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The key to a successful presentation is meeting the needs of your audience. Gathering and preparing the appropriate information is obviously essential. However, good communication also relies on how you present that information to these individuals, as it affects how it is perceived. A quick analysis of the personality of your audience can help you adjust the style of your presentation to better connect with your listeners.
From the studies of ancient Greek scientist Hippocrates, modern day psychologists recognize four basic personality types. In-depth analysis tools such as the Myers-Briggs Type Indicator and DiSC Profile use these categories as their foundation. Understanding how each of these personality types prefer to be engaged can help you create a more effective presentation.
These four types are as follows:
Drivers prefer to have a lot of facts in concise and expedient fashion. They invented bullet points. Drivers are entrepreneurial by nature and trust facts from recognized authorities. (Lots of facts-fast paced.)
Analyticals love facts and research. They like to go through as much data as possible to make a decision. Spreadsheets are their best friends. They feel most comfortable with organized, detailed information. (Lots of facts-slow paced.)
Expressives like to be entertained. Fast-paced, flashy, fun – that describes Expressives and how they like to get their information. (Emotional appeal-fast paced.)
Amiables love to hear a story. They are compassionate, caring and fair-minded. They relate better to abstract concepts and photos than to cold, hard facts. (Emotional appeal-slow paced.)
If everyone in the world could be pigeon-holed into one of these categories, your job as a presenter would be simple. But each of us is a blend of these types, although one is certainly predominant in how we prefer to get information.
If you know your audience well, you can make assumptions about the predominant personality style of the group and tailor the bulk of your presentation to that style. In a room full of strangers, you're certain to encounter each of these types to a varying degree.
With that in mind, try to balance your presentation to communicate well with everyone in your audience. A financial presentation full of facts can be balanced by adding a few slides presenting the emotional side of the case or possibly a summary of key takeaways. An emotional sales presentation can be balanced with a few slides with tables of product features and charts of product performance. Reaching out to each type of person makes your presentation more engaging and more effective.
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