When the stakes are high, strong presentation strategy is a necessity, not a luxury. That strategy was in full display this week when Ukraine’s President Zelensky addressed the U.S. Congress on Wednesday. Not to minimize the seriousness of his talk, here are three sales/presentation lessons to take away from his speech.
Connect with your audience
Zelensky identified his country’s fight for freedom with America’s, effectively engaging us and building empathy for his situation.
“Just like anyone else in the United States, I remember your national memorial in Rushmore, the faces of your prominent presidents, 
those who laid the foundation of the United States of America as it is today: democracy, independence, freedom, and care for everyone, for every person, for everyone who works diligently, who lives honestly, who respects the law. We in Ukraine want the same for our people, all that is normal part of your own life.”
Argue by Analogy
The best way to get someone to “see” your point is to relate it to what they already know. In this case, Zelensky chose two of the most painful events in American history to evoke the pain, horror, and terror of what Ukrainians are experiencing.
Ladies and gentlemen, friends, Americans, in your great history, you have pages that would allow you to understand Ukrainians, understand us now when we need you, right now. Remember Pearl Harbor, terrible morning of Dec. 7, 1941, when your sky was black from the planes attacking you. Just remember it. Remember September the 11th, a terrible day in 2001 when evil tried to turn your cities, independent territories, in battlefields, when innocent people were attacked, attacked from air, yes. Just like no one else expected it, you could not stop it.
(Note that when he spoke before Britain’s House of Commons, he compared the Russian attacks on Ukraine to England’s “darkest hour” during WWII, evoking the emotions, memories, and images most likely to resonate with that audience.)
Later on, he couched his hopes in another analogy that he knew would resonate with Americans.
I have a dream. These words are known to each of you today. I can say I have a need. I need to protect our sky. I need your decision, your help, which means exactly the same, the same you feel when you hear the words, ‘I have a dream.’
Show Pictures
Left brain facts and logic are necessary, but not sufficient, to persuade. Right brain emotional appeal needs to be brought into the presentation as well, which is exactly what metaphors and analogies do; they create images in people’s minds that evoke feelings. And, of course, the ultimate impact is achieved with actual pictures; so, towards the end of his speech, if his audience was not already persuaded that help was needed, President Zelensky showed a video to prove it, which visibly moved the audience.
Remember…
Analogies, metaphors, and actual pictures are needed to get listeners to remember, understand, and react to what you are presenting. As you plan your presentations, always be thinking, in how many ways can I “show” them what I am saying?
Anne Miller
Words Matter – Make What You Say Pay!
Photo by Darren Miller on Unsplash
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