The Ultimate Communication Toolbox: 6 Techniques That Will Skyrocket Your Next Pitch or Presentation
Deepti Pahwa
Enabling Moonshots through Networks, Board Chair/ Co-Founder - Stanford LEAD Incubator, Distinguished Scholar @ Stanford GSB, MIT Media Lab: AI Ventures, Executive Coach: ICF, TEDx Speaker, WEF Panelist, Author, Ex-CIO
Effective communication is a critical skill in various aspects of life, whether it's in personal relationships, business interactions, startup pitches, or public speaking engagements. Mastering communication techniques
Below, I discuss six techniques that can elevate your communication skills. The write-up includes templates, ideas, strategies, rules, storytelling techniques
1. Keep It Concise and Clear:
Template: "In essence, [state main message]. Let me explain why."
Example: "Our product solves [a common problem professionals face] in [managing their schedules] efficiently. Let me explain why it's important and how it works."
The KISS strategy, an acronym for "Keep It Simple and Straightforward," or also known as "Keep It Simple, Stupid," is a principle that emphasizes the importance of simplicity and clarity in communication. It encourages avoiding unnecessary complexity and jargon to ensure that the message is easily understood. Using jargon does not help your communication; it may lead you to think that you come across as very knowledgeable, but the impact on the listener is the reverse of what you want them to take away.
As an example, Reid Hoffman, the co-founder of LinkedIn, opened his pitch by saying, "Imagine a world where everyone has a digital representation of their professional identity." With this clear and concise statement, Hoffman laid the foundation for explaining LinkedIn's vision of creating a professional networking platform.
Stripe pitch opening had a similar strategy. Patrick Collison, the co-founder of Stripe, started his pitch with a straightforward statement: "We help businesses accept payments online." With this concise introduction, Collison immediately conveyed the core purpose of Stripe, simplifying online payment processing for businesses.
In his famous inaugural address in 1961, President John F. Kennedy used the KISS strategy by delivering a memorable line: "And so, my fellow Americans: ask not what your country can do for you—ask what you can do for your country." This simple and powerful statement succinctly conveyed his call for civic engagement and service, resonating with the audience and leaving a lasting impact.
Nelson Mandela, the late South African leader, and anti-apartheid activist, demonstrated the KISS strategy in his inaugural speech in 1994. He stated, "We enter into a covenant that we shall build a society in which all South Africans, both black and white, will be able to walk tall, without any fear in their hearts." This concise statement expressed Mandela's vision for a unified and inclusive South Africa.
As you can see above examples emphasizes simplicity, ensuring that the message is clear and easily understood. By avoiding complex language, technical jargon, or convoluted explanations, communication becomes more accessible to a wider audience. Clear and concise messages are more likely to be understood and retained by listeners. In a fast-paced world where people are bombarded with information, capturing and maintaining attention is crucial. The KISS strategy allows communicators to quickly convey the most important points, making an immediate impact.
2. Be Persuasive:
Template: "By [using data/evidence], we appeal to [emotion] and establish [credibility]. Therefore, [call to action]."
Example: "By showcasing real-world data on how our product increased revenue by 30%, we appeal to your desire for growth and establish our expertise in the industry. Therefore, I recommend considering our solution for your business."
The Rhetorical Triangle is a persuasive communication technique that uses three key elements: Ethos, Pathos, and Logos. These elements appeal to different aspects of human reasoning and emotions to effectively persuade an audience.
Ethos: refers to the credibility and authority of the speaker. It involves establishing trust and credibility with the audience by presenting oneself as knowledgeable, reliable, and trustworthy.
Example: In his "I Have a Dream" speech, Martin Luther King Jr. established ethos by presenting himself as a credible leader and spokesperson for the civil rights movement. His background as a Baptist minister and his active involvement in advocating for racial equality lent credibility to his message.
Pathos: Pathos appeals to the emotions and values of the audience. It aims to evoke strong emotional responses, such as empathy, compassion, anger, or excitement, to connect with the audience on a deeper level.
Example: In her speech at the United Nations, Malala Yousafzai, the young activist and Nobel laureate, used pathos to convey the emotional impact of education deprivation on children. Her passionate plea for every child's right to education evoked empathy and stirred emotions in her listeners.
