How Presenters Change Memories
Every presenter’s goal is that their information is remembered, used, or applied in some way. But how can presenters change memories? How can they access the long-term memory of their audience?
An interesting article from the Harvard Business Review entitled “Getting an Audience to Remember Your Presentation” by Art Markham states that the purpose of presentations is to influence the explicit memory of the audience. Markham argues that, for presentations to have high impact, speakers need to be aware of how information gets into memory.
One of the most effective ways to influence memory is through conversational delivery. The best presentations emulate good conversations—whether someone is presenting to an audience of one or one thousand.
Markham identifies three factors than can be used to improve what people remember. The first is to follow the right sequence.
Information presented at the beginning and end of a talk is always best remembered, he says. This is why it’s critical to state the call to action up front. The audience should be encouraged to either apply the information or take action on it, and this should be clearly stated at the beginning of every business presentation.
It's important to set the tone for the sequence. According to Markham, “many speakers open their talks with an anecdote that is engaging, but only tangentially relevant to the topic of the presentation. The audience may easily recall this anecdote later, but it won’t help them to learn what they really needed to know.”
Opening with jokes or anecdotes that distract from the main topic is always risky. Do you want the audience to remember your jokes or how to apply or take action on your information?
Markham's second factor is to draw connections. To make his point, Markham uses a peanut analogy: “If you take peanuts out one at a time, you get three peanuts when you reach into the bowl three times. But, if you pour caramel over the peanuts, then when you pull one out, you get a whole cluster. After you draw from the bowl three times, you may have gotten almost all of the peanuts out.”
He states that memory works the same way and “making connections among the key points in your talk helps pour caramel over the peanuts in memory and increases the amount that people remember from what you present.”
The third factor is to make the audience work. Markham states that presentations must “provide opportunities for audiences to think for themselves.” The more the audience thinks about the ideas in the presentation, the greater the likelihood they will remember those ideas later. It is important to control when the audience thinks and what they think about. As anyone who as attended one of my workshops or presentations know, pausing is essential. Pausing before you speak allows you to formulate the idea in your mind before articulating it. Pausing after each idea allows the audience time to think about and absorb your information, one idea at a time.
Think of the best presentations you have attended. What made the presenter memorable? It is the feeling that the presenter is speaking to us individually, even if we are in a room with a thousand other people. It is the feeling that they are having the same conversation with a group of people that they would have one-on-one.
This is how presenters achieve their business and communication outcomes. This is how they change memories.