One Sure Way To Boost Audience Retention

We could debate for hours whether compelling public speakers are born with that gift or they achieve it through diligent practice. I suspect that, like many skills, it’s probably a bit of both. Few would disagree that everyone benefits from practice. Practice with honest feedback can be particularly helpful. This is why I’m a big fan of Toastmasters.

I think it’s probably also true that many speakers can sometimes make major improvements just by making a small tweak in the style, content, or both, of their presentation. Here I’m thinking about some advice I came across in Brian Johnson and Marsha Hunter’s recent book, The Articulate Attorney (2nd Ed. 2013). They discuss the difficulties we encounter in maintaining audience attention. This problem is crucial if your goal in speaking is anything other than pure entertainment because it is unlikely your audience–a jury, for example–will process and retain anything you say if they’re not paying attention. Johnson and Hunter write:

“Listeners pay close attention to the beginnings of presentations. Minds often wander in the middle, and retention drops. When the listener gets a signal that the end is near–‘In conclusion . . .’–attention increases once again. Primacy is the first thing listeners hear; recency is the last.” (Id. at 85.)

I have elsewhere heard a variation on this observation, with the attendant advice that one should structure a presentation so that the really important information comes at the beginning and the end. I suppose that’s better than nothing. But the logical implication is that the information that comes between the beginning and the end is less important, or not important at all. I don’t know about you, but I try to leave information that is less important or unimportant out altogether. And we can’t very well just have a beginning and an end with no middle, can we?

Johnson and Hunter offer a superior alternative. They urge speakers to “chunk,” or divide larger bits of information into smaller chunks, which is easier for the human brain to receive, process and retain. Additionally, rather than a speech which consists of one strong beginning, a middle and one strong ending, they urge speakers to create several rather discrete chunks, each with its own beginning, middle and ending. They write:

“Since beginnings and endings are good, create more of them. Rather than conceive your presentation as having one beginning and one ending, clearly delineate each topic area. Begin new topics with a headline (begin/primacy) and explicitly mark the conclusion of the topic with a wrap-up (end/recency). When your major ideas are demarcated in this fashion, your presentation will have many beginnings and endings. Each time a new topic is headlined and closed out, the daydreaming (or emailing) listener’s attention is refreshed.” (Id. at 87.)

So go on, be a “chunker.”