Make the story's point clear
The point of the Mean Joe ad is that Coca-Cola makes you happy. To make sure you get the point, the final frame of the ad says in big letters, "Have a Coke and a Smile."
Unlike the ad, however, many presenters assume the audience will get the point of a story. That's a mistake. If you tell a story about how your approach will save the client money, end with the point: "This approach will save you a lot of money."
The climax of the ad comes when "Mean" Joe gives the kid his jersey. The kid says, "Wow, thanks Mean Joe!" And Green flashes a big smile. For me, the smile is the moment where I get goose bumps.
One of the best ways to connect with an audience is to smile. This is something that I had to work on. When I first left law practice for the public speaking business, my coach told me, "Your biggest problem as a speaker is your face." She meant that I never smiled. So I practiced in front of a mirror.
I worked on smiling so much that my face hurt.
It takes practice if you want to connect like Mean Joe Greene.
Joey asher is president of Speechworks, a selling and communication skills coaching company in Atlanta. He has worked with thousands of businesspeople, helping them learn to communicate in a way that connects with clients. His new book, 15 Minutes Including Q&A: a Plan to Save the World from Lousy Presentations," is available now. He also is the author of three previous books including "How to Win a Pitch: The Five Fundamentals That Will Distinguish You from the Competition", "Selling and Communication Skills for Lawyers" and "Even A Geek Can Speak." He can be reached at 404-266-0888 or firstname.lastname@example.org.