Let us talk about action titles
and why are they called action titles
instead of just regular titles.
Well, action titles are supposed
to be one-sentence summaries
that allow to understand your entire slide
and its key insights.
An action title is supposed to answer the question.
So what?
When someone sees your slide and reads what on it
and asks so what?
The action title should give him an answer for that.
Let's use it on an example.
We have a product called FunnyShoes.
Instead of using a irregular title
like FunnyShoes market shares, without any deeper context
an action title would sound more
like market shares of FunnyShoes grew by 6% in year y.
I'd even scratch the by and just leave 6% in given year.
You want to make it as short and concise as possible.
This can naturally create some healthy anticipation
and understanding of your entire slide.
Do you remember the Gutenberg diagram?
If we take a step back and look there,
naturally action titles will be of course
put in the header area and now you already know why.
Because the header area is the primary optical area,
the first place where your viewer will watch
and try to read something.
An action title shouldn't be longer than two
maybe three lines.
It depends of course
on the topic and what you are describing.
To summarize what I've said, the desired situation
would be when your presentation could be understood
by just reading your action titles.
Later on, I'll teach you about storytelling
for your entire presentation, so will get back to that.
A little trick can be putting dots
before and after your title
and what this title flow nicely into our next slide.
Let's answer that.
For example, market shares
of FunnyShoes grew by 6% in this year.
Keeping this year over year growth can place FunnyShoes
as market leader with 30% overall share.
This would be an example of two action titles
on two different slides that continuously
tell a story of your presentation.
Another example, instead of just world revenue growth
I'd probably put a title
like revenue has grown 31% over past five years.
Asia being strongest contributor.
Because just world revenue growth doesn't say anything,
if I would ask, so what?
This title wouldn't answer it.
Action titles wants to summarize everything
you've put on your slide in one sentence.
Let us go to a few examples to explain a couple
of concepts about this.