Best Practices
7 Keys to High-Impact Presentations
As you think about your marketing plans for 2022, you may be working on one or more presentations – for webinars, workshops or to use one-on-one with your clients or prospective clients.
All too often, no matter how much time you spend designing your own or customizing someone else’s presentation, you may not get the results you want in terms of new business.
Here are seven principles to help you put together a presentation designed to produce results:
- Know your purpose. What do you want to happen after your presentation? Increasing awareness or educating your audience isn’t enough. Rather, know in advance specifically what you want your audience to see or do differently as a result of your presentation.
- Define the problem. What is the problem your clients and prospective clients want to solve? Is it retirement income they can’t outlive? Or managing risk? Or maybe it’s the problem they didn’t know they had! Define the problem as your clients would describe or understand it and specifically how you can help them address it.
- What is the conventional wisdom? What mistakes do clients often make in dealing with this problem? Can you provide a perspective that they might not have otherwise considered?
- Disturb your audience. You want them to recognize that they can’t handle it on their own and they need your help! Often this is best accomplished by asking key questions that challenge common assumptions people have or errors they could make when trying to do it themselves.
- Create a logical structure or story line. Assemble your points clearly and logically. Numbering them can be particularly effective. What are the five areas of needs and concerns your target audience has? What are the six key questions they should ask? What are the seven mistakes many people make? Numbering communicates authority. You’ve obviously researched this topic and know exactly how many areas or questions or mistakes there are.
- Let them know how you can help. Your second-to-last slide should be titled, “How I (or We) Can Help,” followed by the specific guidance and services you provide to help people address these concerns.
- Tell them what to do next. Your last slide should be titled, “Next Steps.” This is your call to action – what they should do next and what you will do to help them get started down the road to success.
By knowing your purpose, defining the problem, describing a different way of looking at it, sufficiently disturbing your audience, and creating a logical story line, you set the stage for describing how you can help and defining exactly what your audience should do next. Done intentionally and with confidence, these keys will unlock the door to the results you seek.
Brought to you by Pathfinder Coaching & Consulting, https://pathfinderadvisor.com/.
The representations and opinions herein are the opinions and view of Pathfinder Coaching & Consulting and are not the opinions or views of EQIS. The information is believed to be reliable but is neither guaranteed by EQIS nor any of its affiliates. EQIS and Pathfinder Coaching & Consulting are not affiliated. EQIS is not responsible for the content or availability of Pathfinder Coaching & Consulting’s website. EQIS is not an agent for the third-party website nor do we endorse, approve or guarantee its products, services or representations. The website is provided for convenience only and is not under the control of EQIS. The security and privacy policies of the third-party website may be different from EQIS’s Terms of Use and Privacy Policy. Contact the external website for answers to questions regarding its content.
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