Presentation Design: easy to do, hard to do effectively
The strength and sophistication of Powerpoint means that it is now very easy to put together sales presentations that are accompanied by all kinds of supplementary data and information. powerpoint presentations are practically mandatory in the industry; without one audiences feel that there is something missing. However, the relative difficulty of good Powerpoint design means that it is extremely easy to put together a slideshow that actually adds very little to a presentation; in fact, it can detract from your talk, leaving the room bored and frustrated. We have all had to sit through bad presentations. In many cases, the slideshow feels like a bolt-on extra: something that has been added almost as an afterthought. This is because in many cases, it has – just because it is expected.
To create a good Powerpoint presentation you have to bear in mind a few principles. The slides should complement your talk, not duplicate it. Again, you will doubtless have had to endure talks in which the slides simply repeat the spoken content – sometimes word-for-word. The purpose of the slides is to support and illustrate the spoken material, making it more memorable and full of impact. Instead, they are often used to render it redundant.
Complexity is another key issue. Many beginners make the mistake of cramming too much information into a slide, on the grounds that a picture is worth a thousand words. Simplicity is better, though this does not mean dumbing down your message. You are generally looking for bold, straightforward ways of communicating important statistics, facts and information. If there is too much on the screen then your audience will be distracted from your talk as they struggle to decipher and understand it. Graphs can be very powerful, since they can be used to show trends that otherwise take a great deal of description. You should add legends or brief bits of text to your slides, but not too much. You want your audience to know exactly what you are showing them, without giving them more than they want.
In the end, powerpoint presentations are supposed to complement your talk, not to replace it or copy it. Sales presentations are all about being convincing and communicating your message as clearly and succinctly as possible. Look for the take-home points, the thoughts that you want people to remember above all else. Make sure your Powerpoint design helps you achieve this, rather than obscuring it.
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