Whatever your role or position, your ability to tell a good story, whether written or delivered as a presentation, is increasingly critical to your success. Herewith, a few pointers you should find useful when presenting, in the same room with your audience or online.
If you've ever watched "The Simpsons," you may have noticed this statue from the sequence of images that introduces almost every episode.
For those of you who aren't "Simpsons" fans, this is a statue of Jebediah Springfield, founder of the town that bears his name, where the Simpsons live. But the reason the statue's relevant here is the quote at the base. It says "A noble spirit embiggens the smallest man." Leaving aside that "embiggens" is a made-up word, I think the plaque makes an important point about good storytelling.
A good story empowers even the most reluctant storyteller.
What this means to you as a storyteller or presenter is that if you've got a good story to tell, you needn't fear or worry about telling it. And if you're talking about what ServiceNow solutions can do or are doing for your enterprise, you've likely got a good story to tell.
Of course, no story, no matter how compelling, can actually tell itself. So it couldn't hurt to have a bit of help with the "telling" part of storytelling. Here's some, based on the recommendations we make to presenters at our Knowledge events.
Once you know you have a good story to tell, everything else is really all about your audience. And there are four things both your story and its telling should do with and for that audience.
- Engage — open with statements that establish a bond with your audience.
- Inform — tell them something that gets them to lean forward.
- Persuade — convince them that your story is credible, compelling, and relevant to them.
- Invite — call them to action via your Top Take-Aways!
Speaking of that story, please remember that it's not about your slides. Slides do not tell the story. That's your job. Slides merely illustrate and amplify the key points you're trying to make. In that context, there are "three R's" of great presenting.
- Rehearse — even just one run-through will improve your content and timing.
- Relate — more conversation, less lecturing.
- Relax — everyone is there by choice and wants you to succeed, so they can understand and use the information you're sharing.
There are also another "three R's" you must avoid to be a good storyteller.
- Reading your slides. Your audience can do that without you. (You hate sitting through such presentations, don't you?)
- Rushing through your content. Cut your presentation down a bit instead. (Save the cut bits for your triumphant return.)
- "Retailing." Resist all temptation to promote or cheerlead for your company (or yourself). Let the greatness of your story do your "selling" for you!
And here are four final tips, three focused on wrapping up your presentation, and the fourth applicable throughout.
- End with your Top Take-Aways, including relevant contact coordinates, such as Web site or e-mail addresses.
- Leave at least 10 minutes for Q&A. If your total allotted time is 60 minutes, make sure you can give your presentation completely and comfortably in no more than 50 minutes (and preferably 40 to 45 for extra wiggle room).
- Repeat every question before answering it. It not only helps the audience hear the question, but also gives you a chance to ensure that the question you heard is what the questioner meant.
- Breathe. It's the pause that refreshes, after all.
You can always find great written examples of ServiceNow customer stories told well in the "Customer Successes" section of the ServiceNow Web site. You can find more in the ServiceNow Custom Applications Showcase. And you can see and hear many of them told well from your location and connected device of choice via live and on-demand ServiceNow Webinars. But if you want to see the above storytelling recommendations put to some of their very best use, come to Knowledge14. Or go to a meeting of (or host, sponsor, or start) a ServiceNow User Group (SNUG). And get inspired to tell more of your stories better.
