What’s the secret to a great presentation?

I’m lucky to be a consultant. I work with really smart people on really challenging problems that really matter to my clients. But it’s easy to fall into the “let me show you how smart I am” trap. That manifests itself in jargon, building lists, delivering complex analyses and overwhelming a client with data and information. In reality, what motivates people is a good story. Yes, it needs to be backed with fact and have logic behind it, but to convince people and win them over, you need a good story.

Years ago, I went through a training program run by The Actors Institute, now call TAI Group. The directors working with me – Allen Schoer and Twila Thompson – told me one of the greatest pieces of advice I’ve received: “Convincing speakers pull in their audience.” They made me stand in front of a room and speak while five people stood in the back. They would only step forward when they felt the business talk I was giving drew them closer. It was painful to see how hard it was to make them move.

They also had me sit cross-legged on the floor, with three other people sitting around me, and start telling a kid’s bedtime story. When Twila clapped, I had to switch to a business speech. I had to make the other people visibly smile as I spoke. Not easy to do when you are used to powerpoint slides, bullet points, and lists of all of your great ideas.

“Pull in your audience” is advice I remember every day, on every stage. I focus on recognizing that there is a real audience out there for every business meeting, chat, or conference. I am always looking into their eyes and sensing how my story connects with them.

As marketers, we pride ourselves on storytelling. I think it’s time we took our own medicine when it comes to communicating to each other as well.

This article is published in collaboration with LinkedIn. Publication does not imply endorsement of views by the World Economic Forum.

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Author: David Edelman is a contributing writer for LinkedIn.

Image: An empty meeting room is shown in an office. REUTERS.