by Carmine Gallo, Forbes Magazine, 2/28/19.
Cognitive scientists have a reasonably good idea of when audiences will stop listening to a presentation. It occurs at the 10-minute mark...Neuroscientists have found that the best way to re-engage a person’s attention when it begins to wane is to change up the format of the content.
1. Introduce Characters
There aren’t too many commercially successful one-person plays. Few people can pull it off…. include members of the team. Hand off a portion of the presentation…
2. Show Videos
If you can’t bring someone else along, do the next big thing and show a video… Apple does this with nearly every keynote when they show a video of chief designer, Jony Ive, describing the features of a particular product…
3. Use Props
Steve Jobs was a master at using props. In 1984, Jobs didn’t have to pull the first Macintosh out of a black bag like a magician. But he did. In 2001, Jobs didn’t have to pull the first iPod out of the pocket of his jeans. But he did. In 2008, Jobs didn’t have to pull the first MacBook Air from a manila envelope. But he did. Props are unexpected. They get attention.
4. Give Demos
Former Apple evangelist and venture capitalist, Guy Kawasaki, says demonstrations should start with “shock and awe.” In other words, don’t build up to a crescendo. Show off the coolest thing about your product in the first sixty seconds…
5. Invite Questions
A presentation shouldn’t be about you. It’s about your audience and how your product or service will improve their lives… Change it up by pausing and inviting questions before you move on to the next section.