Cory Lovell: Audiences often voice unfavorable opinions towards virtual presentations. What is missing?

Carmen Taran:Edge, energy, and emotion. This is a mandatory formula for any presentation. The “edge” part is often catered for because most industries are adding edge through advanced technology. For instance, computer scientists are working on enabling us to turn different surfaces into touch screens. Soon you will be able to have a chat window right on the breakfast table. Medical technology is now prolonging life spans. Soon you will be able to celebrate your 200^th birthday. Connect Solutions can bring HD video broadcasts right to your desktop. Soon, you will be able to reach 100,000 people with a presentation. As you can see… there is lots of edge through technology. However, being able to send emails using your shower wall, or to outlive turtles, or talk to very large audiences is not sufficient; you still have to have something meaningful to say and be able to say it with just the right energy and emotion. It’s what completes the formula to sustain attention.

Cory Lovell: How do you get to just the “right” balance of energy and emotion in virtual presentations?

Carmen Taran: Content design and delivery style. Neglecting one or the other is an invitation to audiences to multitask. Content design should involve the writing of a powerful script, intended for the mind and the heart; it should also involve the creation of enticing media, such as PowerPoint slides, graphics, animation, and, video. Unfortunately, audiences have been hit with too much “sameness”. How often do you see the typical PowerPoint slides, with the typical robotic language of bulleted text? And how often do you see graphics purchased from a stock database, showing people shaking hands or looking through binoculars into the future? Mediocre content design leads to mediocre presentations, regardless of how powerful the technology.

Another culprit for sameness is the use of templates. Templates are great for ensuring consistency in branding and cutting design costs, but are not always conducive to creativity or aesthetics (both important for adding energy and emotion). I remember a great TV ad, which showed the owner of a hair salon placing a banner outside his business, advertising “$6 Haircuts”. A competitor next door saw the banner, and instead of being bummed that he could not compete on price, he placed this banner above his salon: “We fix $6-haircuts”. We witness the same in presentation design, especially for virtual presentations. A lot of companies come to us to “fix presentations designed with templates”. Remember: If you’re using generic stock photography and templates, you are more at risk. It’s worthwhile to invest in good design if you want to sustain someone’s attention.

Cory Lovell: I know you always advocate the importance of aesthetics in presentations…

Carmen Taran: Yes, aesthetics as defined by a harmonious blend of text, graphics, lines, shapes, colors, and textures, attracts attention and invite users into a space that they want to share. In which room below would you rather spend some time to read and relax? It’s the same with presentations: strive to show viewers areas that are balanced, pleasing, and harmonious. No longer distinctive, PowerPoint slideware has become stigmatized by mass-manufactured graphics and hurried thoughts expressed as bullets. Research shows that products perceived as beautiful are considered more useful and are used for longer periods of time. Imagine the return on investment then for your presentations if your viewers go back to them frequently and for longer periods of time. Imagine how that could impact your persuasive power. Aesthetics is a silent sales partner.

Corry Lovell: What about delivery style in virtual presentations?

Carmen Taran: It’s a fallacy that good face-to-face presenters are good virtual presenters. Additional coaching is needed for virtual presentations, particularly in the areas of audience participation, vocal variety and media training. Maneuvering chat boxes, polling questions, and interactions with media files such as Flash can add participation, which implies action, which implies attention. Melody, pitch, articulation, pace, pauses, and volume – all these are necessary to force the ear to listen. Some presenters think vocal variety happens naturally. This is an illusion. Practice and feedback from a qualified coach lead to an attractive voice. As webcasts become more prevalent, presenters need media training. This should be mandatory. For instance, in video, knowing where to stand in relation to PowerPoint visuals or other presenters is crucial because the right-hand side of the screen is dominant. Other details such as how to use the microphone, where to look, what to wear, and how the camera perceives your posture, are just a few of the elements that contribute to a well-done webcast. Given that most presentations these days are recorded, everything about that event will live forever. With adequate coaching, you will be excited when peers, bosses, potential employers or future spouses access those recordings.

