Today brings a must-read book for anyone who makes
presentations at work, a club, a non-profit, or to any group of individuals the
presenter wants to persuade to take action.
The book is, Presentation Ready,
by Terri L. Sjodin, one of America’s leading experts on persuasive
presentations. Her specialty is blending communications theory, field research,
and practical sales experience to help professionals and non-professionals
become more polished and persuasive presenters.
When you read the book, you’ll discover the 12
common sales presentations mistakes and you’ll learn why the mistakes happen,
why the mistakes are damaging, and how to avoid the mistakes. Presentation
Ready is divided into three sections:
- Building your case – the foundation of your persuasive arguments
and content. - Leveraging creativity – How your persuasive message resonates with listeners
(storytelling, visual aids, structure, curiosity) - Honing your delivery – Your unique style, movement, personality,
and ability to execute effectively.
“This book is formulated for the busy
professional,” explains Sjodin. “The book’s material will help you quickly
evaluate challenges in your presentations and make simple corrections that can
expand your influence and generate better outcomes.”
One of my favorite parts of the book is where
Sjodin teaches how best to use visual aids in your presentations. She
explains that:
- Visual aids energize your listeners and help
them understand your points faster. - Visual aids are for the benefit of listeners,
not a crutch to help presenters get through their own content. - A visual aid is intended to show something
visually that you can’t verbally express in the same way. - Don’t rely on your visual aids to do all the
work. Place them strategically and tie them to a specific purpose within your
presentation.
Sjodin also cautions presenters from using word
redundancy and filler words and using too much industry jargon or acronyms.
Finally, she adds that, “Whether your next presentation is three minutes of 30
minutes, that’s not a lot of time, and brevity is your friend. Ultimately, it’s
not about the specific time allowed but rather making the most of the time you
have.”
Be sure to make good use of the helpful forms
toward the end of the book, especially the Presentation Outline Worksheet.
Today, Sjodin shares these insights with us:
Question: Of the 12 most common
mistakes made when making a presentation, which one challenges the most people
and why?
Sjodin: Great
Question! The answers will be different depending on if you’re coming from the
perspective of the Presenter or the Listener. The top confessions from
Presenters are: “Winging It” and “Being Overly Informative Versus Persuasive.” However,
Listener observations identify “Being Boring” as being the highest ranked
challenge.
There
are lots of reasons why, but the biggest takeaway here is that we don’t always
see ourselves with the same perspective that we see others.
Question: If an eager learner wants to improve their presentation
skills but doesn't have time to tackle correcting all 12 mistakes, which one or
two should they first concentrate on?
Sjodin: That’s
a tricky question because the answer will be different for each person. The
goal would be for the reader to do a self-assessment and identify which of the
mistakes are most problematic for them. As they explore each mistake in
the book, they might think, “that’s me,” or “that’s not me.” That’s okay. Start
by addressing the mistakes that are most pertinent for that situation and focus
on improving in those areas.
Questions: So many presenters default to
PowerPoint as their presentation tool. What are the pros and cons of using
PowerPoint?
Sjodin: Visual
aids can significantly enhance a presentation when used effectively. They
are not designed to be a crutch to help get a person through their content.
Remember, you are the star and the visual aids are the bit players. They
are there to enrich the message and say something visually that you cannot
communicate in the same way verbally. Tragically, most presentations are
dominated by text and bullet points and do not visually create a wow factor.
Question: You've likely heard that presenting is reported to be more
feared than dying for many people. What couple tips do you give to a person who is fearful of presenting?
Sjodin: Nervous
feelings are natural. A speaker can feel vulnerable and feel the pressure
of delivering the message and producing results. Remember the old saying, “No
pressure, no diamonds.” Preparation and practice are the keys to managing
nervous energy. Take a deep breath, visualize yourself delivering a successful
presentation, and use your voice for good. Don’t worry, just do your best
and keep moving forward.
___
Sjodin
is the founder of Sjodin Communications and is a New York Times
bestselling author, award-winning speaker, and consultant for Fortune 500 Companies.
She is a frequent guest on radio and television talk shows and industry podcasts
throughout the country.
Thank you to the book's publisher for sending me a copy of the book.
