Archive for the ‘know your audience’ Category

Differences Count When You Are Presenting

Thursday, May 29th, 2008

Make People Remember By Showing Differences
Ok, so you’ve got a big presentation coming up and you know that you want to make a difference and have the audience walk away with a good understanding of the complex info that you are going to present. What can you do to really make sure that you key points get hammered home? Setting yourself on fire halfway through the presentation or using trained animals both would be great, if impractical ways to accomplish this. How about two simpler ways that us technical folks always seem to forget as we pull together our presentations?

Audience Attention is drawn to LARGE differences that are perceptible.

Let’s say that you’ve got a slide that contains one of the key points that you want to make to your audience. There is probably other things on that slide (like a title?). You need to make sure that your key point, be it a number, a comparison, a figure, etc. jumps out at your audience. Background images, scrolling text, clipart, video clips, etc. are all swell; however, if they distract from your key point then they need to go away. Keep in mind that PowerPoint’s ability to have items join the slide via animation might be a good way to lead up to and introduce the key point.

People group elements into units automatically, which they then remember

The human mind is an amazing thing. We can quickly take in large quantities of information and rapidly make decisions about it. You can make this talent work for or against you in a technical presentation. Things that you place close to each other on a slide will automatically be considered to be related by your audience. A good example of this is labels and the thing that they are labeling. A bad example of this would be a graph that shows that both the price of copper ore and the price of apples have both increased by 25% in the past 6 moths. Both items would be shown closely together on the same graph and the audience would associate them. However, they really have nothing to do with each other (unless you are trying to talk about the cost of copper apples…).

Just a few things to consider when you are making that last pass though the big presentation that you’ve created — do your main points jump out or are they buried?

Posted in attention, differences, grouping, know your audience, PowerPoint, presentations, retention | No Comments »

How To Connect With Your Audience

Monday, May 26th, 2008

Know Your Audience
So let’s talk turkey: no matter how complex or technical the information that you are trying to communicate is, nor what setting you are trying to communicate it in, just how can you go about getting what you have to say to “stick” in your audience’s minds? What can you say or do that is going to get them to talk about it, think about it long after you have completed what you have to say?

There are several things that you have to do an the first is to make sure that you connect with your audience. How to do that is what seems to escape all too many technical folks. Stephen Kosslyn in his book Clear and to The Point lays out a number of different ways to do this. Here are two of my favorites:

Your communication, no matter what form it takes, is going to have the greatest impact when you present neither too much nor too little information.

Think about this one for just a moment. It’s very simple to understand; however, it’s very hard to do correctly. Ultimately I believe that the key here is to start from the end: what do you want them to walk away with? You should then add everything that will be needed to make this happen and take away anything that does not contribute to this goal.

Your communication requires you to have prior knowledge of your audience’s pertinent concepts, jargon, and symbols.

In the end, you’ve got to know your audience. If you present your technical information in a way that is different from how they communicate, then you are requiring them to work in order to understand what you are trying to say and there is a good chance that they may be unwilling to do this. Assuming that your audience knows more than they do or less than they really do will result in the communication of your technical material falling on deaf ears. Talk to them in a way that they want to be talked to.

Posted in amount of information, effective communication, know your audience | No Comments »

Do IT CEO’s Communicate Better Than Common Folk?

Tuesday, May 20th, 2008

Talk Like A CEO
Greetings from Las Vegas! I’m currently attending a very large trade show that is put on by the giant storage company EMC. This year it’s being held in Las Vegas and so far I’m only down about $100 or so; however, the conference goes for another two days so I can financially hurt myself still more!

The thing that I like best about attending this show is that if I move quickly, I can get a front row seat for the keynote addresses that are given by EMC upper level management team. I’m only vaguely interested in what they have to say, but I’m VERY interested in how they say it and if any of it sticks. Yesterday was the big kickoff: Joe Tucci who is the Chairman, Presidant, and CEO of this $15B firm. I had very high hopes: I mean, if anyone could buy their way to being an effective technical communicator, then Joe is the man.

So how did he do? Sadly, I believe that I’d have to give him a C. Maybe a C+, but that’s it. He did a fantastic job of delivering a speech from a technical point of view: clear diction, no filler words, very little pacing, and his slides / graphics were top notch (but of course — he’s in charge of a $15B company!). So why does he just get a grade of C? He didn’t connect with his audience. He talked for about an hour and must have hit on about 40 different points during his talk about EMC the company and all of it’s products and upcoming product. However, I’m betting that 30 minutes after he was done, you could pull aside anyone who had attended and they’d be unable to remember more than one or two things that Joe said. When it was over, it was over — the world had not be changed. What a waste!

I need to give Joe one little out here: he is in charge of the company. What he says can cause a change in the company’s stock price and so he always has to be careful about what he says. However, that doesn’t mean that he can get away with being boring.

Complaining is easy. Now how about if we talk about what Joe could have done differently to have been a more effective communicator. #1: know your audience, tailor your communication to your audience. Joe’s audience was VERY technical. These are the people who live, eat, breath storage systems for a living. Joe talked at a very high level for his whole speech and thus didn’t connect with anyone in the audience. He needed to at least once drop down into their world, show that he knows the types of challenges that they are facing, and then move on.

#2: Where’s the passion? Joe delivered his entire speech in a flat, non-emotional tone. Yawn! Come on, Joe’s from Boston the home of notorous hot heads. Oh, and he’s a sales guy to his core. Get some of that passion to come out — get people fired up! Tell the audience that HP and IBM make lousy products and that they made the right decision by selecting EMC products. Whatever — just show that you really care about this stuff.

#3: Tell a story. Nowhere in Joe’s speech did he include a story. Story’s are how we have always learned. If Joe had included a story, then this is what everyone would have remembered long after he was done.

So to answer the original question: no, CEO’s don’t necessarily do a better job of communicating than you or I do. Good communication always comes down to the three basics: know your audience, care about what you are taking about, and use stories to give your audience a way to remember what you have said.

Posted in EMC, Joe Tucci, know your audience, passion, stories | No Comments »