Persuasive Advertising - J. Scott Armstrong [213]
6. Use two-sided arguments. Describe risks and limitations and explain how they can be handled. [5.8.1.] Put the favorable arguments first or alternate favorable and unfavorable ones. [5.8.2.]
7. Use a single theme – or two – to tie the talk together. [7.9.1.]
Preparing for the talk
8. Rehearsal. If the talk is important, ask one or more people to act as if they were the clients and present your talk to them. Be sure that they stay in their role.
9. Dress. Dress to show respect for the client. An added advantage is that formal dress adds credibility. [5.6.2.]
10. Casting. If working in a group, select a spokesperson who sounds credible and who is similar to the client (e.g., in accent and manner). Ask the others to sit among the clients. [ 5.6.1., 5.6.2., 5.6.3.]
11. Handouts. Where appropriate, provide handouts such as an agenda and space for comments. Avoid detailed handouts as they can distract.
12. Slack. Include slack time. For example, if you have 20 minutes available, plan the talk for 15 minutes. Make some parts of the talk optional, and do not show these on the agenda.
Presenting the talk
Organization
13. Purpose. Describe the objectives of this talk and what actions steps will be considered.
14. Introduction. Present the most important things first. [9.1., 10.1.] Focus on action-oriented recommendations and benefits. [6.17.1., 6.17.2., 6.17.3.] Attention is at its peak here. Do not distract with stories or jokes. [8.8.2.]
15. Agenda. Present an outline of the presentation so your audience will know where you are headed. Show timing, such as “the last ten minutes will be available for questions.” [9.4.1.]
16. Structure. Build the presentation around the recommendations.
17. Show support for each recommendation. [6.3.1., 6.3.2.]
Visuals
18. Visual aids. Visual aids (e.g., PowerPoint) can help people follow certain aspects of a talk. This is especially valuable when showing designs, presenting lists, and summarizing data. However, for complex material, audio-visual information is difficult to comprehend. [Sections 9 and 10.] The material must be organized so that the different communication modes reinforce one another. For example, you do not want people reading ahead of you, so either roll out each point as you discuss it on a slide, or use many simple slides.
19. Use key words as bullet points. Keep the visuals simple so that the oral presentation keeps pace with the written information. [9.4.1.] This helps to retain attention and gives you a reason for being there -- to explain each point.
20. Keep overheads simple. Eliminate anything that does not contain information. [7.9.2.] This means no wallpaper. If something on a slide is not absolutely necessary, remove it.
21. Use high contrast for text. Make it easy for viewers by using high contrast between the text and the background. Use black on white. Do not write on illustrations or on wallpaper. Do not use colored fonts [9.5.2.]
22. Use sans serif font to enhance legibility. [9.5.1.]
23. Use color only when it has a meaning. For example, “We recommend that you make the product available in the following colors.” [7.11.1.] When you do use color, explain the meanings in words because some people are colorblind. In addition, people might make B&W copies of the slides.
24. Use exhibit titles if the conclusions are not obvious. Provide an informative title for exhibits if the conclusions from the data are not immediately obvious or if the conclusion is already widely accepted by your audience. [5.9.1., 5.9.2.] It is best if you can present the evidence and let the listener draw the proper conclusion.
25. Contingency plan. If you use a presentation program such as PowerPoint, plan the talk so you do not lose time setting up. And be prepared to talk without showing the visuals, so have a