iSimplify Presentations
How to Connect With Your Audience Using Real Words in Your Presentations
Use the right language for your audience, not buzz words
If you ever created a resume before, you know it’s not far from true that choosing the right language is critical. It’s a story you’re telling others about yourself. My head used to spin every time I changed my resume to fit the role I am applying for. I always questioned that process. Is it necessary we do that every time we want to tell others a story?
In crafting presentations as in building resumes, I am skeptical about the language that is often used to make us look smarter and makes everyone else look dumber. If you don’t know what I mean when I say Synergy then why are you here? To different people, this may mean different things. Why do we think our presentation stories have to fit into a mold that has no soul or personality? Aren’t you sick of those presentations with those big empty words?
People are obsessed with words that others are not familiar with to make themselves look fancy or creative. It’s quite the opposite. Using real words with people in presentations is an art, a skill and in itself is a story. If I haven’t convinced you yet of ditching the buzz words and fancy terms in presentations, bear with me. I think I can change your mind if you continue reading this.
Let’s first define what “real words” are
Real words are words that are familiar and understood by our audience with little or no interpretation. The power of real words is that they engage and connect us. Real words are about how they make us feel. Should you use real words, they’ll align quickly with your story and you’ll get so much more done.
When you say, “let’s work together to do the right thing”, I am not sure you’re using real words. Unless your audience is living and breathing what you do, they have no idea what working together means or what the right thing is. Instead, if you say, “let’s meet next week to design the action plan and timeline to address the challenge”, you’ve given people a concrete statement.
I don’t know about you but while writing this sentence, I could visualize a meeting, a timeline, and an action plan on paper! That’s what real words do. They are not abstract; rather, they are concrete, relatable, visual, and can be translated into action.
I am not here to tell you what words you should be using, but what I can teach you is what to consider to better connect with your audience.
How does using real words relate to the story you’re telling?
Presentations are highly contextual. If you’ve created one of these before, you know that the language used is also contextual. However, they should be created around telling a human-centered story. People are not interested in the challenge or the solution; they’re interested in the pain they suffer because of the challenge and how the solution can change their life. That’s how people connect with the speaker. If the words used are suitable for the speaker, audience and the story presented, the message will get across and the story will have an impact.
Real words for the speaker
This is about authenticity. There are no million-dollar words that you can use to make you look smarter and change the course of your presentation. For your words to function well, they have to represent you. Don’t pretend to be someone else to impress your audience. Most people are not looking for a salesperson; they are looking for someone to connect with who is trustworthy. Look for the words that represent you whether you’re a coach, a manager, a leader, or an executive.
Real words for the audience
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” — Nelson Mandella
Just as it’s important to be yourself and sell your personal brand, it’s important to speak a language that your audience is familiar with. After all, Familiarity breads communication. Familiar words are almost effortless to process by your audience.
The easiest way to connect with your audience is by using the word you. It shifts the focus from what you’re offering as a speaker to why people should listen to you and what you can do for them. For example, if you are presenting to a group of executives, instead of saying “executives can empower their teams through this initiative”, say something like this, “you can empower your teams through this initiative”.
If you have to introduce your audience to a new word, then make sure that it’s used with purpose and that you give them enough time to process it. For example, I was introduced yesterday to something called, “a one-minute introduction”. It refers to introducing yourself or your work to others, similar to the elevator pitch. If the speaker didn't explain that term to me, I would’ve felt embarrassed and disconnected.
Another thing that a lot of people get wrong is acronyms. When I talk to entrepreneurs, I am pretty sure I don’t have to explain what a VC is. However, if I speak to a group of high-school teenagers who do not have any startup background, it will fly right over their heads.
I gotta tell you, it takes a lot of empathy and insights to find the right language especially if you’re not from the same domain as your audience. Do a little bit of research first and learn about their expectations beforehand. That alone will make a lot of difference. Don’t be afraid to be creative in the process and don’t forget who you are!
Watch this short video by Business Insider on the use of persuasive language in presentations.
Real words for the story you’re telling
Before you even begin to create your presentation, ask yourself this question, “what’s the story I’m telling?”. The answer mostly drives your choice of words.
If you’re trying to persuade people, use action words. If you’re trying to sell something, use relatable words. If you’re giving an inspiring speech, use emotional words. If you’re trying to inform or explain, use simple plain language.
I can’t stress this enough, folks: the language used on your slides can make or break your presentation. The absolute worst thing you can do is make your audience feel less intelligent than you are. I’ve sat in presentations where I felt insulted because I didn’t know what the speaker is referring to. The presentation was a marathon of fancy words that the speaker knows; it wasn’t meant to help me or explain anything to me.
A word!
Some people are interested in your ideas, theories, and research but most people are interested in what your ideas and theories can do for them and what they can make them feel. Tap into the full power of language by directing the conversation towards how you believe your ideas will transform people’s life, drive them to act, and inspire them to believe.
Seek connection, not attention. What’s your take on this?
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