The mission or plan of giving a presentation is to sell your audience. Just as in a sales call, you have a strategy which includes a fact finding (asking questions to provide the right solution) presentation and a close to win your prospect’s business. The same goes for a presentation although for some unknown reason most people have the illusion that just because you are the focal point to your audience they will hang on every word that you say right? Wrong because somehow you did not sell them or solve the problem that they came into listen to how you were going to benefit their life or current business situation! So, let’ start from the beginning. First and foremost you will have to have a solution to the problem that they came in to listen for the remedy to make their job, life or what have you better. Since you do not have the luxury to ask the audience one on one what problem is and how are going to solve it you have to come up with a title to you presentation that presents a solution for all the attendees. Once you do that say” How you can improve your business process quickly and cut unnecessary costs in30days” Now that will get some attention! Then you will have to have three key components to your presentation that will back up your “ solution”
First is Ethos – Meaning credibility. You will have to come off as an expert in your presentation to validate to your audience that you are an authority. I was contracted to help promote regenerative medicine around the U.S. and Canada. After I delivered my seminars , folks in the audience would presume I was a medical professional because I know and delivered my material like person from the medical field.
Second –Pathos – Appealing to one’s emotional needs. So you will need to evoke some emotional appeal from your audience like the car commercials or pharmaceutical commercials do like our safety features were proven to save many lives or our drugs will help you can play with your grandchildren again with no pain. These are examples that will convince the audience that they can connect with emotions that make them feel better when they use those products.
Third – Logos – This is appeal to the logic. This is when you bring in statistics or facts that are credible and show proof of product or service. Example 44 out of 50 people that have use out pharmaceutical product for COPD have noticed a 40 percent improvement in lung function or when our drivers were involved in head on crashes at 55mph there were no fatalities.
You can clearly see that using this formula or strategy when you deliver a presentation will certainly give you more persuasive power and give you a much greater chance to sell your audience.