signifies confidence and honesty. Conversely, in some Asian cultures, prolonged eye contact can be perceived as disrespectful. Find a balance that respects the cultural norms of your audience.
Final thoughts
The best presentations don’t just happen – they’re not spontaneous miracles. They are carefully planned, with thought and consideration made to every detail, ultimately with the goal of persuading an audience toward a specific line of thought.
Our world is populated with constant streams of information, and the ability to grab attention – and hold it – is paramount for any presentation. By mixing good stories, visuals, and a solid structure, your presentations can – and will – inspire your audience and achieve your goals.
