'Article contributed by Tina Altieri' 

 

When was the last time you crafted your presentation to specifically persuade, convey credibility and pack a punch?

Imagine what we could achieve in business (and in life in general) if we could speak without fear and sell our ideas convincingly every time?

Imagine being able to speak confidently at meetings, deliver your presentation and
always have your customers, clients, stakeholders, colleagues and bosses see you in a credible, convincing light. Then "buy" from you.

Despite the onslaught of new communication technology, the need to communicate powerfully and pitch successfully in front of audiences, large or small, seems to be more important than ever. Why then do most people spend so little time in precision planning and preparing their presentation for maximum, positive impact?

You can create that impressive impact by putting aside your slide show and focusing on your language toolkit.

In my years of experience as a speaker and professional MC here's what I consider to be the two most perplexing questions on a presenter's mind:

Firstly, how can I make myself memorable to my audience (for all the right reasons) leaving a positive lasting impression? And secondly how can I face an audience – large or small – without being overwhelmed or fearful of messing up my entire presentation?

One thing that will definitely make a difference is your choice of language. Imagine a presenter who uses formal, highly technical language, almost as if they are a walking, talking document. Now compare that to a presenter who uses colourful, vivid phrases and explanations that are thought-provoking yet clearly understood by everyone. There's little doubt that words can really pack a punch and help you build that all important rapport with your audience.

Let me share with you this formula of FREE speech to liven up your language:

 

F –

Fit, flab-free phrases

R –

Repeat what's important

E –

End with power

E –

Emotionally charge your work

 

F – Fit, flab-free phrases

 

Delivering in long-winded, convoluted sentences is a surefire way being remembered as colourless and dull. It will help your audience follow your thoughts if you develop your main points by way of short, sharp headlines or statements to help you sell your ideas more persuasively. If you use analogies or similes that relate to the point you're making, this will evoke striking images or pictures in the minds of audience members.

I've long remembered the senior financial planner pitching for business to a large organisation by way of using metaphors to explain how his company can partner with the organisation. He explained how his planning service moulded itself on a role similar to a navigator in an international car rally. His financial planning helped clients (the rally car driver) to successfully navigate the tight twists and curves in the road ahead. He spoke of journeying with them for the entire race with constant commitment and loyalty.

During his pitch, he used phrases like 'navigator precision' and 'rewards for high performance in tough economic times.' He won the pitch by a mile. The feedback linked back to his success with the colourful phrases that were more memorable than his competitors who were heavily technical in their language.

R – Repeat what is important to your audience.

Like it or not your audience's attention span is getting shorter. In many ways the people you are presenting to are waiting for you to press their buttons and deliver information that relates directly to them. In other words, they want to hear the direct benefits of what you're selling – not just the features.

Your audience will recall sections of information that you repeat often. They are more likely to remember you favourably if you've explained how you can specifically add value to them and then repeat the benefits to them. But beware, this is not a license for you to rattle off multiple key points many times over. Instead it's an opportunity to repeat one or two benefits a few times so it leaves no doubt in people's minds about what they should remember about you.

It's always a good idea to re-package the key points you're making in simple terms. In other words, dress them up in different ways using vivid language to help drive home your messages persuasively.

E – End with power

When it comes to the grand finale, what many speakers don't realise is that the conclusion often determines the success or failure of a presentation. Regardless of whether you’re presenting to two people in a meeting or 200 people at a conference, the end must leave the audience with a positive lasting impression. Generally speaking, the conclusion should be rammed home in a brief and preferably inspiring climax. It should include a call to action or food for thought. It's your opportunity to package the presentation neatly, ending on the same positive note that you started on. It's your last chance to fully persuade, stimulate or inspire.

I am often disappointed for a speaker who has obviously spent many hours carefully compiling their introduction and main body of the pitch only to drop the ball at the conclusion and end abruptly with a lame note such as, "Well ladies and gentleman that's it, I think. Does anyone have any questions?"

Perhaps that speaker was wishing that a dynamic conclusion might magically come to mind when wrapping up. The reality is, strong or powerful conclusions rarely "come to you" at the crucial moment. A solid ending requires careful planning in advance.

E – Emotionally charge your work

I can just see all the technical presenters now rolling their eyes at the call to inject emotion into their very straight-down-the-line business presentations. Believe me, so many business people, when required to give a presentation, struggle with this final rule. Many professionals, such as solicitors, accountants or engineers, believe that appealing to an audience's emotions will make their presentation 'too soft' and therefore compromise their credibility. However, there is no escaping the fact that the majority of listeners will remember ideas and information that appeal to their emotions.

This communication rule is about personalising the presentation and finding commonality with your audience. When you include a human angle or a real life story to illustrate your point, this will help you press the emotional '"hot buttons' of your audience. Many business leaders agree that when these buttons are pressed you are one step closer to speaking without fear and performing at your peak in front of audiences large and small.