As fraud examiners, we’re often expected to do more than just comb through balance sheets, review evidence or interview witnesses. Like most professions, fraud examination includes an element of presentation, ranging from pitching your services to prospective clients, providing anti-fraud training to colleagues or revealing the results of an investigation. Whether you’re presenting to management, board members, clients, conference audiences, or district attorneys, your persuasion strategy starts with knowing the outcome you want to achieve. What do you want the audience to do, feel, believe or decide? And how do you get started?

作为舞弊审查员，我们通常要做的不仅仅是梳理资产负债表、审查证据或采访证人。像大多数职业一样，舞弊审查包括演示的元素，向潜在客户推销你的服务，向同事提供反舞弊培训或披露调查结果。无论你是向管理层、董事会成员、客户、会议听众还是地区检察官介绍情况，你的说服策略是首先要知道你想要达到的结果。你想让听众做什么，感受什么，相信什么或决定什么？你又该如何开始呢？

Let’s first address the elephant in the room: PowerPoint design. We’ve all struggled with creating presentations using PowerPoint or some other visual presentation tool. Without some foreknowledge about information design, the results are usually terrible. The problem is most begin with PowerPoint when it should be the final touch to any presentation that’s designed to move an audience to take some action. When you understand your goals for the presentation, you can work backwards with content development, finishing with how to visually convey key concepts using PowerPoint or a similar presentation tool.

让我们首先解决房间里的大象，关于PowerPoint设计，我们都曾为使用PowerPoint或其他视觉演示工具制作演示文稿而苦恼。如果没有一些关于信息设计的预知，结果通常是糟糕的。问题是大多数人都是从PowerPoint开始的，而它应该是任何旨在推动听众采取某种行动的演示的*后一环。当你了解了你的演讲目标后，你就可以从内容的开发开始倒推，*后是如何用PowerPoint或类似的演示工具来直观地传达关键的概念。

When tasked with developing a presentation, most people spend more time looking for a pleasing PowerPoint template than planning the content path and how to lead audiences to it.

当承担开发演示文稿的任务时，大多数人花更多的时间去寻找一个赏心悦目的PowerPoint模板，而不是规划内容的路径以及如何引导听众去做。

If you’re reluctant to surrender your thinking that it’s all about the PowerPoint, consider these important statistics about presentations. (See “19 Powerful Presentation Stats to Transform Talks in 2019,” by Alexa Harrison, Duarte.)

如果你不愿意放弃你的想法，认为这一切都与PowerPoint有关，请考虑这些关于演讲的重要统计数据。(见 "2019年改变会谈的19个强大的演示数据"，作者Alexa Harrison, Duarte）。

Clearly, PowerPoint slides alone won’t make a persuasive presentation — or even an interesting one.

显然，单靠PPT幻灯片并不能成为一个有说服力的演讲 — 甚至是一个有趣的演讲。

Here are six easy and simple keys to great PowerPoint (information) design:

以下是优秀的PowerPoint（信息）设计的六个简单易行的关键：

People aren’t drawn to the best products or ideas; they are drawn to the ones they can understand quickly and with ease. The same is true of presentations. You can’t blame the audience if they’re bored. As Dr. Paul Homoly writes in his book by the same title, “Just because you’re an expert doesn’t make you interesting.” (See “Just Because You’re an Expert Doesn’t Make You Interesting,” by Dr. Paul Homoly, Annotation Press, 2012, Enumclaw, Washington.)

人们不会被*好的产品或想法所吸引；他们会被那些他们能够快速、轻松地理解的产品或想法所吸引。演讲的情况也是如此。如果观众感到厌烦，你不能责怪他们。正如保罗-霍莫利博士在他的同名书中写道："仅仅因为你是一个专家，并不能使你变得有趣"。(见 "仅仅因为你是专家并不能使你变得有趣，"保罗-霍莫利博士，注释出版社，2012年，华盛顿州埃纳姆克拉夫。）

Every presenter faces competing distractions internal to individuals in the audience. Some have higher-priority issues competing for cognitive attention: an upcoming vacation, a family illness, financial stress and so on. Your presentation must address issues important to them and be compelling.

每个演讲者都面临着听众个人内部的竞争性分心。有些人有更优先的问题在争夺认知注意力：即将到来的假期、家庭疾病、经济压力等等。你的演讲必须解决对他们很重要的问题，而且要有说服力。

Figure 1. How the psychology of information design can influence presentations. Source: Donn LeVie Jr. STRATEGIES, LLC.

图1. 信息设计的心理学如何影响演讲。资料来源：Donn LeVie Jr. STRATEGIES, LLC.

Figure 1 above shows how the psychology of information design attempts to address the many ways people process sensory input. The more of these variables your presentation can take into consideration, the greater the probability of audiences responding positively to your call to action. Group and individual participation exercises throughout the presentation also help maintain audience focus.

