COMPLEX POWERPOINT SLIDES

Power corrupts and PowerPoint corrupts absolutely. Slides can be enlightening or confusing. Every graphic should tell a simple story. So much so that a six-grader would immediately understand the message and identify the “main character.”

If the bars in this chart represent revenues for four separate products, then clearly the red one is the hero. If the items represent expenses, then the red bar is the villain.

The narrative should jump out at the audience. And please, put one graphic, and only one, on a single slide.

AN ALLERGY TO STORIES

Stories are up to 22 times more memorable than facts alone. Scientists have shown that the brains of a storyteller and a listener light up in exactly the same way in MRI scans. This phenomenon is called neural coupling, with the two brains mirroring one another.

Too often, spokespeople discuss the attributes of a product without telling us what customers experience. For instance, you can tout the chemical composition of a new spice, or you can mention that taste-testers said the flavor reminded them of a combination of cinnamon and vanilla. 

Adding a soundbite will further strengthen the story: A chef in the focus group asked, “Can I take this sample? I want to use it in a dessert recipe tonight.“ 

HANDCUFFING YOURSELF

There is nothing worse than restrained body language. Trying to look serious and formal will diminish your executive presence — obstructing your ability to connect authentically with the audience. (As in the first picture.)

As far as I am concerned, there is only one rule about non-verbal communication: speak your native body language. That is, gesture as you would in normal conversation. If you tend to move your hands to emphasize key points, go ahead. If you don’t ordinarily gesture, and you’re doing it on purpose, stop immediately. Don’t act, just be. (As in the second picture.)

As a species, we are experts in interpreting body language. Perhaps it’s a holdover from the caveman days before language developed. When a silent stranger walked into a village, we would quickly decide if he was just strolling, or planning to attack. We’d make the determination solely on the basis of non-verbal cues. That skill has been honed over the millennia.

MONOTONE = NO TONE

Think of your voice as a font. It may be Roman, BOLD, or ITALIC. You can add vast shades of meaning by varying your tone or pacing.

Sometimes merely slowing down works. If I say that 62% of the audience is texting instead of paying attention, the message won’t be as effective. If instead I say sixxxty-twoooo percent, and savor those two words deliberately, people will perk up.

One of the keys to effective communication is reacting to the content you’re delivering. Whether the messages are shocking or uplifting, your voice should reflect and amplify your emotions.

IGNORING THE POWER OF THREE

Remember Lincoln's memorable phrase about the government of the people, by the people, and for the people? 

The number three resonates deeply in the human mind, in a visceral, fundamental, and pleasing way. There are three primary colors (red, yellow and blue), three wise men, three acts in plays, and so on.  

When it comes to advertising, research has shown that three items suffice but four are too many. People either discount copy that contains four (or more) separate ideas, or they disengage. 

If you offer too many messages, the meaning will be lost.

WRONG HUE FOR YOU

What color should you wear on camera?

White blooms because it reflects too much light; black looks too somber because it soaks up the light; and small patterns appear to shimmer.

It’s best to wear any color other than white or black. Solids are preferable. Avoid small plaids or checks. (Larger patterns are fine.) 

Stay away from big, shiny jewelry, especially oversized earrings that will distract the viewer. Don't make people wonder how you can walk around with all that metal!

When in doubt, be subtle.