Cory Lovell: Once the excitement of the virtual technology wears off, how do presenters still add edge?

Carmen Taran:With a little conflict. Conflict generates cognitive tension, which in turn generates attention. Throw your viewers off a bit. I remember listening to a presentation that started with “Follow your heart, says your brain”. Or another presenter who said “Once upon a time an ethicist had a brilliant idea for a prison. Today we all live in it.” This kind of unexpected, incongruous information gets attention immediately. I remember buying a bottle of juice just because the label on the back told me how the ingredients would fight off bad molecules, the kinds that “trash your cells like rock stars trash hotel rooms”. Do you feel the edge, energy, and emotion? Compare that to a label that advertises a refreshing drink. A tiny touch of conflict can be created with visuals. For instance, if you had to speak to an audience on the topic of trust, which slide below would capture attention and pique interest more?

Cory Lovell: Overall, how can presenters generate more energy and emotion?

Carmen Taran: Chemistry. Presenters need to feel something for the content they deliver. Presenting well is a bit like being in love. The closer you feel to the material you’re disclosing, the more energy and emotion you exude. When there is chemistry, you can also find what’s juicy about your content and squeeze it in your presentation (versus presenting whatever has been given to you). Don’t present out of obligation or speak on matters that are not appealing to you. Get excited about something when presenting, even if it’s just about presenting itself. The difference between one speaker’s good presentation and another’s bad one is just that: chemistry.

Has anyone ever told you before a presentation: ” I won’t be attending, can I have the handout?” While such request hits right into the ego, the question raises another that all of us presenters should answer before an event: Are we better than a handout? What do we do or say that attendees could not get out of a printed piece of paper?

Whether you present at a small meeting or a formal large event, here are four ways you can convince an audience that your presentation is worth attending:

1)      Incorporate audience interaction. Connecting with the presenter or with other members in the audience is an appealing promise and something that cannot be done with a handout. Participants get motivated when they can connect with others who validate their own point of views (because of similar interest) or show opposing views (therefore inviting further reflection). Printed paper does not talk back. And the silence of a handout does not lead to action.

2)      Promise customization of content and flow. When you announce that you will answer questions from the audience (whether 3 or 300 people), and adjust the presentation to their needs, the event is worth more than the fixed sequence and generic, limited approach of the printed word. Such promise also creates curiosity and promises entertainment, through the element of improvisation. When there is no strict flow and rigid structure, attendees are enticed to put away their mobile devices, pay attention, and be happy they didn’t stay home to be barraged by some downloaded slides. In addition, if some of the content is more difficult and requires more processing power, participants will benefit from your presence more than flipping through pages and trying to figure things out on their own.

3)      Allow them to practice and offer feedback. When you allow participants to put your message into practice and provide immediate and customized feedback, you have more chances to persuade them. Repetitive interactivity and practice lead to modified behavior. Mere reading has less probability of moving people into action.

4)      Liven the content with non-verbals. A handout, even if it’s well written, contains two-dimensional information. Written words can leave a reader flat. Posing and posturing can sometimes be more effective than words and numbers. You can bring the content to life with flamboyant body gestures and optimal vocal variety. Would you rather read a book by Tony Robbins or see him present live?

Next time you ponder scheduling  a live presentation (whether face-to-face or online), be exigent with your delivery approach. If you meet at least two of the four points above, deliver a presentation. If you don’t,  a handout will do just fine.

Download Rexi Media’s Presenter Pro iPhone app for more tips on how to deliver an outstanding presentation so that an audience gains much more than if they had engaged in solitary reading. Apply the Rexi Media tips and make them say “That was worth an hour of my time.”

I recently wrote an article on the subject of superficiality as it applies to online learning. However, the principles and premise are very similar to presentations.

Read the entire article

Q: Is there a beginning of a presentation that you still remember, even though the event happened long ago?

A: Years ago an executive at Apple drove a motorcyle on and then accidently drove it off the stage into the audience. No one was injured but the entrance had nothing to do with the material and was a disruption. It’s too bad that my most memorable beginning was also the biggest blunder I’ve ever seen too. His presentation took place back when Apple was floundering with their message and technical strategy. Sometimes in the absense of relevant content presenters try to fill the time with gimmicks and icebreakers none of which are effective beginnings or presentations. Audiences deserve better.

