Balance Analytical and Emotional Appeal

Weigh the subject against the group you’re addressing. Suppose you’re making a case for personnel cuts to a group of managers who’ll soon have to decide which direct reports to let go. They may see you as cold and inhumane if you focus primarily on cost savings, without saying a word about people losing jobs. A numbers-based approach will probably go over better with a group of executives charged with improving the bottom line—though even they will expect you to at least acknowledge that layoffs are difficult.

No presentation should be devoid of emotional content, no matter how cerebral the topic or the audience. In a business setting, it may feel more comfortable to just “state the facts,” but look closely through your deck and see if you can add emotional texture to any content that’s purely analytical.

Explore the multimedia version of Resonate to learn more about balancing emotional and analytical content.

Looking for more presentation advice? Here’s some good advice on how to use data within slides on corporate presentations.

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