“May I have your attention?”;: Exordial techniques in informative oral presentations

An introduction, even a short one, makes audiences more willing to listen to a speech, think more highly of the speaker, and understand a speech better than when no introduction is given. Two experiments at Delft University of Technology support this conclusion. Subjects viewed videotapes of professional presentations on the topic of Sick Building Syndrome. In one experiment, subjects rated the effectiveness of three introductory or “exordial”; techniques in gaining audience attention: an anecdote, an ethical appeal, and a “your problem”; approach. Results indicate that audiences do respond to exordial techniques, and in a predictable manner. In the second experiment, two speeches with anecdotal openers were tested against one without any introduction. The anecdotes led to significantly higher ratings of the presentation's comprehensibility and interest, as well as the speaker's credibility. The presence of an anecdote also resulted in higher retention scores. Oddly enough, the relevance of the anecdote did not seem to make a difference in the ratings.