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Planning Your First Five Slides
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CAN I APPLY A STORY STRUCTURE TO AN INFORMATIONAL PRESENTATION
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One objection to using Beyond Bullet Points (BBP) is the misconception that a story structure is not appropriate for informational presentations. The thought that people don t need to be engaged or motivated when faced with new information is based on the mythology described in 3 that assumes that you can pour facts into the passive minds of your audience and they will automatically get it. The research reality is that people need to actively engage new information, so offering them tools and techniques to do so will help them learn better. Why pass up the opportunity to engage your audience, when doing so can increase focus, and involvement The Act I technique of creating dramatic tension by creating a gap between the Point A and Point B headlines is thousands of years old and offers a dynamism that still works today when it is applied to any type of presentation.
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The problem created by the gap between the Point A and Point B headlines also forms the purpose of your presentation, so when you make the problem clear, you make your purpose clear. This problem is central to your entire presentation and forms the singular question that your presentation will try to answer. It creates an emotional center of gravity that focuses your story and makes it cohere across all of its separate parts. The gap between Points A and B de nes the problem that you are there to help your audience to solve and also answers for the audience another important question: What s in this for me Whatever way you frame the gap between Points A and B is how you frame the entire presentation going forward. If you get this framing right, your presentation will create a connection with your audience; if you get it wrong, you will create a disconnect. De ning the problem for your audience is probably the hardest thing you ll do in your presentation. You and your team might go through several rounds of drafts and revisions to get the Point A and Point B headlines right, but when you do, the rest of your presentation will fall into place. There are many ways to write the Point B headline see Appendix C on the companion CD for a list of some of the possibilities. When you have a clear problem established with the Point A and Point B headlines, it s time to let your audience know how you propose to solve it.
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Focusing the Audience with the Call to Action Headline
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Remember, the Point A headline de nes a challenge, and the Point B headline shows your audience where they want to be in light of that challenge. Now you will literally ll the gap between A and B with your Call to Action headline. The Call to Action headline de nes the reason you re the presenter you ve taken the time to gure out how the main character can solve the problem at hand. To complete the fth slide, in the dark gray cell labeled Call to Action, type an answer to the question your audience is wondering: How do I get from A to B In this case, enter Hire us to help you nd the returns you seek , as shown in Figure 4-13.
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FIGURE 4-13 Write your fifth headline of Act I to describe the call to action.
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In this example, you ask the executives to Hire us to help you nd the returns you seek to close the gap formed by the Point A and Point B headlines. In the context of the rst ve slides, the audience now af rms a problem they face, and they will be able to solve it if they let you help them in the story that will continue shortly. Although the phrase hire us is more direct than you might want to use with this particular audience, it does strip down to the essence what you want from them in clear and direct language. If less-direct phrasing is in order, modify the wording to meet your and your audience s needs. In this example, other options include: Join us in exploring the possibilities, Partner with us for better results, or Let s explore whether we re a good match for your needs. Whatever wording you choose, it should be a good t for both you and your audience. Refer to Appendix D on the companion CD for a range of phrases that you can use to start off your Call to Action headlines.
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