Writing That Works, 3e: How to Communicate Effectively in Business by Kenneth Roman & Joel Raphaelson

Author:Kenneth Roman & Joel Raphaelson [Roman, Kenneth & Raphaelson, Joel]
Language: eng
Format: epub
ISBN: 9780062031525
Amazon: B0040GJDSA
Goodreads: 10565035
Publisher: HarperCollins
Published: 2000-01-02T00:00:00+00:00

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Face the audience when you present. Many people turn their backs and read from the screen, especially when using overhead slides. Work from the slide itself or from a script. It pays to avoid dark rooms with slides (particularly after lunch). Computer projection or charts keep the lights on and the audience alert.

5. Involve the audience

Look for interesting visual devices to present dry, routine materials. A little creativity goes a long way. New computer programs make it easy to do colorful things with pie charts and bar charts. Newsmagazines hire top artists to make their charts interesting and clear. USA Today is particularly adept at charts, and runs at least one every day in the lower left-hand corner of the front page. Study the techniques of these publications — and borrow from them.

Think of ways to involve your audience. Play games with them. Invite people to guess the answers to questions, or to predict the results of research — before you reveal them.

Try to add something extra, something unexpected. It demonstrates more than routine interest. You might play tape recordings of customers describing your audience’s product, or quote a relevant passage from a speech your audience’s chief executive made years ago, or show an excerpt from yesterday’s TV news that illuminates or reinforces an important point.

David Ogilvy was famous for adding drama to his presentations. To make his point about the importance of hiring the best people, he presented his directors sets of Russian dolls — those nesting dolls that come apart to reveal successively smaller dolls inside. Around the smallest doll was a slip of paper with this message:

If we hire people who are smaller than we are, we shall become a company of dwarfs. If we hire people who are bigger than we are, we shall become a company of giants.

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