Using Stories to Engage Your Audience
14 likes7,500 views
This document presents a seminar on the importance of storytelling in business presentations, emphasizing how engaging narratives can enhance audience connection and retention of information. It contrasts the ineffective presentation style of an instructor named Bob with the successful techniques used by another instructor, Beth, highlighting key elements such as structure, conflict, and delivery. The presentation aims to inspire speakers to transform their approach to presentations by incorporating emotional storytelling to create more powerful and memorable experiences for their audiences.
![Delivery Success Factors *
Clarity 59%
Pace 52%
Voice 47%
Engaging w/ Audience 43%
Addressing Questions 34%
Humor 11%
* for “scientific” presentations [Carlos Estrada et al, 2005]](https://image.slidesharecdn.com/using-stories-slideshare-121217044918-phpapp01/85/Using-Stories-to-Engage-Your-Audience-143-320.jpg)
![Jobs vs. Gates, Round 1
Words Per Sentence
10.5 21.6
[Todd Bishop, 2007]](https://image.slidesharecdn.com/using-stories-slideshare-121217044918-phpapp01/85/Using-Stories-to-Engage-Your-Audience-156-320.jpg)
![Jobs vs. Gates, Round 2
“Difficult” Words
2.9% 5.1%
WIN! [Todd Bishop, 2007]](https://image.slidesharecdn.com/using-stories-slideshare-121217044918-phpapp01/85/Using-Stories-to-Engage-Your-Audience-157-320.jpg)
Using Stories to Engage Your Audience
- 1. Using Stories to Engage Your Audience Bill Smith Chief Storyteller, Leading Edge Process Consultants LLC October 2012
- 2. All slides in this presentation are Copyright 2012, Leading Edge Process Consultants LLC
- 3. Ground Rules ’til noon at the end
- 4. About Me 74 Intro to CMMI classes taught
- 6. Presentation Awards NDIA CMMI Conference 2008 2009 2010
- 7. About You
- 8. Instructors? You want motivated students
- 9. Presenters? You want powerful presentations
- 10. Salespeople? You want effective sales calls
- 11. So… why do you need STORIES?
- 12. “Storytelling is and always was the essence of business presentations.” Presentation Secrets Alexei Kapterev
- 14. Today I’ll share 20 presentation tips by talking about…
- 17. Why do they
- 18. Well, Bob delivers slides like…
- 21. Bob doesn’t get many students nowadays…
- 22. …because of the economy. NOT!
- 24. pressure
- 25. Bob has been chosen to speak…
- 27. Abstract #410258 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce dui elit, porta in rhoncus nec, semper a eros. In sit amet euismod nisl. Sed iaculis ligula eu sapien ultricies vehicula. Etiam in est vel odio auctor sollicitudin interdum sed ipsum. Etiam facilisis venenatis tempus. Aenean quis dolor sagittis dui ultrices varius. Aenean vulputate elementum augue, vitae pulvinar augue vestibulum ut. Vestibulum dapibus nisl in sapien dictum cursus porttitor in nulla. Maecenas eu massa augue. Aliquam consequat vehicula velit, a ornare augue porttitor eget. Praesent in mauris nunc, sed pellentesque ligula. Morbi a diam magna. Phasellus libero eros, commodo quis sollicitudin et, tincidunt vel turpis. Proin tempor ornare scelerisque. Integer hendrerit interdum purus ac posuere. Proin eros tellus, hendrerit venenatis tempor eu, condimentum varius orci. Nullam nisl risus, molestie quis bibendum vitae, tincidunt eu lorem. Ut consequat malesuada est eget ornare. Vestibulum mollis, sapien vitae pretium dapibus, nunc dolor adipiscing odio, …based on his sed pretium eros felis vitae quam. Morbi bibendum rhoncus eleifend. Etiam et diam nisl. Vestibulum tincidunt, velit et dignissim mattis, mi diam iaculis massa, non pharetra arcu purus a dui. writing ability. Vestibulum a nisl nunc, in consequat elit. Maecenas scelerisque diam placerat enim fringilla iaculis. Sed sit amet mauris justo. Duis rutrum elit id arcu molestie pellentesque. Aenean vel nunc posuere dui imperdiet ullamcorper in viverra tortor. Nam sagittis ultrices eros luctus cursus. Integer vitae mauris eros. Integer ornare, tortor in tincidunt vestibulum, lectus lorem porta est, in molestie justo risus vitae ante. Mauris massa sapien, ullamcorper et aliquet a, gravida ac magna. Curabitur quis neque nunc. Sed ornare augue eget neque faucibus sagittis. Sed faucibus lorem at elit lobortis condimentum. Phasellus sed orci vel augue viverra viverra. Curabitur pretium lectus ac ligula consectetur eget posuere dui varius. Vestibulum ultricies varius elementum. Vestibulum id mollis velit. Donec consectetur lectus vel tortor pharetra accumsan. Nam sit amet libero massa. In non urna turpis, eget rutrum enim. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Cras pulvinar consequat quam in pellentesque. Phasellus nulla libero, feugiat quis condimentum ut, tristique a erat. Donec euismod dictum justo, ac consequat mauris commodo ut. In sodales adipiscing enim, at adipiscing ligula aliquam eget. Donec convallis porttitor lobortis. Aliquam euismod nulla ut nisi vehicula commodo. Class aptent taciti sociosqu ad litora torquent per conubia nostra.
