Advanced Presentations by Design Creating Communication that Drives Action

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  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2013-04-22
  • Publisher: Pfeiffer & Co

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Offering a new, exciting approach to the typically conventional practice for creating presentations, this new edition to a popular resource has compiled its material from more than 200 research studies in the fields of communication, marketing, psychology, multimedia, and law. The book demonstrates how to adapt a presentation to different audience personality preferences, what role the data should play and how much of it is necessary, how to turn data into a story, and how to design persuasive-yet-comprehensible visual layouts.

Author Biography

Dr. Andrew Abela is the Dean of the School of Business & Economics at The Catholic University of America. He contributes to a wide-range of publications and consults to several major corporations on marketing and internal communications issues.

Table of Contents




Part I: WHO?

Chapter 1: AUDIENCE

Understanding What Types of Communication Will Be Most Effective for Your Audience

Step 1: Identify the Communication Preferences of the Different Personality Types in Your Audience

How to Estimate Your Audience’s Personality Types

How to Match Your Presentation Design to Different Personality Types in the Same Audience

Additional Information About Your Audience

Part II: WHAT?

Why You Should Have Specific Presentation Objectives

Why Discuss Problem Solving in a Book About Presentations

Why You Should Always Focus Your Presentation on an

Audience Problem

You Do Need Evidence!

The Reality Principle: Show Concrete and Specific Data Whenever Possible

Chapter 2: OBJECTIVE

Setting a Measurable Objective for Your Presentation

Step 2: Set Specific Objectives for What You Want Your Audience to Think and Do Differently After Your Presentation

The Typical—and Wrong—Way to Set Presentation Objectives

Developing Effective Presentation Objectives

The Curse of the “Update” Presentation

How Do You Know Whether You Have Set the Right Objectives?


Articulating the Audience’s Business Problem and Your Proposed Solution to It

Step 3: Identify a Problem Your Audience Has That Your Presentation Will Contribute to Solving

Choosing the Right Problem

Crafting Your Solution

Chapter 4: EVIDENCE

Marshalling Your Evidence

Step 4: List All the Information That You Think You May Need to Include in Your Presentation

What Kinds of Evidence Should You Include?

Is There Any Kind of Evidence That You Should Exclude?

Where Do You Find All This Evidence?


Chapter 5: ANECDOTES

Assembling the Anecdotes That Will Illustrate Your Evidence

Step 5: Identify Brief Anecdotes That Highlight Your Most Important Points

What Kind of Stories Should You Use in Your Presentation?

How to Tell a Story Using the Seven Basic Plots

Where to Find Useful Stories

Chapter 6: STORY

Sequencing Your Evidence

Step 6: Sequence Your Information So That It Tells a Compelling Story

The Structure of All Effective Stories

Using the S.Co.R.E.™ Method to Sequence Your Evidence

What to Do with What Doesn’t Fit into Your Storyline—The Role of the Appendix


Should You Use Visual Aids?

Should You Use PowerPoint?

Should Each Slide Have Seven Bullets and Seven Words Per Bullet?

Chapter 7: VISUALS

Visual Presentation Elements: Graphics, Charts, Color, Animation, and Fonts

Step 7: Identify the Most Effective Graphical Elements to Use in Your Presentation

What Kinds of Graphics Should You Use?

Should You Use Clip Art?

How Do You Decide Which Type of Chart Will Best Communicate Your Data?

Which Type Fonts and Sizes Should You Use?

Should You Use Bullet Points, Color, Animation, Transitions, or Animation?

Chapter 8: LAYOUT

Laying Out All the Elements of Your Presentation

Step 8: Create Visuals That Communicate Your Information Concisely and Effectively

How to Lay Out Your Visuals So That They Grab the Audience’s Interest and Convey the Intended Message Persuasively

How to Decide Which Presentation Style to Use

How to Design Effective Ballroom Style Presentations

How to Design Effective Conference Room Style Presentations

How to Design Prezi Presentations

When to Use Multiple Presentation Styles in the Same Presentation

How Much Detail to Put on Each Slide

How to Avoid Bad Detail (“Chartjunk”)

How Much Text to Put on Each Slide

Whether to Combine Graphics and Text on the Same Slide

Preparing to Lay Out Your Presentation

How to Draw Your Slides—and Where to Find Examples of Layouts That Pass the Squint Test



Satisfying Your Stakeholders and Measuring Success

Step 9: Identify Any Potential Roadblocks to Achieving Your Objectives, and Make a Plan to Deal with Each

Step 10: Decide How You Will Measure the Success of Your Presentation

Chapter 10: CONCLUSION

The Scalability of the Extreme Presentation Method

A Language and a Framework for Providing Effective Feedback

Contradicting Other Approaches to Presentation Design


Appendix A. Worksheets

Appendix B. Extreme Presentation Makeover

Appendix C. Thirty-Six Layouts That Pass the Squint Test

Appendix D. Further Reading

Appendix E: 1,000 Good Books



About the Author

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