Presentations that Pop: The Power of Word Choice It’s not what you say, it’s how you say it. We’ve all heard that a million times. The question, then, is… how DO we say it? When we’re presenting, we have a number of tools at our disposal. We can use visual aids and slideshows to support and illustrate. We can use our voices and our bodies to project emotion and enthusiasm. We can gesture to emphasize important points. In the end, though, a presentation isn’t a slideshow accompanied by an interpretive dance. A great deal of a presentation’s substance lies in the words that we speak. The words are our primary means of communication – the most effective tool for connecting to our audience and getting our message across. “No matter what people tell you, words and ideas can change the world.” – John Keating, Dead Poets’ Society Image Source: Touchstone Pictures/Getty Images 1 There are usually several ways to express an idea, some of which are clearer, more impactful, and more memorable than others. This is why, if we want to maximize the effect of our presentation, we need to pay attention to our choice of words. Our audience is made up of individuals, who each have their own view of the world and filters they apply to their perceptions. For example, we are all familiar with the “glass half empty, glass half full” dichotomy; two people can look at the same situation and interpret it in different ways. One person may see opportunity where another only sees risk; one may see the big picture, while another focuses on details. Different people will emphasize different aspects of a multifaceted situation, and everyone tends to ignore or minimize evidence that runs counter to what they already believe. Since people have this tendency to filter reality to match their own mindset and expectations, it is important that we frame our ideas in terms that help them to view our message in the proper perspective – that is, our perspective – particularly if we’re trying to convince them to make a choice, introducing them to new knowledge, or asking them to take action. A great deal of persuasive power lies in the words we use to communicate our ideas. “Words are, in my not-so-humble opinion, our most inexhaustible source of magic.” – Albus Dumbledore, Harry Potter and the Deathly Hallows Image Source: Warner Bros. 2 People can be swayed in surprising ways by word choice. Remember how Tom Sawyer managed to convince every other boy in town to whitewash his aunt’s fence for him, simply by reframing it as a rare treat instead of a chore? When Ben Rogers begins to taunt him for having to work, Tom immediately questions his assumptions. “What do you call work?” he replies. “Does a boy get a chance to whitewash a fence every day?” As Mark Twain writes, that put the thing in a new light. In no time at all, boys are lining up and trading Tom all sorts of personal treasures in exchange for the chance to whitewash. It is entirely possible to do this kind of magic – to change one thing into something else, simply by using words to reframe the situation. In business, there is a common tendency to refer to problems or shortcomings as “challenges” or “opportunities.” To people outside of the business world, this may seem like baffling doublespeak, but it serves the useful purpose of reframing the issue in positive terms. Compared to a “problem,” a “challenge” seems more surmountable, and confronting it seems more appealing. Thinking of the issue in terms of an “opportunity” makes it seem even more actionable. The issue becomes something that can be approached with enthusiasm rather than reluctance. The words used can have a big impact on how the problem is perceived and handled. “I know words. I have the best words.” – Donald Trump Image source: Gage Skidmore [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons. There is also the matter of image to consider. Depending on our audience and our subject matter, we may want to come across in a certain way. Our word choice can go a long way towards making us seems more or less educated, down-to-earth, personable, authoritative, knowledgeable, or entertaining, depending on the approach that would be most appealing and persuasive. Knowing the audience is key to framing an appropriate message and choosing the words we use. If, for example, we know we are speaking with a group of executives, we can plan to speak about big-picture, strategic concerns that might not interest or even make sense to entry-level employees at the same company. An audience of technical people is likely to have a higher tolerance for, and interest in, detailed specifications or industry-specific jargon. The audience’s average age, education level, functional business roles, and other interests should inform both how we approach our subject matter and the terms we use to present our information. “You keep using that word. I do not think it means what you think it means.” – Inigo Montoya, The Princess Bride Image source: http://i.imgur.com/QtR1RfO.gif When choosing our words, it’s critical that we are actually communicating what we think we’re communicating. Here are a few guidelines for selecting appropriate and impactful terms to use in our presentations: Avoid using technical jargon or exceptional vocabulary (unless a mutual understanding of the terms is assured). When using industry-specific terms, make sure they are correctly applied. Use active, vivid language and descriptors to “paint a picture.” Avoid vague assertions and “weasel words” (e.g., “probably,” “some say…” “it is believed…” “allegedly,” etc.). Use concrete and specific examples to illustrate points. Leave out unnecessary words and phrases that weaken points and add no meaning (e.g., “in order to…” “very,” “really,” “generally,” “for all intents…” etc.). Keep sentences relatively short and simple – it’s easier to follow complex sentences on paper than in a speech. Avoid using terms that could be interpreted as aggressive or insulting. Baker Communications offers leading edge Presentations Training solutions that will help we address the goals and achieve the solutions addressed in this article. For more information about how our organization can achieve immediate and lasting behavior change that leads to success during presentations in any setting, click here. 1 https://www.washingtonpost.com/news/answer-sheet/wp/2014/08/12/mourning-robin-williams-and-teacher-john-keating/ 2 http://www.popsugar.com/smart-living/photo-gallery/36242499/image/36242732/Words-my–so-humble-opinion-our-most-inexhaustible
