a few, well chosen words can evoke amazing images.

there’s been some recent comment in the blogosphere on this. for instance CreativityWorks’ post citing Churchill’s ‘iron curtain’ speech.

here in australia, an equally evocative phrase, ‘stolen generation’, conjures up plenty of desperate and emotional images.

 in this context, the link between words and images is summed up in one word itself: emotion. photos, paintings, pictures – phrases, poetry, prose are all at their best when they convey emotion.

 I don’t know, but emotion, to me, in both words and pictures means an ability to suggest. Stimulating the audience to conjure up the texture and dimension of the story themselves produces the strongest reaction. it’s the classic – tell me you’re funny, or tell me a joke – maxim. the inclusion of involvement is the imperative. without it, life is a lecture, with it, it is an adventure.

 the images we create from certain words are individual, private even; but often, when the suggestion, the emotion, is extremely powerful, the images have the commonality of an ‘archetype’. and as such can be immensely powerful, binding us all together, collectively, in the human condition. producing the equivalent of a profound, ‘we understand’.

 even words that don’t on the face of it ‘paint pictures’, can, used in the right way, in the right context, be dramatic and a driving force. think about Obama’s ‘yes we can’.

 but all too often words are trotted out ad infinitum, machine-gun style. too many words, or the same words delivering, basically, the same information, in the same way. a lazy, fearful, vacuous soup where all too many business presentations, unfortunately, reside.

 words are about communication. if we are to communicate well, we need to pay words more respect. the famous line ‘sticks and stones may break my bones but words will never hurt me’, is perhaps the most disrespectful and inaccurate use of words, in history. words cause all wars.

 but, equally, words also deliver hope. and without them and the connection they provide, we wouldn’t even be here.

 words to me exist to paint pictures. so I think we should all learn to paint with them. some days we will use words to create modern art, some days to paint impressionist landscapes, other days to measure out exact technical drawings or precise diagrams. but never to create grey, fuzzy photocopies.

 in business, this means don’t tap out PowerPoint slides full of words. use words carefully. parsimoniously. try alternatives for words that are overused, words that have lost their shine from the battering of the bandwagon they’ve been on.

 imagine, for a moment, being the word ‘agenda’. your very soul would be so dull these days, you’ve been ‘photocopied’ so many times; used to the point of becoming almost invisible. the same, it’s a pity to say, goes if you were any one of the words: ‘objective’,  ‘leverage’ or ‘strategy’. you just don’t evoke the same passion, imagery or meaning that you once did.

 so here’s some practical food for thought. say, for example, you’re in Sony’s digital camera sales division and you’re at some swanky, exotic location for your annual sales conference. the first slide in the presentation on screen reads ‘objective 2010 – increase sales by 15%’. you’re in the audience. I’m guessing here…but I don’t think I hear your adrenaline pumping in your eagerness to hit that mark’?

 so, instead, what if the first slide had read ‘what are we gonna do this year – make 9 million more people say ‘cheese’ with a Sony’. now there’s an evocative image! doesn’t that involve and inspire you a bit more. and what about the ‘agenda’ slide. how about ‘a million smiles in the making…’

 understand? get…the picture?

 words. they are at their best when they paint pictures. so learn to paint with them.

Set the scene and take control 

PURPOSE

The first thing to do is provide your audience with a clearly defined PURPOSE for the presentation.  It’s like telling your car passengers where you’re going.  But make it about them, not you!  So include a WIFT i.e. What’s In It For Them, so they’ll be eager and engaged from the start.

The next 3 scene setting components are optional, so only put in what you need.

BACKGROUND INFORMATION, E.g.

• Introducing yourself and/or the team.
• Providing context to the presentation e.g. the background situation, recapping on the brief, reminding the audience of any prior meetings or discussions etc.
• This is also a great time to build rapport with your audience.  Can you:
  -       Acknowledge the challenges or successes in their world
  -       Pre-empt any concerns they might have about the content within your presentation
  -       Proactively manage their expectations

HOUSEKEEPING

I’m sure you’re familiar with the sorts of things housekeeping can include, but just in case here are some examples:

-       Saying thank you to the audience
-       Letting them know how long you’ll be talking for
-       Stating when you want the audience to ask you questions
-       Letting them know if you’re going to be asking them questions
-       Advising if there will be any interruptions or breaks during the presentation
-       Letting them know catering arrangements
-       Telling them if there will be handouts during, or leave behinds after, the presentation.

Then there are the presentation ‘rules’ regarding things like mobiles, blackberries, laptops etc as well toilet location and emergency procedures.

THE ATTENTION GRAB

As the name suggests, this is a great tool to get the attention of the audience, to set the mood of the presentation, and to reduce your nerves.

Don’t worry, your attention grab doesn’t have to be wildly creative.  What it must do however is support your message in some way.  Otherwise there’s a danger that the only thing people will remember will be your attention grab and not the point of your presentation! 

There are loads of great sources for attention grabs.

Ok, having decided what you’re going to say to set the scene and take control of your presentation, you now need to determine in which order it makes sense to say them.  There’s no right or wrong – just whatever order seems to flow right for you.

Great, so now we have some relevant scene setting information to ease you and your audience into the presentation, plus they all now know why they are there listening to you.  I’d say you’re ready for lift off!

p.s. remember it’s your personality that powers your presentation performance.