No matter what industry you’re in or what type of presentations you give, chances are you have women in your audience. With 69% of American women in the workforce, the female presence in business is everywhere. Women give and listen to presentations, make buying decisions, lead groups to action, and influence companies worldwide. Therefore, to successfully present to this powerful audience segment, you need to know how to relate to women in every presentation you give. As a public speaking coach and owner of a presentation skills training company, I give and listen to presentations every day. So I have a unique perspective on this topic. I know what works from a technical standpoint, and I know what works from a audience standpoint. To that end, I offer these three tips for developing your content for a female audience. (Note: while these suggestions apply universally—to both men and women—the tips highlighted have a higher receptivity in women).
1. Women appreciate and respond well to stories.
It’s no secret that women love a good story. No wonder 55% of all fiction books sold are to women. Knowing this, it’s surprising how many presentations I hear that are overloaded with facts, statistics, and dry information—with no stories whatsoever.
To connect with the women in your audience, stories are a must. Realize that not every story has to be about you or your company. You can use stories that are in the public domain or stories you’ve heard from others. You can also use metaphors and analogies that relate to things women typically respond to, like family, food, or travel. As long as the point of the story builds upon or relates to your topic, it’s a valid story to use. So as you plan your content, make sure you focus on stories as often as you focus on facts.
2. Women want to participate and feel involved.
Women enjoy feeling a part of the group. Women yearn for inclusion, for connections, and for relationships. Therefore, find opportunities to create ways for women to get involved in your presentation. You can suggest a “pair and share” activity, ask rhetorical questions, organize a group activity, or simply elicit feedback often.
The key, however, is to really want and value the involvement. Simply garnering participation at key points in your presentation but not making that participation meaningful to the experience, or not using or validating the information that is offered, sends the message that you really don’t care. So gain involvement and use what’s been offered. Your message will resonate stronger with your female audience if they feel they had a part in shaping it.
3. Women are keen to visual images.
Visual images are important for any presentation. In my experience, women respond to visuals that are more integrated, complex, and open to interpretation. Unlike stereotypical visual concepts, such as men like images that are hard, sleek, and cold, and women like images that are soft, fuzzy, and warm. Women enjoy and are stimulated by images that are more subtle and less prescribed.
One example of this is the Andrew Wyeth painting Christina’s World. In it, a woman is lying in a field, looking at a house. The painting’s message is not definitive. The woman depicted could represent someone distraught, forlorn, or forgotten. Or she could be hopefully reaching toward home—to that place of belonging and family love. Or she could have simply tripped and fallen. Paintings like this carry a degree of complexity and uncertainty that force people to interpret the image based on their own experiences. Women are comfortable with that complexity where there are multiple interpretations—no right or wrong. So to create powerful visual content for women, choose images that evoke a story.
Stories, participation, and powerful images – these are the three factors that are important for any presentation, but are especially so for a female audience. Keep these concepts in mind as you plan your next presentation and you’ll be one step closer to connecting your message with this powerful segment of the business community.
This blog is part of my Wednesday for Women blog series, where I feature stories, resources and information to help women gain greater influence, power, and confidence in their professional and personal life. Please enjoy these weekly Wednesday blogs and forward them to the powerful women in your life.
Sign up for our monthly newsletter to receive valuable tips, techniques and updates on the latest news and events from DeFinis Communications.