Q: When you create your presentations, do you think of the beginning first, or does it take shape later in the process?

A:  The first step I take in creating a presentation is to analyze the audience. Ask yourself questions about what a day in their shoes looks like, what makes them likeable, what they are afraid of, how and why might they resist the message. I use this information to identify ways to connect with the audience and make sure the right message is being conveyed.  Once I’ve established who they are, what they value and what they fear, I use that as a baseline to identify a way to start the beginning and build a structure that would resonate with them. I have a philosophy about what the components needed at the beginning of a presentation. There are two key things that need to be conveyed before moving on to the body of your message. First, you need to create common ground with the audience. By describing to the audience how you see their world helps establish a connection with them. Once you use the beginning to carefully describe “what is”, the audience will plainly see the gap when you propose your big idea of “what should be”. But if you haven’t described the current state or realities, the uniqueness of you idea would be obscure and unclear. The second thing that has to be established in the beginning is the presenters credibility. Your “entrance” and first impression will either bind you to them or alienate you from them. So making a meaningful connection in a relevent manner is a very critical part of a presentation.

Q: Have you ever created a whole presentation just because one powerful line, image, thought, or feeling inspired you?

A: It’s rare that I get to deliver a presentation from pure inspiration. Usually there’s an objective or speaking assignment that’s being filled. But, I do try to weave some of my own stories and passion into each story and delivery. The humanness of a presentation is what makes it the most compelling communication medium in business so I try to build an inspirational and transparent element into each presentation.

Q: Where could presenters find inspiration for better beginnings?

A: The inspiration for strong beginnings has to come from thinking about the audience. Some audiences would enjoy a hyped-up beginning whereas another audience might find a fact-driven beginning as profound. What’s inspiration to one might be off-putting to another so find your inspiration through thinking about your audience.

You can find the Better Beginings book on Amazon or on the Rexi site.

Over-tasked and disenchanted in the business space, listeners often attend a presentation with the intent to multitask. It is becoming increasingly harder to get heard over the corporate noise, clutter, and distraction of digital leashes.

Here are a few techniques to attract and sustain attention.

Use the power of contrast. Audiences who are in a time-crunch always appreciate the opportunity to understand complex concepts quickly and make decisions fast. Contrast helps you do that by helping the brain process information more rapidly and providing shortcuts to decision making. If you’re presenting the release of a new phone that helps with productivity by storing lots of information, contrast it with what it means to takes notes on paper or on your hand. Or if you’re presenting about a piece of exercise equipment that is easy and painless to use, contrast it with the effort and difficulty of floor exercises. Contrasts offer shortcuts to thinking and making decisions.

You can also get an audience to pay attention when you use metaphors and paint a picture in your audience’s minds about the benefits and attractions of your topic. Imagine using a railway metaphor to symbolize getting from the familiar to the unknown, or a traffic jam to symbolize slow networks, or sedimentary rocks to display different layers in your organization.

Such metaphors attract attention because they refer to concepts that an audience’s mind already has in storage. The argument becomes easier and faster when you introduce new and complex topics.

You can find these guidelines and more in the Presenter Pro mobile app.

Have you ever heard a speaker deliver a presentation so eloquently that you were completely captivated, curious of what comes next, and did not even consider checking your mobile phone? Complete captivation happens when the advanced presenter makes words flow smoothly and harmoniously, in constant connection with our current state and expectations. One mandatory skill to make this happen is the ability to transition well from one part of the presentation to another.