上图1显示了信息设计的心理学如何试图解决人们处理感官输入的多种方式。你的演讲能够考虑到的这些变量越多，听众对你的行动呼吁作出积极反应的可能性就越大。在整个演讲过程中，小组和个人的参与练习也有助于保持观众的注意力。

One of the most important elements of any presentation that’s designed to move people to a decision is to craft a strategy for hooking the audience. Relevant, believable stories are essential to helping the audience feel your words, visualize ideas and facilitate breakthroughs. Stories that are simple and specific are also more persuasive, and persuasiveness leads to greater acceptance. Before any audience buys into your presentation, they first have to buy you, and stories help close that audience-presenter gap.

任何旨在推动人们做出决定的演讲，*重要的因素之一是制定一个吸引观众的策略。相关的、可信的故事对于帮助听众感受你的话语、形象化的想法和促进突破至关重要。简单而具体的故事也更有说服力，而说服力会使人更容易接受。在任何听众接受你的演讲之前，他们首先必须接受你，而故事有助于缩小听众与演讲者之间的差距。

Bret Hood, CFE, adjunct professor of corporate governance and ethics at the University of Virginia, knows how to quickly pull in an audience and prime their engagement by opening presentations with questions. This technique allows individual audience members to insert themselves into the overall narrative as they contemplate their response.

Bret Hood，CFE，弗吉尼亚大学公司治理和伦理学的兼职教授，知道如何通过在演讲开始时提出问题来迅速吸引听众并激发他们的参与。这种技巧使个别听众在考虑自己的反应时，能够将自己带入整个叙述中。

“Blending your presentation objectives with open-ended questions such as, ‘Have you ever faced a difficult situation?’ or ‘Has this ever happened to you?’ will prompt audiences to recall a personal experience,” he says.

他说：“将你的演讲目标与开放式的问题结合起来，如'你曾经面临过困难的情况吗'或'这曾经发生在你身上吗'，这将促使听众回忆个人经历”。

“Once that happens, you’re in a position to leverage that freshly recalled experience and tie it into the presentation message. Such an approach will increase not only participant retention, but also the likelihood that the learning concept will be applied after the presentation or course.”

"一旦发生这种情况，你就可以利用这种刚刚回忆起来的经验，将其与演讲信息结合起来。这种方法不仅会提高参与者的保留率，而且也会提高学习概念在演讲或课程结束后被应用的可能性"。

The big mistake many experts make is showing complex PowerPoint slides, such as Excel spreadsheets or large, labeled graphics minimized at an unreadable resolution. Wrap stories around facts and numbers for the emotional connection. Don’t make the audience do the hard work with statistics and spreadsheets; instead, tie them up in a story they will remember.

许多专家犯的大错是展示复杂的PowerPoint幻灯片，如Excel电子表格或在无法阅读的分辨率下*小化的大的、有标签的图形。用事实和数字来包装故事，以建立情感联系。不要让观众用统计数字和电子表格来做艰苦的工作；相反，用一个他们会记住的故事来吸引住他们。

Figure 2. Virtual Presentation Technology Options. Source: Donn LeVie Jr. STRATEGIES, LLC.

图2. 虚拟演示技术选项。资料来源：STRATEGIES, LLC.的小Donn LeVie。

Stories must be relevant to the theme or content in presentations. One idea is to create content blocks. A content block consists of a concept, followed by a story that illustrates the concept, and then an application that is meaningful to the audience. Here’s an example:

故事必须与演讲中的主题或内容相关。一个想法是创建内容块。一个内容块由一个概念组成，然后是一个说明该概念的故事，*后是一个对听众有意义的应用。下面是一个例子：

For example, in a presentation with three important, related points to communicate to the audience, three connected concept-story-application blocks followed by a call to action will help lead them to what you want them to do next: Sign up for a complementary risk assessment, adopt a new fraud mitigation policy or approve a budget increase.

例如，在一个有三个重要的、相关的要点要传达给听众的演讲中，三个相连的概念-故事-应用区块，然后是行动呼吁，将有助于引导他们去做你希望他们接下来做的事情。报名参加一个补充性的风险评估，采用一个新的减少舞弊的政策或批准增加预算。

Stepping away from the lectern while presenting is a sign of a well-prepared and experienced presenter. There are five ways audiences assign meaning to you as a presenter or speaker:

演讲时离开讲台是一个准备充分、经验丰富的演讲者的标志。听众有五种方式对你作为主持人或演讲者赋予意义：

Using physical movement as a presenter communicates your real and perceived authority to audiences. In fact, effective presenters understand that every presentation or speech is a performance to some degree; it’s a slight exaggeration of your normal persona.

作为演讲者，使用身体动作向听众传达你的真实和感知的权威。事实上，有效的演讲者明白，每一次演讲或讲话在某种程度上都是一种表演；它是对你正常角色的轻微夸张。

Stories with emotional elements work great with physical movement. For example, being “taken aback” about a story element should have you moving backward from the audience to add drama to the story. In contrast, “facing fear” or “accepting a challenge” should have you moving forward toward the audience.

带有情感元素的故事与身体动作配合得很好。例如，对一个故事元素 "大吃一惊 "时，你应该从观众席向后移动，以增加故事的戏剧性。相反，"面对恐惧 "或 "接受挑战 "应该让你向观众方向移动。

Stories with a past-present-future element require movement from the audience perspective. Because we read from left to right in the Western world, the “past” element of your story should have you positioned on the left side of the platform or room (the audience’s left); the “present” element will have you move toward the center; and the “future” element will have you moving toward the right side of the platform or room.

