Why Avoiding "I" in Marketing Presentations Matters

 

Grant Sheehan, CCUE | CCUP | CEO NCOFCU 
You know how things just stick with you? Well, many years ago, my marketing professor started off his class with the following, and it has never left me. 

The Power of Perspective:

Why Avoiding "I" in Marketing Presentations Matters

In the world of marketing, effective communication is paramount. One valuable piece of advice that often comes from experienced instructors and industry veterans is the importance of avoiding the use of the word “I” in presentations and reports. At first glance, this may seem counterintuitive; after all, many individuals feel that personal anecdotes and experiences can enhance a message. However, upon deeper reflection, the reasoning behind this approach reveals itself as essential for achieving impactful communication.

Building Objectivity

When marketing professionals present their findings or insights, it’s important to establish credibility. Utilizing data, surveys, and feedback from customers can enhance the objectivity of a presentation. Rather than framing a discussion around personal opinions or experiences with “I,” marketers can present information that speaks to a broader audience. This objective approach emphasizes that the message is not merely a subjective viewpoint but is instead supported by real data and communal insights.

For example, rather than stating, “I believe our advertising strategy is working,” a more effective statement could be, “Survey results indicate that 85% of our target audience recognizes our advertisements.” This shift not only provides empirical evidence but also fosters trust among stakeholders.

Focusing on the Audience

Marketing is fundamentally about connecting with your audience. When presenters use “I,” they inadvertently shift the focus toward themselves rather than on the audience's needs or experiences. By framing discussions around “we” or referencing collective data, the message becomes more inclusive.

Consider the difference between saying, "I think we should focus on social media marketing," versus "The data shows that audience engagement is highest on social media platforms." The latter acknowledges the audience’s preferences and behaviors, demonstrating a commitment to understanding their perspective.

Enhancing Professionalism

In professional settings, the use of first-person language can sometimes undermine the perceived professionalism of a presentation. A clear and direct approach to communication often demands formality and structure. By avoiding “I,” the speaker adopts a tone that signals authority and confidence, reinforcing their credibility within the industry.

Moreover, a presentation grounded in research and audience feedback can illustrate dedication and preparation. It shows that the presenter values evidence over mere opinion, which is crucial in establishing themselves as a thought leader.

Promoting Shared Responsibility

A key element in successful marketing is collaboration. When presentations embrace collective language, such as “we,” they promote a sense of shared responsibility. This approach encourages the audience to feel involved in the conversation, reinforcing that the strategies presented are not just top-down directives but are developed with input from various stakeholders.

For instance, saying, “We have implemented strategies based on customer feedback” invites collaboration and encourages engagement from the audience, thereby fostering a more participatory environment.

Engaging Your Audience

Finally, the decision to avoid “I” can enhance audience engagement. Data-driven presentations, testimonials, and case studies usually resonate more with audiences than personal stories. Presenting insights backed by evidence can help maintain attention and promote a better understanding of the information conveyed.

When marketers effectively utilize facts and figures, they are likely to captivate their audience’s interest. For instance, “Customers reported a 30% increase in satisfaction with our new product line” is more persuasive and engaging than a personal anecdote of why a marketer likes the new product.

Conclusion

While the use of personal anecdotes and experiences can have its place in informal discussions or specific contexts, the advice to avoid using "I" in marketing presentations is well worth considering. By focusing on objectivity, audience engagement, professionalism, and shared responsibility, marketing professionals can craft presentations that are not only memorable but also impactful. Ultimately, successful marketing is about communicating value to the audience, and steering the narrative away from individual perspectives allows for a more inclusive and effective exchange of ideas. In the fast-paced world of marketing, this approach can make all the difference in gaining audience trust and fostering lasting connections.

On a personal note: Incorporating the practice of avoiding "I" into your everyday interactions can lead to more fruitful conversations and stronger relationships. It shows a commitment to collective understanding and shared experiences, which is incredibly valuable in both personal and professional contexts. Keep leveraging this approach, and you'll likely see continued positive outcomes in your everyday interactions! 

Grant Sheehan CCUE | CCUP | CEO, NCOFCU
ceo@ncofcu.org | 305.783.3544