As our advisor-clients are gearing up their marketing plans for 2016, several are working on presentations – for workshops or one-on-one with their clients.
Unfortunately, all too often, no matter how much time they spend designing their own or customizing someone else’s presentation, they don’t seem to get the results they wanted in terms of new business.
Here are seven steps to help you put together a great presentation designed to produce results:
- Know your purpose. What do you want to happen after your presentation? It shouldn’t be merely about increasing awareness or educating your audience. Rather know in advance specifically what you want your audience to see differently or to do as a result.
- 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 describe 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 they might not have considered?
- Disturb your audience. You want them to realize that they can’t handle it on their own. Help them recognize that 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. What the 5 (or 6 or 7) areas of needs and concerns that your target audience has? What are the 5 (or 6 or 7) key questions that people should ask? What are the 5 (or 6 or 7) mistakes that people often make?
- Let them know how you can help. Your second-to-last slide should say, “How I (or We) Can Help,” followed by a list of the specific guidance or services that you can provide to help people address these concerns.
- Tell them what to do next. Your last slide should say, “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.
Need help designing your next presentation? Send me an email and let’s schedule a time to talk.