4 Ways to Structure a Great Promise in an Irresistible Presentation. Great presentations make great promises. #1: Big stated promises versus small, implied promises Examples of ordinary, small promises are: Learn how to boost your immune system 50 tips for a more bountiful garden The five best hiding places in your home for your valuables Amazing home remedies that heal without drugs or doctors There’s a new frontier in America -- making some who are “in the know” rich. They’re all good but not great. #2: Promises framed as questions In some situations, for various reasons, you may not want to make a direct, stated, big promise. In these cases, you can frame the promise as a question or even a series of questions, still setting up an Irresistible Offer. #3: Primary promises and secondary promises You more than double the impact of a primary promise by following it with several reinforcing, secondary promises. That produces a number of secondary benefits that can also be promised: Now you can invest 100 percent of your time in actually selling -- not hunting for someone to sell to. You’ll be home on time for dinner! In a sense, everything between the promise and the fulfillment by Irresistible Offer is a bridge the audience is guided across.
The following excerpt is from Dan S. Kennedy and Dustin Mathews’ book No BS Guide to Powerful Presentations. Buy it now from Amazon | Barnes & Noble | iTunes
The Irresistible Offer — the one those in your audience would crawl across broken glass on naked knees to get — is the heart and soul of a great presentation. Creating and delivering anything less is a squandering of some of the opportunity you obtained by being able to make a presentation.
One way to think about your Irresistible Offer is as the means of fulfilling a magnificent, desired promise. Great presentations make great promises.
4 Ways to structure a great promise
There are different kinds of promises and structures for promises. Most people put them into presentations, but they put in weak and poorly designed ones. Here are the four ways to structure a great promise.
#1: Big stated promises versus small, implied promises
Examples of ordinary, small promises are:
- Learn how to boost your immune system
- 50 tips for a more bountiful garden
- The five best hiding places in your home for your valuables
- Amazing home remedies that heal without drugs or doctors
- There’s a new frontier in America — making some who are “in the know” rich.
All five of these have two flaws in common. First, they share implication. The direct, personal benefit to you is not boldly stated, but left for you to get for yourself from the statement. Second, they’re small and rather timid. They’re all good but not great.
Here they are, re-crafted as big, stated promises:
- Discover the Secrets of People Who Never Get Sick!
- Get 50 Tips from Master Gardeners and Grow Twice the Garden for Half the Cost — and Make Your Neighbors Green with Envy!
- Foil Even Professional Burglars and Thieves So They Can Never Find Your Valuables Hidden in Your Own Home.
- Live at Least 15 Years Longer Than Your “Life Expectancy” — and Stay Out of the Hospital, and Rarely Need a Doctor, Even Stay Off of Prescription Drugs!
- You Can Get Very Rich, Very Fast — If You’ll Join Those “in the Know” About “The New Frontier” in America.
You can see that the stated, big-promise rewrites lend themselves much better to Irresistible Offers.
#2: Promises framed as questions
In some situations, for various reasons, you may not want to make a direct, stated, big promise. In these cases, you can frame the promise as a question or even a series of questions, still setting up an Irresistible Offer. Here are several actual examples from different presentations:
- YOU — a millionaire? Did you know there’s a new millionaire explosion going on in America right now? More ordinary men and women rose to the…
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