Transitions are important for a successful speech

Advanced presenters create smooth transitions after the introduction, between each main point, and before the conclusion. Here are three ways in which they make their transitions seamless:

• Previous/next. Presenters often summarize what they have just presented and what they will address next. “You’ve seen what the software can do; now let’s look at some individual features.” This approach is also called a progressive summary. If there are three steps to consider, after discussing step 1, you might say “now that we have looked at step 1, let’s move on to step 2.” After step 2, the summary includes the first steps and the build for step 3. This approach works very well because it helps the audience crystallize the main points in their minds and remember them later.
• Question. Sometimes, presenters pose a rhetorical question that invites participants to ponder what they will cover next. “How do you think this type of software is priced? [Pause and acknowledge responses]. Let’s take a look at the different cost plans.”
• Guided tour. Present a structure, process or theme and reference each part. “Here’s the three-step process for effective recruiting. Let’s take a closer look at each of the steps. In step one…”

Smooth transitions employ specific conjunctive words or phrases, which act like connective tissue between sentences. Advanced presenters use these phrases in different ways depending on the argument they make. Here are three linguistic techniques with associated transitional phrase for different types of rhetoric:

• Elaboration. Use this technique when a sentence describes what you just said. “Our Internet service is fast. In fact, it is the fastest one on the market.” Conjunctive phrases in this category include: in fact, in short, for example, at least, in other words, in particular, in conclusion. Using them frequently through your presentation solidifies the message.
• Extension. Use this technique to extend the meaning of a sentence by adding something new. “Our online service enables you to do data analysis through comprehensible and aesthetically pleasing reports. On the other hand, the traditional software available on the market does not provide such usable reports.” Conjunctive phrases in this category include: also, in addition, on the other hand, instead, or alternatively.
• Enhancement. Use this technique when you wish to further qualify a sentence by adding details about time, place, manner, cause, or condition. Popular conjunctive phrases in this category include: next, at the same time, finally, until then, meanwhile, likewise, as a result, otherwise, yet, still, despite this.

Paying attention to little linguistic details, such as transitional words and rhetoric techniques, is one of the elements that distinguish the advanced presenter from the intermediate presenter.
Repetition also acts as a cohesive tool in your delivery, tying sentences and paragraphs together to make a clear point. You can repeat the same word or phrases that have similar meaning: “This software tool increases your productivity by 40%. When you use this software tool, you…” When you have a word or an idea that you want your audience to remember, repeat it often, almost like a mantra.

Repetition makes your content more memorable

The marketing department at Coca Cola can teach us a good lesson in using repetition as a transition technique and persuasive tool. Not a day goes by that we don’t hear from the folks at Coca Cola. Closely following in persistence are messages from Nike, McDonalds, and Microsoft. These companies know that repetition builds memorable images in viewers’ minds. Even though you don’t have the same resources, know that repetition is key to increasing the retention rate of your message and establishing good transitions. If you found yourself singing jingles or repeating lines from TV ads, you know repetition works.

For more formal presentations that have a title, you can repeat the words used in the title or the theme that you created for the presentation. If you remember president Obama’s inauguration speech, most of the paragraphs went back to the main theme, which he repeated often: “Yes, we can.” When you repeat a word or a phrase, ensure that the audience can see the connection between each paragraph and the main theme or the mantra you selected. In fact, having a mantra you plan to repeat makes it a lot easier to determine what you include in your presentation and what you can leave out.

Transitions do not imply linearity. I am often asked by business presenters: how do I prepare a presentation yet adjust it to participants’ questions on the fly? The answer is: the advanced presenter does very few things “on the fly.” The advanced presenter anticipates participants’ reactions and questions, and is prepared to jump from one part to another in the discourse to address them. A famous Goethe quote reminds us that every word we say will spark in the listener’s mind “an idea of its opposite.” This means that we should already consider what the audience’s concerns may be and be ready to transition to the parts that address them quickly.

When you have only one main idea that you intend to deliver and you prepared thoroughly, you have more chances to jump from one part to another and bring the conversation back to the main path. Preparation enables you to handle non-linearity. Impromptu exercises are also an excellent technique that prepares you to react to those moments we could not possibly anticipate. Mastering smooth transitions allows you to switch between what you prepared, to what the audience asks about, to what unexpected circumstances may offer, and back to the main goal of the presentation.
Studies show that when people read or listen, they form hierarchical frameworks in their minds (or schematas) in order to comprehend the content. They determine what is important and how the different pieces fit together. The more the speaker does to connect pieces to orient the listener, the better and more persuasive the presentation.

