How the wrong example alienates your audience

Posted by Sean D'Souza on 09 June 2011

In part seven of his 12-part series on giving perfect presentations, Blackbelt Presentations author Sean D’Souza shows how using the right example in your presentation helps explain a concept but the wrong example alienate your audience.

Examples have a singular goal: they help the reader understand a concept. But could the wrong example actually alienate an audience? And how would you know which kind of example would alienate you?

Let’s look at a simple example of a ‘rocking chair.’

So if were to talk about a ‘rocking chair’, for instance, you’d immediately see an image in your brain. I could then connect the concept of a ‘rocking chair’ to the concept of ‘lots of motion, but going nowhere.’ But why choose a rocking chair?

You choose a rocking chair, because you’ve seen a rocking chair.
 I’ve seen a rocking chair. Even in today’s world, where rocking chairs are rare, we know what a rocking chair looks like.

And how it rocks. Baseball on the other hand, doesn’t ‘rock.’

You may be a great fan of baseball, for instance. And so to illustrate a point, you may use an example of something that happens in baseball. And immediately you’ve alienated a good chunk of your audience

No matter if you’re speaking to a group of people, writing an article, or writing a sales letter, you’re sure to send a decent part of your audience into a tailspin.

This is because they probably don’t watch baseball

They don’t know the rules of baseball.
 They come from a non-baseball playing country.
 They live in a baseball-country and detest the darned thing.

On average, no one detests rocking chairs

Or teapots.
 Or computers. 
Or airports.

What’s more, every member of your audience can relate to the example, because it’s so well known.

What you’re looking for is to keep your example as well known as possible

The purpose of using an example is to simplify things. If you use examples that put up a wall in my brain, you’re doing quite the opposite of simplification. You’re causing my brain to rebel, to stutter. Or for the example to plainly bounce over my head.

Bounce ain’t good

That’s why, when I do a Brain Audit presentation for instance, I’ll use simple examples such as:

1) Collecting your bags at the airport.
2) The news on TV.
3) Dog poo on the road

When I write articles, I’ll write about:

1) Firemen putting out a fire.
2) The lawn mowing guy.
3) The plane flying outside my window.

In sales letters, I’ve used the concepts of:

1) Getting into the wrong car.
2) Fly buzzing on the window.
3) Eating at a restaurant.

And other such examples which are everyday occurrences.

This keeps my audience/readers focused on simple examples.

So make sure your examples have a singular goal because they help the reader understand a concept. That way you won’t alienate your audience. Hey, you’ll probably get a standing ovation.

PS, Despite the need to be clever, also avoid any references to ‘mother-in-law jokes, ex-wife/husband’ and other such issues that bring up strong emotions.

Everyday objects and situations don’t carry the baggage of emotion. So stick to everyday objects and situations. It’s simpler.

More great advice on presentations

This is part seven of a 12-part series on writing perfect presentations by Sean D’Souza, author of the Blackbelt Presentations series. Further articles will be published in the coming weeks.

Read more about Sean D’Souza’s new Blackbelt Presentations series

Read Part 1: Simple steps to take the fear out of your presentation

Read Part 2: Why variation is the hallmark of outstanding presenters

Read Part 3: Do you quickly want to get the attention of your customers when you’re speaking?

Read Part 4: How to keep your audience coming back for more

Read Part 5: How to get your audience to remember what you said more

Read Part 6: Should you take questions at the end of your presentation?