Recession:Spinning Straw Into Goldby David J. Dempsey, JD © 20<strong>09</strong> Neon Zebra, LLC, www.neon-zebra.com“You can have brilliant ideas,but if you can’t get them across, yourbrains won’t get you anywhere.”– Lee IacoccaIn today’s turbulent economy, thecompetition is fierce for the attentionof your clients, potential clients,shareholders, board members, and businessassociates. They are juggling tightschedules; crushing personal and professionaldemands on their time; discouragingnews and headlines; shrinkingbottom lines; and employee layoffs.So how do you go about craftingpowerful, inspirational business messagesin the middle of a recession, thetypes of messages that have the potentialto inspire your audiences to riseabove the ordinary during extraordinarytimes? The following seven presentationprinciples should guide you to build thekinds of presentations that will help youspin the current economic straw intopresentation gold.Know Your PurposeTo begin, know the end. Startingyour presentation journey is like startinga road trip.You have to know where youwant to end up before you can decidehow to get there. If you are travelingfrom Atlanta to Miami, you’ll take a fardifferent route than if your final destinationis Boise, Idaho.Every time you speak, it is imperativethat you know exactly what you want toaccomplish—where you want to endup—and clearly articulate that from theoutset. You should always be able tostate in one concise sentence: “My purposein speaking is _____________.”Decide on ContentBrainstorm for ideas on what toinclude in your presentation. For now,don’t censor yourself. Capture the ideasin writing, because brilliant insightstend to evaporate into the atmosphere,and can be infuriatingly difficult to recallwhen you’re under a deadline.To determine what to include in thefinal presentation, decide on your “mustbe made” points. Specifically what doesyour audience need to know at the endof your presentation?OrganizeNow organize your “must be made”points in a way that makes it easy forthe audience to follow along. There aremany ways to logically organize a pre-sentation. Here are a couple:● Problem and Solution: Present theproblem, then follow up with asolution.● Number and Group Points: Keepyour listeners focused by telling themhow many points you will be making.Create a roadmap, just like youwould for your road trip from Atlanta toMiami. It is imperative that the openingsection of your presentation providesyour listeners with a clear understandingof what they should expect duringthe presentation journey. Outline it foryour listeners.Open with a HookDavid J. Dempsey, JD is the president and CEO of Neon Zebra, an Atlantabasedpresentation skills consulting and coaching company that empowersbusiness executives and lawyers around the globe to truly stand out and beheard whenever they speak. He is the author of two critically acclaimed presentationskills books, Better to BEST: How to Speak for Extraordinary Results .. . Every Time! (Miranda Publishing, 2006), and Legally Speaking: 40 PowerfulPresentation Principles Lawyers Need to Know (Kaplan Publishing, 20<strong>09</strong>). Formore information on David J. Dempsey and Neon Zebra, go to www.neonzebra.com,or email David at davidd@neon-zebra.com.Give your audience a reason to listenas soon as you begin.You have only secondsto prove yourself worthy of yourlisteners’ attention. There is no substitutefor a dynamic, well-written openingthat has been practiced and polished toperfection. Here are two proven openings:A Shocking Statement: An arrestingor intriguing statement that relates30 JULY 20<strong>09</strong>/THE DELTASIG OF DELTA SIGMA PI
to your topic will snap the audiencemembers to attention.A Question: Ask a question andpause as if you genuinely want the audiencemembers to ponder it, and you willimmediately engage your listeners.Deliver the DetailsTo make your presentation powerfuland engaging, flesh it out by using toolslike quotations and brief stories. Makeyour stories and examples rich with specificdetails. Give your audience everyreason to stay connected with yourmessage.Close with a BangHow important is the closing?Crucial, because most audiences willremember what you said first in thespeech, followed by what you said last,and, if you are really lucky, they mightrecall something that you sandwiched inthe middle. That’s why bringing everypart of your presentation to life with richand colorful details is so important.Here are some ideas for compellingclosings:A Challenge: If you want audiencemembers to take action, you have toask.The closing is the time to ask.Emphasizing an Earlier Point:Conclude by answering a question youasked earlier in the presentation, or byrepeating a quotation, statement, orobservation.Know exactly what you will say, andsay it with absolute confidence. Yourclosing is your final opportunity to makea lasting impression with your audience,so capitalize on it.PracticeSpeaking is a learned skill, and aswith any learned skill (tennis, hopscotch,tiddlywinks), the truly dramaticimprovements result from practice. Allthese tips will help you to look andsound brilliant whenever you speak—ifyou practice them. There is no substitutefor preparation.Today’s economy is challenging.Business leaders cannot take for granted“Know exactly what you will say, and say it with absolute confidence.”any detail. The advantages gained bycultivating speaking excellence—everyday, every presentation, every time—farsurpass the extra work it entails. Leaderswho can motivate and persuade withpower, passion, and conviction, will distinguishthemselves in a crowded marketplace.And that kind of competitiveadvantage will propel anyone to thefront of the thundering herd ofmediocre speakers—in bad times andgood! ▲JULY 20<strong>09</strong>/THE DELTASIG OF DELTA SIGMA PI 31