What you should avoid during presentation?

We all know what it’s like to sit through a bad presentation. We can easily spot the flaws — too long, too boring, indecipherable, what have you — when we watch others speak. The thing is, when we take the stage ourselves, many of us fall into the same traps.

Here are five of the most common, along with some tips on how to avoid them.

1. Failing to engage emotionally. You risk losing your audience when you just “state the facts,” even in a business setting. No presentation should be devoid of emotion, no matter how cerebral the topic or the audience. Speak to people’s hearts as well as their minds. Look for ways to add emotional texture to your exhibits, data, proofs, logical arguments, and other analytical content. Try opening with a story your audience can relate to, for example, or including analogies that make your data more meaningful.

To unearth the emotional appeal of your ideas, ask yourself a series of “why” questions. If you’re requesting funding to pay for cloud storage, for instance, start by asking, “Why do we need cloud storage?” Your answer may be something like “to facilitate data sharing with colleagues in remote locations.” Then ask why you need to accomplish that — and you’ll eventually get to the human beings who will be affected by your ideas. Suppose your answer is “to help remote colleagues coordinate disaster relief efforts and save lives.” That’s your emotional hook. Once you’ve found it, it’s easier to choose words and images that elicit empathy and support.

2. Asking too much of your slides. PowerPoint can be a great tool. But know what you’re trying to accomplish with it. Do only that, nothing more. Problems crop up when you place too many elements in a slide deck. If you cram in all the points you’re going to cover so you won’t forget anything, you’ll end up projecting entire documents when you speak. (Garr Reynolds aptly calls these hydra-headed beasts “slideuments.”) No one wants to attend a plodding read-along. It’s boring, and people can read more efficiently on their own, anyway. So don’t try to spell everything out bullet by exhausting bullet. Keep your teleprompter text hidden from the audience’s view, in the “notes” field, and project only visuals that reinforce your ideas. And if you need to circulate documents afterward? Create handouts from all that text you’ve pulled off your slides and moved into “notes.”

3. Trotting out tired visuals. Nothing gets eyes a-glazing like a visual cliché. Want your presentation to stand out (in a good way) from the others your audience has seen? Brainstorm lots of visual concepts — and throw away the first ones that came to mind. They’re the ones that occur to everyone else, too. That’s why you’ve seen them a million times in other people’s presentations. Generate several ideas for each concept you want to illustrate, and you’ll work your way toward originality.

4. Speaking in jargon. Have you ever listened to a presenter who sounded super-smart without having any idea what she really said? If so, the presentation was probably full of jargon. Each field has its own lexicon that’s familiar to experts but foreign to everyone else. Unless you’re speaking to a group of people who are steeped in the material themselves, you’re better off avoiding highly technical or industry-specific language. Use words that will resonate with those whose support and influence you must earn. If they can’t follow your ideas, they won’t adopt them. Consider whether your presentation passes the “grandmother test”: If your grandmother wouldn’t understand what on earth you’re talking about, rework your message.

5. Going over your allotted time. There’s nothing worse than a presentation that seems like it will never end. A great talk goes by quickly. People in your audience will never scold you for ending early, but they certainly will for ending late. So treat the time slot assigned to you as sacred. And keep in mind that people have a 30- to 40-minute presentation tolerance (they’re conditioned by TV shows with creatively produced commercial breaks). Go longer than that, and they’re sure to squirm.

This is the seventh and final post in Nancy Duarte’s blog series on creating and delivering presentations, based on tips from her new book, the HBR Guide to Persuasive Presentations.

So began my in-flight conversation about presentations and presentation mistakes. This happens a lot. The surprising thing about this conversation was the rest of the sentence.

“…is way too exuberant when he presents.”

Wait, what? Nobody says that.

We talked for a while. I explained how to fix the problem. Then we talked about how rare that problem is.

See, for the past four years, I’ve flown all over the world to bring Duarte methodology to companies via our storytelling workshops.

When I started, I assumed every company would have its own set of problems. So, I began every workshop by asking attendees to jot down presentation challenges at their company. Turns out I was wrong. People across all companies repeatedly make the same presentation mistakes. It doesn’t matter what industry, the age of the company, or the caliber of employees, a bad presentation is bad for the same reasons.

The following list includes all the most common presentation mistakes, which are easy to avoid by the way.

1. Your Presentation Covers Too Much Information (TMI!)

I have facilitated 211 workshops in the past five years.

In every single one, I have asked: “what happens in a bad presentation?”

In literally every single workshop, someone responds “too much information.”

That’s right: 211 times out of 211. You couldn’t get that many people to agree on what day of the week it is.

It’s difficult to give instruction on exactly how much information you need in a presentation – but it’s probably less than you think. Put simply, the more facts we hear, the less any of them stick. Choose wisely.

A good, yet seldom implemented tactic is to focus on what the facts mean rather than the facts themselves.

Instead of just reciting the results or the data, give me an analysis; explain why something happened, and what the ramifications are in the future. We call that balancing information with insight.

