Julie DesJardins

1
Persuasive Presentations

• Julie DesJardins
• The Anderson Public Speaking Club
• Winter 1999

2
Agenda

• I. Communications Strategy
• II. Presentation Structure
• III. General Tips
• IV. Summary

3
Agenda

• I. Communications Strategy
• II. Presentation Structure
• III. General Tips
• IV. Summary

4
Goals of persuasive presentations
Communications Strategy

• Establish rapport
• Establish credibility
• Convey analysis

• Obtain Buy-In

5
Develop a communications strategy
Communications Strategy
Determine message strategy
Analyze audience
Define objectives
Create Presentation
6
Define your presentation objectives
Communications Strategy

• Objective Type
• General
• Action
• Communication

• Description
• Broad goals
• Specific, measurable, time-bound steps
• Audiences take-aways

7
Analyze your audience
Communications Strategy

• Who are they?
• Primary
• Secondary
• Gatekeeper
• Opinion leader
• Key decision-maker
• What do they know?
• What do they feel?
• How can you motivate them?

Message Strategy
8
Determine your message strategy
Communications Strategy

• Direct approach
• We recommend policy X for the following reasons
• Reason 1
• Reason 2
• Reason 3
• Indirect approach
• Reason 1
• Reason 2
• Reason 3
• Therefore, we recommend policy X

9
Agenda

• I. Communications Strategy
• II. Presentation Structure
• III. General Tips
• IV. Summary

10
Design the presentation
Presentation Structure
Body
Ending
Introduction

• Stimulate interest
• Demonstrate relevance
• Provide preview

• Overall recommendations
• Reasons / steps

• Summary
• Action plan
• Next steps

11
Use an effective opening
Presentation Structure
Body
Ending
Introduction

• Stimulate interest
• Demonstrate relevance
• Provide preview

• Overall recommendations
• Reasons / steps

• Summary
• Action plan
• Next steps

12
State your main points clearly
Presentation Structure
Body
Ending
Introduction

• Stimulate interest
• Demonstrate relevance
• Provide preview

• Overall recommendations
• Reasons / steps

• Summary
• Action plan
• Next steps

13
Use an effective closing
Presentation Structure
Body
Ending
Introduction

• Stimulate interest
• Demonstrate relevance
• Provide preview

• Overall recommendations
• Reasons / steps

• Summary
• Action plan
• Next steps

14
Agenda

• I. Communications Strategy
• II. Presentation Structure
• III. General Tips
• IV. Summary

15
Use concept visuals vs. heavy text
General Tips
Phase 1
Phase 2
Phase 3
Result
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Focus on the speaker vs. the slide
General Tips

• Use key phrases vs. full sentences
• Avoid scripted slides
• Undermines presenter
• Creates dueling words
• Eliminate gratuitous graphics / animation
• Detracts from speaker and message

17
Use graphics charts to reinforce message
General Tips

• Use chart formats appropriate to message
• Simplify charts and tables
• Aim for clarity and clear message
• Highlight key trends
• Delete non-value added data, legends or
  decorations
• Use color strategically judiciously
• To emphasize
• To identify recurring theme
• To distinguish

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Facilitate understanding to move to buy-in
General Tips

• Clear roadmap and transitions
• Agenda
• Running headers / transition slides
• Message titles vs. subject titles
• Message Competitive analysis indicates
  opportunity for X
• Subject Competitive analysis
• Clear, uncluttered slides
• Parallel structure

19
Agenda

• I. Communications Strategy
• II. Presentation Structure
• III. General Tips
• IV. Summary

20
Goals of persuasive presentations
Summary

• Establish rapport
• Establish credibility
• Convey analysis

• Obtain Buy-In

21
Presentation material sources / resources
Summary

• Management Communication TA training sessions
• Speakers / presentations
• Janis Forman, Director of Management
  Communication Program at The Anderson School
• Gene Zelazny, Director of Visual Communications
  at McKinsey Company
• Texts
• Guide To Managerial Communication, Mary Munter
• Say It With Charts, Gene Zelazny