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Theoretical input

AIDA | AIDA 2.O | 5 principles for a good presentation

AIDA 2.0 is a version of the original AIDA model, which gives instructions on how to structure a presentation content-wise.

A – Aufmerksamkeit erregen (gain attention) and I – Interesse wecken (spark intrest) (15%) correspond with the original model’s A and I.

D – Darstellung des Inhalts (present the content), denominates the part of the presentation which is also often referred to as the ‘main part’. It amounts to about 75 % of the presentation. In this part of the performance you present the particular subject matter of the topic.

What you should keep in mind when presenting content:

  1. Max. 5 – 6 sub topics
    • Keep in mind that there has to be a coherent connection between the sub topics
  2. Include and ‘engage’ the audience also during the presentation
    • e.g. by asking open questions, doing group work, visual ‘bates’, …
    • ideally you should engage your audience between each sub item
  3. Anchor new information
    • Link and repeat
    • Use examples for better understanding
  4. Speak freely with the help of a roughly structured manuscript
    • Speaking freely gives the audience a better chance to process the information (=> do not read your speech aloud!!)

The end, A – Abschluss (the end), of a presentation should not amount to more than 10 % of the performance. At the end you should shortly recap the most important points of your presentation. That helps the audience reflect on the perceived contents and anchor them a bit deeper in their memories.
Then, at the very end you can, for example, ask an open question as a rhetorical bridge to the following discussion or invite the audience to think a bit more about the introduced concepts.

TIP: Nowadays it is not common anymore to have a “Thank you for your attention” slide. You better end with a final statement or even a final quote.

NOTE: Do not introduce any new concepts at the end of a presentation as this might only confuse the audience.

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