Statistics and numbers that are neatly organized in a series of charts and tables are often seen as the primary ingredients of a persuasive and impactful presentation.
While these are great tools in getting others to listen, a talk that relies heavily on metrics won’t be sticky enough for listeners to hold on to.
Why?
It’s because the best presentations aren’t just built on numbers, but also on great stories.
According to Carmine Gallo, author of “Talk Like TED: The 9 Public Speaking Secrets of the World’s Top Minds,” storytelling is the “ultimate tool of persuasion” since those who tell emotional and genuine stories are able to connect with their target audience in a far more meaningful way.
Simply put, it’s not enough to win people over with numbers, they need a good story too.
So, how exactly can you go about this?
Before we answer that question, we have to uncover the necessity of stories first.
According to a study conducted by Thomas Graeber, a professor from Harvard Business School, individuals are more likely to retain and recall information when it’s presented in the form of a story.
He says that humans communicate not through statistics or numbers, but through natural language.
As a result, listeners are much more likely to retain what’s said to them if it’s done so through storytelling.
Aside from this, there are other reasons as to why stories are more effective:
- Stories foster emotional connection
- Stories are more engaging and effective at capturing attention
- Stories provide provide coherence and structures
However, just because stories are effective, this doesn’t mean you should abandon the use of numbers entirely. Statistics are great at providing evidence and lending credibility to every statement you’ll make.
Graeber also says numbers are very effective in inspiring action from listeners—an outcome every speaker would want.
So, now that you know why stories are effective, how can you leverage this along with numbers and statistics?
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Consider your audience composition
Are you talking in front of data scientists or business executives?
Your utilization of numbers and stories will take on a different tack depending on your audience.
Stories are much more relatable when they are tales your listeners can relate to. If you’re talking to subject matter experts, then it’s better to lead with a story that’s appropriate to their field.
This way, your numbers would have more impact when presented.
Meanwhile, if you’re presenting to a more casual or general audience and you have to present metrics that they may or may not know about, then it’s better to use a story that can help them better understand the statistics you’re presenting.
The bottom line is that you adapt depending on who you’re presenting to.
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Use stories to give meaning to the numbers
Metrics and statistics that are neatly organized into eye-catching graphs and charts lose their charm when listeners can’t make out what they’re supposed to mean.
If you want to avoid this problem, use stories to give meaning to what you’re presenting. Not only will a good story or anecdote make for a stickier presentation, but it’ll also draw attention to and develop your eloquence.
Besides, the best and most authoritative speakers are those that can effectively break down complex ideas into explainable and digestible soundbites.
Keep these insights in mind the next time you prepare for a talk!
With these pointers, you’ll be able to deliver more impact with the numbers you’ll present. These numbers won’t just be numbers to the eyes and ears of your audience; they’ll become hooks that will make your talk more memorable and digestible!
About The Dynamic Marketing Communiqué’s
“Thursdays: Speak on the Shoulders of Giants”
In a meeting with one person…
… a boardroom with five people…
… or a huge venue with hundreds of people…
—whatever the situation or setting, it’s very important to learn and eventually master the art of public speaking.
No matter what, you always need to effectively get your message across.
What good is a presentation with awesome content if you don’t deliver it properly?
Every Thursday, we publish different tips, insights, and secrets on how you can improve your presentation skills to captivate your audience and lead interesting discussions.
The need for great presentation skills applies EVERYWHERE.
(Small meetings with your team, big meetings with your boss, an important marketing pitch, speaking engagements for events with a big audience, etc.)
Learning these skills is not just for the corporate world. Being in other industries such as the Arts, Information Technology, Medicine, and Education while knowing how to communicate and present well will definitely give you an edge.
Have that advantage.
Hope you find this week’s public speaking tip interesting and helpful.
Stay tuned for next Thursday’s “Speak on the Shoulders of Giants!”
Cheers,
Henry Desai
Managing Director
Valens Dynamic Marketing Capabilities
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