- 28. He quickly assembles his slides…
- 30. Bob rehearses…
- 31. …gives his talk…
- 34. Bob’s done!
- 35. Bob’s done!
- 39. …because of the economy. NOT!
- 40. Attendees have been turned into by speakers like Bob
- 42. Finally… Bob is asked to talk…
- 44. He delivers his standard pitch…
- 45. “People, Process, Technology…” Corporate Background Briefing • About Us • Our Mission and Vision • Corporate Values • • • Worldwide Headquarters Regional Offices Quality Statement ZZZZ!!! • Our Services • Key Facts and Figures • Our Competitive Advantages Copyright 2012 Company Name Corporate Background Briefing 1
- 46. The client’s not impressed.
- 47. Bob doesn’t get the business…
- 48. …because of the economy. NOT!
- 49. The client picked someone else…
- 50. Beth! CMMI Instructor, Lead Appraiser Rock’n Storyteller
- 52. Motivated Powerful Effective sales students presentations calls
- 53. That’s what I need!
- 54. Bob sees Beth speak at a SPIN meeting… Wow!
- 55. …and they arrange to have coffee.
- 57. And this is when Beth starts rock’n Bob’s world.
- 58. 1
- 60. …to make facts more memorable.
- 61. “Don’t address their brains. Address their hearts.” – Nelson Mandela
- 62. Elements of a Story 1• Structure 2• Slides * 3• Delivery * for business presentations
- 63. 1 2 3 Structure
- 64. Developing Your Structure 4. Develop the plot 3. Identify the conflict 2. Brainstorm key points 1. Focus
- 65. Developing Your Structure: Focus 4. Develop the plot 3. Identify the conflict 2. Brainstorm key points 1. Focus
- 66. 2
- 67. “And by the way, you know, when you're telling these little stories? Here's a good idea - have a point. It makes it so much more interesting for the listener!” Neal Page (Steve Martin) Planes, Trains, and Automobiles
- 68. 3
- 69. My goal is to inform people… We can do better than that…
- 70. “The only reason to give a speech is to change the world.” John F. Kennedy
- 71. IDEA: Storytelling -> GOAL: You -> Effective presentations Better presentations
- 72. 4
- 73. “If I had asked people what they wanted, they would have said faster horses.” – Henry Ford
- 74. Give them what they…
- 75. Developing Your Structure: Key Points 4. Develop the plot 3. Identify the conflict 2. Brainstorm key points 1. Focus
- 76. This is when you dive into PowerPoint? Not so fast…
- 77. 5
- 78. Or you’ll obsess over details…
- 79. …and lose the big picture.
- 80. 6
- 83. Developing Your Structure: Conflict 4. Develop the plot 3. Identify the conflict 2. Brainstorm key points 1. Focus
- 84. 7
- 85. Conflict: What makes your story interesting!
- 86. Types of Conflict another entity status quo challenges
- 87. Consider Using a “Hero” Your Company Your Client You Your Audience
- 88. “Me” Presentations: Be Careful “Audience detests arrogance and self- centeredness.” Nancy Duarte, Resonate Solution: Reveal weaknesses
- 89. Developing Your Structure: Plot 4. Develop the plot 3. Identify the conflict 2. Brainstorm key points 1. Focus
- 90. 8
- 91. “All stories are a form of communication that expresses the dramatic code. The dramatic code, embodied deep in the human psyche, is an artistic description of how a person can grow or evolve.” John Truby, The Anatomy of a Story
- 92. Can’t I just use the facts? If you do, then…
- 93. Expect this. Blah Blah Blah Blah Blah • Blah blah blah blah blah blah blah blah blah blah • Blah blah blah blah blah blah blah blah blah blah • Blah blah blah blah blah blah blah blah blah blah • Blah blah blah blah blah blah blah blah blah blah blah
- 94. “Storytelling is nothing but putting facts in a sequence and making connections.” Presentation Secrets Alexei Kapterev
- 95. Logic doesn’t stimulate action. STORIES DO.
