Content Development

Always a Call to Action

During a two-day presentation skills workshop I was conducting last week, a participant asked: “Should there always be a call to action in our presentations?”

In a business presentation, the answer is almost always “yes.”

As a general statement, there are three types of speeches or presentations: traditional, informative and persuasive.

A traditional speech or presentation would be something like a eulogy at a funeral, an acceptance speech for an award or a 25-year service awards gala for a corporation. Generally, you don’t need to have a call to action for a traditional presentation, although I have occasionally seen it to be very effective.

In an informative speech or presentation, you are informing the audience about something that should be relevant to who they are as human beings. It is important that you tell them why your information is relevant, and clearly state how you hope they will apply this information to their job, to their personal life, or to their professional life.

A persuasive presentation encourages the audience to take fairly immediate and direct action — vote for a candidate, sign a petition, or even get feedback from users by a specific date to ensure that a new software package is truly meeting the needs of the organization.

As those who have been through my workshops know, I believe the call to action in an informative or persuasive presentation should be stated up front and again at the end in clear, concise terms. In a modern business presentation, if you don’t want the audience to apply what you’re saying, or you don’t want them to take some form of action as a result, I have a critical question to ask:

Why are you there?