The point of a presentation is to convince decision-makers to make a public commitment to whatever you're selling. Here's how:

演示的重點(diǎn)在于讓決策者在大家面前認(rèn)可對你所要賣的東西。而下面這些就是做到這一點(diǎn)的方法：

1. Make it vivid。

1.讓演示生動(dòng)起來。

Rather than abstract concepts ("reduces costs," "increases productivity") use concrete, real-life examples that carry emotional heft with the audience ("saved ABC $1 million," "prevented XYZ from going bankrupt.")

與其用抽象的概念(諸如“降低成本”、“提高生產(chǎn)率”)，不如使用一些具體真實(shí)的例子來帶動(dòng)觀眾的情緒。(比如“幫助ABC省下了1百萬美元”、“防止了XYZ的破產(chǎn)”)

2. Put your heart into it。

2.全身心地投入進(jìn)去。

If you don't really believe in yourself, your firm, and its offerings, you'll persuade nobody. And it's not enough to simply believe... it must be obvious to the audience that you're a true believer。

假如你并不真的相信你自己、你的公司以及他們給出的報(bào)價(jià)，那么你就沒法勸服任何人。而且僅僅是簡單地相信并不足夠……必須明顯地向觀眾表示你完全信任你的公司。

3. Tell a story。

3.講個(gè)故事。

Humans use stories to order events so that they make sense to their daily lives. Your presentation should have a hero who overcomes obstacles to achieve a goal. BTW, the hero must be the customer, not you。

人們會使用故事來講述事件，這樣才會顯得和日常生活息息相關(guān)。你的presentation中必須有個(gè)英雄，他克服了一些困難并獲得了最終的目標(biāo)。順便說句，你的這位英雄必須是顧客，而不是你。

4. Personalize your examples。

4.要舉個(gè)性化的例子。

A presentation should cause an emotional shift from being "undecided" to being "certain." This is only possible if your presentation is relevant to your audience's work and life experiences。

一個(gè)presentation必須能夠造成觀眾從“不確定”到“確定”的情緒轉(zhuǎn)變。只有當(dāng)你的presentation和觀眾的工作生活相關(guān)時(shí)這才有可能做到。

5. Make it a puzzle。

5.出個(gè)難題。

If there's some mystery to your presentation, your audience will get involved solving it. So don't reveal everything up front, especially when you're telling a story. Let the story evolve into a meaningful ending。如果你的presentation里有個(gè)懸念，你的觀眾就會參與進(jìn)來解決它，所以不要在一開始就把所有事都說出來，尤其是當(dāng)你在講一個(gè)故事的時(shí)候。讓這個(gè)故事的結(jié)局變得更有意義。

6. Use telling metaphors.

6.使用隱喻。

Drawing parallels with the familiar helps the audience grasp complex ideas. Example: "Photolithography becomes problematic at 180nm." Or, in other words, "It's like trying to draw a blueprint with a hunk of chalk."

用隱喻的手法講述那些觀眾已知的事情可以幫助觀眾更好地理解復(fù)雜的概念。例子：“在180nm下，光刻法就會出現(xiàn)問題”，換句話說，“這就好像用一大塊粉筆來畫藍(lán)圖一般”。

7. Force them to think。

7.促使他們思考。

True decision-makers are quickly bored by ideas and information that they already understand. Instead, they crave opportunities to exercise their brainpower to learn something new and insightful.

真正的決策者會很快對那些他們早已知道的想法和信息感到無聊。相反，他們渴望獲得能夠?qū)嵺`他們的腦力并學(xué)到新的和有見識的東西的機(jī)會。