330 / PLANNING TO PRESENT
Selecting a
framework
To structure your presentation for
maximum impact, choose a framework
sympathetic to its content. For example,
if your material is data-driven, use
a numbered list; if you are selling a
concept, employ case studies. Described
here is a selection of useful structural
alternatives.
NUMBERED LIST
Use this model to
present modular
information such as
the top competitors
in your market.
Often quantitative
information helps
your audience to
understand the
relationship
between a list
of the items.
is the estimated
increase in audience
retention of
information when
irrelevent pictures
and words
are deleted
189%
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SELECTING A FRAMEWORK / 331
PROBLEMS AND
SOLUTIONS
Outline a problem,
then reveal how to
fix it. This structure
is excellent when
discussing change.
It can help to
position you as
someone who can
read a situation
clearly, explain it,
and offer a way to
move forward.
FEATURES AND
BENEFITS
Work through
the elements
of a product or
proposal and
explain the
positive outcomes
each one can
generate. This
method works
well for more
persuasive sales
presentations.
DEDUCTIVE OR
INDUCTIVE?
Deductive reasoning
moves from general
principles to the
specifics (“our
market is growing,
we should do well”);
inductive reasoning
moves from specifics
to principles (“we’ve
done well, our
market is growing”).
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332 / PLANNING TO PRESENT
MESSAGING
Tell them you are
going to tell
them, tell them,
and then tell
them you have
told them. This
simple structure
works well,
provided the
messages are
clear and backed
up with proof.
STORIES AND
CASE STUDIES
Present your idea
or argument
through a good
narrative. People
love hearing
stories, making
this a compelling
and forceful
presentation
method. Keep
your story simple
and explain
the “moral.”
Apple was
rated the top
brand for
telling the
most compelling
story to its
customers
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SELECTING A FRAMEWORK / 333
COMPARE AND
CONTRAST
Put your material
in context by
comparing it with
something else.
Ensure that
similarities
and differences
are clear.
OPTIONS AND
OUTCOMES
List some
choices and the
pros and cons of
each. Make sure
the options are
different, not
refinements of
one idea. If you
are going to
suggest the best
way forward,
be prepared
to back it up
with data.
TIMELINE
A chronological
structure is
useful for showing
progressive
developments.
Its linear structure
is intuitive and easy
to understand.
To avoid seeming
one-dimensional,
ensure that your
material has both
purpose and pace.
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