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Want a Compelling Presentation?
Guide the Decision-Making Process
One of the most common reasons clients come to us for help with their presentations is that they feel that their presentation just isn't compelling. They know their product/service is terrific, and they're passionate about it. But many times when they finish delivering the presentation, they feel more exhausted than they should because they gave it their all, but aren't getting the "kiss" and the end of the "date" that they expected to flow naturally.
Upon reflection, they admit that the message isn’t as focused as it should be and they’re putting in extra energy to compensate for it. They conclude that an outside expert who understands business, strategy, presentation psychology, graphic design and audience perspectives (especially those of investors) can help. When we get finished reorganizing the presentation, suddenly the passion is revived, and the feedback speaks for itself: the next presentation achieved the goal. We know, because we often become long-term strategic partners addressing strategic sales, marketing and communications issues that the presentation raised.
How do you produce a compelling presentation? First, understand that the goal isn't just to tell a story - it's to guide the audience's decision-making process so they want to "buy-in" at the end of the conversation.
The first step is to be the master of your content. For most people this isn't a problem; they know their topic. The challenge is what information to present and what to leave out; too much information is distractive. When you’re too close to the situation, it's difficult to distinguish between what the audience needs to know and what is "commentary".
Second, organize the presentation in a way that makes sense for you. Many people don't feel comfortable with the "flow" because they inherited someone else's template. The result of this, like not knowing the substance, is a downward spiral: with lack of confidence you psychologically lose presentation power. Without full enthusiasm to transfer to the audience, it's not going to compel action.
Third, the presentation has to be organized to engage the audience’s AIDA decision-making process process:
Grab my Attention,
Interest me intellectually,
Create an emotional Desire to be involved,
Make it easy to take Action.
Fourth, the style has to engage the audience. Regardless of the merits of your product and team, that there are emotional reasons to NOT buy-in (i.e., fear, uncertainty and doubt - especially if I'm going to hear a competitive presentation) and other reasons to buy-in (i.e., it will make me a hero!) You need a style which addresses both logic and emotions.
From a graphic standpoint, engage the audience with appealing slides: easy to read, short phrases in large text which contrast with the background, and use of photos, pictures and graphic symbols which demonstrate the point. Together words + pictures engage both sides of our brains.
Finally, your speaking style determines how compelling the presentation is. You need to exude confidence in your product/service and transfer the enthusiasm to your audience. Public speaking fears and self-consciousness about how you’re presenting, will water down your ability to compel the audience to take the desired action.
For more information, contact us about our corporate and public training classes and one-on-one coaching: training@presentationexcellence.com.
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During this program we'll practice by delivering your own presentation, and getting feedback from video & group. To promote your company, service or product - and your career, don't miss this workshop.
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