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The opinions expressed by the entrepreneur's contributors are their own.
The following excerpt is from the book No BS Guide to Powerful Presentations by Dan S. Kennedy and Dustin Mathews. Buy it now on Amazon | Barnes & Noble | iTunes or click here to buy it directly from us and SAVE 60% in this book if you use code CAREER2021 by 04/17/21.
Note: This excerpt was written as a guest by Dave Vanhoose, co-founder of Speaking Empire.
A signature presentation is a message that works for you no matter when, where, or how you share it – in a webcast or webinar, face to face with one person across a desk or 100 people on stage. This becomes the core of every presentation you give.
Related: Why Every Personal Brand Needs an Audience
The following Speaker & # 39; s Formula ™ divides your presentation into 12 components in a specific order.
When most people come on stage, make a video, or host a webinar, they are talking to people. That is a driving force. It actually pushes people away. Better to drag them to and into your presentation so that they can give you their attention and be interested in what you have to say. A compelling emotional or dramatic story can do this. This may be related to your reason for presenting and participating in the business, or for selling the product you are selling. Another approach is a series of provocative questions. A series of specific, intriguing promises is another. One way or another, the first block of your presentation needs to be getting and holding attention.
2. Build up rapport
People buy from people they know, like and trust. People don't just buy things from you. They have to buy you. An excellent way to build a relationship is through personal transparency. You can choose to share your personal challenge, an obstacle you have overcome, or doubt you have overcome, that brought you to that moment, to perform in front of your audience and introduce them to your opportunity. It is usually a mistake to advance a presentation of facts, figures, product features and benefits, and suggestions without first establishing a relationship with the audience.
3. Gain credibility
Audiences need to know that you deserve to be heard. The same presentation produces very different results when given by two different people and only one gives reasons why he has the right to speak about the subject and speak to the audience in front of him. Are you part of a respected group or association? Are you a writer Have you been seen in relevant publications? Have you been seen on TV or heard on the radio? Are You Just Another Cosmetic Surgeon, or THE Cosmetic Surgeon Who Wrote the Official Consumer Guide to Cosmetic Surgery? . . who gave lectures in well-known hospitals. . . Who was a guest on a popular TV show. . . Who is certified for the technique preferred by major movie stars? In short, it is at this point in your presentation that you need to state your right to fame.
4. Goal problems
Your audience walked into the room, came to the webinar, heard your audio CD already in and with pain – if not physically, then in a broader sense: disappointment, frustration, recurring failure, fear, confusion. Everyone has something like that in front of them. For many people, it's boiling – not acute or urgent. At this point in your presentation, you want to pull it out and show it off, turn up its heat, and make it acute and urgent. Relatively few people can be motivated by profit alone. Most move towards profit in order to escape the pain.
5. Deliver the solution
After you've chosen the pain, it's time to show your solution to the audience. This could be your product or service, your diagnostic process, an appointment with you or an examination by you or other means of contacting you. This point is the fifth in the sequence because if you get to it too quickly, you won't have the foundation in place for your solution to be readily accepted. If you're late for it, you can frustrate your audience. At this point, you want people to know you have a solution and be excited about it, without getting lost in the details.
6. Set expectations
An audience needs to know where you are going. You don't want to attend your presentation without a good idea of the destination and landmarks along the way. Any uncertainty is scary. So you have to tell them what you are going to tell them.
On a more sophisticated level, you want to try and control their reactions to your presentation. This is sometimes referred to as "framing" or "pre-framing". By setting these expectations, you create an open loop in their minds, especially in their subconscious. How they feel and react to what you say, do, and ask of them during the rest of your presentation will return to what you told them to do.
Related Topics: How to Reach the Right Audience in 5 Easy Steps
When you are presenting a product, service, or just an idea, people have objections and doubts. Maybe they say in their minds, "I don't have time" or "It won't work for me." You say something, and it will likely be a reason not to move on. The antidote is targeted social evidence. You need to identify five to seven typical objections or doubts that are likely to be held by a large percentage of your audience. Then you will find five to seven suitable social evidence stories, testimonials or factual case stories. Each clears one of the objections or doubts.
8. Show advantages
This is elementary, but it has to be said: people don't buy a product to have the product, or even for its properties. You are not even buying the benefits of the product. You are buying the benefits of the benefits. Nobody buys quick-drying paint because it dries quickly, or even for that reason: less chance of it touching, smudging, or falling dirt on it. They buy time and freedom (from drudgery). Virtually every presentation requires at least one slide listing or showing the benefits of benefits.
9. Irresistible offer
Think of offers as "1 through 10". One is simple, ordinary, and / or not exciting. 10 is absolutely overwhelming, "must have", urgent and exciting. Think about the offer you are going to make. Is it a one, a three, a five, a seven? It's hard to get to 10 – absolutely irresistible – but the closer you get the better. A great presentation can stall and fail if it brings everyone to a non-exciting proposition.
10. No risk guarantee
The main reason people don't respond to the offer you make with your presentation is because they feel disappointed in someone else. As you present, remember! A strong, simple and straightforward guarantee gives them the confidence they need to know that they can make a decision with you without getting burned.
You might ask: How long should a guarantee be? It does not matter. It is crucial that you have an adequate guarantee. If they can judge in seven days, that's fine. If it takes a month, a month is better. What is most important is that you have a guarantee.
11. Enter a deadline
The last thing you want is a presentation that will let the audience off the hook and wiggle them out of the room or leave your webinar to think about things. The whole point of high performing group presentations is efficiency. The last thing you want to do in the end is keep track of people who saw your presentation via email, mail, or phone. Your goal is to have a presentation where people run to the back of the room and not go to buy or sign up for the next step.
Many people will do this with discounts now or never. This can be effective, but personally I never like lowering prices because that's what everyone is doing. Other techniques include fast-action bonuses, a limited bonus only for the first X number or an upcoming event, such as a quick start course, breakfast, lunch, or an online session within hours or the next day. In any case, the deadline itself needs to be very clear.
Related Topics: 10 Ways To Learn More About Your Target Audience
12. Call to Action
I see so many people who seem afraid to call to action and tell people exactly what to do and what to do now. You have to be very direct about this. You can tell them to get up and go to the back table to make an appointment, or you can quickly fill out a form and buy the product. You can have forms handed out when you get to this point in your presentation asking them to fill them out and take them to the back tables, "the people in the red jackets at the doors," or bring them to you in front of you. If you're giving your presentation in a physical location, it's a bad idea to send it outside of that room and out of your sight. If you're hosting a presentation online as a webinar or webcast, this step should be simple and seamless. Whatever you want them to do in response to your presentation, they should be told exactly what to do.
You can really sell anything with a signature presentation created using this formula.
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