Transitions do not always have to be literal. Sometimes, you can simply stop, look around, move to another section of the room, and start another point. The visual transition will work just as well as a verbal one.

• When someone asks you a question, repeat it (especially if you present to a large group).
• A strong ending is every bit as important as a strong beginning. The beginning and the ending of your presentation should be intimately linked.
• Use changes in melody and pitch to add expression to your voice.
• Use a pause to allow your audience to absorb what you just said
• Manage the time and direction of your Q and A session. Don’t let it run over; keep discussions on track.
• When answering questions, move toward the audience member and square your shoulders to them.
• Understand cultural gesture differences if you present to different cultures on a regular basis.
• Make eye contact with everyone in the room.
• When you plan your ending, think about what you want your listeners to feel, think, and do at the end of your presentation.

• When you ask a question, wait at least ten seconds so that the audience can understand the question, consider an answer, and formulate a reply.

Business presenters use too many clichés. Have you been in those presentations where people speak about a solution, a value added, or a paradigm shift? Have you heard presenters speak about customer-centric solutions, win-win situations, and holistic approaches? Do you feel connected to those who speak like this?

Buzz words do not build an audience connection because they are obscure and calorie-free. If you wish your audience to focus on what you say and not switch to checking mobile devices during your presentation, avoid lazy clichés and greasy corporate talk in your presentations.

In order to avoid using corporate buzz words, we must first acknowledge the reasons why business presenters might be tempted to fall victims to faded language. There are four reasons:

1. Glamorize words. Due to the fact that some business people do not have glamorous jobs, they embellish their words. This is why we often hear flowery phrases such as leveraging technologies and creating strategic alliances and creating knowledge-centric systems to maximize human performance – all of this instead of saying “we provide consulting services.” Instead of these big, empty words, use precise, fresh, and simple words that you would typically share with your friends around the dinner table.
2. No expertise. When people speak about “global visions” and “available bandwidth” and “industry phenomena” – all these big words mask lack of knowledge. If these speakers knew what they wanted to convey, you would hear clear words, tasks and names of people, and specific information about what is happening and what needs to be done. Find examples or stories or props or numbers or concrete information to support your statements and avoid speaking in front of an audience unless you are an expert in your domain.
3. Deliver happy news. When speakers are afraid to acknowledge reality around them, they start using phrases like conspicuous nonsuccess and thinking proactively. If quality has been down, say that it’s been down; if there is a flaw in your product, say there is a flaw; if you made a mistake, admit it. That’s when language becomes clean and builds a connection.
4. Avoid accountability. Those who are afraid of commitment are more prone to corporate clichés. Speak in front of an audience only when you fully believe in what you’re saying and are prepared to stand up for it no matter what. Being accountable purifies your language immediately.

You can see how these principles work in practice. Here are two cliché phrases that may seem innocent on the surface but give the wrong impression about what you offer. The first phrase is “best practices”.

“Best practices,” while acknowledging some standards you follow, might also imply insecurity about your direction. When you don’t know where you’re going, you’re borrowing from other people’s wisdom. It is more persuasive to say “we have developed a product or a service with original features”. Now I am more curious about what you have to offer.

Another tired phrase is “leading edge”. Everyone seems to be on the leading edge and it makes us wonder… how is this possible? If you typed in a search engine the phrase “leading edge,” check out how many results you get. Unless your products or services beat the other millions, avoid using “leading edge.”

To learn how to use memorable language that builds a connection with an audience, check out the Presenter Pro mobile app on the iTunes store, powered by Rexi Media.

Death by PowerPoint… Rexi Media Delivers Vaccine Via iPhone App

Presenter Pro teaches the critical skills needed to deliver outstanding presentations.

SAN FRANCISCO, CA — June 4, 2009 — Today Rexi Media announced the release of Presenter Pro, the first application to deliver professional presentation skills training to the iPhone. Based on leading executive training programs developed by Rexi Media for Fortune 500 corporations, Presenter Pro uses media-rich content to teach business professionals how to deliver high-impact, memorable presentations, without a high-impact, memorable price.

