Managing an ad agency for 30 plus years I had ample opportunity to teach the correct use of PowerPoint. I would meet face to face with my beloved associates, some of them the most respected, qualified and intelligent people I knew. We would discuss the right way to use PowerPoint, without legions of bullet points and too many words on screen. We discussed the importance of compelling images and storytelling.
Next, we would have leading experts make the pilgrimage to our remote location and tell us not to use legions of bullet points in PowerPoint. We would all agree they were wise and good consultants and we were excited about following their advice and a "better way" to present.
Next, we would receive a request from a prospective client to make a pitch for their business and I 'd walk into the rehearsal, and there on the screen in front of me, were legions of bullet points and every thing we had learned and discussed was virtually ignored.
So I'd say, "Hey, what's up with all the bullet points? We just agreed that was the worst possible way to present our story! What happened to images and storytelling? What happened to our blood pact to do PowerPoint right?" I got a lot of blank stares at first, but over time we figured it out.
Most people don’t like to present in public. In fact, studies suggest some people would prefer death over public speaking. People are terrified that when they stand in front of a group their mind will go blank and they won’t be able to remember each detail they wanted to present and they will loose the sale. And to a certain extent they are right. They won't be able to repeat each detail without PowerPoint bullet points but that is okay. The prospect couldn't possibly remember every detail anyway.
PowerPoint becomes the "legal" crutch. The presenter says to himself, "I cannot be blamed for losing the sale or blowing the presentation because I presented every detail of our product or service and therefore I have done my job. I am safe and my job is safe." Unfortunately the sale is lost and when that continues indefinitely you will lose your job as it is difficult to thrive without an influx of new customers.Audiences can’t comprehend lists of bullet pointed copy while the presenter is staring at the screen reading out loud. And what happened to looking your audience in the eye when speaking? And while you are reading out loud, the customer is reading the words on the screen silently to himself at twice the speed of the presenter. It is not a good learning environment.
What audiences can retain are visually compelling story ideas about the product, service or subject. And studies show that these stories help the audience differentiate your message in a positive way from that of your competitors days and weeks later. And that is how you make a sale or convince an audience.
As leaders, how do you get your people to present correctly in public? The same way you get to Carnegie Hall. Practice. You need to patiently keep repeating the correct way to present over and over again until they see it. Show them successful people who use PowerPoint right to achieve greatness and they will start making the correlation. Or better yet lead by example. Take your own company's material and lead the next presentation yourself and light up the room with creative visuals and effective storytelling and leave the bullet points behind.
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