"A presentation is a bridge, an opportunity to take someone from what they originally thought...
...to what you want them to think."
There are a number of areas to consider in order to change the way your audience thinks.
3. Describe the unrivaled success they will enjoy as a result if they choose your solution
1. Show you really understand what your audience wants and why
2. Show that you have the best solution
Your objective is to:
"Understanding where the audience is now will show you the content and arguments you will need to be most persuasive."
Number One - part 1
How?
You need to understand their "values"
- so, for example, are they cautious or reckless, modern or traditional, flippant or serious, extravagant or tight-fisted!
And you need to understand their "drivers" - for example, are they being tight-fisted because budgets have been cut, or are they being cautious because they are fearful of making the wrong choice.
How?
Number One - part 2
"Just like your sat nav, in order to get your audience to where you want, you need understand where they are now."
Number two:
Structuring your presentation
During your presentation you will want to create the following feelings:
How?
Create headings. Most simply your presentation will need a START, MIDDLE and FINISH
COMMITMENT
"I'm buying, where do I sign"
EXCITEMENT
"WOW! I can have it tomorrow at half price"
INTEREST
"Oh..it does all of the things I need!"
CURIOSITY
"What's this all about?"
To help you to build these feelings use these four headings, which are based on how people like to understand, to help organise your content:
To help you to build these feelings use these four headings, which are based on how people like to understand, to help organise your content:
* understand your audience needs!
START MIDDLE FINISH
HOW?
"..we produce the best cake everyday and deliver to your door"*
WHAT IF?
"if you choose us, you can have your cake & eat it everyday, it won't cost you a thing & you won't put on weight"*
WHAT?
"...we have the best cake and it is free/
cheapest/most expensive"*
WHY?
"...we are here because you want to have your cake and eat it"*
This is most important.
Look at each slide, refer back to the objective (as slide 3) and ask, what is the point of this slide?
Do not waffle on!
What are the 3 key things you want your audience to remember?
"Any surplus information included will confuse and hinder the audience. Be ruthless!"
Number three
Edit. Ruthlessly.
What information is key for your audience to believe, what is surplus? Less is more.
"A five minute presentation is twice as good as a ten minute presentation"
Always try to express features as benefits.
For example:
"we track your customers' social media activity"
should be...
"because we understand your customers' social media activity we can show you how to spend your advertising budget more effectively"
Tips
The use of suggestion.
There are sentence structures that can be used to be more persuasive:
A simple one is state two facts then follow those with your suggestion.
Politicians use this often!
As an example:
Another tip
1. This country is in a mess.
2. We've got to do something about it.
3. Voting for me will sort it out
We all like a story!
Final tip
Stories are more interesting! Try to create a narrative for the whole
presentation, or start with a story to raise interest and curiosity, use anecdotes.
"When you are presenting,
speak s l o w l y and c l e a r l y.
Your audience needs time
to absorb, so pause often. It looks confident!"
When you are in the meeting.
Make eye contact AND SMILE!
Prepare for the moment when the room falls silent and all eyes turn to you.
How?
1. Be pleased with what you are about to present.
2. Rehearse, rehearse and rehearse. This is not scary, it's now your chance to show what you've done and you are going to enjoy doing so!
3. Breathe and relax!
Being able to present persuasively and convincingly will transform your performance.
"Those people that are persuasive do really well in life"
All you have to do is follow these simple instructions and you'll do well too!
With thanks to Fred Rutter and Spring Communications Ltd
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