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Before & After by John McWade

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Chapter . Picture your presentation: Photographs give your audience an emotional connection to your words.

We love data! Fifty-two base hits, 23 abandoned children, Class 3 hurricane. We track data, we analyze it, we graph it—and we cheerfully present it to snoozing audiences everywhere. What’s funny is that data alone has no value. Only in the context of real life does it have meaning. And real life is conveyed best not with data but with story.

So put away your text and graphs. To tell a story, you need the help of photos. Photos communicate on many channels. They wordlessly draw the audience into your world, make emotional connections, and prepare your listeners for what you have to say. Let’s see how.

It’s easy to find generically happy images, ...

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