How do you make data memorable in a presentation?
Put a person behind the number. Tell the story first, then the statistic, then what it means going forward.
What I say in the video
You're presenting numbers. Revenue's up. Engagement's up. Fewer customers are leaving, and you're watching the room glaze over.
Numbers on their own don't land. They need a story in them. Try this: lead with what's behind the number. "Three months ago, a customer named Rachel emailed us to cancel. She'd been with us for two years. Here's what changed her mind."
Then the statistic. Then what it means going forward.
Same data, totally different effect. Your audience remembers Rachel. They forget decimals.
What I didn’t say in the video
Rachel only works if she’s representative. She has to be what the number looks like up close, not the one feel-good exception. If retention rose because of a pricing change, a story about the customer whose account manager sent her flowers points the audience at the wrong cause. They’ll notice when the data doesn’t match, and they’ll trust both less.
The story is the way into the number, not a substitute for it. Keep it short, thirty seconds or less, and make sure it leads straight into the data. If your story is still going when it’s time for the chart, you’ve traded one problem for another.
You also don’t always need a named customer. A specific moment works too: the support ticket that came in at 2 a.m., the meeting where the client almost walked. Use real details and keep it brief. If it’s a real person, get their permission or leave out the name.
Find the Rachel who is the number, not the Rachel who is the exception.
Try it today
Next time you're building a data slide, ask yourself: who's the person in this number?
Bill Smartt is a New York executive presence and public speaking coach and the founder of Smartt Talk. He works with leaders in financial services, tech, advertising and startups.
