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Newsletter

April 2013

 
Vol 6  Issue 2    

Welcome

Welcome to the Spring edition of Markets View.

 

Recent additions to my blog include a special April Fools day - 20 Tips for an Effective Presentation Do you know anyone who is guilty?


My daily Twitter tips, or twips are still going, follow me, @youngmarkets on Twitter and I'll follow you back.

Follow me on Twitter

Yours sincerely,

Graham Young
+44 1276 502257

Upcoming Courses

The best presentation skills course around is being run on the following dates and locations:

Effective Business Presentations:

 

Effective Demonstrations course is running as follows:

 

For more information or to book, click on your preferred location above.  

What are they thinking?  

Have you ever looked out at a sea of faces and thought "I wish I knew what they were thinking?"

Anyone who has been on my training or followed my ramblings in this newsletter or my blog will know that I believe knowing your audience is the most important part of any presentation. Not knowing what you audience are interested in or not telling them what they want or need to know is a recipe for disaster.

For small audiences this is not a problem as you can ask them and make the presentation more interactive but for larger audiences just asking has its own problems. Well, not any longer!

  Shakespeak

A Dutch company has released a product called Shakespeak which enables you to pose a question in PowerPoint and lets your audience send in their answers using their mobile phones. Shakespeak then displays the results of the pole or a list of text answers in real time on the next slide. People can supply their answers using an SMS text message,  via Twitter, or via the internet, which ever they prefer.

Answers come back anonymously, so your audience don't have to worry about being picked on or you harvesting their mobile numbers, and there is a UK number for them to call.

This could be really useful to ensure you are providing them with the information they need, for doing market research, poling your audience on the applicability of proposed new product features, gaining a straw pole on future actions, or just ensuring that your audience are listening.

It could be a great way of making your audience feel in control, which in turn is a great way to making the presentation more memorable.

For more information or a free trial take a look at the Shakespeak website.

 

The A to Z of Effective Presentations

Now on the letter "E" this issue looks at Emotion and Elephants 

E is for Emotion

You can design, create and deliver a perfect presentation with an attention grabbing start, a well structured body and a clear call to action at the end but if you don't put any emotion into it your presentation will not change anything.

 

You may have very strong logical arguments, you may even be right!  but if you don't have emotion, if you don't have a passion, if you don't show that you care about the topic on which you are talking, your audience will not care either.

 

A common trait when giving a presentation is to become very formal. Some people put on their "presenting hat" and think "I have to do this properly", "I don't want people to see that I'm nervous", "I need to speak slowly and carefully so that everyone can hear", "I don't want to say err or umm". The problem with this approach to presenting is that in trying to do it properly they end up taking all the personal feelings out of the presentation, it becomes a presentation devoid of emotion.

 

Alternatively, some people intentionally try to remove any emotion from their presentations, particularly when they are talking on a technical subject. They feel there is no place for emotion in the subject or even no place for emotion in business.

 

I will say this only once, All presentations that lack emotion are boring!

 

To have any chance of making your audience believe what you are telling them, you have to believe it yourself and you have to show that you believe it. If you have an exciting new product, there is no point telling everyone it is "an exciting new product" in a monotone voice. You have to sound excited.

 

If you worry about the effects of global warming, you need to sound worried, not just quote facts and figures.

 

Not only do you have to be emotional as a presenter, you want/need to stir the emotions in your audience.

 

Rather than talking about for instance global warming abstractly, talk about how it may affect each and every member of your audience personally. What life will be like for their children and grandchildren.

 

History has shown time and time again, people are driven by their emotional needs. It is not always the technically best product that wins, or the cheapest, more often that not it is the product sold by the person the buyer likes most and trusts most. Why do you like some people more than others? It is certainly not down to logic and reasoning, it is about emotion.

 

The majority of presentations are forgotten, not because they were all uninteresting at the time, but because the speaker did not challenge our emotional state.

 

One of the easiest ways to conjure up emotions in a presentation is to tell a story, a personal story. When I run presentation training courses I often relate what I'm talking about by telling little anecdotes about presentations I have given or listened to in the past and the emotions that I felt at the time.

 

Not only should you start creating a presentation by thinking what you want your audience to do after the presentation, you also need to think about how you would like them to be feeling. Is it happy, reassured, confident, angry, determined, thankful, or any one of a hundred other emotions you can invoke.

 

In many respects this is the same argument as the difference between features and benefits. Most people will agree that if you are selling something you are better to focus on the benefits than the features. You not only need to present the features but tell your audience what they mean to them. 

 

Similarly, you don't just want to argue the logical facts of your case but make your audience feel the emotions as well.

 

It is the emotional bond that you generate with your audience which will make them remember your presentation

 


E is for Elephant  

Have you heard the phrase about ignoring the "elephant in the room", when people are talking about a subject but not mentioning one very important aspect. The analogy is as if your were chatting in a room which also had an elephant in it, without mentioning the very unusual fact of the elephant's presence.

Don't ignore any elephants when you are giving a presentation. If your audience are likely to have an objection to what you are saying, don't ignore it and hope you get away with it, confront it. By tackling the objection head on you will come across as a more astute and trust worth presenter.

 

This is the second time through the alphabet for me, you can see the previous E for Enthusiasm and Energy and E for Eye Contact on the A to Z of Presenting blog
 
 More new tips under the letter "F" in the next newsletter.

 

    Improve Your Presentations

    I hope you have found this newsletter useful and interesting. You can learn a lot more about how to structure and give an Effective Business Presentation, by:

    • Attending a Young Markets Effective Presentations Skills training course
    • Reading my ebook "The A to Z of Effective Business Presentations" which you can download from my website today.
    • Taking my on-line course which is just one of the many sales related training modules at www.salestrainingonline.com
    • Reading my blog
    • Following me on Twitter
    • Check out the Young Markets channel at www.youtube.com/youngmarkets

    Please feel free to forward this on to your friends and colleagues. If you have received this second hand and would like your own personal copy of future issues, please click here.

 


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