Part 3: The Triple Tell - The Blueprint to Winning Shortlist Presentations
Diving into some age-old wisdom here: repeating your message thrice isn’t just about being persistent; it’s a clever nod to human psychology.
First, it helps bridge the gap across different attention spans and processing speeds, ensuring our core message sticks.
Second, it reinforces the message, making it more familiar and easier to remember.
Third, repeating our point makes it more persuasive; once a message feels familiar, it's more likely to win people over.
"Tell them what you are going to tell them, tell them, then tell them what you told them."
The triple-tell practice, which dates back to Aristotle and is spotlighted in Dale Carnegie’s work, is a masterstroke for making presentations memorable. As many of you navigate the competitive landscape of AEC shortlist interviews, clarity and repetition are your best allies.
Let’s explore how this principle can transform your next shortlist presentation.
1. Tell them what you’re going to tell them.
The opening of your presentation is critical. As you learned, the hook grabs the audience’s attention. But what comes after the hook? After the hook, share the presentation’s agenda. Tell the audience what you’re going to tell them in the upcoming slides. The hook and agenda together lay the groundwork for what’s to come, engaging your audience’s curiosity and interest. (We covered the hook in the first newsletter of this series; you can go back and read it here.)
2. Tell them.
The bulk of your shortlist presentation is telling them - telling the audience your main points. The second repetition serves to build your thoughts. This is when you dive deeper into the details of how your firm’s approach specifically aligns with the client’s goals, challenges, and values. This is where storytelling is a powerful tool, illustrating your points with real-world examples or case studies that echo your internal message, making them more memorable and tangible. (Storytelling, have you stumped? Let’s chat)
3. Tell them what you told them.
Now, it’s time to seal the deal. The final repetition ensures the message has been fully understood and embraced. It’s about making sure the message doesn’t just pass through but stays with the audience, influencing their thoughts and actions. The closing of your shortlist presentation is a part of this third tell. My favorite way to incorporate this third tell is to reiterate the agenda. I reminded the audience of what we covered during our time together.
In summary: Why Threes Stick in Our Minds
Our brains are wired to recognize and retain patterns, and repetition is a key part of this process. Hearing something three times or more can transform a single piece of information from a passing thought into a memorable nugget.
Employing this strategy in the context of AEC shortlist interviews means not only will your key messages be remembered, but they’ll also be more likely to influence decision-making. By telling them, telling them again, and then telling them once more, you cater to how our brains naturally process information, enhancing both the impact and recall of your presentation.
The triple-teller method is not just about making sure your message is heard; it's about making sure it's remembered, resonating with your audience in a way that feels both comprehensive and compelling.
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