Chances are, just about every person you’ve met has their own standards. This could be about the food they eat, the brand of clothing they wear or the gadgets that they purchase for work or for leisure.
What makes these standards so important? They define almost everything people do, from the decisions they make to the things they believe in. For effective presenters, challenging or reinforcing these beliefs can make their speeches all the more convincing. This is because they can easily identify the values that their audiences live by, and use these to refine their presentation’s main message.
Shared Beliefs Establish Trust
Using shared beliefs to make your argument credible isn’t a new technique. Marketing professor Lisa Fortini-Campbell’s book, Hitting the Sweet Spot (1992), recommends an ethics-based marketing method to form a level of empathy with customers. This involves knowing what values your customers live by and reinforcing those beliefs when advertising your products.
For example, you can show how a particular brand of SUVs can make family road trips more enjoyable and, more importantly, safe. Another example was when Kraft Foods, Inc. stopped advertising junk food to children to keep a credible relationship with its customers, most of whom were parents concerned for their family’s health.
As long as brands can show that they believe in the same things that we do, they can maintain a healthy relationship with customers. However, brands have to back this up by delivering with their marketing, products, and services, instead of simply speaking of these values.
Presentation as a Form of Marketing
Some may argue that making a presentation has nothing to do with marketing. But consider this: if you were to pitch your company’s health insurance, how would you convince your client to make that investment if they prefer to keep costs at a minimum? Would you compare your package to cheaper but less comprehensive offerings? Or would you appeal to their sense of responsibility by proposing that investing in their employees’ health could deliver long-term benefits?
If you think about it, giving a presentation can be considered a form of marketing; planning what to pitch, how to propose it, and how to design the PowerPoint all follow a similar process. In the end, they all rely on establishing connections to effectively sell themselves. This allows for easier time forming their content around certain beliefs to justify proposals and ideas.
Having a Common Ground
To use this marketing method properly, ask yourself if your company’s core values are aligned with your client’s.
In the above scenario of selling an insurance package, you can determine if there any common morals that you both practice in your respective companies. For instance, you would focus on a construction company’s belief in optimal safety and healthcare when selling insurance products. You could also focus on a finance company’s belief in making the most out of their money.
Find out which beliefs can you capitalize on when making your PowerPoint presentations content. Once you have this information, you’ll have an easier time applying values-based messages to your proposals or recommendations. Your slide designs can also be attuned on those shared moral values that you both bank on.
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Taking this approach means you should keep in mind that your clients are humans too. Each client has their own set of ethics that influences their decision-making. In the same way that brands and advertising can use shared beliefs to encourage customer purchase, a properly designed PowerPoint presentation can use this approach to gain client approval.
By utilizing the power of belief to establish a common ground with your clients, this can be an effective tool to get the business results you need.
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Cross, Vanessa. “The Goals of Values-Based Marketing.” Chron. Accessed April 21, 2015.
Fortini-Campbell, Lisa. Hitting the Sweet Spot. Chicago: Copy Workshop, 1992
