“No speech was ever too short.”
“Read the Roman-Raphaelson book on writing. Read it three times,” David Ogilvy famously commanded in the first of his 10 uncompromising tips on writing. Indeed, more than thirty years after its original publication in 1981, Writing That Works: How to Communicate Effectively In Business (UK; public library) by former Ogilvy & Mather CEO Kenneth Roman and legendary adman Joel Raphaelson offers some timelessly practical tips on the art, science, and psychology of successful communication, in business and beyond. Because even if you’ve happily bid the corporate world adieu and figured out a way to avoid work by doing what you love, there are certain skills and techniques you’ll find yourself resorting to again and again in order to communicate your ideas with impact, whatever your discipline.
Take, for instance, the art of a great presentation. Roman and Raphaelson offer a concise, precise plan:
How to Organize a Presentation
Organizing a presentation is a combination of clear thinking (the pyramid principle, for example) and clear communications (points that follow here).
The setting is most likely a conference room. It’s a business environment. Everything you say, everything you show, every device you use, must move you toward your objectives in a businesslike fashion.
- Keep things simple — keep them on target
Start with specific, written objectives — and a strategy. You need a theme to give your presentation unity and direction, and to fix your purpose in your audience’s mind. Make it a simple theme, easy to remember, and open with it, using a headline to state it.
Tie every element in your presentation to the theme. If you’re using charts, put your theme all by itself on one chart and place it where it will be visible throughout the presentation. This keeps the people in your audience — sometimes sleepy, often distracted, always with lots on their minds — focused on your theme (and message).
- Tell your audience where you’re going
Show an agenda that lists the points you are going to cover. Describe the structure of your presentation, and say how long it will take. Estimate time conservatively — err on the long side rather than the short side. A presentation that is promised for twenty minutes and goes twenty-five seems like an eternity. The same thing promised for thirty minutes seems short in twenty-five, crisp and businesslike.
Throughout the meeting, refer to the agenda to keep your audience on track. Prepare a presentation book the audience can keep, and tell them at the start that you’ll give them copies after the meeting. This will relieve them from taking voluminous notes (instead of listening), so you’ll get their full attention. Do everything that’s been asked — and a little more. Be precise and complete in covering what was requested. If you cannot cover some point or other, say so and say why.
- Think headlines, not labels
Presenters often have impressive data on their charts, but fail to extract what the data shows, so the audience doesn’t understand what the numbers prove. What does your data say? Headings on charts should tell the audience how to think about the numbers. … Use headings to establish your main points. Guide the audience by numbering them on charts or slides, telling people how many you have.
- Involve the audience
Look for interesting visual devices to present dry, routine materials. A little creativity goes a long way. New computer programs make it easy to do colorful things with pie charts and bar charts. Newsmagazines hire top artists to make their charts interesting and clear. USA Today is particularly adept at charts, and runs at least one every day in the lower left-hand corner of the front page. Study the techniques of these publications — and borrow from them.
Think of ways to involve your audience. Play games with them. Invite people to guess the answers to questions, or to predict the results of research — before you reveal them.
Try to add something extra, something unexpected. It demonstrates more than routine interest. You might play tape recordings of customers describing your audience’s product, or quote a relevant passage from a speech your audience’s chief executive made years ago, or show an excerpt from yesterday’s TV news that illuminates or reinforces an important point.
- Finish strong
‘Oh, give me something to remember you by’ goes the song. As soon as you’ve gone, your audience is likely to turn its attention to other things — perhaps to presentations competitive to yours. Leave something to remember you by.
Don’t let a meeting drift off into trivia. Close with a summary and a strong restatement of your proposition or recommendation. For major presentations, look for a memorable, dramatic close — something visual, perhaps a small gift that symbolizes your main point.
Keep your promise about how much time you’ll take. Running longer than you said you would at the outset shows a lack of discipline.
Presenters often sprout wings and fly when confronted with an audience. They expand, tell anecdotes — and hate to sit down. If what you’ve written is exactly on time in rehearsal, you’ll probably run over in performance. If you’ve been allotted twenty minutes, write for fifteen.
An additional section explores “speeches that make a point” with several tips:
- Frame the subject with a point of view
Some cynics maintain that the subliminal title of every speech is ‘How to Be More Like Me.’ While your audience might not look forward to a speech that actually had such a title, good speeches nearly always express a strongly held personal point of view.
Ideas that you believe in make good speeches. Tom Peters, author of In Search of Excellence, advises not to accept any topic that you don’t feel strongly about: ‘Stick to topics you care deeply about, and don’t keep your passion buttoned inside your vest. An audience’s biggest turn-on is the speaker’s obvious enthusiasm.’
- Start fast
It may be ‘an honor and a privilege’ to have been invited to speak, but that is not what people came to hear. Plunge into what you want to say. The occasion may require some pro forma opening courtesies, but keep them as short as possible.
Start with that single point you want your audience to take away, then conclude with a memorable way for them to do so. Don’t just repeat it (‘As I said at the beginning of this talk …’) but find a vivid image to register the point.
- Write your speech to be spoken
Don’t think of it as an oration. Think of it as a conversation with a friend.
Read aloud the draft of your speech, and edit it until it sounds like you talking naturally. Ghostwriters can help, but your speech must ultimately reflect you. Never deliver a speech drafted by someone else before you have revised it to sound like you.
- Leave them thinking
A great speech is one that inspires the audience to think about a subject from a fresh perspective. It helps a lot if you have the credibility, if the audience perceives that you are speaking from personal knowledge.
- No speech was ever too short
On your way out after a speech, do you remember ever thinking it was good — but a little too short? Most good talks take less than twenty minutes. Consider what you have so often had to sit through, and how much better it could have been said in few words.
One final piece of advice addresses how to make it sound easy:
The most effective speeches and presentations sound as if they have been spoken, ad-lib, and not written down at all. Great presenters and speakers make it all sound so easy and so natural that one assumes it just pours out of them. It almost never does.
Complement Writing That Works with these 5 things every presenter should know about people, animated.