A Signature Presentation is a message that works for you no matter when, where or how you share it -- speaking, in a webcast or webinar, facing one person across a desk or 100 people from a stage. Grab attention When most people get up on stage, make a video or hold a webinar, they talk at people. Build rapport People buy from people they know, like and trust. People don’t just buy things from you; they have to buy you. Deliver solution After you’ve dialed up the pain, it’s time to show the audience your solution. Social proof When you present a product, service or just an idea, people have objections and doubts. Show benefits This is elementary, but it still needs to be said: People don’t buy a product to have the product or even because of its features. They don’t even buy the benefits of the product. No-risk guarantee The number-one reason people don’t respond to the offer you make with your presentation is that they feel they were let down by somebody else. The whole point of doing powerful group presentations is efficiency.
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
Note: This excerpt was guest-written 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 — speaking, in a webcast or webinar, facing one person across a desk or 100 people from a stage. This becomes the core of any and every presentation you deliver.
The following Speaker’s Formula™ organizes your presentation into 12 component parts, in a particular order.
1. Grab attention
When most people get up on stage, make a video or hold a webinar, they talk at people. That’s a pushing energy. It actually pushes people away. It’s better to draw them toward and into your presentation so they give you their attention and get interested in what you have to say. A compelling emotional or dramatic story can do this. This can tie to your reason for making your presentation and for being in the business or for selling the product you’re selling. A set of provocative questions is another approach. A set of specific, intriguing promises is yet another. One way or another, the first block of your presentation needs to be about getting and holding attention.
2. Build 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 rapport is with personal transparency. You may choose to share your personal challenges, an obstacle you’ve overcome or doubts you conquered that got you to this moment of appearing before your audience and introducing them to your opportunity. It’s usually a mistake to barrel ahead with a presentation of facts, figures, product features and benefits, and propositions without first establishing some rapport with the audience.
3. Gain credibility
An audience needs some reassurance that you deserve being listened to. The same presentation gets very different results if delivered by two different people and only one gives reasons why he has the right to talk about the subject and to talk to the audience in front of him. Are you part of a respected group or association? Are you an author? Have you been seen in relevant publications? Have you been seen on TV or heard on radio? Are you just another cosmetic surgeon, or are you THE cosmetic surgeon who wrote The Official Consumer’s Guide to Cosmetic Surgery . . . who lectured at known hospitals . . . who has been a guest on a popular TV show . . . who is certified in the technique favored by major movie stars? In short, you need to lay out your claims to fame at this point in your presentation.
4. Target problems
Your audience entered the room, came to the webinar, started listening to your audio CD already in and with pain — if not physical, then in the broader sense: disappointment, frustration, recurring failure, anxiety, confusion. Everybody has something of this nature going on. For many people, it’s simmering — not acute or urgent. At this point in your presentation, you want to draw it out and state it, turn up its heat and make it acute and urgent. Relatively few people can be motivated by gain alone. Most move toward gain as a way of escaping pain.
5. Deliver solution
After you’ve dialed up the pain, it’s time to show the audience your solution. This may be your product or service, your diagnostic process, an appointment with…
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