Presenter Pro makes available a caliber of training traditionally only affordable by large corporations. Combining rich supporting graphics, audio, and video, with proven techniques from psychology, sociology, advertising, sales, and education, Presenter Pro was designed to give corporate and sales executives, managers, trainers, lawyers, and other professionals the skills needed to become outstanding presenters.

“Effective presentation skills are critical to growing a company’s business,” said Tom Hale, Chief Product Officer at Linden Lab. “Presenter Pro has not only helped me polish my presentations, but allows me to keep those skills sharp while on the go.”

With unemployment rates reaching new highs, and competition for business fierce, keeping an edge that helps differentiate you, as well as your company, is critical to survival. Rexi Media’s introduction of Presenter Pro is a timely and economical answer for professionals looking for tools to help them stay ahead. Presenter Pro delivers training content that costs thousands of dollars per person in a corporate environment, for only $4.99.

“In today’s economic environment we must break away from the boring sameness of the typical presentation and distinguish ourselves,” said Dr. Carmen Taran, executive at Rexi Media. “Our corporate clients have asked us to create a mobile application that encapsulates Rexi Media’s approach to advanced presentation training so their employees can continually improve a skill set which is not optional, but mandatory. Presenter Pro is not simply an application… it is a survival tool.”

“As the most powerful mobile platform for learning, the iPhone’s multimedia capabilities complement our engaging content well,” said Danielle Daly, executive at Rexi Media. “Time and again, business professionals have expressed to us a need for high-quality presentation training content on a mobile platform, so we developed Presenter Pro to make our enterprise training accessible to everyone. Presenter Pro is a tool for professionals who don’t simply want to survive during these difficult times, but wish to thrive.”

An iPhone Application for Business Users
With the introduction of Presenter Pro, Rexi Media has set a new standard for business applications on the iPhone. By empowering users to be more effective in their daily business lives, Presenter Pro is an indispensible tool for professionals who need to influence audiences. The application is a best-in-class business solution now available on the iPhone.

Pricing and Availability
Presenter Pro is currently available through Apple’s iPhone Application Store and sells for $4.99.

About Rexi Media
Founded in 2007, Rexi Media works internationally to provide executive coaching and training designed to help business professionals give outstanding, memorable presentations that transform audiences into advocates. For more information on Rexi Media visit http://www.reximedia.com. For more information on Presenter Pro visit http://www.reximedia.com/products/presenterpro/

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For more information, press only:
Brandon Graff
Phone: (408) 417-0824
Email: bgraff@reximedia.com

Look at This:

Here’s an interesting exercise: Examine your clothing, the publications in your bookcase, the decals on the cars outside your window and even the name stamped on the computer where you are reading this. What you have just witnessed is perhaps the most ruthless competition in the world, the competition for your attention. This is a contest that is won and lost in an instant; one of the greatest assets that any of us can posses in this battle is a striking title. Unfortunately, few presenters put much effort into creating a striking title for their presentatins. The title is usually a dull summary of the content (e.g. “Utility Scale Aggregation and Procurement Methods”) or a cliché phrase (e.g. “International Markets: the Good, the Bad, and the Ugly”). Rarely are we surprised by a creative presentation title; when that happens we seem to be more curious about a course, anticipate a better experience, and actually click on it in a list of hundreds of offerings.

If you make money based on number of attendees or viewership likelihood , you will want to incorporate these guidelines into your presentation practices right away. How can you create a striking title for your presentation? Here are a few tricks we can learn from the best title writers: journalists, novelists, and event organizers.

A Smack in the Face, a Pull of the Ear:

Getting Attention with Titles through Sense and Experience

Some of the most powerful titles are those that invite us to experience events through our five senses. Take for instance a title such as “Food Fight” used recently by the New York Times to preview an in-depth story on America’s relationship with food. Coupled with the well-matched photograph shown below the article (see Figure 1), the title plays on memories we’ve formed watching films such as “Animal House” or experienced ourselves, such as the childhood barbeque turned potato salad onslaught that I survived. These visions of what a food fight is, reside in our sensory memory buoyed by strong smells, in my case dill, tactile sensations, mayonnaise on my fingers, and sound, the clatter of silverware being poured onto a cafeteria floor. Match this with the unmistakable effects of adrenaline, which scientists also believe has a strong influence on memory, and you have a title that readers will not soon forget.