A data presentation I love sharing is David Epstein’s TED talk. He is so good at walking you through only the essential information, then telling you why that information matters.

An excerpt:

“Take a look at the record for the 100-meter freestyle swim. The record is always trending downward [information] but it’s punctuated by these steep cliffs. The first cliff, in 1956, is the introduction of the flip turn [insight].”

2. You Distract Your Audience with Acronyms, Abbreviations, and Jargon

This one is tricky. To save time, most people at most companies have a slew of acronyms they regularly use. Saving time is a good thing, right? But here’s the problem: acronyms only work when everyone’s been brainwashed to memorize them. If you haven’t memorized a term, your brain spends extra time and energy figuring out what it means. That leads to distraction.

Example: I sat in on a rehearsal for a company’s big marketing presentation. They kept using acronyms like PPC, but never explained what it meant, probably because they use the term 79 times a day. I, however, don’t live, eat, and breathe marketing acronyms. It took me a few seconds to remember what that meant (pay-per-click).

That might not sound like a big deal, but do the math. The average rate of speech is about 130 words per minute. Five seconds to decode an acronym means I’ve missed out on ten words, basically a whole sentence. Every time the presenter used an acronym, it was the equivalent of me putting on earmuffs for the next five seconds. Don’t do that to your audience. Pretty please. As good as it may seem, I promise, it’s a presentation mistake.

3. Presenting Irrelevant Information Guarantees a Bad Presentation

A couple years back I hosted our 1Day Visual Story workshop for a compliance department that presents to the company’s sales team. I asked them to think about the stakes of their presentation. What is in it for the audience? Almost every single attendee said the same thing: “it will allow us to remain compliant.”

Can you see the problem here? Is a salesperson motivated by the goal of remaining compliant?

So, we stopped and thought like salespeople. Eventually, we came up with different stakes: “it will help us avoid an Enron situation.” That’s something a salesperson would listen to.

Make the audience the hero of your presentation. Everything must be catered to them because if they do not adopt the idea you propose in your presentation, your idea dies. At the very least, consider what motivates them, what they already know about your topic, and what a walk in their shoes looks like.

4. Your Call to Action (CTA) is Confusing or Vague

It is amazing how many presentations, even good ones, end without telling the audience what they should now go do. Or, they do give direction, but it’s vague (i.e., “I need your support,” which, depending on how you hear it, could be asking for money, a pat on the back, or an inspiring cat poster). To fix this, picture your audience loving your presentation. Now that they’re bought in, what specific action do you want them to take when they return to their desk?

The best call to action I’ve seen in person was at a productivity seminar. The presenter asked everyone to pull out their phone, she waited until everyone had done so, then she asked them to schedule a reminder one month from that date. Boom. Call to action, answered.

5. Your Monotone Presentation Style is Soporific

Most of the time, this mistake is paired with another classic: the presenter reading their slides to the audience. Just in case the audience couldn’t handle that by themselves.

Look, speaking confidently doesn’t come easily to most of us (though, shameless plug alert: we’ve got a great workshop if you’d like help with that). It can feel awkward, it can feel scary, it can feel like your audience is judging you. It’s not easy, especially if you’re not a naturally ebullient person. But here’s the deal: if you don’t seem excited by your talk, there’s no chance the audience get excited.

Ridiculous as this feels, one of the best things you can do is record yourself. Pull out your phone, open your voice memo app, and talk about your topic for a minute. Odds are the expressiveness you feel internally does not match how it sounds externally. A monotone presentation is a presentation mistake that pretty much guarantees a bad performance.

6. Your Presentation Lacks a Clear Point or Purpose

In one of my first presentation workshops, I sat down with a participant to help him with his point of view.

“What do you have so far?” I asked.

“The team made a lot of mistakes,” he said.

“That’s not a point of view,” I said.

He looked confused. I explained the difference between a point of view and a fact. Let’s try again.

“The team keeps making mistakes.”

Round and round we went. Did he have an opinion as to how the team could get better? Was there a particular mistake the team needed to stop making?

Eventually, he came up with something. But, for the rest of the day I pictured him going through life making factual, opinion-less statements:

• Green is a combination of yellow and blue.
• Socks can be made of either cotton or wool.
• Not many people speak Greek anymore.

You know what still surprises me the most about this?

He is not alone. An incredible number of people have trouble expressing a point of view. They have plenty of facts. Facts are safe. But a point of view is a huge problem. You give your audience an idea to adopt, that often includes taking a chance that they’ll disagree with you. Use your data to back up the opinion, that’ll keep it dynamic, that’ll separate you from the pack.

So, after all those presentation mistakes, we need a happy ending, right? The good news is that bar for presentations in your organization is probably low. If you can avoid making even a few of the very natural presentation mistakes I described, you can easily avoid giving a bad presentation and even stand out as good presenter.

As for that exuberant guy at the beginning of this post? I made that up. Not once have I encountered that person in the corporate world. Odds are that person exists somewhere. If it’s you, consider yourself lucky. You have the opposite issue from most presenters in the world.