“You will live 7.5 minutes longer than you would
have otherwise, just because you watched this talk.”
This was the claim that video game designer Jane
McGonigal presented to the crowd during her June 2012 TED talk. As the camera panned
over the members of the audience, their faces showed universal skepticism: Was
this lady serious?
There was something else interesting about that crowd.
Despite their doubtful visages, everyone in the audience was drawn in by McGonigal’s
words. No one was checking their email, talking to their neighbor or looking at
the camera circling in front of them; all eyes were fixated on the (potentially
crazy) speaker.
Great hooks, like McGonigal’s provocative
opening statement, get audiences on the edge of their seats and give them a
sense of what’s coming. They allow you to win a crowd’s attention right away
and give you a legitimate chance to have a lasting impact.
Consider the alternative: Have you ever witnessed a
presentation where a colleague starts by saying something like, “OK, so we’re
going to run through a few major takeaways from last quarter and hopefully be
out of here within the hour?” Snooze! All that has you thinking about is
whether you should go to the bathroom now or in 20 minutes.
Starting your presentation in an unorthodox way
provides your audience with a much-needed breath of fresh air. McGonigal used aprovocative
statement to start her presentation, but there are plenty of other
ways to be just as effective. Which one works best for you, of course, will
depend on your presenter type, which you can determine using
our helpful survey. Let’s
take a look at the eight most popular presentation hooks, drawn from the top
100 most-viewed TED talks.
1. Story: The most popular type of
hook comes naturally to the majority of people. Telling a story or sharing an
experience is something we do every day without PowerPoint, so
bringing it into your presentation should be a breeze. A story reminds your
audience that you are a human being — a bit of framing that can go
a long way. You become more relatable to the audience, which allows your
message to get through unobstructed.
2. Video/Graphics: Some topics are
best introduced without words. Instead of telling the audience
how a new product works, show them; humans have excellent
imaginations, but sometimes it’s easier to do the work for your
audience. Graphics that are compelling and that can complement your talk track
are especially useful for presenters who may not have a way with words. Let
multimedia lend you a hand.
3. Belief Statement: We all have our
opinions, and hearing someone who agrees or disagrees with them will always
grab our attention. If you have a controversial opinion tied to your presentation,
use it as your hook! There will be detractors, but even they will want to hear
your reasoning.
4. Intriguing Structure: Mapping out
where your presentation is headed provides your audience with a path and adds a
sense of drama. As you move from section to section, your audience will
excitedly anticipate each topic that you’ve previewed, especially if it’s a
subject that they are particularly interested in. No one will wonder what’s
next or when the next break is; with everyone on the same page, all focus will
be on the task at hand.
5. Humor: Not an easy task, but if
you’ve got a good joke in your arsenal (that’s relevant), use it. If you can
get people laughing, they will feel more comfortable and you will feel more
confident. Try out your joke on a friend first, though, because few people
handle *crickets* well.
6. Rhetorical Question: If you want
your audience to participate, ask them to. It seems simple, but if you pose a
question to the audience, even if you don’t expect an answer, you’ll have
people participating mentally. Rhetorical questions also are great for effect;
sometimes, a few moments of silence can be the best hook.
7. Provocative Statement: Remember
our friend Jane McGonigal? By starting her presentation with words she knew she
would prickle her audience, she easily drew them in. A provocative statement is
like a belief statement on steroids; you’re stating how you feel and inciting
a major reaction.
8. Shock/Surprise: This hook type
isn’t appropriate for all presentations (you shouldn’t be saying, “I will be in
charge in 5 years,” with your boss in the room.) But, used appropriately, a
surprising comment can pique an audience’s interest by, frankly, making them
uncomfortable. Always consider it, but use with caution.
Be logical about which hook you choose and, perhaps
most importantly, be honest with yourself. Are people going to laugh at your
joke? Does that story really have any relevance? The audience is the only true judge
of your hook, so make sure you don’t overlook how they will react.
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