This is not to say that every time you write a title it has to allude to all five senses and the hormonal effects of adrenaline. But ask yourself, would FDR’s “Fireside Chats” have seemed so intimate if we didn’t have that sense of smoke and heat that comes from being gathered around the fire? Or would Andre Dubus III’s novel The House of Sand and Fog seem as gloomy and complicated without these damp elements? Clearly the five senses can make us more focused on what we read and create anticipate for what follows.

Figure 1. Mark Klimas’s photo for the Oct 10^th 2008 issue of the New York Times “Smashing Pumpkins and more”, draws more than Gallagher’s attention.

That Title is Really Bad, in a Good Way

One of the best ways to write a provocative title is to juxtapose two very different elements, such as Gary Talese accomplished with the title of his famous 1966 Esquire profile, “Frank Sinatra has a Cold”. This article was groundbreaking in many ways, particularly because Talese wrote the entire piece without speaking with Sinatra himself, but rather with the entourage that surrounded him. The result was a masterpiece that intimately described the entertainer from an angle previously unseen. But even more impressive: the essence of the article is expressed by its simple five word title. On one side, you have Frank Sinatra, perhaps the most glamorous celebrity of the day; a man people yearned to catch a glimpse of; then on the other side, you have the common cold, which is just that, a common, unpleasant thing that people want to avoid. This concept snags our attention as it is, but then when we consider the title further it also becomes clear that Frank Sinatra, a celebrity and therefore someone who is often guarded from the public, will be shown at his most intimate, in a way that few of us want to be seen by even our significant others, ill and vulnerable. The title forces you to read on.

Another example of a title that draws attention with its polar contrast appears in the schedule for the “2008 Improving University Teaching Conference” held in Glasgow, where one speaker conducted a lecture entitled “Demonstrating Science with a Stack of Jumbo Playing Cards”. Science, something that seems so concrete and technical, stands juxtaposed with something that seems simple and erratic such as oversized playing cards. Contrast grabs attention, and expresses something exciting, making it seem that the media we are about to consume is like nothing else we’ve ever seen before.

Figure 2: Write titles that adraw attention. If the other ones had eyes, they’d be looking at him. (Photo By Allan Cockerill)

Letting Your Readers Feel En-Titled

In many ways a title is nothing more than a sales pitch and just like in a sales pitch there are times when the straight forward approach is best. Sure we all love a title that’s a snappy triple entendre we can repeat at the office, but the truth is when it comes to titles, the direct approach can be just as effective. Just have a peek at the magazine rack the next time you’re at the supermarket and check out the latest issue of Cosmopolitan or Men’s Health where editors slap straight forward titles like “How to Buy Your Perfect Pair of Jeans” or “How to Injury-Proof Your Workout”. There’s nothing that thrilling or creative about either of those two examples I just mentioned, and yet we struggle to look away. The reason is that these titles speak directly to us, and offer information that we feel we need. Notice how both these titles use the word “your” in them. With that simple word, they earn the ability to be blunt because we know the content applies to us directly and there is no need to beat around the bush. This technique of offering direct advice to your eLearning viewers is an easy tactic to incorporate into your titles, particularly in those programs that are offering “how to” information (e.g., “Five Steps to Customize Your Browser).

Beware: full disclosure plays a big role in this sort of headline. The title must offer an honest promise. If it announces “A flat stomach in three weeks”, it better live up to its claim.

