Evidence is everything

Evidence bag, Police scientific laboratory, conceptual image

The reality principle states that you should always present evidence that is concrete rather than conceptual. Showing real things, real people and specific details makes your presentation more interesting, memorable and persuasive.

Andrew Abela (Abela 2013, p 37) suggests the following when thinking about your evidence:

  • Provide lots of relevant detail – it increases credibility.
  • Verify your facts – where did your evidence come from.
  • Understand the constraints that inhibit your audience from taking action.
  • Demonstrate that you understand these constraints.
  • Make it personal and reflect that you understand the realities in your audience’s lives.

It doesn’t matter what type of personality your audience has, concrete and particular evidence is important for everyone.

Abela, AV 2013, Advanced presentations by design : creating communication that drives action, 2ndedn., Pfeiffer, San Francisco.

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