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| 1 minute read

The 3 key points to delivering a successful presentation according to Apple, Accenture and ME!

Short 'n' sweet is not just a phrase: it's a really good way of summing up how you should make your point. 

The slick marketing operation at Apple uses different techniques to keep their audience engaged during a presentation.

The only points I would add are that it's not always possible to bring a squad of team members to a presentation OR when you're on stage, it's not always advisable to do your best Laurel & Hardy with a colleague. However, two other ways of "resetting your audience's stopwatch" are

 1) Using videos with caution: use videos, infographics etc. can completely disrupt the cadence of your talk and allow the listener to focus on something other than you. This can be immensely powerful. However, we have all have had a nightmare experience of connecting to a big screen, joining the Wifi network etc. which means relying on these can be quite difficult in practice. 

 2) Change it up: make a seemingly unrelated point and bring it back into your main narrative. Create multiple stories which converge. An amazing example of this was Rhiannon Blackwell's presentation at the ITSMA conference last week. Whilst presenting about her content marketing success story from Accenture, she interspersed her professional wisdom with personal anecdotes and tips from her (very personal) dating life. These little ruptures in the flow of the presentation - including personal anecdotes, advice from dating gurus etc. - meant we were hooked on two stories at once, constantly waiting for the next change-up. Apart from being hilarious, it was extremely clever and very well executed.

3) Audience participation: this is hard to do well. Q&A's usually end up with one plonker speaking for ten minutes & using it as their own platform, but things like doing a show of hands, asking for quick answers and even giving out prizes for participation can be a fun way to make your presentation stand out. 

Remember, the brain gets bored easily. Keep your listeners engaged by introducing a cast of characters. If you're pitching investors, bring along members of your team or a customer. If you're delivering a solo presentation, insert videos to reset your audience's internal stopwatch. Above all, stick to the 10-minute rule to keep your audience's attention. Don't give your listeners a chance to get bored.


content marketing, b2b marketing, e2e