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Boris Brick cements his point memorable visual aids at presentations
What are the images that
you remember most from the 2014 Conservative Party Conference in Birmingham ?
The Tory Chairman and The Baroness?
The Prime Minister and the faithful?
Of all the images that have stuck in my memory from the
recent Conservative party conference in Birmingham probably the most effective
were not the high tech PowerPoint , vox-pop video trailers, nor the good and the great
but a certain Boris Johnson brandishing a cored brick.
A simple visual aid linked to his message
The last party conferences before the General Election of
2015 are both a rally for the party faithful and an opening sales salvo to the
From a selling skills perspective it is worth looking how
they attract the attention of the audience and sell their message. We can all learn from their efforts during
this conference season
The way we can attract attention in our presentations can be
reduced to five main ways.
All were used during
1. FACTS and FIGURES
For example Ed Milliband promise to increase health spending by £2.5
billion a year by raining taxes on homes (mansions) worth more than £2 million
For example Rhetorical Questions posed to the audience as to whether it
was fair that benefits should outweigh those who work for low wages
3. VISUAL AIDS
For example London Mayor Boris Johnson and prospective Tory candidate for
Uxbridge brandishing a cored brick to illustrate his house building
Selfies with ordinary people’
The power of the third party testimonial has been known for years
During the conferences we are shown celebrities attending
Speeches from various ministers were illustrated with
examples the expereinces of ‘normal , ordinary ‘ folk.
Such attention getters have to be tweaked to modern cultural
conditions , as Lord Bell ( former adviser to Margaret Thatcher) suggested in a
recent interview on Radio 4 Today
programme we have moved from a ‘Deference
to a Reference’ culture.
Chancellor of the Exchequer , George Osborne felt duty bound
to link back and mock Ed Milliband’s omission on the deficit - the faux pas
of the Leader of the Labour Party in the previous week.