- 96. A Story’s Emotional Arc solution conclusion exposition comfort zone threshold problem
- 97. Emotional Arc: Exposition solution conclusion exposition comfort zone threshold problem
- 99. Emotional Arc: Problem solution conclusion exposition comfort zone threshold problem
- 102. Emotional Arc: Solution solution conclusion exposition comfort zone threshold problem
- 103. Ways to organize a solution: L ocation A lphabet T ime C ategory H ierarchy
- 105. Emotional Arc: Conclusion solution conclusion exposition comfort zone threshold problem
- 106. Sample Conclusion Slides Patience, young Padawan!
- 107. Relative Duration exposition problem solution conclusion
- 108. Relative Emotion exposition problem solution conclusion
- 109. 1 2 3 Slides
- 110. Why Use Slides? Reminder “Pictorial superiority effect”
- 111. Yet, Most Slides Are Awful! • They ignore the “pictorial superiority effect,” and have no pictures or maybe just a crappy one. • And as far as reminding the presenter what to say? – Many slides go overboard, using complete sentences when really only a few words would do. • The result is a slide like the one you see now. – The information on it is difficult, if not impossible, to process. – And you find yourself wondering whether you should be listening to what I’m saying or reading the slide. It’s really hard to do both at the same time. Humans just don’t multi-task like that. – Plus, did you really come here just so you could hear me read bullet points to you? • Okay, next slide.
- 112. • 9 • • • • • •
- 114. This series of slides Started out like this
- 115. I wouldn’t have the time for Some of your that! competitors make time for that…
- 116. And they’re the ones that are ...
- 117. Winning!
- 118. 10
- 119. Instead of this…
- 121. Try this…
- 122. Schedule Issues? Missed commitments
- 123. 11
- 124. My boss says to keep it to 20 slides. Your boss is wrong.
- 125. Measure Your Presentation By… Time Not number of slides
- 127. I swear I’m not making this next slide up. And yes it’s ONE SLIDE
- 129. 12
- 130. Clip Art
- 131. Google Cautiously Relevant? Copyrighted? High quality?
- 132. Use a Stock Photo Service
- 133. But don’t use Happy Call Center Girl!
- 134. Is it really that fun to work in a call center?
- 135. 13
- 136. Need I Say More? 12 points 18 points 48 points
- 137. 14
- 138. Before After
- 139. 1 2 3 Delivery
- 140. Scary!
- 141. The talk you Planned Will The talk you never Gave be the The talk you same Wish you gave
- 142. Delivery Matters! indifferent VS enthusiastic WIN!
- 143. Delivery Success Factors * Clarity 59% Pace 52% Voice 47% Engaging w/ Audience 43% Addressing Questions 34% Humor 11% * for “scientific” presentations [Carlos Estrada et al, 2005]
- 144. But I’m not a great speaker. That’s okay. There’s one little trick…
- 145. 15
- 147. …which may come from an INTERNAL CONFLICT I hate boring I’m afraid this presentations could be one
- 148. Old school Be an expert
- 149. New school Be yourself!
- 150. But… You need to love what you do
- 151. I’m not sure I love what I’m I’ll try to say this presenting. nicely, but…
- 152. Then you shouldn’t be presenting.
- 153. …and maybe you need a new job.
- 154. 16
- 155. Use words you’d use in a NORMAL CONVERSATION
- 156. Jobs vs. Gates, Round 1 Words Per Sentence 10.5 21.6 [Todd Bishop, 2007]
- 157. Jobs vs. Gates, Round 2 “Difficult” Words 2.9% 5.1% WIN! [Todd Bishop, 2007]
- 158. 17
- 159. Strong Language is Interesting! “High fructose syrup and sugar are exactly the same; they are equally bad. They are both dangerous dangerous, they are both poison. unhealthy. Okay? I said it. Poison.” Unhealthy.” Robert H. Lustig, YouTube speech on nutrition
- 160. Offend People Or you’re not doing your job!
- 162. How can you CHANGE THE WORLD… …if you don’t ROCK THE BOAT?
- 163. 18
- 164. Who Seems More “Genuine”?
