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4 Sales Presentation Ideas from Radio Advertisement Writers

According to ad veteran, Luke Sullivan, presenters and radio ad writers come up with ways to get customers to listen and buy what they advertise.

While presenters have the advantage of more time (ten to twenty minutes of presentation time vs. a thirty-second radio ad) and a PowerPoint deck to provide visuals, the majority of the pitch depends on how the presenter talks.

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Voice tones, hand gestures, and even body language contribute to how effectively you deliver your sales presentation.

Brand communications expert, Carmine Gallo, suggests that you can either give a listless presentation with notecards, or you can study your product long enough to come up with an interesting idea that sells itself.

Because radio ad writers and presenters share a common problem, there are solutions that are applicable to both parties:

Use words to paint images.

Telling a story is one effective way to make a compelling presentation, but using words to describe a picture can effectively engage your audience, letting them visualize what you have in mind.

Your sales PowerPoint is there to provide a visual image for your audience when you give your speech.

This becomes even more effective when the deck applies the right design methods to enhance your core message.

Use speech ideas you can describe in a sentence.

Simplifying your topic gives your clients a clearer picture of what you have to offer.

The same thing applies when you craft your presentation speech. The first question you need to ask is: “What is my pitch all about?”

Once you answer this, start writing your script and practice it.

Whether you want to present a car that gets you to where you want to go, or an impressive quarterly sales result for your brand, boil down your topic into one simple idea.

You’ll have more freedom to write your script.

Use the right tone for your pitch.

While using a conversational tone works for most professional presentations, there are times where you need to bring your passion into your pitch, particularly when building hype for a new product or celebrating a new sales record and making new recommendations.

The key is to know your client’s expectations.

Once you do, stay relevant to those expectations in order to connect with your clients.

You may want to use humor in your speech, but that won’t work if the client expects you to be serious and professional.

You can be funny, but you need to be interesting.

While some presenters like to poke fun during their presentations, remember to be professional and take your clients seriously so you can sell.

If the situation calls for you to poke fun at your product, then it’s fine. Sullivan reiterates that every presenter needs to be “interesting.”

Being interesting means having an idea.

Fortunately, as renowned author Jim Aitchison suggests, every product has a story to tell.

Maybe it has something that no other competitor has, the way it was made puts it above others, or maybe it has benefits that no other product has.

Whatever your speech idea, always go back to what you want to talk about. Chances are, there’s an interesting story to tell your clients.

That story might be your ticket to selling your pitch.

As with every story, getting someone to look it over gives you room for improvement, increasing your chances of selling.

Just as radio ad writers need editors, every presenter needs the help of a professional presentation specialist to give them that selling advantage.

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References

Aitchison, J. (2004). Cutting Edge Advertising: How to Create the World’s Best Print for Brands in the 21st Century. Singapore ; New York: Prentice Hall.
Gallo, C. (2010). The Presentation Secrets of Steve Jobs: How to be Insanely Great in Front of Any Audience. New York: McGraw-Hill.
Sales Presentation Skills: Stay Relevant to Pitch Ideas.” SlideGenius, Inc. May 11, 2015. Accessed June 9, 2015.
Sullivan, L. (2008). Hey, Whipple, Squeeze This! A Guide to Creating Great Ads. Hoboken, NJ – J. Wiley & Sons.
Why Conversational Tones Work for Corporate Presentations.” SlideGenius, Inc. 2015. Accessed June 9, 2015.

 

Featured Image: “Radio ZRK Eroica cropped background” by Tomek Goździewicz on Wikimedia Commons

Steve Jobs: Use Heroes and Villains in Your Business Presentations

Credited as the most innovative leader in business even after his death, Jobs is still imitated by many of today’s entrepreneurs. The impact of Jobs’ legacy is greatly due to his ability to tell stories that not only inform the audience but also inspires and entertains them.

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According to Help Scout content strategist Gregory Ciotti, substance isn’t paid as much attention unless it’s structured as a story. Going through a thrilling plot alerts certain areas in the brain and lets a person experience the described scenes as if they were really there.

