Visuals are important.  55% of what people take away from a presentation is visual. If you want to win, if you want to get what you want, you must make your audience respond emotionally. One powerful way to acheive this emotional connection is through visuals. The second most important thing is your Tone of Voice and punctuation. Everything is a presentation and you’re always being judged.

Connect with the audience. Don’t be boring. It’s always, always about the audience. Put your presentation through “boring prism.” If you think it’s boring, then take it out. Don’t be a robot presenter. People respond to confidence. The audience will not remember the vast majority of what you say. But they will remember what they thought about what you said. And what they felt about what you said. Be sure to make them think.  It’s a conversation, only you’re doing most of the talking. Don’t talk to strangers. Communicate with clarity, conviction, and grace.

“Your attitude is the power that drives the most important and powerful symbols you communicate. To be a great oral communicator, you must first manage your attitude. It’s the way you say your words that makes you persuasive. In fact, the words you use in oral communications are only minor parts of the message your listeners receive.” Dr. Joel Whalen, Author of I See What You Mean.

Be Authentic. In order to buy work, must buy you. You are the message. If they don’t trust you, they won’t buy the work. Insight, Conviction, Wisdom, Courage – From Mike Hughes on the four things that clients want. Thoughtfulness. The Story of VW:  In life there are passengers and there are drivers. Drivers wanted. Know who you are. Your POV and core values. Don’t tell the audience anything you don’t believe.

All about emotion. Virginia Tourism and Weight watchers example.

Frame the argument. Sell the idea of the work, then sell the work.  “Ahh, 22 below” example: Hockey is not about quality but the cold. Eliminate the obvious solution and take the audience by the hand to lead them to a point where the only possible solution has to be yours. Keep the audience. Nodding. Nodding.”

Have a POV. Have Core Values. Can’t tell people who you are if you don’t know yourself.

OTHER NOTES:

Do not read the slides.

Rehearse, know your stuff

Know why you’re there.

Make your presentation a gift. But presentation not a gift in itself.  We’re the gift. We give our selves. Everyone’s time is valuable. If you do what the client, or new business prospect expects you to do — they will be disappointed.

Ruthless Exclusion. Dizzy Gillespie: It’s taken me all my life to learn what not to play.”

Leave time to think. When baiting a mousetrap with cheese, be sure to leave room for the mouse.

ACTION.  Attention, Capsule, Theme, Info, Open, Next steps

Not just buy but why buy.

Organize presentation, not delivery.

You never know.

People don’t know and everything is subjective. The story of William Goldman on how no one in Hollywood knows anything. The truth is that no one in advertising really knows what will work in the marketplace. So not best ideas but best presented ideas.