Business Opportunities: On-Line Articles - Never Let 'Em See You Sweat

Never Let 'Em See You Sweat
By Phil Slott

Editor's note: Sooner or later, most business owners will be called upon to give a speech or make a presentation. It could be to prospective investors or customers or to a local Chamber of Commerce group. Whatever the setting, it's a well-known fact that many people-even successful business owners-often find such situations challenging. In this excerpt from his book, legendary advertising executive Phil Slott explains how he has met that challenge in his career.

I started out as a nervous junior copywriter in advertising. I used to pray on the floor of my apartment before simple meetings. From there, as I became a calmer presenter, I went farther and farther up the corporate ladder.

Finally I was able to control my nervousness so well that I was comfortable making presentations to groups of all sizes, from a handful to a roomful. I was able to pitch a new razor campaign in front of hundreds of executives of Gillette Europe. And I was able to make dozens of multimedia presentations for my domestic company.

Presentation skills helped make me the chairman of BBDO London and co-chair of Tracy-Locke (two leading advertising agencies). I had to present constantly, and calm presentations are what got me up and out.

Advertising is the acid test of presenting, and I took this test for 26 years. Ten years ago, I wrote the slogan, "Never let 'em see you sweat!" for Gillette's Dry Idea deodorant. This slogan and the "nevers" that go with it embody my philosophy about advertising.

Saying what you won't get is more compelling than saying what you will get. When it comes to deodorants, saying, "Never let `em see you sweat" was more compelling than saying, "You'll always be dry." What proved to be compelling was what was avoided.

If you're still with me, here's why I wrote this book. First, I didn't write it to discuss content, and this book doesn't address what you present. This book does address how you present it. What you say is up to you. How you say it is up to you and this book.

Everybody has to present, but being a great presenter takes a lot more than a valium. Great presenters may be born, but presenters can also be made great. Few can change the talents they're born with, but anyone can change his approach.

Never say "always" and the audience will never see you sweat. A skilled presenter never takes props, aids, lighting, wardrobe or the podium for granted. This means you should never assume you know your script, charts, notes or your audience's attention span. Never checking anything will keep your palms sweaty. Never assuming anything will keep them dry.

One-on-one. One-on-two. One-on-22. One-on-2200. One-on22,000. One-on-22 million. Presentations come in all sizes, from your crew on the assembly line to the national sales force of IBM.

RANGE OF TARGETS

Presentations are given to all types of people, from senior citizens to Generation X. Presentations are staged for every reason, from selling soft drinks to recruiting true believers.

Presentations are housed in many venues, from polished board rooms to sweaty locker rooms. Presentations happen anywhere or anytime you're called on to be a showman. And the one thing that makes a successful presentation is not assuming anything.

Not assuming anything is only part of a successful approach. Some of the other tenets I've learned the hard way include:

Never say always.

Never confuse public speaking with presentation.

Never be pointless.

Never be ignorable.

Never ignore the other guy.

Never drown in a sea of faces.

Never let their agenda be your agenda.

Never start nervous.

Never trust one rehearsal.

Never believe they're out to get you.

Never be snowed.

Never forget your crutches.

Never run at the mouth.

Never be too positive.

Never get caught lying.

Never be arrogant.

Never be to too serious.

Never stop acting.

Never say never.

Great presenters may be born, but ordinary presenters can also be made great.

Public speaking and presentation are not the same thing. Public speaking may be talking the talk, but presentation is walking the walk. Public speaking is speaking well in public. Presentation is speaking well in public plus all the elements of showmanship.

In the business setting, presentations are a ray of light in most people's workday. People come to presentations to get away from the dull paperwork in their offices. They come to escape. They come for the show.

As a result, the presenter must always live up to the audience's expectations for entertainment. If you as a presenter don't do this, you will soon be labeled unsuccessful and suffer the consequences that go with that label.

Skilled presentation involves acting, rehearsal, scenery, sound effects and possibly music and lighting. A presentation may also call for the right makeup, hairstyle, props and an appropriate wardrobe.

Public speaking only involves a few of those elements. Acting, rehearsal, timing and appearance are important to public speaking, but that's where the similarity ends. Public speaking rarely involves cues, sound effects, scenery, music or lighting.

The challenge of presentation starts where public speaking leaves off. Because presentation means walking the walk, it's not surprising that some great presenters have made their mark on history. So who have been the greatest presenters in history? Alexander the Great is one.

RIGHT SYMBOL

Alexander symbolized all the qualities his men felt a leader should stand for. They wanted him to be a symbol of bravery. He was brave, so his three dimensional presence was inspiring. He was a living symbol.

His presence said, "Look, here I am. I'm not behind the lines eating grapes in some safe headquarters. I'm out in front where it's life-threatening. I'm right here. They'll get me long before they get you."

He didn't communicate bravery by words. He communicated it through action. Alexander the Great was beloved because soldiers always love someone who walks the walk instead of just talking the talk.

Another key to successful presentations is never to be pointless. If you don't have a point to make, don't bother presenting. Having a point calms the presenter because it makes you an instant expert. This keeps you safe from hecklers.

Everybody pays attention to doctors, lawyers, pilots and architects because these guys are considered experts. But you don't have to have a graduate degree or a pilot's license to get the audience's attention. You just have to have your own key point.

A presentation's key point should be made first, last and frequently in between.

This key point should be made first. In the opening remarks use slides, charts, sound effects or a musical overture to emphasize the point. That way people know it's the most important point you are going to make.

That point should also be made last. In the closing remarks use some of the same props from the opening remarks so people are sure that point is what you want to leave them with. Make your point first, last and frequently in between. Indeed, any point worth making is worth sticking to.

Your key point should be tangible, relevant and simple:

A tangible point is a nuts-and-bolts point. It's one you can take to the bank. It's where the rubber meets the road.

Not every point can be relevant to every person, but some point is someone's stock in trade. It's vital to know the difference so you'll always be relevant when it counts.

Can you say it in a single sentence? Can you write it on a matchbook? Can you make your point in the time it takes a traffic light to change? Every great idea, to be shared, had to begin with a simple presentation.

Phil Slott, author of Never Let 'Em See You Sweat, has created some of the ad industry's most memorable campaigns. More information about his book is available at www.adlandpress.com.