Remember the words coined by Aristotle when drafting an award-winning, attention-getting presentation. “Ethos“; convince them of your abilities and accomplishments. “Pathos“; persuade them with emotion. “Logos“; use logic and reason.
When delivering a presentation or speech, develop Logos with abstract language, the use of historical analogies, and most importantly, statistical data.
When you interject an emotional, personal story you have added Pathos. Ethos comes into play by stating, however subtly, your level of expertise. Choose words and phrases that are appropriate to the age level of the audience.
What was proven and documented in 322 BC still holds true. We have the teachings of Aristotle, a thought leader and a great thinker, along with the thoughts of Robert Cialdini, (a renowned teacher, professor, and educator) as a scientific and academic blueprint for producing a presentation that will capture attention and be remembered.
Dr. Cialdini’s principles of persuasion (reciprocity, commitment and consistency, social proof, authority, liking, and scarcity) are viable abstractions that become lessons packed full of tangible results. Your presentation is your corporate voice and preparation gives your voice more volume.
To make your introduction persuasive, focus on your skills and personal achievements. Be detailed and very specific. Whenever possible and pertinent, include actual statistics. Toot your own horn. Give the audience a clear picture of the unique benefits that you demonstrate in your current position. This is where reciprocity come in to play. To paraphrase Professor Cialdini, “If you give someone something, it is simply human nature for them to want to give something in return. Hopefully, their full attention.”
Consistency and Commitment speak for themselves. This point is a two-way street. Elevate your personal commitment to the topic at hand ; then ask the listeners to make a mental commitment. Ask the audience to evaluate their expectations of your topic.
Social Proof is a public record that validates who you say you are and that you can do what you claim you can. A LinkedIn profile gives credence to your experience and is a tribute to your accomplishments. The testimonials show the reader that others have benefited from your skills. By all means include a reference to your profile in your resume.
Establish yourself as an authority from the get-go. Human nature is on your side here. Remember to smile. Folks will usually say “yes” to people they like, so make them like you. Make your audience feel that you are just like them in many ways.
Finally, interject a modicum of urgency, or scarcity. Leverage the FOMO (fear of missing out).
Harness the power of the ancient Greek philosopher’s pillars of persuasion and hook it to Cialdini’s principles and you have yourself one heck of a presentation.
Please contact us to learn more about our expertise in Executive Search for Commercial Leadership positions in Medical Device and Biotechnology; including Marketing, Strategy, Sales Leadership, Training, Development, etc. We look forward to the opportunity to help you consistently improve your performance and your business!
Follow me on Twitter @PrimeCoreSearch.