HOW TO STRUCTURE YOUR PRESENTATION CONTENT FOR IMPACT AND SALES

Have you ever struggled to put together your presentation content?

If you are running events within your business, events such as workshops, training seminars, a “lunch and learn” or information session you will be making a presentation.

Though you may have years and years of experience with you topic or content it’s really hard to distill it down to simple, catchable information that will engage your audience. Not only should your presentation be engaging and informative but it also needs to make the sale.

So, to help you consolidate your information and structure your presentation for impact and sales here is a simple outline that you can follow.

Session 1: Intro + Benefits

This is the most important part of your presentation. In part one, the introduction and the benefits you need to build trust, likability, build report and position yourself as the expert. It is also in this section that you start to seed the sale. Let people know that you will give them great value, give the “WHAT” they need to do but seed that “HOW” they need to do is their next step with you and your business.

Introduction – introduce the topic, introduce yourself, introduce the agenda

List Of Benefits – outline the top 3 to 5 benefits of today’s presentation

Open Loop (Seed Sale) – discuss the next step, let people know that you will give them an opportunity to invest in themselves and their growth further

Proof (Professional Achievements) – don’t be shy here, really position yourself as the expert. Let people know why you are the best person to lead them through their transformation or growth.

Shift (How You Made A Shift) – Briefly share your story of change/growth. Tell people how you went from where you were to where you are now and how you can help them do the same.

Session 2: Introduce The Problem

You have the solution. That is why you are standing in front of your audience. However, we must show our audience that we understand their problem. We want our audience to know that we know their struggles event better than they do. After all, people don’t care about the solution until it is made relevant to them.

Explain The Problem – Really identify the problem, the symptoms people are experiencing and share the pain journey.

Exacerbate The Pain – Think of this as “pressing on the bruise”. Talk about the worst possible out. Explain what could happen (and you have seen happen in the past) if we don’t do something to fix the problem.

Show The Solution – Now that your audience is on board, they know that you understand their problems they are ready to hear about your solution. Give them the outline of your full and complete solution and let them know that you are the best person (or business/organisation) to provide this solution for them.

Session 3: Case Study As Proof

The proof is in the pudding. Share a case study of client success. Use an example of your favourite customer to show how, by working with you, they have achieved great results. Create some FOMO (Fear Of Missing Out). Make your audience think “I’ll have what she’s having”. Make sure that this case study represents your audience. They have to be able to see themselves in this story or it’s irrelevant.

Case Study Of Client Success – Share a story, use facts and figures, and show photos or videos.

Session 4: Content

This is the “meat and potatoes” of your presentation. This is where you teach your audience what you have brought them there to learn

Your Key Presentation – This section reflects the title of your presentation. This is where you provide information and the topic.

Your Systems – The “WHAT”. Share the system that you use to solve the problem. This is your IP. Here is where you stand out from everyone else.

Steps In The Process – List the steps that you will take people through. This is a great time to introduce infographics, teachable framework, or visual models. Using visual aids to simplify the process helps your audience grasp your concepts simply and easily and helps position you as an expert.

What To Do & Not To Do – Further showcase your expertise by letting your audience know the Do’s and Don’t. The mistakes that you have seen people make or you have made yourself show that you have been there and done. At this point, you can assure your audience that you can help them to avoid the mistakes that others make and get them to the solution faster.

Session 5: Recap + Close Explain The Problem

By this stage you have positioned yourself as an expert, build report, provided an overview of the solution, gave great value and taught your audience what they came there to learn. At this point, we bring everything together and make the offer for the next steps. There should always be a next step.

Recap – Recap the information that you have provided

Social Proof (Testimonials) – Show testimonials. Use photos, videos, social media/website reviews, or email recommendations. Showcase a broad client range so that everyone in the room can identify with at least one testimonial.

Offer – This is what you will be selling! Define your offer, make it exciting, use a table of value (if it’s a BIG ticket item).

Benefits – Show and explain the benefits. This is the outcomes or the end results that the audience will experience if the invest in themselves and take up your offer of the next step.

Features – These are the surface statements about the product/service you are offering (not the benefits).

Price And Justification (If You're Selling) – Justify the price by creating articulating the value that the audience will receive. Make sure this is NOT justified by time for money but by the bigger picture.

Guarantee (If You Have One) – Guarantee the results. It helps to explain that if the audience/participants do 100% of what you ask them to they will get 100% of the results GUARANTEED.

Urgency – Create a sense of urgency by building scarcity or time limits. i.e. we only have “X” amount available or this offer expires today.

Call To Action – This is VERY important. Inspire action. Tell people what they must do right now. i.e. fill out the form, book the call, make a purchase

FAQ's – Cover off any questions you know people will ask. Make it as easy as possible for people to make a decision.

If you are looking for an event marketing expert to help make your next event a success then get in touch. And, as always, it is a pleasure to share your Eventologist journey.

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