What are the chances that the audience or selection committee will remember what you said in your last presentation? Everyone is challenged when they are faced with creating and delivering a presentation.
When a project is on the line for a client presentation, the consequences are high and nothing can be left to chance. Selection is the only way to verify it was memorable.
It is hard enough to think about how you measure up against the competition, but how about measuring up against the client’s perception of your presentation? Research shows us that after a 10 minute presentation, your audience will remember only 50% of what they heard. By the next day that memory will be reduced to 25% and within a week only 10% will be remembered. Hopefully, the selection committee makes their decision at the end of the first day.
6 keys to making a memorable presentation
The following should help anyone who is tasked with making a presentation and enable firms to raise the bar on the success of their client project presentations. It goes without saying that you need to know your material and that notes, if used at all, should be minimal. However, much more is needed to make your next presentation memorable.
I was taught a long time ago that there should only be three parts to a presentation:
1. Tell them what you plan to say.2. Tell them.
3. Recap what you told them and give them a call to action.
Science tells us that the human mind can only retain 3 to 7 points from a presentation in the short term. Too often in client presentations, principals want to throw in everything, including the kitchen sink. It is the job of the marketing professionals to reign in the free thinkers and focus the presentation on the client’s needs.
The question still remains as to how you make that process memorable.
It begins with the central message. You should have one message you want the audience/client to remember. Although this needs to be concise and short, it must be repeated as the common thread running through the entire presentation. Is the main point trust, competence, experience, depth of staff, or some other important element? You need to remember it is one point and not all of the above.
Memorable presentations are easy to understand. Leave the jargon for industry conferences and complex information for design meetings. Jargon combined with complexity results in confusion on the part of your audience. Condensing your body of work into a 30-minute presentation can only confuse a client who was ready to hire you. Don't make it hard for your client to say yes.
Every firm will use visuals in their presentations. Use of visuals takes the retention factor from 10% to 65%. The key to this statistic is relevant visuals. I worked with one architect who would fly an airplane over a proposed building site prior to a presentation. He would take the visuals from that and turn them into powerful elements in his presentation. Visuals of previous work are worthless unless they clearly leave a positive impression in the client’s mind of what their dream will look like.
I have written several blogs that point out the importance of stories. Memorable presentations are filled with stories and anecdotes.
I am reminded of a prestigious museum project in the Midwest where some of the world’s most renowned architects were invited to make presentations. While all the others had a project team show up with dozens of displays, one architect showed up empty handed. He walked over to where the selection committee was seated, took off his overcoat and scarf, sat down and asked, “Do you have any questions.” They did. He answered and was awarded the job.
When I was the marketing director for a national trade association in the construction industry, I was in charge of the process for selecting an advertising agency. Three of the agencies came in with polished dog and pony shows and teams of agency professionals. They presented relevant experience with design and construction firms as well as trade associations. The president of the last firm showed up by himself with a leather case. After introductions with the selection committee, he sat down at the table and stated, “I don’t do this often. Most of my business comes from word of mouth.” He spent the next 45 minutes having a conversation with the committee. Occasionally, he would reach into his case and pull out an example of his work. Later that afternoon, he was retained as the association’s advertising agency.
Do these examples represent the exception to the rule, or do they show us what happens when creativity meets at the intersection of preference and selection? You and your firms have thousands of stories to tell. What do you pull out of the case when a project is on the line?
Next, the presentation has to have movement and action. If several members of the team have been assigned speaking roles, they all can’t assume the same position in front of the selection committee. If you are doing a solo presentation in front of an audience, you must leave the comfort of the podium and move across the stage. Memorable presentations connect with the audience and it is crystallized when the presenter connects through body language and movement. Pace and pausing for affect are critical in delivering a memorable presentation. Some of the most memorable speeches have lived on in our memories because of the way the speaker used inflection in delivering the message. There is no room for a monotone voice in a memorable presentation. Of course, your audience might remember the monotone, but they won’t remember the message.
Finally, the memorable presentation must include a call to action. As you recap what you told the audience and hammer home the common thread once again, you must challenge them with something to do. Winning the job is the real purpose of the client presentation. It could go something like this: “We came here today to show you we are a trusted firm in the industry and have shown you a clear process for making your project a success. You wouldn’t have invited us, if we were not qualified or our project team lacked the experience needed for your project. We are excited about sharing your dream and seeing it fulfilled.
When you weigh the pros and cons of the firms interviewed for this project, we want to be the firm chosen to move forward with this project with you. We simply want to be partners with you on this journey.” A simple recap and call to action is the way to end a memorable presentation.
Nearing the 155th anniversary of the Battle of Gettysburg, I would be remiss, if I didn’t end with a reminder of one of the most memorable presentations in the history of our nation. Without a white board or PowerPoint presentation, Abraham Lincoln gave the Gettysburg Address four months after the battle that turned the tide on the war.
"Four score and seven years ago, our fathers brought forth on this continent a new nation: conceived in liberty, and dedicated to the proposition that all men are created equal” begins the address. The visual is a nation at war and a bloody battlefield. It was simple and concise. Lasting only two minutes and less than 200 words, the Gettysburg Address will be remembered for centuries. Think about this the next time you are conflicted about the fancy graphics, swirling transitions and video clips you are considering for your presentation. These might make us feel good, but it is the perception of the audience where the rubber meets the road. When you implement these six steps, you will take a cool presentation and make it memorable.
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