presenting for persuasion - getting your point across with sticky stories and influential insights

Presenting for Persuasion

Getting Your Point Across with Sticky Stories and Influential Insights

Jeff James, CEO

Mythology

Why do we make presentations?

Creating Change

The Guide(Intellect, Logic)

The Elephant(Emotion, Desire, Impulse)

The Path(Environment, Structure, Tools)

Switch: How to Change Things When Change is Hard © 2010 Chip and Dan Heath

Structure

Problem – Establish the pain

Personalize – Help audience connect to their lives

Propose possible solutions

Provide evidence pro and con

Promote your recommendation

Structure

Problem Statement

Personalize

Propose Solutions

Provide Evidence

Promote Recommendation

Example:

What Makes an Idea Stick?SUCCESs

Simple

Unexpected

Concrete

Credible

Emotional

Stories

Made to Stick, Heath and Heath © 2007 Random House

Simple

Remember This

When purged of impurities, natural gas (which is more or less pure methane) is the cleanest fossil fuel around.

Natural gas produces 30% less carbon dioxide per unit of heat than gasoline does, and 45% less than coal.

Increasing use of this cheap, clean gas means power stations across the country have reduced their carbon dioxide emissions to levels not seen since 1992.

The Economist, May 2013

30% of electricity in America is now generated by natural gas.

Simple

Remember This

Natural gas is the cleanest fossil fuel around

The Economist, May 2013

Unexpected

Unexpected

Ghostly car ad

Concrete

Credible

“Natural gas is different, but not so different that you can’t figure it out with proper training,” said Erik Neandross, Gladstein, Neandross & Associates, a consulting company that helps clients plan and implement natural gas vehicle deployment.

Diesel: $3.70  CNG: $1.49   LNG: $1.94

Sysco has converted 1/2 of its fleet (185 trucks) to running on liquid natural gas. Other food companies migrating: Albertsons, Core-Mark International, Vons/Safeway, Frito Lay/Pepsi, Golden State Foods, Kroger

Emotional

“What we are doing is we are preserving open space in rural communities.”

Stories

Creating Change

The Guide(Intellect, Logic)

The Elephant(Emotion, Desire, Impulse)

The Path(Environment, Structure, Tools)

Switch: How to Change Things When Change is Hard © 2010 Chip and Dan Heath

SUCCESs!

Simple

Unexpected

Concrete

Credible

Emotional

Stories

Natural gas is the cleanest fossil fuel

around

Structure

Problem Statement

Personalize

Propose Solutions

Provide Evidence

Promote Recommendation

SimpleUnexpectedConcrete CredibleEmotionalStories

More Tips

Work the room

Lock on one person at a time for second or two

Show your personality

Bring energy

Entertain

Plan audience interaction

Create ups and downs

Be authentic – Share your weaknesses

Simple, powerful visuals

Very sparing use of words on slides

Watch out for crutch words – “umm” “right?” “OK”

Confidence: Fake it ‘til you make it!

“They may forget what you said, but they will never forget how you made them feel.”

Jeff James

jeffj@mythologymarketing.com

304.553.8314

twitter.com/buildingbelief

linkedin.com/in/jeffjameswv

Carl W. Buechner