In the previous blog post we’ve looked at the first fundamental principle of communication that we’ve learned from Carmine Gallo’s Talk Like TED—your message has to be emotional. The second principle is novelty—for a message to stick it has to be novel.
Here are the there elements that make a message novel.
You can introduce novelty in a presentation in two ways: you either communicate something the audience doesn't know or you communicate something they already known but in a new way. Hans Rosling’s TED Talk The best stats you've ever seen has been watched more than 13 million times online, yet the topic wasn’t new. He talked about the growth trend of the global population, normally not one of the most exiting topics for a general audience. So why was his presentation so successful? Because he presented a known topic in a new and original way.
Carmine Gallo recommends to build jaw-dropping moments into a presentation. If you find a way to leave your audience speechless, it makes a huge difference. It helps you capture their attention and be remembered. Sometimes it's enough to tell a story or make a product demo rather than showing boring slides. When Steve Jobs introduced the first MacBook Air (the world’s thinnest laptop) he didn’t show a slide with some bullet points describing the new product, he brought a tiny paper office envelope with him on the stage and removed the laptop from it. Think about who you're presenting to and ask yourself: how can I surprise them?
The most viewed TED Talk ever is Sir Ken Robinson's Do schools kill creativity? It has been seen more than 55 million times. 55 million! The audience laughs all the time, it seems like one joke after another. Yet Sir Ken talks about a serious topic—how schools could better teach our children. Why did his talk get so much attention? Because he combined humour and novelty—his humorous approach was not only effective but also atypical in relation to a serious problem (how schools kill creativity).
Continue reading about the third fundamental principle of communication: Memorability.
If you'd like to learn more about how to make better presentations, download my report Top 7 Mistakes People Make When Creating Business Presentations.