Presentations
have been used as a powerful tool to persuade your target audience in a business
environment. The earliest written work by Aristotle called ‘Rhetoric’ (~ 367
BC) is being referred quite often by people who want to study Public speaking. I
have not attempted to read the entire works by him but got to read the summary
of same.
The end
result of a presentation is to persuade the audience to say “YES” to what you want
as an outcome. The YES can be a decision or a call to action. Aristotle says
that you can persuade
by appealing to “logos” -rational mind, “pathos”-emotional mind or through “ethos”-
by the personality or character of the speaker. These principles are timeless and
still hold as much true as they were in fourth century BC.
Now
take a moment and think of few situations
-
a situation
when you bought something from a shopkeeper or a salesman
-
You arrived
at a decision while attending a business presentation
-
You took
actions after being advised by your boss
In my experience, the guiding energy behind
all my decisions or a call to action was logos, pathos and ethos. I have been into
situations where I am being persuaded by people who I like or I have respect
for – we all go for it actually. Sometimes we bypass logic or emotions as well
because he says so. Many times I have seen presenter making use of his position
and personality to persuade or influence audience. In my two decades of corporate
experience, I have seen business presenters making use of logos and ethos as their
persuasion method .I have seldom seen presenters using the “pathos” or emotional
mind .This is a bias which exist till date and may need a correction in coming years.
The bias
may have come because historically corporate honchos unconsciously relate the
emotional mind/pathos to artistic/poetic things and business to logos/rational
mind. I see a bias in corporate thinking that they have always given a preference
to thinking mind over feeling mind. We forget that people sitting in the room
are human beings first & businessman later. We should also not forget that in
the total history of life on this planet earth, human beings exist for a relatively
shorter duration and have a longer history of being animals and other living beings
but not human beings.
When I
look at presentations being used as a means to motivate or call to action, emotions
play important role in getting a person motivated towards taking action. Even for
a presentation that involves decision-making, you need to go beyond numbers…to be
more effective.
Presenters
sometimes confused “story telling” as “telling stories”-both are different.
“Story telling”
is not in conflict with “fact telling”. In fact it complements. If you put all facts
in a sequential connected way than the “whole” becomes bigger then parts. Stories
are like a soul to the presentation. Stories live forever .They live beyond the
life of presenter and their impact goes out of the room beyond presentation. Storytelling
helps you to engage with your audience in a much better way, Storytelling is
also not about using stories in your presentations.
It was
interesting for me to see some case studies where people have used statistical
data to prove that use of statistics can be more persuasive. I think story
telling makes facts more memorable. When I discussed this with a friend of mine
who is a neurosurgeon, what he told me was quite interesting. He told me that
our long term memory and our emotions come from the same part of brain called
limbic system of our paleomammalian brain. Studies have been done that by
invoking feelings, we can improve recall of facts.
If
presentations are dull or difficult to follow and do not answer the question of
Why? I do not think they will be effective in conveying their message clearly
& effectively. The advantage with a story is that it is convenient for the
presenter to share, it is pleasant to listen for the audience and last but not the
least you can remember it easily as it has high recall value.
Yes it
does mean that when you create a sequence, you will ignore some facts as not all
facts will be in sequence but ignoring facts is not same as hiding inconvenient
truth or facts. Also story telling means that there is a surprise element in there
for the audience. A good presenter will take his audience together with him for
that surprise element.That's all for this post.Please let me know where are you with your presentations?
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