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How can you use framing and reframing to make your business presentations more engaging?

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Framing and reframing are powerful techniques that can help you shape the perception and meaning of your message in a business presentation. By framing, you define the context, scope, and relevance of your topic for your audience. By reframing, you offer a different perspective, interpretation, or solution to a problem or challenge. In this article, you will learn how to use framing and reframing to make your business presentations more engaging, persuasive, and memorable.

本文章的要点总结

Craft a compelling hook:

Start your presentation with something that grabs attention, like a riveting story or a striking statistic. It sets the stage for your message and primes your audience to be engaged and receptive.
Break down complexity:

Simplify intricate concepts into smaller, digestible parts. Use anecdotes or humor to lighten the mood. This way, you make the tough stuff easy and enjoyable to follow, keeping your audience hooked till the end.

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Wabiner Douglas Ferrinho

LinkedIn Top Voice | Marketing |…

1 Why frame and reframe?

Framing and reframing are not just rhetorical tricks; they are essential skills for effective communication and problem-solving. By framing and reframing, you can capture the attention of your audience, establish credibility, address potential objections, influence emotions and behaviors, and inspire action. You can show the audience why your topic matters to them and what benefits they can gain from it, demonstrate your knowledge and expertise, anticipate and acknowledge potential questions, appeal to their values and goals, and present a clear vision or recommendation.

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Wabiner Douglas Ferrinho

LinkedIn Top Voice | Marketing | Consumer Behavior | E-commerce | Leadership | Entrepreneurship | Digital Business | Growth Hacking | Product Head | Innovation | Ux Design | ForbesBLK
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Framing and reframing are rhetorical tricks that significantly assist in turning things around, influencing emotions, behaviors, and inspiring actions. Always use them with caution, fitting them into the right moment to employ.

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Karl Hughes

Connection Specialist | Founder Hughes Impact | Leadership, Influence, Engagement
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One thing I have learned is that framing is more than just a tool or technique. How you frame is an insight into you, your content and your understanding of the audience. Frames are a window into the soul of a speech or presentation. When we use a frame with honesty and audience-centricity we not only inform about our content, credibility and competence, we have the opportunity to align with the frame of the audience. This congruency is a powerful way to engage and connect at the beginning of a presentation.

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2 How to frame your presentation

Before designing your presentation, it's important to frame your topic in a way that resonates with your purpose, audience, and context. Start by defining your main goal and message - what do you want your audience to know, feel, or do after your presentation? Then consider the needs, interests, and expectations of your audience - what do they already know or think about the topic? What do they care about or want to achieve? What are their pain points or challenges? Choose a frame that connects your goal and message with the needs and interests of your audience. This could be a problem-solution angle, a comparison-contrast, a before-after, or a challenge-opportunity. Finally, craft a catchy title and a hook that captures the curiosity of your audience. The hook could be a statement, question, story, statistic, or quote that introduces the topic.

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Karl Hughes

Connection Specialist | Founder Hughes Impact | Leadership, Influence, Engagement
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Resonance is vital with framing. If a frame does not clarify, position, excite and build anticipation, then it is not robust and will come across as weak. You need to start off knowing what you want the audience to know, feel and do, but that is through your lens. You also need to do the same from the lens the audience is using. It is like binoculars, when you look through both lenses and focus them, the view comes into sharp clarity, and it brings the subject closer. Briefly outlining your framework also helps the audience to process the expected pathway, which helps them follow the pathway you are creating to facilitate them reaching the shared destination.

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3 How to reframe your presentation

During your presentation, you may need to reframe your topic or some aspects of it. Reframing means changing the way you or your audience view or understand something. For instance, if your audience disagrees with or doubts your message, you can reframe it by using analogies, metaphors, examples, or testimonials that make it more relatable, credible, or desirable. Additionally, if your audience raises objections or challenges to your message, you can reframe them by acknowledging their validity, showing empathy, and offering solutions, alternatives, or benefits that outweigh them. Moreover, if your message involves negative or unpleasant information, you can reframe it by focusing on the positive aspects, opportunities, or actions that can result from it. Finally, if your message is complex or abstract, you can reframe it by summarizing it in a simple or memorable way, such as a slogan or motto that inspires your audience to act or change.

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Karl Hughes

Connection Specialist | Founder Hughes Impact | Leadership, Influence, Engagement
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Adding more content to a frame, such as examples or testimonials is not really a reframe. It is adding more validity to an existing frame. I see a reframe as viewing the topic through a different window. It shows a different perspective but still supports the original frame. This can solidify your message making it more bulletproof. One thing to watch is that the 'view' is the same by being related. If it strays too far then the focus line becomes confusing and more complicated. Recovery is so much harder for the speaker if this happens. Reframing should occur strategically if pre-planned as part of the presentation to create a boost, or if the audience needs re-engagement due to a loss of connection or content understanding.

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4 Tips for effective framing and reframing

Framing and reframing are not one-size-fits-all techniques; you need to adapt them to your specific situation, audience, and goal. To do so successfully, research and analyze your audience's background, preferences, and motivations. Use language, examples, and stories that resonate with them and avoid jargon or technical terms that may confuse or alienate them. Be clear and consistent with a single frame throughout your presentation. Repeat and reinforce your main message at the beginning, middle, and end of your presentation. Frame and reframe ethically to enhance, not manipulate, your message. Support your claims with facts, evidence, and logic. Acknowledge any limitations or risks of your message honestly and respectfully. Experiment with different frames and reframes to find the best one for your topic, audience, and goal. Be prepared to adjust or change your frame or reframe depending on the feedback or questions of your audience. Incorporate humor, emotion, or surprise into your frame or reframe to make it more engaging and memorable.

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Karl Hughes

Connection Specialist | Founder Hughes Impact | Leadership, Influence, Engagement
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The golden rule (there are a few of them) - always deliver what you are framing. If you have not delivered what you have framed in the opening (the benefits, the framework, the recommendation and other elements depending on the context of your presentation), then your credibility and impact will be eroded. Always book-end with a post-frame to reinforce your presentation, but without compelling content that paints the view in your frame, then pre and post framing will be reduced in power. I often see speakers inadvertently leave an audience feeling manipulated rather than marvelling at the message delivered through a rich, shared experience.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use framing and reframing to make your business presentations more engaging?

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1 Why frame and reframe?

2 How to frame your presentation

3 How to reframe your presentation

4 Tips for effective framing and reframing

5 Here’s what else to consider

Public Speaking

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How can you use framing and reframing to make your business presentations more engaging?

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5

1 Why frame and reframe?

2 How to frame your presentation

3 How to reframe your presentation

4 Tips for effective framing and reframing

5 Here’s what else to consider

Public Speaking

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