by Steve Marriott
Need to make a presentation?
Want to have a better impact?
Here’s a quick formula to give you instant results…Make it C.R.A.P.
C is for Clarity - Clarity of outcomes and clarity of message.Outcomes – By occupying a chunk of your audience’s time and attention, what exactly do you want them to do as a result of your communication or presentation? What decision do you want them to make or what actions do you want them to take? I often ask “What do I want my audience to think, feel, say and do as a result of this?” Message – So what is your core message? Now that you know your outcomes, creating a clear and compelling message becomes easier. Craft a core message and up to three supporting themes. Anything beyond this scope is likely to divert the attention of your audience away from your outcomes so leave it out.
R is for Repetition – Repetition is vital to our learning and retention abilities. If you want your presentation to be memorable then find ways of repeating your core message. Every good story has a beginning, middle and an end, so as a very simple guide; craft your presentation like a story. Give it a beginning to introduce your core message, a middle where you embellish and reinforce your core message with supporting themes and an end where you summarise andconclude with your core message. Find ways of creating repetition with your delivery too. A well positioned flipchart or slide can keep your core message present throughout your presentation, as can keeping your product or offer in view.
A is for Audience – Great presentations and communication are designed from your audience perspective. Whilst you may know everything there is to know about the subject, the reason for your communication is surely that your audience don’t. You may have very different requirements from your audiences and different audiences will certainly have very different needs from your presentation. So who are your audience, and what action do you need from them? In order to take that action, what information do they most need and what would be the most effective way to convey it? Bernice McCarthy’s 4 Mat system gives four great challenges to your design of presentations (Why, What, How, What if). For each of the challenges, create three responses – So three reasons why your audience should grant you their time, three things you’re going to talk about, three uses, applications or actions your audience can take and three benefits of using your proposition (or three risks of not using it).
P is for Passion – The most significant difference you can make to your communication or presentation is YOU. By demonstrating your passion, conviction or excitement, you transform the way your audience will receive, make meaning of, and respond to your message. You are the difference between a run-of-the-mill handout, slideshow, email or letter and an inspirational, enlightening and engaging communication. It is your state that will create the magic in the room and drive your outcomes, so deliver your message in the state you’d like your audience to receive it. This works equally well for written communication. Before you begin typing or writing, get in the state you want to create and watch as your vocabulary takes on a new life.
Call to action
Got a communication or presentation to make?
- Make it C.R.A.P
- Join me on Naked Presentations in February 2011 to learn more about creating powerful, effective and engaging presentations. Find out more here Naked Presentations
