Technique 1: Use evocative language

Evocative language connects us with sights, sounds, and feelings, not just ideas. A great place for evocative language is the beginning of your presentation. Your first words don't have to be, "Hello, my name is … ." Instead, try something more interesting to capture your audience's attention. You can introduce yourself a minute or two later, once your audience is engaged with your presentation.

You can use evocative language by:

• Sharing startling information
• Asking a provocative question
• Sharing an amazing statistic
• Using a metaphor
• Telling an interesting or funny story

Using metaphor

A simple technique that can add tremendous interest to the things you say is the use of an occasional metaphor. A metaphor is a literary figure of speech. It describes something or compares one thing to another in an unexpected way that enriches understanding.

"All the world's a stage." – William Shakespeare, English poet, playwright, and actor

You've probably heard this famous line from Shakespeare's play As You Like it. Take a few moments to think about how this quote is related to using metaphors.

Shakespeare meant that we tend to act differently when we present ourselves to different people at different times in our lives. But he used a metaphor that compares one thing, the world, to another thing, a stage. By doing this, he made the idea richer, more emotionally engaging, and easier to remember.

How can you use this technique effectively in your presentations, especially in the workplace?

People don't often use metaphors in presentations. But those presentations would be much richer if they did. Are you wondering how you can include a metaphor in a dry team report or business presentation? Sometimes, it's as simple as including a phrase in what you're saying.

Metaphors can be visual as well.

For example, here are some sentences that conjure images and enliven a presentation:

• The customer was so grateful that we felt like Superman flying in to rescue the project.
• The code we got from our partner was a dark and tangled forest. Variables and functions grew wild without order or organization.

Using metaphors to create eye-catching and evocative visuals

The visual connection to the metaphor gives the idea more impact. However, it's important to remember that you shouldn't use metaphors frequently. One carefully placed metaphor at a crucial point can help develop your idea into something that your audience will remember.

Metaphor example 1

Metaphor example 2

Technique 2: Tell great stories

"If history were taught in the form of stories, it would never be forgotten." – Rudyard Kipling, English author

Have you ever thought about using stories in your presentation? What does this quote by Rudyard Kipling tell you about storytelling?

Stories help us connect information with emotion, which boosts retention. Use stories effectively in your presentations to help your audience relate to the information, and remember it even after the presentation is over.

Why tell stories in presentations?

Stories can support ideas in a presentation. They add sparkle and impact to a presentation and link our content to real people in the real world. Stories ensure that the content is memorable. Everyone has favorite reasons to tell a story. Identify your favorite reason and craft a story around that.

Four steps to telling great stories

When presenting, you don't have a lot of time to devote to storytelling. It might be best to use a short story with a structure. How can still you tell a great story?

Step 1: Establish a vivid setting

In a few words, establish the setting of the story and give your audience a feel of the place and people involved.

Step 2: Create a problem for your main character

Quickly set up an issue or obstacle that the character must overcome. The more urgent or puzzling it is, the more it will engage your audience.

Step 3: Narrate how your character wrestles with problem

Don't make it easy. Engage your audience with the dangers of the problem and the complexity of the solution.

Step 4: Narrate the climactic event and outcome

Bring the story to resolution. If possible, include someone's emotional reaction to the outcome.

Story example: Steve Jobs' masterstroke charms the audience

Steve Jobs had a reputation of being a great speaker who told great stories. Read how the four-step storytelling process narrates how he charmed his audience.

Step 1: Establish a vivid setting.

Steve Jobs had to introduce the first model of the MacBook Air in an internationally publicized press event. This was the thinnest and lightest Apple laptop ever made. Jobs knew that he would only have a few minutes to create an unforgettable impact. Several thousand people were attending the event, so it had to be good.

Step 2: Create a problem for your main character.

The problem was that Jobs was presenting the concept of “less”—less thickness and less weight.Less can be a very difficult concept to bring to life for a large audience.

Step 3: Narrate how your character wrestles with the problem.

How could Jobs generate excitement about this new ultra-light laptop?Could he show big photographs? That would just make the laptop look heavier.Could he lift the laptop to show that it is lightweight? That would put his audience to sleep. What could he possibly do?

Step 4: Narrate the climactic event and outcome.

On the day of the event, Jobs walked on to the stage carrying a thin manila envelope used to hold a few sheets of paper. He smiled at the audience, reached inside that envelope, and slid out the first mass-market laptop that could fit into a container so slim.The audience went wild with wonder and excitement!