Studies consistently show that people will retain -- that is, be able to recall and apply -- only a small portion of what you present.
5% to 10% of what they hear
Maybe 20% with good visuals
30% with an effective demo
When you're trying to communicate a concept that will improve business performance, is 30% good enough? Incidentally, each individual will filter out their own particular 30%. Your chances of success are limited.
If people can apply the concept immediately in a situation they care about, retention will skyrocket to 80 or 90%. Why? Research findings published over the past 10-15 years offer fascinating insights into the workings of the human brain.
The human brain is not designed to file away, and later retrieve, information in small bits. We don't use information that way when we are solving problems, making decisions, or performing tasks. Instead we use integrated collections of information. The folks who study learning call them "chunks".
Fortunately, the human brain optimizes its storage process to support later retrieval. If we store information in chunks instead of bits it will be easier to recall.
How do we get the brain to form chunks? It's all in the way we organize our presentation, right? Sorry, not quite. Good organization helps, but remember; The best presentation might hit 30% retention. There's something else going on here.
Each brain in your audience will form its own chunks using a process called "rehearsal". Rehearsal means getting involved with the information by using it to solve a problem or perform a task. Rehearsal also links the new chunk to related chunks already on file in that unique brain.
The presenter can also make it a lot harder, and many do. Rehearsal involves recirculating information between short-term memory and long-term memory. It's a non-linear and somewhat disorderly process. Even if only mental, it takes time.
As a presenter, if you proceed swiftly and logically from point A to point Z without coming up for air, you're doomed. People in your audience may think they understand at the time, but give them a day and it's down the drain.
Give your audience both the opportunity and the incentive to get involved with the information if you want them to remember and use it.