Earlier this year brought a must-read book for anyone who makes presentations at work, a club, a non-profit, or to any group of individuals the presenter wants to persuade to take action.
The book is, Presentation Ready, by Terri L. Sjodin, one of America’s leading experts on persuasive presentations. Her specialty is blending communications theory, field research, and practical sales experience to help professionals and non-professionals become more polished and persuasive presenters.
When you read the book, you’ll discover the 12 common sales presentations mistakes and you’ll learn why the mistakes happen, why the mistakes are damaging, and how to avoid the mistakes. Presentation Ready is divided into three sections:
- Building your case – the foundation of your persuasive arguments and content.
- Leveraging creativity – How your persuasive message resonates with listeners (storytelling, visual aids, structure, curiosity)
- Honing your delivery – Your unique style, movement, personality, and ability to execute effectively.
“This book is formulated for the busy professional,” explains Sjodin. “The book’s material will help you quickly evaluate challenges in your presentations and make simple corrections that can expand your influence and generate better outcomes.”
One of my favorite parts of the book is where Sjodin teaches how best to use visual aids in your presentations. She explains that:
- Visual aids energize your listeners and help them understand your points faster.
- Visual aids are for the benefit of listeners, not a crutch to help presenters get through their own content.
- A visual aid is intended to show something visually that you can’t verbally express in the same way.
- Don’t rely on your visual aids to do all the work. Place them strategically and tie them to a specific purpose within your presentation.
Sjodin also cautions presenters from using word redundancy and filler words and using too much industry jargon or acronyms. Finally, she adds that, “Whether your next presentation is three minutes of 30 minutes, that’s not a lot of time, and brevity is your friend. Ultimately, it’s not about the specific time allowed but rather making the most of the time you have."
Be sure to make good use of the helpful forms toward the end of the book, especially the Presentation Outline Worksheet.
Sjodin shares these insights with us:
Question: Of the 12 most common mistakes made when making a presentation, which one challenges the most people and why?
Sjodin: Great Question! The answers will be different depending on if you’re coming from the perspective of the Presenter or the Listener. The top confessions from Presenters are: “Winging It” and “Being Overly Informative Versus Persuasive.” However, Listener observations identify “Being Boring” as being the highest ranked challenge.
There are lots of reasons why, but the biggest takeaway here is that we don’t always see ourselves with the same perspective that we see others.
Question: If an eager learner wants to improve their presentation skills but doesn't have time to tackle correcting all 12 mistakes, which one or two should they first concentrate on?
Sjodin: That’s a tricky question because the answer will be different for each person. The goal would be for the reader to do a self-assessment and identify which of the mistakes are most problematic for them. As they explore each mistake in the book, they might think, “that’s me,” or “that’s not me.” That’s okay. Start by addressing the mistakes that are most pertinent for that situation and focus on improving in those areas.
Questions: So many presenters default to PowerPoint as their presentation tool. What are the pros and cons of using PowerPoint?
Sjodin: Visual aids can significantly enhance a presentation when used effectively. They are not designed to be a crutch to help get a person through their content. Remember, you are the star and the visual aids are the bit players. They are there to enrich the message and say something visually that you cannot communicate in the same way verbally. Tragically, most presentations are dominated by text and bullet points and do not visually create a wow factor.
Question: You've likely heard that presenting is reported to be more feared than dying for many people. What couple tips do you give to a person who is fearful of presenting?
Sjodin: Nervous feelings are natural. A speaker can feel vulnerable and feel the pressure of delivering the message and producing results. Remember the old saying, “No pressure, no diamonds.” Preparation and practice are the keys to managing nervous energy. Take a deep breath, visualize yourself delivering a successful presentation, and use your voice for good. Don’t worry, just do your best and keep moving forward.
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Sjodin is the founder of Sjodin Communications and is a New York Times bestselling author, award-winning speaker, and consultant for Fortune 500 Companies. She is a frequent guest on radio and television talk shows and industry podcasts throughout the country.
Thank you to the book's publisher for sending me a copy of the book.
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