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I suggest to my clients that they keep in mind this simple structure - [link widoczny dla zalogowanych] Problem, Solution, Why. It works for everything from conversations through presentations. It's simplistic for presentations (they're usually a bit more complicated), but the basic structure still forms the basis of a persuasive presentation.
Persuasive Presentations Should Open With A Problem
There are two more elements that come before the opening that I've described above and they're critically important. The first is the introduction. The very best scenario is for you to write your own introduction and have someone with authority deliver it (after they've had a chance to become familiar with it). The more powerful and succinct the introduction, the more persuasive you'll be and the more fun you'll have.
Let's get back to that phone conversation. If our [link widoczny dla zalogowanych] friend has started with, "Some complications have arisen which will cause me [link widoczny dla zalogowanych] have yet to meet a prospective client who is not tremendously impressed by a presenter having taken their own time to talk to staff, do some reading, research the net - whatever it takes to really get a grasp on the underlying "pain."
That's why it's important to begin with the problem or opportunity - in conversations, phone calls, emails, and yes, presentations. Particularly presentations.
2. It puts you on the same side as your audience. In many sales situations, you can be [link widoczny dla zalogowanych] perceived as someone out to make a sale - someone interested more in you and your product or service than that of the audience. However, talking about the problem right up front puts you both on the same side. If you can show empathy for their position and give them the feeling that you truly understand the gravity of the situation, this can set the problem up as a third party, if you will. You and your audience are on one side, the problem on the other.
I probably don't have to tell you that the above conversation doesn't work in the business world, much less at home. Many bosses simply aren't polite enough to wait through a long story to hear the point. They don't have the time in a busy day for a puzzle (i.e. "What on earth [link widoczny dla zalogowanych] are you talking about?").
I was in Toronto recently sitting across from my brother. We [link widoczny dla zalogowanych] had been invited to a friend's house for a dinner in honor of my mother, who was turning ninety. The phone [link widoczny dla zalogowanych] rang. It was the host. I could hear the entire conversation as it continued on. After the usual pleasantries, she began to tell a story of having a last minute client request that would have her unexpectedly work during the afternoon, which meant she would have to drive into town, do the work, and then drive back to her home before beginning to think about dinner.
I don't believe there is any part of your presentation more important than the opening. It should be well-thought-out, rehearsed to some degree, and delivered with the utmost of confidence. So, in your next persuasive presentation, consider starting with the problem (after you've "shaken hands," of course).
Here are five great reasons to begin your persuasive presentation with a problem:
To be successful in a persuasive presentation, you need to get to the point right away. Then tell a story to support your point. Audiences remember stories; they connect with them. But without the point first, they're left scratching their heads as to where you're [link widoczny dla zalogowanych] going.
The story continued for at least three minutes while I rolled my eyes and my brother made a circular motion with his hands to express his "get on with it," not-so-inner feelings. Finally, she asked whether my brother could host the dinner instead.
Peter Temple has been a writer/producer/director in the corporate world for over 35 years. He has designed and written countless presentations and speeches and now helps executives, managers, and salespeople use technology effectively in presentations. For more articles and video about using speeches and presentations effectively, go to:
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4. It signals that their issue [link widoczny dla zalogowanych] is really important to you by putting it right up front. In presentations, arguably the most important part is the start. If you hook your audience then, you should have their attention throughout. There is nothing that will hook them like a topic you have in common - one that has been bothering them. Putting it right up front signifies its importance.
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1. It puts you on the same page as your audience. In a presentation situation, the audience is there for one reason and one reason alone - to get a solution to a problem, to stop the "pain." In order to cement the fact that [link widoczny dla zalogowanych] your solution is a credible one, you must first agree on what the problem is. Many problems have shades of grey to them. It's really important to articulate the problem up front - it creates a common foundation from which you can build to a [link widoczny dla zalogowanych] solution. It's the most powerful way to grab and hold their attention. After all, you're talking about them.
Finally, the element of creating rapport. Your first words will likely be devoted to developing rapport with the audience. I often use the analogy of "shaking hands." It may be a line or two relating to your introduction, how you got to the event - there are many ways to create rapport and there are fabulous articles on the web about this aspect of your presentation alone. Don't forget to do it and make sure it's appropriate to the situation.
Submitted : 2011-07-21 06:00:43Word Count : 1071Popularity: 5Tags: persuasive, presentation, business, opening, open, start, beginning, rapport, introduction
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3. It tells them instantly what you're going to talk about. I've sat through way too many presentations that leave me wondering after the opening, "What on [link widoczny dla zalogowanych] earth is this thing about?" I'm sure [link widoczny dla zalogowanych] you have, too. It's critically important to "get to the point" in a persuasive [link widoczny dla zalogowanych] presentation. That's why focussing on the problem right away (along with briefly suggesting the solution) is the most effective way to begin your persuasive presentation. You need to leave you audience with no doubt as to what it is you're talking about so that the remainder of the time you have with them can be spent on addressing well-thought-out, targeted benefits.
There are other reasons to start your presentation with the problem (or "opportunity," but most presentations in business tend to be fundamentally about solving a problem).