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Expect Success to Stay Self-Motivated and Get Great Results
If you called my office you will hear my voice mail message that ends with the words Expect Success.
Theres a important intent behind that. What if every time we made a phone call or personal request or met with a potential new customer,...
How do you Find a Topic to Speak On?
People are always looking for solutions to their problems. Do you have an expertise that can help people solve their challenges and frustrations? Ask people to see what bothers them. Find out what they need to achieve their goals. First,...
How to Keep PR Working for You
Managers in the non-profit, association and business worlds need to persuade outside audiences with the greatest impact on their operations to their way of thinking. And then move those external stakeholders to take actions that help their...
If I Were Coaching You
If I were coaching you as a business, non-profit or association manager on how to get the biggest bang for your public relations dollar, I would sum it up for you this way.
Use the fundamental premise of public relations to produce external...
Profitability - Pricing Strategies To Make Money
At a meeting the other day, a marketing consultant opened her
talk by asking the group, "What are you worth?" She went on to
discuss all the different ways we minimize our worth or discount
our value in desperate attempts to close the sale. After...
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Present your statistics in context for more impact
I didnt have 3000 pairs of shoes. I had only 1600 pairs.Imelda Marcos
Everythings relative. A million dollars sounds like a lot of money to someone who makes an average salary, but its a drop in the bucket to a Warren Buffett or a Bill Gates. Running a hundred metres in a few seconds seems like a miracle to ordinary mortals, but a track and field athlete will work hard to shave even more off that time.
Yet presenters often quote statistics without benchmarks, so the audience doesnt know how to evaluate them. Is $10,000 a lot of money? Well it is for a bicycle. Its not much for a house, unless that house is in a small village in a third world country, where it might be exorbitant. If you quote numbers this way, you will lose the audience while they try to decide whether $125,000 is good, bad or indifferent in this context. Your statistics lose their power.
In a presentation skills workshop for a group of lawyers, one participant was practicing his delivery of an address to the jury in an upcoming trial. He was asking for damages in the amount of $750,000, and hoped the jury would consider it reasonable. Its quite a large sum, and most ordinary folks think of that kind of cash as a lottery win. He needed to put it in context for them.
He might, for example, ask the jury to suppose they were thirty-five years old and earning a salary of $40,000 a year. By the time they reached the age of sixty-five, allowing for reasonable increases, they could expect to have earned a certain amount. (He would do the arithmetic and insert the actual sum.) That amount would be what is called their expected lifetime income. However, if they were involved in an accident and
suddenly unable to work any more, that amount now represents their forfeited lifetime income. That is what happened to this claimant, and the amount he would have lost was $750,000. So in fact, counsel was asking no more than the amount the man would have earned, had he not met with this unfortunate accident.
Dont you think the jury is more likely to agree when given this background explanation?
Here are three ways to put figures in context for your audience.
1. Compare them to something to which they can personally relate, as in the courtroom example.
2. Compare them to a similar situation. If a new manufacturing process takes fifteen minutes, mention that the old one took two hours, so we save 1-3/4 hours. For even more effect, tell them how much time this will save in an average shift or on a certain number of product units. Go further and translate that time into money and the statistic will now be a strong argument for change.
3. Create vivid word pictures to illustrate size: Thats the equivalent of five football fields. Thats enough to fill ten Olympic-size swimming pools. If laid end-to-end they would stretch from New York to L.A. and back again.
Statistics can be great persuaders, but only when the audience has the means to evaluate them.
About the Author
Helen Wilkie is a professional keynote speaker, workshop facilitator and author whose latest book is "The Hidden Profit Centera tale of profits lost and found through communication." For more on presentation, visit http://www.mhwcom.com/pages/messrecundbook.html While you're on the site, sign up for Communi-keys and receive monthly communication techniques directly from Helen.
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