Association Executive - November/December 2007 - (Page 9)

answer, we only have to look forward as far as the past. What Kind of a Story? The concept of a story may be a new idea to the boardroom, but storytelling is at least as old as the person who defined it as an art 2,400 years ago— Aristotle. If you think Aristotle’s ideas are no longer relevant, look no further than a movie screen. Hollywood screenwriters still credit Aristotle with writing the definitive elements of story, including action, a plot, central characters, and visual effects. But even Aristotle knew that not all stories are created equal, so the question arises: What kind of story is appropriate for a presentation? While a story can take the shape of a Hollywood blockbuster meant to entertain or can be a colorful anecdote about something that happened on vacation, neither is complete enough to fulfill the complex needs of presenters and audiences today, who need much more than entertainment or personal anecdotes to make fully informed decisions. Instead, today we need a specific type of story that blends the story structure with classical ideas about persuasion. contained some specific information about the story and that each slide featured a simple statement addressing each category of information the board needed to know about the story, as described here: Slide 1: Establish the Setting The headline of Slide 1 reads: Our association has been experiencing a decline in meeting attendance. The subject of this headline establishes the common setting for the presentation, and relates the “where” and “when” for everyone in the audience. Slide 2: Designate the Audience as the Main Character The headline of Slide 2 reads: The board faces tough decisions about what to do next. The subject of this headline establishes the members of the board as the main character of this story, establishing the “who” of the story. Slide 3: Describe a Conf lict Involving the Audience The headline of Slide 3 reads: Three other associations have competing trade shows, which have eroded our attendance. The subject of this headline describes a conflict the board faces, which has created an imbalance, in the form of the erosion of market share (meeting attendance). This explains “why” the audience is there—to solve the problem. Slide 4: Explain the Audience’s Desired State The headline of Slide 4 reads: We can regain attendance by launching a new marketing campaign. The board doesn’t want to stay in a state of imbalance, so the subject of this headline describes the board’s desired state, describing “what” the audience wants to see happen. Slide 5: Recommend a Solution The headline of Slide 5 reads: Approve the budget to fund this new campaign, and we’ll reach our goals. This final headline recommends a solution, describing “how” the audience will get from their current state of imbalance to their desired state of balance. Reading these five headlines in succession reveals an interesting and engaging story that will be sure to capture the board’s attention, and when you add an illustration to each of these headlines you open up the power of projected images, including full-screen photographs, clip art, or even simple animated words. Unlocking the Secret Code of a Persuasive Story While a persuasive story uses structure, it spins a tale in a particular way that ensures it aims at achieving clear results. You can apply this fundamental structure to any type of presentation. Combining it with a visual medium helps you tap into additional levels of communicative power that Hollywood shows us every day. Consider the first five slides of a presentation, one intended to secure approval from a board of directors for the funding approval of a major marketing campaign for an annual conference. For a persuasive story, the presenter ensured these slides 1 2 3 4 The Rest of the Story The five slides in this example form the backbone of Act I of a persuasive story structure. Act II then spins off of the pivotal fifth slide, explaining the various reasons why the audience should accept the solution. Act III frames the resolution, setting the stage for the audience to decide whether to accept the recommended solution. With the solid structure of your first five slides in place, your presentations will move well beyond the stale world of bullet points and into the lively world of a persuasive story. By blending together the classical concepts of story and persuasion with your presentation software, you are sure to engage your audience and make things much more interesting—and productive—for both you and your audiences. Cliff Atkinson, writer, speaker, and consultant, is the author of Beyond Bullet Points (Microsoft Press, ©2005). He can be reached at 323-930-9795 or through his website at www.sociablemedia.com. NOVEMBER/DECEMBER 2007 AS SOC I A TI ON E X E C U TI V E 9 http://www.sociablemedia.com

Table of Contents Feed for the Digital Edition of Association Executive - November/December 2007

Assocation Executive - November/December 2007 Contents From the CEO The First 5 Slides: Unlocking the Story Buried in Your Presentation What Does That Mean? Pay Attention to Non-Verbal Cues Avoiding Telephone Turmoil Turning Your Blind Spot into an Asset Inside NYSAE Book Beat Save the Dates Member News Meeting in Calgary Meeting in Delaware Meeting in Chicago Meeting in Pennsylvania Index of Advertisers

Association Executive - November/December 2007

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