10 Presentation Tips

12Jan09

Andy Bounds wrote a book called The Jelly Effect, published last year. I’m catching up on my blog posts and this was one on my list to mention.

The Jelly Effect - book cover pic

The Jelly Effect - book cover pic

Related Weblinks:

Andybounds.com

Thejellyeffect.com

Book highlights: HERE
Video excerpt from Author: HERE

10 presentation tips from Andy Bounds.

1. Preparation – ensure your work proves you can help the client in the way they want to be helped.

2. Audience – check level of detail they require.

3. Certainty – customers want to know you can help them, so demonstrate you’ve done something similar to this before and successfully.

4. Meeting the brief – what do they hope to achieve from the project after it’s finished.

5. Your selling point -prove how you help

6. Presentation skills- practice, especially the first ten seconds of the presentation.

7. Memorable points – remember the top of the slides are more remembered than the bottom.

8. Pitch language – clear, straightforward, explained.

9. Three golden tips.

– Facts tell, stories sell.
– Emphasize customer benefits.
– Don’t say ‘in summary’ – people switch off. Show how to achieve the goals of the brief instead.

10. Questions – prepare relevant ones in advance. If you can’t answer a client’s question, promise when you will get back to them.

____________________________________________________________________

While I agree with the clear and simple approach Andy presents here, his first point is one that leaves me less comfortable. Sure, I agree you should ensure your work proves you can help the client in the way the client wants to be helped. But surely the client is also seeking your expertise and advice; which means you should also demonstrate that you may help them in ways that stretch beyond their idea of what is needed to tackle the problem.

It’s always possible to present a safe answer, but typically these have less effect. So using your expertise and insight, I’d recommend going beyond the brief, beyond the client’s expectation, and the market convention.

Better solutions shouldn’t shock your client, but should pleasantly surprise them. Unless they feel slightly uncomfortable with your idea, it may be too safe and not be the right solution. Managing that discomfort, bringing the client with you through a more audacious proposal, may perhaps be achieved through insight, evidence and persuasion. And the results of campaigns that break expectations are the ones that are remembered for their impact, effect and plaudits. Surely these points are things marketing clients will be more thankful of as they increasingly seek for evidence of success.

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