June 28, 2006	Volume 6, Issue 26
Recommend this issue to a friend Join the Friends of Point Lookout HTML to link to this article…	Archive: By Topic    By Date Links to Related Articles Sign Up for A Tip A Day!
Create a perpetual bookmark to the current issue
| Follow @RickBrenner	Random Article

---

Presenting to Persuade

by Rick Brenner

Successful, persuasive presentations involve a whole lot more than PowerPoint skills. What does it take to present persuasively, with power?

he video ended, Ginny clicked the window closed, and swiveled her chair to face Sid and Mort. Sid was staring at the screen, in awe of what he'd just seen — a master at work. Mort was gazing out the window, in thought.

"Now that presentation worked," Ginny said, "and it wasn't much different from ours."

Sid was puzzled. "Let's watch it again," he said. "I can't figure this out."

Mort returned from wherever he'd been. "I remember a presentation training from awhile back," he said. "This guy we just watched was following the same pattern they taught us. You remember, Ginny, you were there, I think."

"Right…a four-step framework, wasn't it?"

Between the two of them, Mort and Ginny reconstructed the four-step framework for presenting to persuade. Here it is:

Start with their pain

Begin by connecting the audience with the parts of their pain that you can address. This motivates them. It gives you credibility, because it proves that you've been there, too.

For example, if you're talking to a group about designing presentations, you could remind them how hard it is to achieve connection and credibility, especially when the audience doesn't really know you. You're showing them that you share their pain, and you're reminding them of the problem, too. Too much emphasis
on features per se
is a common mistake

Feature your features

Once you've identified their pain, talk about the features of your solution, describing how those features address their pain. For extra punch, show how other solutions that lack those features might not address the pain as effectively. In other words, show how the features of your solution are both necessary and sufficient.

Feature your features, but take care to connect each one to the pain. Too much emphasis on features per se is such a common mistake that it has a name: feature-mongering.

Brag about benefits

Bragging can be hard for some of us, but people do tend to discount whatever presenters say. If you don't emphasize strengths (pre-discount) then after the discount, most of the audience will have an inaccurate picture of the value of the solution.

The benefits of the solution are direct benefits from the audience's point of view — not yours. Lower maintenance cost for future versions is not a direct benefit, but faster introduction of new capability and faster repair of design problems are direct benefits.

To find the underlying benefit of any feature, repeatedly ask yourself "So What?" When the answer to this series of questions stops changing, that answer is the end-user benefit. See "Deliver the Headline First," Point Lookout for May 3, 2006, for more.

Provide proof

Finally, give some proof that the benefits are attainable with your solution. Proof can be a demonstration, a survey, a prototype, measurements, customer endorsements, endorsements of authorities, whatever you think will work.

You'll attend many presentations over the next few months. Notice which ones have real impact, and notice which ones follow this framework. Does it work?  Top    Next Issue

---

Are your presentations — technical or otherwise — all they could be? Audiences at technical presentations, more than most, are at risk of death by dullness. Spare your audiences! Captivate them. Learn how to create and deliver technical presentations with elegance, power and impact. Read Terrific Technical Presentations, a stand-alone Web site filled with tips and techniques for creating powerful performances. Order Now!

Would you like to see your comments posted here? Send me your comments by email, or by Web form. Thank you for reading this article. I hope you enjoyed it and found it useful, and that you'll consider recommending it to a friend.

Point Lookout is a free weekly email newsletter. Browse the archive of past issues. Subscribe for free.

Support Point Lookout by joining the Friends of Point Lookout, as an individual or as an organization.

Do you face a complex interpersonal situation? Send it in, anonymously if you like, and I'll give you my two cents.

More articles on Effective Communication at Work:

Dangerous Phrases

I recently upgraded my email program to a new version that "monitors messages for offensive text." It hasn't worked out well. But the whole affair got me to think about everyday phrases that do tend to set people off. Here's a little catalog.

When It Really Counts, Be Positive

When we express our ideas, we can usually choose between a positive construction and a negative one. We can advocate for one path, or against another. Even though these choices have nearly identical literal meanings, positive constructions are safer in tense situations.

The Fine Art of Quibbling

We usually think of quibbling as an innocent swan dive into unnecessary detail, like calculating shares of a lunch check to the nearest cent. In debate about substantive issues, a detour into quibbling can be far more threatening — it can indicate much deeper problems.

Virtual Communications: Part II

Participating in or managing a virtual team presents special communications challenges. Here's Part II of some guidelines for communicating with members of virtual teams.

Questioning Questions

In meetings and other workplace discussions, questioning is a common form of conversational contribution. Questions can be expensive, disruptive and counterproductive. For most exchanges, there is a better way.

See also Effective Communication at Work and Managing Your Boss for more related articles.

Coaching services

I offer email and telephone coaching at both corporate and individual rates. Contact me for details at rbrenner@ChacoCanyon.com or (617) 491-6289, or toll-free in the continental US at (866) 378-5470.

Get the e-book!

