We've been
told our whole lives

not to judge a book by its cover.

Yet there's a reason that we do. We judge in split seconds, because we have to in our lives. Our opportunities often hinge on how well that first impression draws the audience in. And then keeps them there, like the great novel that you can't put down. Your presentation is trapped somewhere in-between great and putting zombies to sleep. More than likely, it's the latter. We call this THE RESCUE. We're here to help.

Coffee Cup Analysis #1

Can there be a slide with too much white space? Yes! Too much white space forces the presenter to fill the slide with fragmented bullets and clip art.

We replaced a two word title for an emotional quotient based lead-in statement to better engage the audience. We took away the silliness of the clip art and with 85% fewer words simplified the message for the audience. Now if the client wants to repurpose the message, the new visual restricts them to a reasonable amount of copy.

Coffee Cup Analysis #2

This diagram presents an immediate challenge. Does the audience have the willingness to exercise ’brain-work’ for discovery of concept? We needed more coffee, which led us to the great slide to the right…

The first move was to consider the audience and the topic, human resource opportunities. Thus a picture of a person seemed to align and transcend the topic to a more humanistic level. Next we added a statement about career opportunities to explain the end game of the newly constructed ‘easy on the eyes’ diagram.

Coffee Cup Analysis #3

The lead-in statement fails to address the specific topic at issue, which is hepatitis and HIV. Instead the statement addresses ‘Market Impacts’ but in an ambiguous way, which fails to pull the live audience member into the topic, but rather sends their eyes searching the slide for a better understanding of the value of the topic.

A creative visual should make an impact within 8-seconds. With large attention-getting copy the audience can—in under 8-seconds—quickly determine there’s some good news to consider here (Broccoli is good for you while some challenges do (Temptations of ice cream) exist. Because the audience quickly understands at a high-level, they can relax because they already see the big picture. For the audience, this in turn becomes less about reading the smaller copy and more about listening to the presenter in this live presentation.

Coffee Cup Analysis #4

Data presented in charts or tables can sometimes be challenging for the audience—even a technical audience—to interpret. In this case the presenter is making the audience work too hard to understand a reasonably simple concept.

Fortunately we were able to create a specific illustration that tied strongly to the electrical subject matter. This more easily revealed to the audience what they would fail to grasp with the previous version of this slide. This reversal of clarity—voltage sags are a problem--led to our client’s value proposition. You’ll notice upon close examination, the categories resemble a pie chart in the cross section of the electrical wire. (Clever eh?)

Coffee Cup Analysis #5

The typical ‘tombstone’ slide. Ignores the emotional quotient (EQ) of the audience and hopes that an near infinite number of splashy logos with some that are too small to read, will build some type of credibility. Three sectors listed is fine if you are trying to raise capital for the company through an investment bank. But for a prospective new sales client, they care about the sector they are in.

A lead-in statement now offers a walk away value of being part of a credible and recognized national HealthTrust. The focus of the slide shifts from “we’re trying to impress you” to an audience focused “You can be a part of this, like these organizations did”. Then with drag and position logos positioned just off the slide the client can use whichever set of 8 logos from the right industry sectors will resonate with the specific audience

Coffee Cup Analysis #6

Its not often we are advocates of compiling slide content from multiple slides into just one slide. Most of the time we are disseminating too much slide content from one slide to be spread across multiple slides. This case differs in that we felt the content was all inter-related. And there just wasn’t enough meaningful valued content to justify four separate slides.

Under the new singular lead-in statement “What Members Want” we have only 17 words and 4 percentages. In 8-seconds or under the audience can embrace all of these main points quickly and listen to the presenter speak their narrative in relatively short time. In this case 4 slides easily becomes just 1.

Need to see more stunning examples of our work?


THE NEUROSCIENCE OF PERSUASION® is an easy-to-read informative white paper that explains how persuasions work best in the world of business presentations. The basis is a biological framework that as presenters, we either choose to ignore or can capitalize on through the art of storytelling.

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Winner: 2017 Marcom Platinum Award Storytelling in a Presentation
Winner: 2016 Marcom Platinum Award for Narrative & Visuals, Live Stage Keynote
Winner: 2016 Marcom Platinum Hermes Creative Awards, whitepaper on storytelling
Winner: 2016 Gold Hermes Create Awards, too few stories, PowerPoint
Winner: 2015 Marcom Gold Award for strategic sales PowerPoint presentation