This must be why the technique worked out so much for Jobs, who transformed typical pitches into movie-like plots with heroes, villains, and comic stunners.

Take a look at how he incorporated this technique to his business presentations:

Introduce the Villain

When Macintosh was publicly launched, IBM had already established its position in the computer market. Jobs thought of introducing IBM as the villain to sell the Mac’s benefits.

According to brand specialist Carmine Gallo, this worked because it’s in line with the idea of a story needing heroes in villains. At the same time, it serves as a good trajectory to introduce his product.

“It appears IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. IBM wants it all and is aiming its guns on its last obstacle to industry control: Apple,” Jobs said. “Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right?”

Reveal the Conquering Hero

A story isn’t complete without a hero. For his introduction, Jobs positioned Macintosh as an instrument to escape from the villain’s grip.

“You’ve just seen pictures of Macintosh. Now I’d like to show you Macintosh in person. All of the images you are about to see on the large screen are being generated by what’s in that bag.”

Cue the showstopper

Jobs provided genuine showstoppers to create memorable speeches. This one is our favorite:

“Hello, I am Macintosh. It sure is great to get out of that bag. Unaccustomed as I am to public speaking, I’d like to share with you a maxim I thought of the first time I met an IBM mainframe: Never trust a computer you can’t lift. Obviously, I can talk right now, but I’d like to sit back and listen. So, it is with considerable pride that I introduce a man who has been like a father to me: Steve Jobs.”

Conclusion

Jobs revolutionized the art of corporate storytelling. He brought life to dull and typical discussions by narrating events.

Incorporating stories in your business presentations sets them apart from unmemorable speeches because people remember stories more easily than they do technical details.

A story is the simplest means to get your audience on board with your projects and ideas.

Make it real. Make an impact. Tell a story.

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References:

Ciotti, Gregory. “The Psychology of Storytelling.” Sparring Mind. Accessed May 8, 2015.
Craft Your Corporate Presentations into a Great Story.” SlideGenius, Inc. May 15, 2015.
Gallo, Carmine. “11 Presentation Lessons You Can Still Learn From Steve Jobs.” Forbes. October 4, 2012. Accessed May 8, 2015.
Paul, Annie Murphy. “Your Brain on Fiction.” The New York Times. March 17, 2012. Accessed May 8, 2015.

 

Featured Image from Business Leaders: Steve Jobs

Why Conversational Tones Work for Corporate Presentations

When was the last time you conversed with others?

Chances are, you’ve remembered most of what you talked about, right down to the times when you either agreed or had a healthy discussion on the topic.

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This is what makes the conversational style so effective: they allow for easier recall and a more engaging dialogue with your audience. And the same holds true for PowerPoint presentations.

All too often, business communications use jargon to make their presentations look appealing. The problem is, these words defeat their original purpose because they’re too technical, boring, and hard to remember.

Advantages of the Conversational Style

1. It Grabs Attention Faster

A longer pitch does not equate to quality. Going on about superficial information makes your audience antsy and impatient.

Getting to the main point makes listeners immediately know what your presentation is about. Brand communications specialist, Carmine Gallo, presents something as simple as introducing the MacBook Air as the thinnest laptop, or the Intel Core 2 Duo processor as something that increases your productivity.

Doing so helps potential customers understand more about the products, as opposed to reciting their technical specifications word-for-word.

The latter approach bores the customer. While the explanations are technically correct, they don’t touch on the advantages they can offer.

This style of conversation also allows you to add a short but descriptive opinion of your topic. By adding your two cents’ worth before the presentation, you can build the mood of your audience.

Do you want them to be excited or curious? It all depends on you.

2. It’s Easy to Follow

Once you grab your audience’s attention, you can then tell a story and use your PowerPoint slides to support it. This makes your presentation easier to follow and it will allow others to connect the dots faster.

In 2005, Steve Jobs announced that the new Macintosh models would have Intel processors instead of IBM PowerPC chips.

Rather than give a boring, unconnected, jargon-heavy description, he built up the situation, made everyone curious, then stated the reason for the change: Apple wanted to make better computers for its customers.

