I recently went to the A G Bell Listening and Language Symposium in Los Angeles to present a workshop: When Paper and Excel Aren’t Enough: Tracking Every Child’s Development.
When I got back a member of the clinical team at work said to me: how do you write a data presentation that’s engaging? How do you come up with your ideas? How do you create something that will make them sit up and listen and not go to sleep?
This got me thinking… how do you write an engaging data presentation – or any other type of presentation for that matter. Here’s my quick guide.
1. Be Clear On Your Objective
2. Develop the Creative
Yes, data presentations can be creative. If what you have to present on is rather dry, then what a wonderful challenge to your creative side! My mantra is that data is only dull if it doesn’t tell you anything. Use your data to tell ‘stories’.
I’ll give you an example. Some time ago I was working on a presentation about donors and fundraising income. I had a limited timeframe to try to paint a detailed picture of the Organisations supporters such that people could leave the presentation understanding what the opportunities and limitations of fundraising growth may be.
I played around with various analogies before settling on ‘a rainforest’. I described how the donor database was made up of many individuals (trees) and depending on the types of trees, the overall ‘health’ of the forest changed over time. I discussed the old growth forest – those loyal supporters who over the years had increased their annual gifts.
However just like a forest, new individuals have to be added to the forest for it to be healthy and certainly if it is to grow beyond its original borders. Whenever you plant a sapling, you will invariably lose some. And a new tree is never going to be as beneficial to the forest as a mature tree. It will take years for those saplings to stretch towards the canopy.
By using an analogy, I was able to say many things I could not otherwise say. It would have been easy to say ‘yes, the database is bigger than it was as we have added X thousand new donors but you can’t expect to generate the income at the same rate from these new donors – your growth estimates are too high’… and it would have gone in one ear and out the other. By putting the scenario into an analogy, it makes it easier to discuss. (Some may say that to describe donors as ‘trees’ is to dehumanise them. I’d argue that describing your donor database as a precious rainforest is an appropriate representation of the many thousands and millions of people who generously support not for profit organisations. The planet can’t live without rainforest).
Finding this ‘analogy’ or creative hook is not always easy. In preparing for the A G Bell Listening and Language Symposium, I spent a fair bit of time in the toy room… thinking. Before the final presentation (which uses children’s books as a theme), I had pulled out buses, Mr Potato Head and Pop-Up Pirates among other things. In the end, if you are clear on your objectives, your creative execution will come.
3. Write your presentation, then remove half the words
Presentations I give today have far less words on the screen than I once used. I’ve noticed that after the first draft, my process is to remove words with each revision. In my last presentation, at one stage, I left a bunch of text on the screen in a font which was way too small to read to actually prove the point that it’s impossible to decipher quickly, if at all and then showed the visual graphic I had conceived in our database which replaced all that text.
There is nothing more painful, than sitting through a presentation which is drowning in words and the presenter adds so little extra that you might as well just have downloaded the slides and saved yourself a whole heap of ‘listening’ time.
I also agree with many articles which say, don’t read your presentation. It’s a guaranteed pathway to a yawning audience in my book.
4. Give of yourself
People connect with people. When I first started doing presentations, I think my content was such that someone else could have picked up my presentation and delivered something approximating what I had delivered. These days, my presentations are infused with a lot more of my personality. Prior to going to the Listening and Language Symposium, a now former colleague said to me ‘are you going to do one of your wacky presentations?’ (I prefer the term quirky to wacky for the record). I remember saying something like… I think I may need to be a little more serious that I usually am.
So I wrote a presentation that was slightly more serious. I did a trial run. The test audience found the pieces of the presentation which I had infiltrated with ‘seriousness’ to be the least effective. (Thank goodness I did a trial run!)
If it comes natural to you – go with it. It will invariably be better.
5. Consider your audience
I’m a data monkey who is lucky enough to work with an amazing clinical team of Audiologists, Auditory-Verbal Therapists and Counsellors. I also get to work with some very talented and capable fundraisers.
The point is there is not another data monkey among them. While a presentation of defined fields, absent of all ‘free text’ based information may excite me, it’s hardly going to get the Listening and Spoken Language Specialist humming with excitement.
I told Mr West some time ago – ‘if you’re going to present to Clinical, take a toy.’ He was brand new at the time. He thought I was being flippant. He has since learned that I am deadly serious.
6. Wear comfortable shoes
I’m thinking back on a presentation I saw many years ago where the presenter, had a habit of walking 2 steps to the left and 2 steps back to the right (and it wasn’t the timewarp dance). It drove me nuts.
If someone is constantly straightening their clothing, it would equally annoy me. Or tossing from one foot to another because their shoes have given them blisters.
Comfortable shoes and familiar clothes lead to confident presenters!
7. Take Risks
Discussing fundraising through the use of a rainforest metaphor could have been a complete flop. Lucky for me, it wasn’t!
I strongly believe that leaving some room for spontaneity in your presentation is a key to being engaging. An overly rehearsed and scripted presentation with little room for detour to suit the audience is safe. Yet this ‘structure’ can affect the tone of your presentation. There are very skilled presenters I am sure who can deliver the same presentation time and time again and have it almost word for word and still be engaging. I am not one of those presenters. I believe an element of spontaneity and risk is fundamental to success for me.
Sometimes it backfires.
I presented at fundraising software user forum 2 years ago. I decided that I wasn’t going to do a formal presentation. I would ask the audience to all get up and make them part of my presentation.
They looked terrified. It wasn’t my finest performance.
Relying on an audience to ‘give you back’ what you need to drive your presentation is risky. It’s also – I believe – one of the most engaging things you can do. People are far more likely to feel ‘connected’ to your presentation, if you give them avenues to be a part of it. Just have an escape plan if it starts to look like a turkey!
And there, are my 7 steps to ensuring your presentations are engaging.