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THE CALL TO ACTION HEADLINE
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The Call to Action headline answers the question your audience is wondering: How do I get from A to B w
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Planning Your First Five Slides
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The Call to Action headline should describe what your audience should do or believe to solve the problem created by the gap between the Point A and Point B headlines it is literally the point of the presentation. Your nal wording is important, because the Call to Action headline clearly de nes what you and your audience want to accomplish and offers a clear direction and road map that they will be able to use and follow through the rest of the presentation. As you go through the process of writing Act II in 5, you will thoroughly develop and test your Call to Action headline and will likely revise its wording. The Call to Action headline also puts your ideas in a decision-making format that s important to people who want to accomplish something. In a single sentence, the wording of the Call to Action headline de nes how you know if you were successful in your presentation, whether that success is a next meeting, a sale, an agreement, or a good grade. If your audience accepts your Call to Action headline by the end of your story, you ll know you succeeded.
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What do you do if you get stuck somewhere in the process of writing the headlines for your rst ve slides Visit Appendixes C and D on the companion CD for inspiration. Or when you re stuck in Act I, skip ahead to Act II and return to Act I later. Often the process of working through the structure in Act II will help you de ne and re ne Act I.
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When you have written the Call to Action headline in Act I of the story template, you have made sure that you will focus the audience by offering them a way to get from Point A to Point B in the fth slide of your presentation, as shown in Figure 4-14. The Call to Action slide in this illustration now has a dark gray background like the corresponding cell in the story template, making it stand out from the others because it is in fact the most important slide in a presentation. If you had only one slide to show, it would be the Call to Action slide by the time you have nished with this slide in 8, it will distill your entire presentation into a single visual accompanied by your verbal narration.
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Choosing a Pattern to Follow
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Focus the audience by offering a way to get from Point A to Point B.
FIGURE 4-14 The Call to Action headline focuses Act I and the rest of the story to come.
Choosing a Pattern to Follow
Now that you have chosen a story thread to help new information pass through the eye of the needle, you can increase the ef ciency of working memory by introducing a pattern for the story to follow. You can do this by adding a motif, or recurring theme, to the rst ve slides. A motif is one of the most powerful techniques you can apply to your presentations. It carries your ideas all the way through your story in a coherent way and adds color and interest to your language. It also makes the job of searching for graphics to add to your slides signi cantly easier because you can map the motif to your visuals. A motif might seem like a nice-to-have addition to make the presentation colorful and interesting, but research shows that it can provide much more than just a pretty face to your presentation. Working memory cannot possibly process all of the new information it experiences, and without a clear structure to organize the new information, it has to create a structure from scratch a very inef cient process. But with a structure that works, you can help working memory select, organize, and integrate the new information much more effectively. The structures that happen to work best are ones the audience already holds in long-term memory they might take the form of a familiar metaphor, an organizing system like 1-2-3, or any number of familiar story themes. See Also For more information about metaphor and its impact on the way people think, see George Lakoff s work, including Metaphors We Live By, 2nd ed. (with Mark Johnson; University of Chicago Press, 2002).
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