Persuasion is asking for action

• Forms of proof

• Persuasive presentations are visual

• Involvement tips using other visual aids

• Putting it together

Persuasive presentations conclude by asking the audience
to take a specific action. 

Structure is based upon first defining major objections your audience
may have to your recommendation, then overcoming each one with proof.

Learn more. Schedule a hands-on PowerPoint Master Class.
Would you like to know more?

Forms of proof

Proof must be something your audience is willing to accept.

• Facts: These must come from publications that are relevant and timely: quotes and extracts
  from printed studies, books, and magazines. Display the author and source.

• Experiences: Share events and outcomes that can be directly compared to the obstacle.
  These can be examples that you show after making your point, adding, "(state your point),
  such as...(give examples or relate stories)."

• Experts: Quote only persons respected by your audience.

• Statistics: Use data (charts, graphs, tables), organized so the major point refutes the obstacle.
  Zoom in on a single number (your point).

• Relevant analogies: Sometimes fables, folklore—-even nursery rhymes—can put your audience
  in a receptive mood. This technique is best used with the least important obstacle (3),
  or as a introductory or closing remark (hook).

How many forms of proof should you use?  

Though only 1 source may be necessary, you may wish to present more, depending on what's needed
to overcome the obstacle. When you present more than 1, prioritize them.

^ top | < back  |  question?

Persuasive presentations are visual

When "it's your word against ours," the audience wins. But "seeing is believing."
Here are some suggestions designed to transform your audience from skeptics to believers.

• Start your presentation with an involvement technique:

  • Get someone to join you, or share a thought.

  • Ask a question directed at the greatest doubter in the group.

  • Propose a "what if..?" or "wouldn't it be nice to. . ." scenario.

• Spell out your roadmap in the introduction:

  • "In the next X minutes, let's look at X reasons why Y should. . . ."

  • "First let's (1); then let's (2); and finally, we'll (3). . . ."

• Give your audience reasons to stay tuned:

  • "I plan to tell several stories that you have shared with me; I'll expect
     (name of decision maker) to finish it."

  • "Because I have several visuals, I'll be asking for volunteers to help me . . . ."

  • "After each (point), I want you to. . . ." (something to do).

• Change something every 30 seconds:

  • Use overheads, flip charts, poster boards, and PowerPoint slides.
    Keep the layouts simple, easy-to-read, and consistent (same colors and text).

  • Pass around small objects, make relevant comments, ask questions,
    and relate something personal to the person holding the object.

  • Move purposefully to/from audience members to make points.

  • Ask a question; let the room be silent in thought; then call on someone.

• Save your energy for the major point:

  • Let your voice peak/zoom/soar to let the audience know that they've arrived
    at your major point or recommendation/action).

  • Provide a seamless transition (segue) between your final proof statement
    and the major point. Then move quickly into your summary.

• Summarize in reverse order by restating the objection as a benefit (proof):

  • Refute each obstacle 1-2-3 as a single statement:
    
    "X on this chart says we're growing at Y." (#1);
    "Fortune magazine says industry growth will be. . ." (#2);
    "And Bill Gates feels X isn't a problem next year." (#3)."

  • Leave the audience with the major point and your recommendation.
    
    That's why we need to hire 3 production managers (major point).
    
    "I propose we form a search committee headed by Bob Smith
      and set criteria at our officers meeting."

^ top | < back  |  question?

Tips on involvement and use of other visual aids

• Reveal/display/uncover only what you say, as you say it.

• Create a visual for your major point and support points (reversed points 
  for summary), each obstacle > proof discussion, and your action recommendation.

• For poster boards, flip charts and PowerPoint slides, use color purposely;
  otherwise, stick to a solid dark color over white.

• Write notations in pencil, or stick post-it notes to remind you of specific points. Works great for segues.

• For hand-drawn visuals, print in big dark colors (2" letters, or a double grid on an easel pad).
  Write only key words or phrases. And you use a pencil to write support points or segues on the sides
  or back that you audience will never see.

• Bring your visual alive: use an accent color to circle, cross out, underline, or add words or data
  that help make your point.

• Carry visuals to your audience, or enlist the aid of an audience member to write stuff for you
  as you talk or take a poster board around the room. Movement generates attention.

• Make your audience part of your presentation: bring them up to the front of the room to hold signs,
  write stuff, and participate in demonstrations. It's called enrollment, and it helps build agreement.

• Practice recovering from potential mishaps. What if your chart falls over? What if you forget what to say?
  What if someone asks a question before your Q&A session? Have a Plan B ready,
  complete with back-up visuals.

^ top | < back  |  question?

Putting it together

Prepare a graphic containing your 3 proof statements and major point.
Display it during your Q&A so you can refer to it after the last question.
See sample below.

^ top | < back  |  question?

Copyright 2009 | Steve Toms
All materials posted on the webpage are for educational purposes
and for the expressed use of those enrolled in this class