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April 14, 2023

Why creating the right frame in a presentation controls how the information is perceived by your audience?

Have you ever been in a situation where you're presenting to 4-7 people in a competitive bid against your main rival?

You might be presenting your security software solution and why it’s better than your rivals.

You might be a salesperson who sells houses and you're competing against another agent to get the listing

In presenting…how you say something, what you say, your word choice also determines your status and how your message is perceived by your audience. Credibility and character are perceived by your audience.

Here’s a simple example. Say there’s data in an article informing everyone that your software is better because it’s been tested by hackers to be the category leader and the article appears in the local newspaper.

Now imagine the same article appearing in The Financial Review or Wall Street Journal.

How do you perceive the information now?
How is the presenter perceived?
Different I bet

This observation was made by Erving Goffman, a sociologist who described this form of interpretation as “Framing”.

Notice how your eyes and senses are directed by the picture of the mountain by the frame, not the whole picture, yet I haven’t said anything.

This is one of the reasons of knowing how to present information in a way that adds to your credibility but also to your status in the room is so important. The most important thing is how you direct the thoughts and emotions of your audience to what you want them to think about

Your skills in presenting to either close a deal or sell an idea will define your success in sales and in life

When you do this well, your closing ratios go through the roof, you get less pushback on price, and what happens is you direct the client's attention on what you want them to think when you do this well

You get called in by clients because your reputation precedes you.

This is a deliberate process of understanding that presenting is both science and art.

Verbal competence is a superpower. Competence is an influence.