My son Tyler has narrowed his college choices to two. How he got there gets to the heart of the importance of “sticky” presentations and why a two-day trip to two schools put one on the finalist list and took one pretty much off his radar.
We started at Syracuse on a chilly October morning. This part sticks with me because the presenter tried to make light of the weather from the moment we hit our seats. Maybe it’s just me (and keep in mind, I actually went to the school and grew up in Buffalo) but cold weather should not be on the list of key selling points.
The presentation was dry, and the presenter was not particularly dynamic (although she seemed very nice). She started with a video featuring famous and semi-famous alumni and appeared to have been made by an advertising firm that didn’t realize it was talking to teenagers. Did Admissions forget that its communications schools is a selling point and that it has not one but two solid film schools? Why not have a student film competition to highlight the school’s strengths.
The rest of the presentation was more informative than memorable, with no real sales focus (I seem to remember a lot of bullets). The worst part came as she dismissed the crowd by school for individual sessions. She’d call out the name of the school (e.g., Newhouse) and then start highlighting the merits of the program as her target audience struggled to their feet, grabbed their bags, and headed out the door.
The tour wasn’t much better and I honestly think Tyler would have crossed Syracuse off his list then and there, had I not been along to talk about concerts on the Quad, Dance Marathon, games at the Dome, and late-night snack runs to Marshall Street.
So we left Syracuse and headed to D.C. and our tour of American University.
Things were different there. A 20-something admissions person (and alum) talked about her experiences. Trick or treating at embassies. She illustrated her point about the high percentage of international students by talking about political science classes on Middle Eastern politics with students who lived through bombings and fighting in the streets. She actually made the pursuit of dual majors interesting. Last week — yes, five months later — I asked Tyler what he remembered and the kid who can’t remember to turn off his lights or stop texting while doing homework rattled off a number of memories from the presentation.
American has been the leader in the clubhouse since that visit. A recent visit to Drexel made it a two-horse race for a similar reason: The head of the film department sat down with Tyler to talk about her vision for the program, talking about her ability to “see beyond the curve” of the road. Once again, passion carried the day. She also had a great story — no deck, but a great ability to communicate the path — and that, combined with outstanding facilities and equipment and the willingness to put a camera in his hands from Day One, means it’s now a two-horse race.
I’ve posted here before about a story-driven, bullet-light approach to PowerPoints. Dan Heath is in Fast Company magazine this month talking about “sticky” presentations and has some great resources on his website (links are in the FC article). And both Nancy Duarte (slide:ology) and Garr Reynolds (Presentation Zen) have great presentation-centered blogs and are passionate advocates of storytelling.
I suspect many of you have had similar college-admissions experiences. Take some time to think about your story, your audience, and your message. What will you do differently the next time you have a presentation that’s designed to capture someone’s imagination or ignite their passion?