PRESENTATION  STRUCTURE  

 

1) Attention  Grabber  2) Big  Message  3) Introduction  /  Agenda  4) Body  of  Message  (3-­‐5  points  only)  5) Q&A  (where  relevant)  6) Summary  7) STAR  Moment  

 

 

THE  ART  OF  PERSUASION  –  ETHOS,  PATHOS  AND  LOGOS    

The  art  of  Persuasion  came  2,000  years  ago  from  Ancient  Greece  and  is  still  used  today  because  of  its  power  of  influence.  

To  create  a  successful  presentation,  you  must  strike  a  balance  between  analytical  and   emotional   content.   Aristotle   found   that   to   powerfully   persuade   you   must  employ  3  kinds  of  argument.  

 

a) ETHOS  –  the  authority  and  credibility  of  the  presenter.  The  ethical  appeal  connects  you  with  your  audience  through  shared  values  and  experiences      

b) PATHOS   -­‐   emotional   appeal   connects   to   their   feelings   of   pain   and  pleasure.  People  make  important  decisions  based  on  emotions  and  justify  it  with  logic.    

c) LOGOS   -­‐   logical   appeal   where   you   develop   a   structure   to   keep   the  presentation  intact  and  help  it  make  sense;  you  might,  for  example,  make  a  claim  and  supply  evidence  that  supports  the  claim.    

 

 

 

 

 

 

 

 

 

THE  FOUR  SOCIAL  STYLES  OF  YOUR  AUDIENCE  

Developed  by  Psychologists  David  Merrill  and  Roger  Reid    

 

1. DRIVER–  Decisive,  independent,  practical,  tough,  direct,  competitive,  determined,  assertive,  results-­‐oriented,  efficient,  risk–taking    

• Project/  team  Leaders,  Entrepreneurs,  Owners  of  Businesses  •  

Give  them  the  big  picture,  get  to  the  point,  focus  on  tasks,  talk  about  goals  and  results.  Keep  to  time.  

 

2. AMIABLE  –  Patient,  supportive,  respectful,  mature,  stable,  trusting,  dependable,  willing,  persevering,  team  person,  loyal  

 

• Human  Resources,  customer  relationship  development  and  social  work    

Stress  the  people  side,  have  clear  structure,  introduce  new  ideas  one  step  at  a  time.  Make  sure  they  believe  in  you  and  you  care.  

 

3. EXPRESSIVE-­‐  Enthusiastic,  outgoing,  impulsive,  charming,  generous,  dramatic,  persuasive,  animated,  optimistic,  fun-­‐loving,  confident  

 

• Sales,  PR  and  Acting    

Make  it  lively,  fun,  upbeat,  positive.  Don’t  give  too  much  detail.  Focus  on  the  people  side  of  thing.  

 

4. ANALYTICAL  –  Controlled,  orderly,  precise,  deliberate,  cautious,  logical,  analytical,  systematic,  diplomatic,  serious,  prudent  

 

• Found  in  Accountancy,  IT,  Engineering    

Give  lots  of  detail  –  facts,  figures.  Be  measured  and  precise.  Use  logical  structure.  Provide  graphs,  systems  and  charts  etc.