Logos: Logos involves using logical reasoning, facts, evidence, and rational arguments to support a persuasive message. It appeals to the audience's intellect and logic, providing logical explanations and evidence to support claims.
Example: In his TED Talk, "Do Schools Kill Creativity?", Sir Ken Robinson utilized logos by presenting statistical data and research findings on the decline of creativity in education systems. His logical arguments and evidence-based approach effectively supported his central message.
These elements are often interwoven in persuasive speeches, and skilled communicators can effectively combine them to create a compelling and impactful message.
Other famous speakers who have utilized the Rhetorical Triangle include:
3. Use Data-driven Stories:
Template: "Let me share a story that highlights the impact of [data point]. This story demonstrates [main message]."
Example: "Let me share a story about one of our clients. By implementing our marketing strategy, they experienced a 40% increase in website traffic within three months. This story demonstrates the power of targeted marketing campaigns."
Data-driven storytelling
Some Brands are famous for weaving data into their presentations. As an example, Reed Hastings, the co-founder and CEO of Netflix, has utilized data-driven storytelling to highlight the company's focus on personalization and data-driven recommendations. In Netflix's public presentations, Hastings often showcases statistics on viewer preferences, the impact of personalized recommendations on user engagement, or the success of original content based on viewership data. These data-driven stories reinforce Netflix's commitment to delivering personalized and engaging content, the point they want to drive home about their brand.
Ray Dalio, the founder of Bridgewater Associates, a prominent investment management firm, incorporates data-driven storytelling in his book "Principles." Dalio shares personal anecdotes and combines them with extensive data analysis to convey his investment principles and provide insights into economic cycles. By presenting historical data and drawing connections to current market trends, he creates a narrative that supports his investment strategies.
Nate Silver, the American statistician and founder of FiveThirtyEight, is known for his data-driven approach to political and sports forecasting. Through his articles and analyses, Silver combines statistical models, polling data, and historical trends to tell stories about election outcomes, sports performance, and other data-driven topics. His storytelling incorporates probabilities, predictions, and visualizations to make complex data more accessible and engaging.
Mary Barra, CEO of General Motors, has employed data-driven storytelling to communicate the company's transformation and progress. She has used statistics on vehicle safety, sustainability efforts, and financial performance to showcase the positive impact of GM's initiatives. Barra reinforces the company's achievements and future direction by integrating data into her storytelling.
In the above examples, you can learn how leveraging data-driven storytelling can enhance your messages, support your perspectives, and make complex concepts more relatable to your audiences.
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4. Tone and Pitch of Voice:
Template: "Imagine a world where [tone: excited]. Now, picture the possibilities [tone: reflective]."
Example: "Imagine a world where technology seamlessly integrates into our daily lives, making tasks simpler and more efficient [excited tone]. Now, picture the possibilities for productivity, innovation, and growth [reflective tone]."
By altering the tone and pitch of your voice, you can highlight important points and draw attention to specific aspects of your message. This variation can create emphasis and make those points more memorable for the audience. It also helps in conveying Emotions. By modulating your voice, you can express enthusiasm, passion, urgency, or empathy, which helps to engage the audience on an emotional level and create a deeper resonance.
A monotonous or flat voice can easily bore or disengage an audience. However, by varying the tone and pitch, you can maintain the audience's attention and prevent them from becoming passive or disinterested. It also allows you to add nuance and depth to your message. It helps you convey shades of meaning, highlight subtleties, and bring out the complexity of your ideas. This variation helps to create a more multidimensional and rich communication experience.
For example, Oprah Winfrey, a renowned media personality, has a distinct voice that she masterfully utilizes in her presentations. She effectively uses variations in tone and pitch to evoke empathy, enthusiasm, and inspiration. During her acceptance speech for the Cecil B. DeMille Award, Oprah addressed the #MeToo movement and spoke passionately about speaking up against sexual harassment and abuse. Oprah's voice adopts a tone of empathy as she shares the experiences of marginalized women. She speaks with a gentle yet firm tone, conveying her understanding and compassion for those who have faced injustice. As Oprah transitions into discussing the impact of the #MeToo movement, her tone and pitch rise with enthusiasm. Her voice becomes more animated, reflecting her excitement and optimism about the progress being made. This shift in vocal delivery adds energy and enthusiasm to her words, igniting a sense of hope and empowerment in the audience. Towards the end of her speech, Oprah's tone and pitch become more powerful and uplifting. She delivers a stirring call to action, urging individuals to continue fighting for a better future. Her voice intensifies, conveying her conviction and inspiring others to join the cause. This impactful vocal delivery encourages the audience to be agents of change and amplifies the overall inspirational message.
