by Joseph Sommerville, Phd

Introductions can make or break a presentation. Even seasoned presenters must pay close attention to their beginning few minutes with an audience.

One of the most common pitfalls is going overboard. The appropriate technique for an effective introduction usually falls between two extremes. Learning to recognize those extremes will better equip you to search for the middle ground.

Here are four dimensions of introductions and a description of what happens when their techniques are carried to excess.

Time

Too Lengthy. There are several reasons introductions go too long. Here are the top three:

1. The introduction is stream of consciousness speaking, being made up as the presenter goes along.
2. The presenter is using a narrative and becomes so involved in the story he or she loses track of the time.
3. The presenter tries to accomplish too much in the introduction.

Too Short. At the other end of the spectrum is the presentation that begins with “I’m Stan Lee and I’m here to talk about X.” If you’re trying to plant food for thought, you need to get the ground ready.

Imagine a first date where the boy arrives at the girl’s home, rings the doorbell and kisses her as soon as she opens the door. She wasn’t ready for it. Likewise, an audience isn’t prepared to hear a presenter simply launch into his or her remarks. The presenter needs to establish a connection with the audience and get them to invest their attention in the presentation.

The Middle Ground. As a general guideline, an introduction should be about 15% of your presentation. Any longer increases the likelihood that it will detract from the main message. The introduction is the place to overcome preoccupation, hostility, apathy and uncertainty.

If the material isn’t working toward one of those objectives, it doesn’t belong.

Interaction with the audience

Complaints. No one enjoys listening to a complainer. The presenter who complains that his or her time has been cut from thirty to twenty minutes not only uses up additional time mentioning it, but also alienates the audience. The same is true with complaints about noise outside the room, the temperature, the AV setup or seating arrangements.

There are two types of things a speaker should never complain about. The first is something that he or she can do something about. If you’re complaining about something you have control over, it shows a lack of preparation. The second is something he or she can’t do anything about. If you can’t change it, adapt to it!

Compliments. Compliments are certainly on way to build rapport with an audience, but when they come in the very beginning of a speech, they often sound mechanical, trite and obligatory.

“I’m very pleased to be here today.” “It is my pleasure to be addressing this fine group.” When everyone uses these phrases, they are seen as insincere. A presenter shouldn’t be seen to be pandering to the audience.

The Middle Ground. Focus on the importance and significance of the occasion when appropriate. Recognize any special connection you have to the audience or the occasion. Praise the audience later in the presentation. Your goal is to connect, not to flatter.

Presentation of self

Apologies. One of the worst ways to begin a presentation is by apologizing for your lack of skill, preparation or interest. The biggest danger is that apologies may be interpreted negatively.

Said: “My boss couldn’t make it, so I was tasked to deliver this speech only two days ago.”
Heard: My boss had something more important to do than fulfill her obligation to you, so here I am.

Said: "I wanted to have some more slides ready, but I’ve been really busy."
Heard: I didn’t think talking to you was important enough to prepare properly.

Said: "I am nervous speaking in front of people."
Heard: During the next 20 minutes, you will be subjected to a tortuous and boring presentation.

The audience doesn’t need to know about all the things that went wrong or the last-minute inconveniences or your lack of preparation. When you point out such things, you are only inviting criticism and failure.

Arrogance. There is a Buddhist shrine in Kandy, Sri Lanka. Known as the Temple of the Tooth, it reportedly contains one of the Buddha’s teeth. Believers consider it to be an especially sacred relic since all the words of wisdom Buddha spoke flowed past that tooth.

No one is ready to build a shrine to the tooth of any presenter, regardless of what title follows that person’s name. Yet, many presenters, wrapped up in their own self-importance and consumed by a recitation of their accomplishments, awards and honors act as if the foundation of such a shrine has already been laid. The ancient Greeks even had a special word for excessive pride—Hubris. They considered it a significant character flaw.

Another version of this extreme is to repeatedly tell the audience how lucky they are to be listening to you or how much value your information has. If it’s really valuable, it will show through. Repeating an assertion doesn’t make it true.

The Middle Ground. False modesty is as big a sin as pride. You should strive to be confident, yet humble.

Let the person who introduces you build your credibility for the audience—it’s more effective to have third-party validation. Another suggestion is to use a bit of self-effacing humor. It will let the audience know you’re one of them.

Presentation of message

Over-dramatization. In an attempt to capture the attention of their audience, people try to apply the literary principle of starting in media res (in the middle of things) to their presentations. It works in literature because it’s the reader’s imagination that engages the text. In presentations, such a principle is rarely effective.

People begin a presentation by shouting, dramatizing their movements and acting out parts of their presentation. When they try to make the transition to the tempo of the presentation itself, the result is incongruous. This technique can be used by a masterful presenter, but less skilled presenters should avoid it.

Another manifestation of this extreme is when presenters feel they must begin with a joke. It’s true that a bit of humor can provide an effective introduction, but it must be done well - very well. There are lots of things that can go wrong.

You might offend someone because of what was perceived to be a slight against race, religion, gender, age, nationality or culture. People might not “get” the joke. Your timing might be off.

Most importantly, a presentation shouldn’t resemble a stand-up comedy routine. Remember that the relationship between jokes and humor is a species-genus one. There are alternate routes to humor besides joke-telling.

Dullness. It isn’t necessary for a serious subject to be presented dully. Poor presenters can numb audiences if they simply dump information on them.

This is a common shortcoming of canned sales presentations because the focus is on simply getting a set of information delivered. Presenters who fail to demonstrate how their message is tied to the interests of their audience will make any subject dull.

The Middle Ground. No subject is inherently exciting or tedious. It all depends on the treatment. Masterful presenters can make what at first glance might appear to be dull subjects come alive for the audience by showing them benefits and points of connection. With the right approach, even the subject of salt can be fascinating!

Remember, an effective introduction is the gateway to success in your presentation. The key is to choose those techniques that will establish a connection with the audience and enhance your message.

Stay away from the danger zone by avoiding extremes and search for ways to embrace the middle ground.

©2004 Peak Communication Performance

Dr. Joseph Sommerville has earned the title “The Presentation Expert” for helping professionals design, develop and deliver more effective presentations. He is the Principal of Peak Communication Performance, a Houston-based firm working worldwide to help professionals develop skills in strategic communication. Contact him at Sommerville@Peakcp.Com.

Some Related Articles:

Effective Presentations Make Your Message Stick, Not Your Audience Sick!
A Fate Worse Than Death: Tips To Take the Terror Out of Giving Presentations
Holding Forth: The Trouble with George's Presentations
The Magic of Voicepower
Seven Strategies for Handling Difficult Questions
Holding Forth: The Trouble with George's Presentations
When Bullets Kill Communication