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Writing Headlines Using Three Ground Rules
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It might be a challenge to keep your headlines brief, but that s part of the process of boiling down your complicated ideas to their essence. This distillation will help you to get right to the point in your presentations.
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Rule 2: Be Clear, Direct, Speci c, and Conversational
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Each statement in your story template will speak directly to your audience when it lls the title area of a slide, so use a conversational tone that is simple, clear, and direct. Say what you mean in plain language. When you make your point, include the details that give it speci city, color, and impact. You should tailor your words to the level of understanding of everyone in the audience and place nothing in the headline that is not in the audience s vocabulary. The point of the headline is to help your audience understand your point as ef ciently as possible if you use words unfamiliar to them, you create obstacles to understanding, and they will wonder what the individual words mean instead of attending to the overall message. The exception to using simple words is if everyone in the audience has prior understanding of the technical language you are using. When you write your headlines, imagine that you are addressing a few members of your audience sitting in chairs next to your desk. Because you re simply having a conversation, your voice should be relaxed and casual not tense and formal. This conversational tone will help you keep your headlines from getting wordy. Later, when your audience reads your headlines in the title area of your slides, the conversational tone will help them to feel more relaxed and open to your ideas. Although presenters might assume formal language gives them more authority, research shows people learn better when information is presented in a conversational style rather than a formal style.
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THREE GROUND RULES FOR WRITING HEADLINES
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Your story template depends on a special writing style that boils down your story to its essence. Follow these three ground rules to keep your writing concise: Rule 1: Write concise, complete sentences with a subject and a verb in active voice. Rule 2: Be clear, direct, speci c, and conversational. Rule 3: Link your ideas across cells.
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Rule 3: Link Your Ideas Across Cells
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As you ll see in s 4 and 5, you ll be breaking up your ideas into smaller pieces as you write your thoughts in the cells of the story template. As you do that, you want to make sure that you link your ideas so that they ow to one another as you read them across the cells. You can make sure you do this by choosing a consistent tense across all headlines you ll generally create a more dynamic story if you use the present tense. You should also link your ideas by using a parallel sentence structure across cells, which keeps everything sounding clear and coherent. Linking your cells verbally in the story template becomes important when you sketch and add graphics to your storyboard visually, as you ll see in s 6, 7, 8, and 9.
THE WRITING ON THE WALL
Although writing is usually considered a solitary experience, don t write your PowerPoint script alone. Invite the members of your team to join you in a conference room. To get started, attach a projector to your laptop computer and display your story template as a Word document on the screen. When the story template is projected onto a wall, it becomes a tool for a group of people to see, create, discuss, debate, and agree on the structure of any presentation. Organizations have found the story template tool to be a breakthrough innovation because it guides a collaborative process, gives people ownership, taps into collective brainpower, and literally gets everyone on the same sheet of paper.
Now that you ve prepared your story template and reviewed the ground rules, it s time to get speci c and start with the beginning the rst ve slides of your PowerPoint presentation.
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