What’s it for – and who’s it for?
So you have been asked to do a presentation. It may be to a network meeting, you might be going to do a live event, it could be you have to present to the Board or to a group of clients. Sounds easy; doesn’t it? Perhaps not! To make your presentation effective you will have to address two basics needs – the need to know, and the need to connect.
Two questions that will require answering are “What is it for?” – This will dictate the information which will be needed; and of course “Who is it for” which will decide what emotional triggers you may need to include to appeal to your audience’s personal needs.
You will not be able to answer either of these questions unless you know your product or service extremely well and unless you know the requirements and needs of the people you are speaking to. So you will need to do some homework; and research into your client. What are their requirements, why they are interested in this product or service, and what will they use it for? These are just some of the questions that you will have to consider before you even sit down to create the presentation. Take the time to ask these questions and listen carefully to the answers.
It may sound like a lot of work, but if you decide not to bother, you run the risk of your presentation, no matter how brilliant, being non-effective. If you do not know whatyou want to achieve from the presentation and especially what you want the audience to take away you could find yourself wandering around in the wilderness and taking your audience there as well.
Too many presenters look at it only from their side – the huge amount of information they have to share – however is all that information relevant for this particular audience at this particular time. Probably not! If you want to connect with your audience, if you want them to like, know and trust you with a view to working with you then surely it makes sense to change the attitude and look at it from their point of view! What is it that they are looking for? Why are they listening to you? What part of your message is resonating with them? What is in it for them?
So take some time to research the potential customer or client, you will find that your presentation can be directly aimed at what they want and what they need. Engaging immediately with client’s needs will give you a more positively inclined listener; and that can’t be bad for them or for your business.
- Focusing on the aim of the presentation will ensure it is effective.
- The aim depends on what it is about and who it is for.
When you have the answers to these questions the next step is to think about your structure. I’ll deal with this in another Blog Post – come back for more on Planning Your Winning Presentations.
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