具有过去-现在-未来元素的故事需要从观众的角度进行移动。因为在西方世界我们是从左到右阅读的，所以你的故事中的 "过去 "元素应该让你位于平台或房间的左边（观众的左边）；"现在 "元素会让你向中间移动；而 "未来 "元素会让你向平台或房间的右边移动。

Similar to the past-present-future movement are hand gestures when illustrating “left-to-right” (and vice-versa) movement. Your gestures will always be from the audience perspective, which means moving your hand gestures from their left to their right (and vice-versa). It sounds confusing, but if your words aren’t aligned with your body language or movement, it can create cognitive dissonance with some audience members. The last thing you want is to confuse the audience — even for a couple of seconds. That’s long enough for some to become disengaged.

与过去-现在-未来的运动类似，在说明 "从左到右"（反之亦然）的运动时，手势也是如此。你的手势将总是从观众的角度出发，这意味着将你的手势从他们的左边移动到右边（反之亦然）。这听起来令人困惑，但如果你的话语与你的身体语言或动作不一致，就会使一些观众产生认知上的不协调。你*不希望的是混淆观众 — 即使是几秒钟。这样的时间足以让一些人失去兴趣。

The least popular TED Talks speakers use an average of 272 hand gestures; the most popular speakers use an average of 465 hand gestures. (See “60 Hand Gestures You Should Be Using and Their Meaning,” Scienceofpeople.com.) Gestures, like movement, are visual punctuation; use a variety of them, but with intent.

*不受欢迎的TED演讲者平均使用272个手势；*受欢迎的演讲者平均使用465个手势。(见 "你应该使用的60种手势及其含义"，Scienceofpeople.com。） 手势和动作一样，是视觉上的标点符号；使用各种手势，但要有目的性。

As a presenter in typical virtual environments, you’ll likely use more facial expressions and perhaps some hand gestures if you’re sitting at a desk using a webcam. If that’s the case, minimize other body movement. The key to engaging others in a virtual environment is to look at the camera lens when presenting and not at the individual images on the screen.

作为一个典型的虚拟环境中的演讲者，如果你坐在办公桌前使用网络摄像头，你可能会使用更多的面部表情，也许还有一些手势。如果是这样的话，尽量减少其他身体动作。在虚拟环境中吸引他人的关键是在演讲时看着摄像机镜头，而不是看着屏幕上的单个图像。

The two most important tools you can have for delivering great virtual presentations are a good-quality external microphone and a high-definition (HD) webcam. Built-in laptop microphones, and even external webcam mics, can make you sound like you’re speaking from inside a bathroom because they pick up sound from all directions  — including the hum of the laptop fan. Laptop webcam video resolution isn’t as high quality as an external USB HD webcam that hangs off the top of the monitor.

要进行精彩的虚拟演讲，有两个*重要的工具，一个是高质量的外部麦克风，一个是高清（HD）网络摄像头。笔记本电脑的内置麦克风，甚至是外部网络摄像头麦克风，都会让你听起来像在卫生间里说话，因为它们会接收来自各个方向的声音 — 包括笔记本电脑风扇的嗡嗡声。笔记本电脑网络摄像头的视频分辨率不如挂在显示器顶部的外部USB高清网络摄像头的质量高。

Being an effective communicator is one of the most important skills a fraud examiner can have — or develop, with some training and practice. Consider signing up for my ACFE course Influential and Persuasive Presentation Techniques for a deeper dive on the techniques I’ve described here. While giving professional presentations might seem daunting, with the right preparation, a basic knowledge of information design, and some familiarity with persuasion language, you can hit it out of the park. Start with the end in mind and embrace the idea that speaking, teaching and presenting are never about you; it’s always about what your audience wants and needs.

作为一个有效的沟通者，是舞弊审查员可以拥有的*重要的技能之一 — 或通过一些培训和实践来发展。可以考虑报名参加我的ACFE课程《有影响力和说服力的演讲技巧》，深入学习我在这里描述的技巧。虽然做专业的演讲似乎令人生畏，但只要有正确的准备，有基本的信息设计知识，以及对说服语言的一些熟悉，你就可以一鸣惊人。以目标为出发点，接受这样的理念：演讲、教学和展示从来都不是关于你自己的；它总是关于你的听众想要什么和需要什么。

Donn LeVie Jr., CFE, is a Fraud Magazine staff writer, speaker, author, leadership influence consultant, and executive coach. He leads corporate programs on leadership influence and several virtual strategic mentoring programs for executive leaders and high-performing professionals. Contact him at donn@donleviejrstrategies.com.

Donn LeVie Jr.，CFE，是《舞弊》杂志的工作人员，演讲者，作者，领导力影响力顾问和执行教练。他领导关于领导力影响力的企业项目，以及针对行政领导和高绩效专业人士的若干虚拟战略指导项目。请与他联系：donn@donleviejrstrategies.com。