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Tip 7: Strategic Collage
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If you have a high-stakes presentation to make, you might need to invest extra effort to get to know your audience in advance. One way to get to know them is to spend a day in their shoes at least symbolically. Open up a new PowerPoint le, and then create six blank slides. On each of these slides, type one of the clarifying questions: Where When Who What Why and How Use a digital camera to take pictures of the objects your audience uses every day or of the environments where they live and work and the people they might see. Your visuals should represent whatever data you have about your audience, whether it s market research, demographics, or focus group information. Go to the Microsoft Of ce Online Clip Art and Media site to download free images. Or go through your organization s photo libraries to nd licensed photographs and clip art that you can use to show the buildings in which these people work, the products they use, and the places they visit. Use a digital
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10 Tips for Enhancing Act I
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scanner to insert pictures of documents, a pen tablet to make sketches, a video camera to insert video clips, and a microphone to collect sound. When you ve collected these multimedia elements, arrange them on each of the six PowerPoint slides to create six collages. Size the different elements according to how important you think each is to your audience for example, if mobility is most important, make the picture of a car larger than less important elements. Present the le to your team as you discuss what it s like to spend a day in your audience s shoes in the context of these six slides. Then open your story template and start working on Act I. Discuss with your team how well the headlines match the collages, and then edit the headlines to provide a good t. The better your Act I story matches the reality of your audience s lives, the better your presentation.
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Tip 8: The Story of Advertising
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Some of the most powerful examples of Act I story structure pass right before your eyes every day. If you look for them, you ll nd an endless stream of ideas for your presentations. These stories are all around us in the form of advertising. Advertisers are well aware of Aristotle s ideas and techniques of storytelling and persuasion, because at its essence, every advertisement is a persuasive story. Whether you look up at a billboard, open a magazine, or watch television, you re seeing a ministory built on the fundamentals of persuasion. Each advertisement has a singular goal in mind: to persuade you to do something usually, to buy a product. To persuade you, an advertiser will use the most current and sophisticated blend of multimedia possible. But beneath the media mix are the same classical story elements you ve been working with in Act I of the story template: the clarifying questions where and when, who, why, what, and how. As in a PowerPoint presentation, the main character of an advertisement is usually the audience in this case, you because the advertiser s goal is to persuade you to buy or think something new. So if you re watching a commercial for a laundry detergent, you can compare the questions your audience silently asks of your ve Act I headlines with what you see on TV, something like this: Where am I, and when is it I m at home, and it s the afternoon. Who am I here in this setting I m a person getting ready to go out for the evening.
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