The Write Stuff
Typically, most people think of a presentation as being delivered orally
in front of a group. Yet, a presentation may also come in the form of a
printed document that could be put into a report cover, a portfolio or a
ring binder.
Whats more, todays presentations often take full advantage of
digital capabilities, utilizing streaming video and other web-based
applications to present ideas from one computer screen to another.
No matter what form a presentation takes, the best ones are
always well written. Whether its a year-end review delivered in a huge
room full of corporate executives, a departmental slide show, or a
printed quarterly report filled with sales analyses...thoughts must be
properly organized and the right words must be used to present key
points clearly and convincingly.
Here are five writing
strategies that can make your presentations powerful and impactful:
Open with something interesting. You want to grab your audience
right away, hopefully with something they can immediately relate to. One
proven technique is to open your presentation with a famous quote that
in some way is relevant to your topic. Another is to start with a short
and possibly humorous anecdote, perhaps from personal experience. Yet
another is to state some startling wow facts or did you know questions
that will seize the audiences attention and get them thinking.
Use bullets wherever possible. If your presentation is oral,
chances are you will be using slides to complement what you are saying.
Do not put long, wordy paragraphs in your slide copy. Instead, use
bulleted points that act as quick-read reference lists. The same holds
true for presentations that are printed, or online, or in just about any
other form. Avoid long, cumbersome paragraphs that may intimidate
readers and cause them to miss the important points you want to convey.
Stay away from jargon. It can be highly tempting to talk shop by
using words and phrases that may seem very common to you but might not
be familiar to your audience. Whats more, the use of jargon or slang may
undermine the credibility and/or seriousness of your presentations
message.
Refer to your theme often. Every good presentation has an overall
theme...perhaps its to communicate the marketing opportunities for a new
product, or, to introduce a new division in your company. Wherever
possible in your writing, remind your audience what the main purpose of
the presentation is by threading several mentions of the theme
throughout the entire presentation.
Leave your audience with a call to action. Studies have shown
that the conclusion of a presentation, more than any other part, is what
is remembered most often by an audience. Utilize the end of your
presentation to its strongest advantage by stating what you want your
audience to do next, i.e., stock up on this new product today and see
for yourself how it can improve your sales and profits.
