Planning your Presentation
- Research the audience
- Consider their point of view
- Solve the audience’s goals
- Define your topic in a sentence
- Write a memorable presentation
- Build your slides around a theme
- Tell a story
- Bridge the gap between present and future
- Engage the audience’s imagination
Hi I’m Cat, welcome to Canva Design School.
First up, let’s try to understand the audience and solve their goal.
Every great presentation begins with this question – who’s the audience your presenting to?
Because guess what, your talk isn’t about you, it’s about them.
Let’s hear it from the experts.
It’s that I respect them, because I just think that’s what you are supposed to do. And so I think great design, story telling or output needs to respect its audience as much as it needs to inspire them. And so my answer is very simple: you listen to them.
So before you put pen to paper, get into their heads and under their skin. Find out what motivates them. Learn about their culture or stalk them on LinkedIn. Step into their shoes and ask, what’s in it for me? Every person in your audience has a goal that they need to achieve. It might be to learn to design, or to improve their bottom line. How will you solve their goal?
Show your audience you understand what’s important to them, speak on their terms and you’ll have their attention. Whatever their goal is, if you can understand it, you can help them solve it.
One of the things that I always try to do in a speech is to sell a dream. Selling a dream means that you’re talking about how your product, your service, your book, your idea makes the world a better place.
Macintosh empowered people to use computers. Canva has democratized design.
It’s the high road, it’s the big picture benefit. A crucial part of every speech is the dream that you’re selling.
So first, ask what’s the one thing you want your audience to remember from your presentation.
This one thing is what we’re going to call your signature idea. It should sum up your talk’s main message in one short sentence.
Something that your audience will remember, repeat and tweet.
Once you’re clear on your signature idea, you can craft the rest of your talk around it.
Every fact, figure, and slide you include should support it. And remember – speak about stuff you know!
If you truly believe in what you have to say, your audience will, too.
Storytelling is so critical to presentations and it certainly was when we were pitching Canva. So originally, my first slide was pretty much: this is our solution, this is the amazing thing that we’re going to do.
And I realized over many, many successive pitches that that totally wasn’t the right approach.
What I needed to do was to explain the problem, explain the size of the market, explain why people care about it and then, like 15 slides in, I’m like, and this is the solution that we have.
And so, I think that storytelling journey is so critical. It’s to take people on a journey, show them the problem before you tell them why they should be caring about your solution.
A good story will engage your audience and motivate them to action. You’re probably thinking: I don’t know how to tell a story to save myself!
But try this simple technique. Imagine you are the audience’s guide, take them on a journey.
Start by explaining their present reality, then paint a picture of their future.
Show how your ideas bridge the gap between ‘what is’ and ‘what could be’.
If you chart their journey well your audience will emerge transformed and ready for action.
Thanks for watching, I bet you can’t wait for the next episode.
Guy Kawasaki is chief brand evangelist of Canva. He’s a marketing specialist, best selling author, and gives over 50 keynote speeches every year.
Gary Vaynerchuk is an entrepreneur and internet personality. He is the CEO of VaynerMedia, a full-service digital agency servicing Fortune 500 clients.
Melanie Perkins is the founder and CEO of Canva. Her mission is to make graphic design amazingly simple for everyone.