I’m a father of two daughters…. and I respond in a typical male way to their safety… :) What’s more, they’re of that certain age and are gradually leaving home.
Which means that this advert pretty much hits the spot for me.
[yframe url=’http://www.youtube.com/watch?v=oeKuFs0KxO8′]
What’s that go to do with presentations? I’m glad you asked.
Let’s think about the purpose of the advert (and a presentation): it’s to change something, to get me (the audience) to respond in a particular way. In the case of the advert it’s to get me to buy a VW Golf (or at least to book a test-drive).
What would happen if the advert had simply listed the statistics? The Golf has a reputation for being a safe car, sure, but would knowing the facts make me want to buy a Golf for my daughter – to keep her safe?
Hardly.
I’m not saying that your presentation shouldn’t have the facts and figures to back things up, but the advertising profession has known something for a long time – people (normal people that is :) ) make decisions based upon how they fee and then rationalise it after the event (very quickly – so quickly in fact that they don’t realise it’s happening).
So give audiences the facts they need to justify their choices but it’s also important to give something that touches the emotions too.
