Carmine Gallo – The New Rules of Persuasive Presentations

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I was recently asked to talk to MBA students at the Stanford Graduate School of Business as part of the Mastery in Communication Initiative, a one-of-a-kind program. Stanford’s expert speaker series invites “communication pioneers” to share their ideas and teach business students in the art and science of persuasion, pitching, communication, and presenting skills.

I provided students extremely concrete tactics they could use right away to sell their ideas to colleagues, professors, and professional investors in my lecture, which you can see here on the Stanford Business School YouTube Channel. I discussed three fundamental components of all effective presentations. By’successful,’ I mean presentations that have their intended effect—moving people to action, closing a sale, receiving project financing, and so on.

Presentations that are successful are intelligible, memorable, and emotive.

Understandable.

Jargon, buzzwords, complexity, and confusion are all avoided in effective presentations. Although there are other techniques for making a presentation simple and intelligible, my favorite is what I call the “Twitter-friendly title.” This is something I learnt through observing Steve Jobs and other amazing speakers. In 2001, the iPod was marketed as “1,000 tunes in your pocket.” The MacBook Air was dubbed “the world’s tiniest notebook” in 2008. Steve Jobs’ goods were always described in a single words. Jobs’ product descriptions were seldom more than 140 characters, even before Twitter existed.

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I recently interviewed renowned author Daniel Pink about his latest book, To Sell is Human. Pink is an accomplished public speaker with years of experience as a political wordsmith prior to writing books. He asks himself, “What is the one big notion I want people to take away from my presentation?” before preparing for a presentation. What is the one thing you want your consumers or investors to know about your product if you’re pitching it? You’ll assist your audience understand your product and how it will enhance their lives if you can convey it in 140 characters or fewer.

Memorable.

It makes no difference how good your presentation is if your audience cannot remember what you say or recollect your concept! There are several approaches for communicating concepts in memorable ways, but my personal favorite is a principle I covered in an earlier column: the rule of three. Neuroscientists generally believe that the human mind can only absorb three to seven points in short term, or “working memory.” Long ago, scientists observed that when people are asked to memorize eight digits, they forget the entire sequence of numbers). Three appears to be the ideal number—not too many nor too few.

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Incorporate the rule of three into your presentations as much as possible. You can break your presentation into three segments, highlight a product’s “three advantages,” or give your audience “three action steps” to do. Organizing the information into groups of three makes it much easier to recall.

Emotional.

A substantial amount of research suggests that the emotional component of a communication beats the intellectual component. Yes, you must give statistics and proof to support your stance, but it is frequently the emotional component of a presentation that motivates people to action.

The simplest and most successful technique to make your presentation emotional is to tell a story. I once interviewed a famous attorney who had recently obtained the greatest punitive judgment against a pharmaceutical company—$250 million. He displayed the slides he used in his opening argument to me. The first six slides presented a tale and included photographs of the individual who died. He questioned the jurors why they voted the way they did once the trial was done. It appears that the drug company attorneys summoned scientists to the stand, who confounded the jury with mounds of data and numbers. The short anecdote that started the trial, on the other hand, moved the jurors more. They expressly said that the tale was one of the factors that influenced their choice. Stories are powerful, yet they are underappreciated and infrequently exploited. Tell more of them if you want to stand out.

Poor communication and presentation skills can jeopardize both your brand and your job. It happens all the time. I’ve also seen far too many amazing ideas go unnoticed because the folks who had them couldn’t articulate them properly. To address large issues, we need great ideas and compelling leaders who can convey those ideas in a way that is clear, memorable, and makes an emotional connection with their audiences.

Carmine Gallo is a communications coach for some of the world’s most recognizable businesses. He is a prominent keynote speaker and the author of multiple books, including The Presentation Secrets of Steve Jobs and The Innovation Secrets of Steve Jobs, which were international best-sellers. His latest book, The Apple Experience, is the first to expose the secrets underlying the Apple Retail Store’s phenomenal success. Carmine has introduced The New Rules of Persuasive Presentations, an eLearning course. Carmine may be found on Facebook and Twitter.

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