What to Title Your Piece This Minute: The Value of a Timely Title

One major change that has taken place in the media over the last 10 years is the movement towards a shorter and shorter news cycle; Because of this trend, the art of title writing has also become more and more impaced by the issue of time. Just imagine if next week you read a story titled, “Are Cell Phones the Wave of the Future?”, or if this November you read a piece called, “How to Pick Out the Ideal Summer Swimsuit” or a sales white paper with the headline, “How to Keep Your Sales Team Motivated Through this Economic Boom.” More than likely you’re not going to read any of these articles, because the information being offered in them doesn’t have any value for you in the present and like all media consumers we are living in the now.

When you write a title, it needs to matter right this minute. It doesn’t take a lot of effort to transform even outdated titles into information that seems like it should be part of a split screen on the next episode of “24”. For example “Are Cell Phone’s the Wave of the Future?” could instead be called, “Ten ways the Modern Cell Phone is Reinventing the Present.” And “How to Pick out the Ideal Summer Swimsuit” could easily be changed into “Get Ready for a Winter Getaway With the Perfect Swimsuit for Your Body.” Even the out-of-touch title “How to Keep Your Sales Team Motivated Through this Economic Boom” can be rearranged to sound more pressing by saying “Keeping Your Sales Team’s Foot on the Gas Through Thick and Thin.” It all has to do with perspective, and although timely content is a must, certain pieces will remain eye catching and evergreen if you just title them in a way that puts your students on the clock.

Figure 3: Always be aware of how time can generate pressure and excitement. (From “Safety Last” 1923)

Search and Enjoy: Make Your Titles Stand out on the Web

Larry Page, Co-founder of Google has been quoted as saying, “The ultimate search engine would basically understand everything in the world, and it would always give you the right thing. And we’re a long, long ways from that.” This fact is extremely important for anyone who hosts content on the Web, because it means that writing catchy titles is no longer the only requirement when composing content, but also that titles must be phrased in a way so that they are attractive to search engines. The truth is, no matter how engaging a title may be, if it doesn’t get brought up in the first few pages of a search engine or Learning Management system by people looking for your information, it needs to be reworked.

A great example of how important searchability is to any title can best be shown by typing the words “dog training for beginners” into the Google search bar and checking out the listings that come up. The first training company listed is called “Beginners Dog Training” and although this brand name may not be that eye snatching, it will likely generate more visitors than the more creatively named “Canine University” found on page ten. Use a keyword density tool to check all your titles for their searchability as well as google your presentations to see where they show up on likely searches that your desired audience would make.

The Greatest Title in the History of Western Civilization: or Other Exaggerations, Untruths and Flat out Lies We Tell Our Audience

Along with being engaging, clearly written and easy to find, good titles need to inspire credibility. After all, whether you’re getting someone to open an email, inviting them to an online presentation, or just asking them to proofread a document you’ve written for a client, you are requesting that your participant/viewer enter into a contract with you. The agreement formed in this contract is a simple one: the participant consumes some form of media the presenter has created and delivered, and gets something out of the piece. If this doesn’t happen, the participant feels cheated. Always remember: a title should be a clear and honest promise.

Often times this rule of title writing is ignored, particularly in marketing presentations and white papers. How often have you seen something like “The One Life Change You Need to Make to Get out of Debt Today”, or “10 Ways to Leave a Customer Begging For Your Business No Matter What You Sell”. Titles like these, racked with hyperbole and empty promises, undercut any credibility or rapport you may have with your audience; those of us savvy enough to know you are lying won’t listen to what you have to say, and those of us who you do fool are going to leave your presentation thinking that no matter how helpful the information you gave us, wasn’t as great as you promised. With this in mind, anyone who is writing titles for any sort of business media and eLearning needs to make sure they evaluate what title they apply using the old journalism saying, “If it lies, it dies.”

What Should I Call It Now?

Having explored several aspects of title writing, it’s easy to see why many authors spend almost as much time titling their work as they do writing the piece’s initial draft and why companies spend millions of dollars coming up with brand names that won’t leave us absent minded in the supermarket checkout line. All a title needs to be is creative, memory jogging and thought provoking. Achieve that and your work will become a beacon that your participants will be willing to navigate by.

Scott Buros, Rexi Media

If you wish to read more about titles, check out Lisa Neal’s article on catchy and provocative titles.