How do I write a great presentation?
The prospect of crafting a captivating presentation can stir up a cocktail of emotions: excitement, anticipation, and maybe even a dash of dread. Whether you're a seasoned speaker or a presentation newbie, the desire to deliver a compelling and impactful message remains constant. But how do you cut through the information overload and convey your ideas in a way that resonates with your audience? Fear not, this short article outlines a practical framework to help transform your next presentation into a resounding success.
The W.I.S.E framework
1. Why
What is obvious to the speaker may not be to the audience and so a great presentation clarifies the 'whys': Why is the topic being discussed? Why does it matter for the audience?
For example, supposing a scientist doesn't provide any context and jumps straight into presenting their research and they start talking about how they are measuring air pollution. By contrast, suppose they began by clarifying the 'whys': "Air pollution kills over 6 million people every year. And while we may assume that that statistic will not include any of us, the reality is, over 90% of us breathe polluted air".
If you start with a clear why, the audience will be invested in your story and they will understand why you are presenting, and more importantly, why they should listen.
2. Interaction
To maintain audience attention, a common tactic is to ask questions early on. This is believed to encourage listeners to pay closer attention in case they are asked a follow-up question. However, many audience members won't want to participate verbally and, depending on the scenario, it may not be appropriate to start seeking answers. So, what other methods could you use to encourage more interaction?
You could ask for a show of hands. Simpler still, you could pose deeper rhetorical questions — a common technique used in TED Talks. Using the earlier example of air pollution, the speaker could begin by asking, “What kills more people than guns?” This simple technique helps your audience feel less like passive listeners and more like participants in a thought-provoking conversation.
3. Simplify
A common criticism of a bad presentation is that it is too complicated. As a general rule of thumb, try to imagine that you are talking to an intelligent 12-year old. Ultimately, there needs to a balance between not being patronising but also being aware that not everyone will be familiar with your subject.
More broadly, presentations can become overly complicated because they are trying to include too much: too many words, too many syllables, too much subject-specific jargon, too many concepts, facts, figures, etc. Therefore, a great place to start is to take out redundant information and only include that which is most pertinent to your story. In other words, you have a limited time on stage, so you need to prioritise.
If you are writing a presentation that includes multiple accompanying slides, aim for one key point or theme per slide - and minimal, if any, text per slide.
Another great way to simplify your message is by translating complicated information. For instance, if an astronomer were talking about how far away the sun is and states, "It is 93.91 million miles away", it will be hard to digest and contemplate. However, it is much easier to comprehend when translated to, "if you were to drive towards the sun at 100mph, you'd want to take snacks because it would take you over 100 years to get there." You could then follow-up with a rounded number, "It is over 90 million miles away".
4. Entertain
So far, we have discussed tools and techniques to help your audience understand the message and stay with you. Beyond that, to create a truly memorable experience, you'll want to entertain them.
There are technical ways to achieve this, such as delivering it in an engaging manner (e.g., speaking with dynamic range, showing interesting visuals, etc.). Likewise, adding some humour is a great way to make your presentation more entertaining — as can incorporating emotional, surreal, or shocking moments.
But perhaps best of all is to tell a powerful story — either a personal story or a case study. Even better if your presentation follows a broader story arc (you started here, you overcame obstacles, and now you're somewhere new — or, you are here, you need to overcome these obstacles, and you want to end up somewhere new).
As an added benefit, if you start with a clear “why,” simplify your message, and plot it along a clear storyline, it will be significantly easier to recall — and significantly easier and more enjoyable to practice and present.
Now, put your knowledge into action. Choose your next presentation topic, identify your "Why," and start crafting your story. Remember, your message has the power to inform, inspire, and even change the world. So go forth, present with purpose, and make your voice heard.