The anatomy of a presentation

- You'll want to organize your presentation, the content of what you want to say, for maximum impact. A persuasive and relevant presentation contains certain elements. These elements address questions that are top of mind for your clients. And ideally, the elements are organized to deliver your message in the same order in which the clients are thinking about them. Let's look at the four elements that comprise the anatomy of a persuasive and compelling presentation and the question that each element addresses. The first one is needs. This answers the question, how well do you understand me, my situation, my problems? That's the first part of the presentation. The second is the headline. This answers the question, what is this that you're actually proposing to me? They need a handle, something to refer to. So the headline, very important. By the way, this is a literal headline. Not more than 140 characters, let's say, it's tweetable. So make it short so that they pay attention. Another component are the details. These are the general features and general benefits of the solution. This step answers the question, how does it work and generally, how does that help me? The fourth component are relevant benefits. These are specific benefits for why it's important for this particular client. It answers the question, what's in it for me specifically? The order in which you choose to present these elements impacts your ability to encourage listening and communicate value to this client. One order is what I'll call the product pusher order. It throws your trustworthiness into question. It begins by speaking about the details of the solution, instead of the client needs and the relevant benefits of that particular client. Without understanding the value to them, the so what, clients may find the details to be tedious and not really relevant to them. This is the order in which most experts think through their presentations. It's not advisable to talk through the presentation in the same order as how you think it through. You'll think it through this way because you are a problem solver, you are steeped heavily in your expertise. So when problems start coming up that you're familiar with, your brain will really quickly jump to the details and begin to solve the problem from a solution point of view. I want you to slow down and instead, reorder your presentation. By contrast, the influential advisor approach follows the order that says needs are first. Saying something like, as I understand it, you need to and then replace all the needs. The headline is second. It'll sound like, our solution is called. And once again, this is one or two sentences, that's all. The third step is relevant benefits. That'll sound something like, you'll like this because or this will help you because. And the fourth step is the details. This is where the general benefits and the general features apply. And it really spells out how it works, how your solution really operates. The needs to benefits equation is upfront in the influential advisor approach. It creates a value lens for the client, through which to assess everything else you say. The needs to benefit equation is positioned upfront. It creates the lens through which the client can then assess everything else that you want to tell them about your solution. The details follow after this equation is set, after the client sees why investing time to understand those details is worth their further investment of time and energy. Everyone listening to a presentation is trying to connect the dots among the elements of the presentation. As soon as a client groks the direct connection between their needs and the solution that you're providing, the benefits provided by your solution. This is the aha moment when they get the value to them and that's when they decide to take action. How those elements are lined up and how much of the airtime is spent on each one, significantly increases or decreases the client's willingness and their ability to listen and ultimately to take action and buy.