Build Credibility with your audience:
Template: "As an [expert/professional], I have [years of experience/qualifications]. I have helped [specific achievement] and am committed to [desired outcome]."
Example: "As a seasoned marketing professional with over ten years of experience in digital marketing, I have helped numerous clients achieve significant revenue growth. I am committed to driving your marketing success and maximizing your return on investment."
As an example, Pat Brown, the founder of Impossible Foods, had a distinguished career as a professor of biochemistry and had previously made significant contributions in the field of genetics. Brown's scientific background and credentials added credibility to his pitch for a plant-based meat alternative. He leveraged his expertise to explain the technology behind Impossible Foods' products and highlight the potential for disrupting the food industry.
Emily Weiss, the founder of Glossier, leveraged her experience as a fashion assistant and her deep understanding of the beauty industry to build credibility in her pitch. She highlighted her hands-on experience with customers, market trends, and product development. Weiss's ability to identify gaps in the market and her success in building a loyal community through her blog, Into The Gloss, helped establish credibility and trust with investors.
Jennifer Hyman and Jennifer Fleiss, the co-founders of Rent the Runway, built credibility by highlighting their industry expertise and understanding of consumer behavior. They demonstrated their qualifications and achievements in the fashion and technology sectors, including Hyman's previous experience at a venture capital firm. The founders shared success stories of early customer adoption and partnerships with renowned designers, showcasing the potential of their disruptive business model.
Slack's founder, Stewart Butterfield, had previous success as a co-founder of Flickr. In his pitch, Butterfield leveraged his past achievements and experience in building a widely adopted platform. By highlighting the success of Flickr and demonstrating his ability to identify market opportunities, Butterfield built credibility and reassured investors of his capability to lead another successful venture.
6. Use the Power of Visuals:
Template:
a) Infographics: Create visually appealing and informative graphics to present data, statistics, or complex information concisely and engagingly.
b) Storyboards: Utilize sequential visual narratives to illustrate a process, sequence of events, or step-by-step instructions.
c) Visual Metaphors: Use metaphors and analogies through visuals to simplify complex concepts and make them relatable.
Examples:
a) Visual Storytelling: Use a series of visuals to create a narrative that engages the audience emotionally, making the message more memorable.
b) Before-and-After Visuals: Showcasing the transformation or impact of a product, service, or idea through visuals can be a powerful way to communicate its value.
c) User-Generated Content: Incorporate visuals created by your audience or customers, such as testimonials, photos, or videos, to add authenticity and credibility to your message.
Many TED speakers utilize visuals, including slides, infographics, and videos, to support and enhance their presentations, making complex ideas more accessible and engaging for the audience. As an example, In her TED Talk, Brené Brown uses powerful visual storytelling to convey her message about vulnerability and human connection. Through simple hand-drawn illustrations, she visually represents her personal experiences and research findings, making complex concepts relatable and easy to understand. The visuals not only enhance her storytelling but also create an emotional connection with the audience.
The New York Times' data-driven visualizations to convey complex stories or trends in a visually compelling way, allowing readers to grasp the information quickly and intuitively.
So, next time you present for a startup pitch or a corporate presentation, don't forget these critical techniques that can win hearts and minds. Secure buy-in by weaving a captivating story and use this momentum to drive results with decisive action.?
Further Resources:
About the Author:
Deepti Pahwa is an Author,??Moonshot Thinker, and Ally for Entrepreneurs & Innovation Leaders.?Her book –?Trailblazer Founders: Breaking through Invisible Boundaries (May 2023)?continues to be No.1 New Release in Venture Capital, and one of the Top books ever released in VC category on Amazon.?
Drawing from her extensive experience, she has crafted a unique approach to 2 of her highly sought-after Coaching Programs –
Learn more through?Linkedin?or her website:?deeptipahwa.com