LAST SUNDAY, CLARKMORGAN CO-FOUNDER, Morry Morgan presented at a TEDx event in Shanghai. His topic was ‘The 5 Rules of Serendipity for Entrepreneurs‘. Morry’s five rules were clear, and each had a solid reason. What’s more, at the end of his presentation he reminded his audience of what he wanted them to do: follow his rules to be successful in China.
Follow; that’s an action, and an action is very important in a presentation. Without an action in a presentation, you might as well send an email, since you’re only providing information. But alas, that is what a lot of presenters do. They forget to explicitly tell their audience what they want their audience to do and, just as importantly, they forget to highlight the benefit of doing it. They forget to have a key message.
Morry had a key message. He told his audience that they, the audience, should follow his five rules in order to be successful in China as entrepreneurs. In short, he practices what he preaches, since Morry is also a presentations trainer.
One of Morry’s previous coachees, Arnaud Julienne, demonstrated the use of the key message at Spark09. Spark09 was an ideas conference that ClarkMorgan organised in the heart of the global financial crisis to encourage creative thought and help overcome the negativity and melancholy shrouding China. Speakers came from famous organisations, including Arup, Ideo, Microsoft, and WWF, and they presented on the topics of humanity, environment, business, and science. One such presenter was Arnaud, from ST Microelectronics. Arnaud presented on how our fascination with technology is ultimately leading to the demise of the human species. Watch his presentation below, and count the number of times he repeats his key message:
If you were alert, you would have heard Arnaud repeat his key message four times, at 2:15, 8:30, 22:01, 24:44 – “For the benefits of the next generation, you should choose number one.”
So why so many times? That’s because when it comes to a presentation, what’s most important isn’t what the presenter says, but what the audience remembers. And the best way to get your audience to remember your key message is to repeat, repeat and repeat (and repeat!).
So the next time you need to develop your important presentation, ensure you include a key message – one that is personal, action oriented and has a benefit. And then repeat, repeat, repeat.
Interested in presentation skills training? Contact ClarkMorgan.