According to Jay Baer, author of “Youtility - Smart Marketing is About HELP not HYPE”, we are flooded with data, but starving for insight. Creating effective presentations and pushing our audiences to retain anything, is next to impossible in today’s marketplace. It’s my passion to come alongside companies and non-profits, get to know them and what they do, and help them craft visual communications allowing them reach their target audience and increase their impact. I’m guessing, if you speak in public, blog, write, or help companies grow and market themselves, you share a similar passion.
So how do we get our audience to get, retain, use and share the information we present when thousands of marketing messages a day are flying at them? According to Carbine Gallo (Communications Coach at Gallo Communications Group), the world’s most engaging and persuasive presentations obey three laws: They are EMOTIONAL (they touch my heart), they are NOVEL (they teach me something new), and they are MEMORABLE (they present content in ways I’ll never forget). As a visual guy, prone to distraction and a wandering mind, I couldn’t agree more. I WANT to consume content that touches my heart, but it has to capture my attention first. We’ve all sat through presentations where we spend more time checking our watches than looking at the long list of bullet points in small font that flood the screen in front of us. In contrast, the presentations we do remember are the ones that incorporated compelling visuals. Visuals made the content something we would not soon forget. The visual content caught our attention, touched an emotion, was novel, and was memorable.
Popular author of the book “Platform - GET NOTICED in A Noisy World”, Michael Hyatt said on his weekly podcast recently that he often spends as much as an entire day searching for the right image(s) for his upcoming presentation. His time is extremely valuable, but he values the time it takes to find compelling visuals that will help his audience REMEMBER and SHARE the information he presents. As a photographer and video “visual communications” guy myself, I encourage you as presenters to use strong photography and visuals to inspire your audience ingest, retain, and share your message with others. Don’t forget to tell stories. Avoid too much text and bullet points. Don’t read your slides. Use simple, memorable, engaging graphics and photographs. Be remembered or fade into oblivion.