Great presenters realize that people make decisions emotionally; they will rationalize decisions based on all the facts and figures, using the objective to help them justify the decisions they made subjectively, according to Peter Coughter in his book The Art of the Pitch: Persuasion and Presentation Skills that Win Business. It is critical to make the audience feel that what you are suggesting is the best thing for them.
According to the author, the elements of an effective presentation include:
The book is written from the perspective of an advertising agency executive, but the principles described are applicable to the marketing of any professional services, or more broadly to any form of public speaking or private presentation. In accordance with his own advice, the author provides numerous engaging stories of business won through persuasive presentations, and the book includes brief insights from a number of experienced presenters.
Many of the key points are reinforced by being repeated several times in the book. There is detailed advice on how to organize a presentation, how to use PowerPoint-type slides if they are suitable for your type of presentation, the importance of extensive rehearsal, and the effective use of silence, volume, pitch, tone of voice, facial expressions and other forms of “punctuation”. Anyone who wants to become a better presenter is likely to find some useful tips in this book.