Great
Presenters Do 1 Thing That Most of You Don't, Science Says
Here's some eye-opening
research about what actually influences your audience, and how you can use that
to prepare and deliver better presentations.
Last week, I wrote about the science of influence based on the research of renowned social psychologist Robert
Cialdini. It got me thinking about one of the most common ways you influence
people at work: presentations.
You present to
your teams, to your peers, to leaders at higher levels, maybe to the board of
directors, to investors or potential investors, to customers, and a slew of
others. How effectively you present determines whether you get approval for a critical initiative or
land a new customer.
There is an
overwhelming amount of guidance about how to make a good presentation, probably because so many people might prefer a moderate root canal
over standing up in front of a group to make a presentation.
Science can help.
What if I told
you that the thing you spend the most time on when preparing for your big
presentation might actually be the thing that influences your audience
the least? That's exactly what a landmark study by Albert Mehrabian, UCLA professor emeritus of psychology, found.
Mehrabian found that there are three elements
of communication that influence an audience:
Visual
This is not how cool your PowerPoint slides
are (although that matters, too). What Mehrabian is referring to here are key
things like eye contact, body movement, and gestures. In other words, these are
the things that the audience sees you do with your eyes, your hands, your arms,
and your entire body.
Do you walk around? Or stay firmly planted in
one place? Do you make eye contact? Or look down? Do you make a variety of
gestures with your arms? Or do you play with the slide clicker? (Guilty as
charged.)
Vocal
This is all about your voice. The three key
areas that are most important are your rate, volume, and inflection. A rate
that is too fast makes you seem "junior," lack of inflection makes
you sound dispassionate, and lack of volume leaves you sounding less confident.
Verbal
This is simply about content. In this study,
verbal refers to the actual words you are saying. In preparing a presentation,
most of us spend a significant amount of time, if not the majority, on Verbal.
It makes sense, right? You can't make a good presentation without good content.
Here is where the research gets really
interesting in a way that just might change your approach:
In the study, Verbal accounted for only 7
percent of what influenced the audience. That left a whopping 93 percent of
audience influence based on Visual and Vocal. Specifically, the study showed
that 55 percent of audience influence was based on Visual and 38 percent was
based on Vocal.
So what does all of this mean practically?
Should you toss content out the window, stand up there speaking in corporate
gibberish and buzzwords, while using big hand gestures and speaking really
loudly and confidently? Probably not.
But it does highlight a few really important
things.
I recently
spoke with communications expert Daniel Pitlik of Pitlik
Consulting Group about this study. Pitlik, who references this
study in the communications seminars he teaches, says:
"The moral of this story is that man
cannot live by content alone. In other words, our words or content alone are
not enough. We live in a visual world. When preparing for a presentation,
create your best strategy. Make it logical. But that's not enough. You have to
think about how it will resonate with people. We often forget that humans
respond by seeing, hearing, and feeling."
In basic terms, the study shows us how
important it is to combine good content (Verbal) with excellent Visual and
Vocal. Whether Verbal accounts for only the paltry 7 percent of audience
influence Mehrabian found in his study or even if it is 15 percent or 25
percent, there is still a huge amount of influence that doesn't come from
Verbal.
In practical terms, this should change how
you prepare. As Pitlik says:
"Practice the presentation as you would
give it. Don't quietly whisper your words while sitting at your desk. By doing
this, you are only focusing on the Verbal part. Stand up, project your voice,
use emphatic gestures, pause for effect, and move around. When you feel like
you're a bit over-animated, and easily know your content, then you are ready.
Playing it safe won't get you anywhere."
As I spoke with Pitlik, I had to smile to
myself as I reflected on numerous presentations I rehearsed while driving to
work. Maybe I shouldn't have just admitted that in writing.
Speeding tickets aside, just being aware of
the importance of Visual and Vocal elements and incorporating those into your
practice and preparation will have a dramatic impact on your ability to
influence your audience in your next presentation.
By James
Sudakow
http://www.inc.com/james-sudakow/great-presenters-do-one-thing-that-most-of-you-dont-science-says.html
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