His company was unable to deliver the kind of computers that he wanted, which was why the switch was made. Jobs said that this was a vital move for future projects, thus convincing his audience that it was the right thing to do (Gallo, 2010).

3. It’s Mostly Jargon-Free

Since the conversational style eliminates all the unnecessary technical terms, you let your audience keep up. If you have to explain anything, explain them in layman’s terms.

Then, tell them what those terms mean for them.

Gallo (2010) presented two hypothetical scenarios of a customer looking for a laptop:

The first one had a salesman giving a technical explanation of what the Intel Core 2 Duo processor was, but without elaborating on the physical benefits that it could offer.

The second one had a salesman explaining in plain English what the processor could do and how it could increase productivity.

According to the Colin James Method, misused jargon is distracting and unimpressive. If you want to widen your reach and increase your lead conversion, drop the terminologies and pitch naturally.

Conclusion

You need clients to invest in your idea by selling your offerings in an interesting but understandable way.

To do this, use the conversational approach in nurturing a relationship with your clients. Renowned author Jim Aitchison suggests that you show that you understand and want to relate to them.

At the end of the day, neither your client nor your boss can approve their proposals if they can’t understand a jargon-heavy presentation.

Converse with prospects to establish a more personal connection, and you’re sure to land those sales no matter who you’re talking to.

 

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References

Aitchison, J. Cutting Edge Advertising: How to Create the World’s Best Print For Brands in the 21st Century. Singapore: Prentice Hall, 2004.
Craft Your Corporate Presentations into a Great Story.” SlideGenius, Inc. May 15, 2015. Accessed May 7, 2015.
Gallo, C. The Presentation Secrets of Steve Jobs: How to be Insanely Great in Front of Any Audience. New York. McGraw-Hill, 2010.
PowerPoint Verbal Crutches to Avoid.” SlideGenius, Inc. June 12, 2014. Accessed May 7, 2015.
Why Jargon Fails – And How To Avoid It.” Colin James Method. January 07, 2015. Accessed May 7, 2015.

Four Elements of a Successful Presentation

What makes a successful presentation? When delivering a presentation, being a strong and confident speaker can help in engaging the audience.

The quality of your slides – the content and overall design – is another matter. You also have to consider other elements such as the venue and its effect on your delivery.

If it’s your first time to deliver a presentation, it’s okay to feel nervous. To help you overcome the jitters and ensure the success of your presentation, here are some tips that you may want to keep in mind:

Quality Content

Regardless of your topic, avoid making its scope too broad. Try to be specific by focusing on three or four important points. It would be great to tackle them in such a way that the first point flows logically to the next and so on.

Make sure that your information is clear and logical. Present what your audience is expecting to learn and stick to your agenda. In case they want to know more about your topic, they will ask for sure. Just be prepared for their questions, though.

Engaging Slide Design

Use appropriate colors when designing your slides. Avoid too many color combinations to maintain a clean and professional look.

The same goes for the text. Keep it to a minimum by aiming for one point for each slide. Be sure that the text is large enough to be read even by people at the back of the room.

To enhance readability, the slide’s background color and the text should have great contrast. Resist the urge to use fancy fonts. Plain and simple font types would do for better readability.

Don’t forget to use images. You can always use pictures or graphics to enhance your presentations, not to decorate the slides but to support your points. So make sure to use relevant and high-quality images.

Prepared Venue

When it comes to the venue, some variables can either enhance or reduce the impact of your presentation. If possible, visit the place in advance and check for the following:

Is the presentation going to be held indoors?
Will it be in a hall or a boardroom?
Will it be darkened?
Is the room carpeted? Or will the sound bounce off bare floors, instead?

To further get the feel of the place and be more confident on the big day, you may want to rehearse your presentation in the actual venue.

Impressive Delivery

Your delivery can make or break your presentation. Make sure you have practiced your speech and the timing of your slides.

If possible, practice in front of a colleague and ask them to give genuine feedback. Recording your presentation using the record function in PowerPoint is also a great idea.

It can help you hear how you actually sound. If you notice anything off with your pitch or enunciation, make the necessary adjustments.