Let’s talk about the approach that underlies a truly successful presentation.
Don't be Salespeople
What do most presenters think about when they start working on an online event? What do they prioritize? Of course, their product, their merchandise, their idea! The desire to sell, inform, and communicate is the starting point for most creators of online events and commercial online content in general. As a result, a significant portion of presentations focuses on highlighting the advantages and properties of a product or item. Even if it’s an educational, social, or scientific presentation, their authors emphasize “selling” information or ideas they want to convey. The problem is that viewers sense this. Even if they have no reason to distrust you, the “salesperson’s behavior effect” can still kick in.
Hold on, hold on – we’re not trying to say anything offensive about salespeople and marketers. We’re just talking about the stereotype that suggests we should be skeptical of a salesperson’s words because, acting in their own interests, they may, let’s say, present slightly biased information. We’re not talking about deception. It’s just that a salesperson might choose not to mention certain things or embellish others.
The unpleasant consequence of this stereotype is that the “sales approach” can trigger a cautious response and a desire to double-check every word the presenter says among potential customers. And since most viewers typically don’t have time for these checks and verifications, the effect of a “salesy” presentation often falls short of expectations.
Get into the customer's head
So, what can you do about it? It’s simple. Put your viewers first, not your offering. Think about the audience to whom your presentation is directed and consider their specific needs and problems. Put yourself in the shoes of the people who will watch your presentation. Think about how to address their challenges. In this sense, think about how good architects work. They don’t build an abstract house and then try to sell it. They study the needs of the people who will live in the house and design homes based on their desires.
A great example of the right approach to creating a presentation can be seen in the classic movie “What Women Want” starring Mel Gibson and Helen Hunt. Gibson’s character achieves success by literally reading the thoughts of potential female buyers of the products he’s advertising. Before working on an online event or similar content, the presenter must get inside the heads of the viewers.
Of course, we’re not suggesting that you rush off to see a telepath or seek ways to “expand consciousness.” Regular analysis will do. Examine comments and discussions on thematic platforms within your audience’s domain. Look at statistics related to their companies. Gain an understanding of the trends and developments in their field.
Yes, it’s a time-consuming task. But nowadays, there are plenty of tools that can make it easier and more effective. Just like there are solutions to assist presenters. Mainstream, of course, are intelligent assistants, such as Pitch Avatar from our ROI4Presenter team. And notice, we’re not trying to sell it to you…
Good luck to everyone, successful presentations, and high income!