- 165. But Eye Contact Is Hard! “Looking at faces is quite mentally demanding… So when we are trying to concentrate and process something else that’s mentally demanding, it’s unhelpful to look at faces.” Dr. Gwyneth Doherty-Sneddon, University of Northumbia at Newcastle
- 166. 19
- 167. I don’t always have time to rehearse. I’ll say it again…
- 168. Then you shouldn’t be presenting.
- 169. How to Rehearse Out loud Realtime, > once
- 170. Why? Confidence Memorization
- 171. Hey, this has been a big help. Thanks! No problem!
- 172. Bob starts weaving anecdotes into his classes and treating his presentations like stories.
- 174. Review: Key Story Elements 1• Structure 2• Slides 3• Delivery
- 175. What Would I Like from You?
- 176. Motivated Powerful Effective sales students presentations calls
- 177. 20
- 178. This is a time of change for everybody in this room. We can grow our business, but only if we don’t bore our customers to death. Let’s deliver classes, presentations, and yes even sales meetings that absolutely, positively, 100%...
- 179. ROCK THE WORLD!! Bill Smith bill@cmmitraining.com www.CmmiTraining.com
Editor's Notes
- #7: But I have no formal training in anything I’m talking about today.
- #60: 6
- #61: Improve storage AND retrieval
- #65: 26-27
- #69: 27-35
- #78: 35-38
- #82: 39-46
- #85: Mostmportant element in fiction storytelling
- #87: 56-58EntityAnother person or companyMentioning competitors may be tough thoughStatus quo“dominant paradigm”Many competitors, or a huge oneChallengesNature, economy, trends, fateHow do we fit this processor into that case?Starvation? Obesity? Climate?
- #96: 33
- #98: Set the stage Lay overall groundwork Introduce yourself Introduce heroes
- #100: Introduce challenges and conflicts
- #103: Largest part Typically divided into several sub-partsThis is what many people would consider “the actual presentation”
- #106: SummarizeDiscuss the moral of the storyAsk your audience to do something
- #111: “A picture is worth 1000 words”
- #114: Use iterative development
- #115: Use iterative development
- #119: 118-119
- #124: Avoid jamming as much info as you can onto a slide
- #131: Friends don’t let friends use clip art
- #141: Being nervous is naturalIf you’re not a bit nervous, you may not be taking it seriously enough
- #142: If the talk you planned = the one you gave, nothing spontaneous happened – boring!If the talk you gave = the one you wish you gave – you reached your life’s ideal, now what?
- #143: Page 200
- #144: Page 200-202American Journal of Medical SciencesJune 2005Carlos Estrada et al(medical doctors)Over 4 years, 44 presenters, > 20 academic institutionsThings the audience appreciated or thought could be improvedClarity (202-204) – Do people understand what you’re saying?Pace (205-206) – Speed: Vary, but not too slowVoice (207-208) – Ever heard your voice recorded? Do you like it? I don’t like mine either! Loud, vary pitchEngaging (208-217) – Making a connection, requires CARING, lots of stuff involvedQuestions (218) – Scary for me today – unscripted!Humor (218-220) – For most presenters, don’t tell JOKES, don’t TRY to be funny, if you’re funny naturally that’s okay, scripted = kiss of death
- #146: 223-226
- #148: Mine in class: I hate it when people approach the model the “wrong” wayMine now: I hate being bored, and I know I can be boring myself
- #150: Next door neighbor anecdote
- #155: Page 202-204
- #156: People always switch to “bureaucratese”!“Bureaucratese” requires mental effortSo you end up mumbling and fumblingBest presentations you’ve heard?NOT full of jargon and formal language
- #157: The Microsoft BlogTwo keynote speeches analyzedComparable audiencesMacworld Conference and ExpoInternational Consumer Electronics Show
- #158: “Difficult” = 3 or more syllables
- #159: Pages226-232
- #164: 212-214One person at a time
- #165: People don’t trust “shifty-eyed” people (left)Honest = look you in the eye (right)Sneaky guy = bald guy dressed in black – uh oh!
- #166: You can only focus on AUDIENCE when you don’t need to focus on CONTENT
- #167: 253-254“Good speakers rehearse. Great speakers rehearse even more.”I once met somebody at a conference who was very proud of the fact he didn’t rehearse.He kinda ridiculed me because I told him I rehearsed my presentations multiple times.Here’s the thing: Nobody attended his talks!
- #178: 253-254“Good speakers rehearse. Great speakers rehearse even more.”I once met somebody at a conference who was very proud of the fact he didn’t rehearse.He kinda ridiculed me because I told him I rehearsed my presentations multiple times.Here’s the thing: Nobody attended his talks!