Past issues of Point Lookout are available in four e-books:

• Get 2001-2 in Geese Don't Land on Twigs (PDF, USD 11.95)
• Get 2003-4 in Why Dogs Wag Their Tails (PDF, USD 11.95)
• Get 2005-6 in Loopy Things We Do (PDF, USD 11.95)
• Get 2007-8 in Things We Believe That Maybe Aren't So True (PDF, USD 11.95)
• Get all of the first eight years (2001-2008) in Eight Years of Point Lookout (PDF, USD 26.95)

Are you a writer, editor or publisher on deadline? Are you looking for an article that will get people talking and get compliments flying your way? You can have 500 words in your inbox in one hour. License any article from this Web site. More info

Public seminars

Organizational Politics for People Who Hate Politics

Have you ever felt powerless to implement an important new idea? Have you ever been "blind-sided" at a meeting? Have you ever lost two good employees because you could find no way to keep them from attacking each other? These are some of the issues of organizational politics. Many of us have become enmeshed in them from time to time, but we've also known some people who seem to be able to engage and prosper. How is that done? We'll inventory the challenges of organizational politics, and provide tools for anticipating and addressing them. The focus of this program is practical — attendees learn concrete techniques for dealing with the problems that arise in workplace politics, while keeping their integrity intact. Read more about this program. Here are some upcoming dates for this program:

• Download to
  your calendarRichmond, VA (South Side): March 17, Southside Dinner Meeting, Central Virginia Chapter of The Project Management Institute.
   
• Download to
  your calendarRichmond, VA (West End): March 18, West End Dinner Meeting, Central Virginia Chapter of The Project Management Institute.
   
• Download to
  your calendarThe Conference Center at Bentley in Waltham, MA: May 1, Professional Development Day, Massachusetts Bay Chapter of the Project Management Institute. Register now.
   

Person-to-Person Communication for Project Managers

When we talk, listen, send or read emails, read or write memos, or when we leave or listen to voice mail messages, we're communicating person-to-person. And whenever we communicate person-to-person, we risk being misunderstood, offending others, feeling hurt, and being confused. There are so many ways for things to go wrong that we could never learn how to fix all the problems. A more effective approach avoids problems altogether, or at least minimizes their occurrence. In this very interactive program you'll learn a model of inter-personal communications that can help you stay out of the ditch. In those moments of intense involvement, when we're most likely to slip, you'll have a new tool to use to keep things constructive. Read more about this program. Here's an upcoming date for this program:

• Download to
  your calendarHilton Garden Inn, Idaho Falls, ID: April 15, Professional Development Day, Eastern Idaho Chapter of the Project Management Institute.
   

The Politics of Meetings for People Who Hate Politics

There's a lot more to running an effective meeting than having the right room, the right equipment, and the right people. With meetings, the whole really is more than the sum of its parts. How the parts interact with each other and with external elements is as important as the parts themselves. And those interactions are the essence of politics for meetings. This program explores techniques for leading meetings that are based on understanding political interactions, and using that knowledge effectively to meet organizational goals. Read more about this program. Here are some upcoming dates for this program:

• Download to
  your calendarHilton Garden Inn, Idaho Falls, ID: April 15, Professional Development Day, Eastern Idaho Chapter of the Project Management Institute.
   
• Download to
  your calendarWherever you are: it's a webinar: August 3, Monthly Meeting Webinar, Memphis Chapter of the Project Management Institute.
   

Human-Centered Risk Management

Most of us can assess technological risks, but risks related to human behavior tend to resist our best efforts. This session provides a framework for evaluating risks related to the behavior of individuals, teams, organizations and people generally. Human-centered risk differs from technological or market risk, because objective evaluation requires acknowledging personal and organizational limitations and failures. Since some of those limitations and failures might apply to the people assessing the risks, or to their superiors, there's a tendency to deny them or to explain them away. Our approach examines capability, organization, context, risk mitigation, and workplace politics. It has tools for guiding the assessment and management of human-centered risk, and we show how to extend these tools to suit your situation. You'll learn how to identify sources of risk in human behavior; recognize systemic and individual barriers to acknowledging risk; assess the effects of organizational turbulence; determine the risk associated with inappropriate internal risk transfer; estimate the effects of team dysfunction, toxic conflict and turnover; and measure the impact of workplace politics. Read more about this program. Here's an upcoming date for this program:

• Download to
  your calendarHilton Garden Inn, Idaho Falls, ID: April 15, Professional Development Day, Eastern Idaho Chapter of the Project Management Institute.
   

The Race to the South Pole: Ten Lessons for Project Managers

On 14 December 1911, four men led by Roald Amundsen reached the South Pole. Thirty-five days later, Robert F. Scott and four others followed. Amundsen had won the race to the pole. Amundsen's party returned to base on 26 January 1912. Scott's party perished. As historical drama, why this happened is interesting enough, but to project managers, the story is fascinating. Lessons abound. Read more about this program. Here are some upcoming dates for this program:

• Download to
  your calendarHilton Garden Inn, Idaho Falls, ID: April 15, Professional Development Day, Eastern Idaho Chapter of the Project Management Institute.
   
• Download to
  your calendarThe Conference Center at Bentley in Waltham, MA: May 1, Professional Development Day, Massachusetts Bay Chapter of the Project Management Institute. Register now.
   
• Fort Wayne, IN: September 22, Monthly Meeting, Northeast Indiana Chapter of the Project Management Institute.
   
• Overland Park Convention Center, Overland Park, KS: October 4, Professional Development Day, Kansas City Chapter of the Project Management Institute.
   
• Download to
  your calendarMITRE, in Bedford, MA: February 15, 2011, Monthly Meeting, Boston SPIN.
   

Managing Virtual Teams for Real Results

Managing global or dispersed teams is challenging — miscommunications, misunderstandings, and interpersonal conflict all thrive in the typical environment of the distributed team. And they're even more common in global teams, because of time-zone offsets and language and cultural differences. We'll inventory the challenges distributed and global teams face, and provide tools for anticipating and addressing them. The focus of this program is practical — attendees will learn concrete techniques for preventing and dealing with the problems that accompany global and distributed teams. Read more about this program. Here's an upcoming date for this program:

• Download to
  your calendarKitchener, Ontario: May 19, Dinner Meeting, PMI Canada's Technology Triangle Chapter.