One of my favorite subjects 10 Week Course Started off in Sales
This is my challenge - I’ll suggest, show, demonstrate, etc, but you will think: No Time No Software No Pictures Not What I get From Marketing No Idea Not going to change Not necessary
What do you think? What do you think if I tell you could tell I have 50 slides...Today? How many of you want to go to the Elevator Speech Training?
What did you see in this? - Rule of 3, - Simple Slides - Casual (off the cuff approach) - Interaction with Audience??? - Humor - Entertaining - Holy Shit Moment - Theme? "Reinventing the Phone" What was it not? Clearly it’s a presentation...But...you don’t relate - don’t do this and don’t need to do this.
Is this a presentation?
Is this a presentation? What about a boss/employee sitting together? Performance Review?
Is this a presentation? (Talking your kid into going to sleep?)
When others are judging you. It matters that they hear you. Versus just reading it, or watching video... Why don’t you just mail out the RPRs to your customers???
Have a story to tell - before you build your slides...⅓ Planning ⅓ Building Slides ⅓ Rehearsing
Need to understand the big picture before it can absorb the details.Keep theme consistence throughout the presentation What was Steve Job’s Theme in iPhone Introduction? What’s my theme?
Simplicity is the elimination of clutter. - S. JobsWhat is the one message that you want to get across? Tweetable Theme - short & interesting
Stories are not the icing on the cake, they are the cake. Not: lists, decks, PowerPoints, flip charts, lectures, pleas, instructions, regulations, manifestos, calculations, lesson plans, threats, statistics, evidence, orders or raw facts... The heart is always the first target of story telling
Step 1: Get your listener’s attention by shining light on an unexpected challenge. Step 2: Give your listeners and emotional experience by narrating the struggle to overcome that challenge or find answer to the opening question Step 3: Galvanize The Listeners Response with an Eye Opening Resolution and strong call to action IF MISS: Step 1: No one is hooked if don’t sense the compelling challenge. Step 2: Won’t stay engaged if not excited. Step 3: Wont Remember or act.
Mental Post it note they take with them. Leave them talking... Give them something that upsets the expected pattern. What was Job’s Holy Shit moment? Does not need to be a breakthrough announcement - can be a good personal story.
Think about this, if you go to a movie and can see where it's going - what do you think? Also if the story does not invoke any emotions - no “ride”. What about those telemarketing calls at the house...how long does it take for you to see the train coming?
Every classic story - the hero fights the villain - so does every great presentation. Drama What happens next? Nothing grabs our attention faster than what happens next. Builds Tension b/t expectation and uncertainty Me to We Personal connection / experience. “ collective issue” - something we fight together... If cannot identify with problem - not care about resolution in your story. Examples? Current Product Competitor Another Department / Manager... Anyone Hindering his great ideas... “Guy Down the Street” OEM Industry Status Quo - can that be your antagonist??? If there is enough pain.
Hero is the conductor of the Story If I identify with the Hero - I care what happens in our story. His mission - not slay the bad guys...MAKE our LIVES BETTER or Escape from the Grip of the Villain. I’m A MAC / I’m a PC ‘ Ahha’ Momement More drama if introduce the antagonist first.
Who was antagonist? Who was Hero? What was his theme? Numbers Rule of 3
Human beings instinctively turn off when numbers get large and impersonal. Tips Break down to Monthly/Daily/Hourly Break down to “unit” 5 GB = 1000 Songs in your pocket... IBM Road Runner developed in 2008 Petaflop = 1000 Trillion calculations per second OR Every person in world (6 billion people) working calculator at 1 second per calculation 46 years to do what Roadrunner does in one day. 100,000 of today’s fastest laptop computers OR Stack of Laptops 1.5 miles high OR
Bullet Points are least affective way to present facts... Brain needs stimulation to come alive.Brain does not pay attention to boring things. Bullets demand you take notes...not pay attention. If you are going to use 4 MAX - 6 Words.
What is the first thing you expect me to say? If you have to use your pointer, laser, finger, or use saying, what this shows is.... = FAIL
So now you can tell I have 50 slides...different opinion than the beginning? Visuals work better... Do you remember anything on my PromoTAG slide? What about my lion? Pecha Cucha = 20x20 - 20 images for 20 seconds each...
Showtime is the best way to describe it, if not, why are you there - mail it to them...
Inform, Educate and Entertain...Needs all 3 I use to say you had to compete against MTV or Bloomberg (if you remember these...) Now it’s A.D.D. you fight... 10 Minute rule - after 10 minutes they tune out and every 10 minutes. Visuals are stronger appealing to help you. and needs Strong Call to Action
What mistake do you think the first thing that most presenters do?
Watch Steve Jobs - Seems like he is unrehearsed... Irony of presenting - practice to look unrehearsed Real Practice - Actual room, - Actual words, Actual Movements Actual Props Actual notes Seek actual Truth (feedback...) SAY OUT LOUD... Use your notes only Use projector/slides
What do you think the biggest mistake is in front of the Room? “ Like”
“ Authentic Energy” It will resonate with Audience Find something that does excite you Energy is transmitted by the body as well as your mind. Don’t slouch Stand up straight Look them in the eye
Delivery Tips Stand / Sit Use projector? Posture Voice Pause
Your mouth cannot run as fast as the audience’s eyes/mind. Turn it from a passive to active event... Granddad Saying - two ears and one mouth and that’s the ratio in which they should be used... TWO WAY CONVERSATION. Laughing / Crying (Most memorable - best “feelings” invoked...) Interaction Answering Questions Searching Memory
What do you think the biggest mistake is using PowerPoint?
Reading: Put your kids to sleep Talking to Slides With few exceptions don't want to see your backside - People are amazed as much as you are on what's on the slides Indicates don't know your stuff... Fold ‘em Will they listen, will they "hear" you, too much physical or phychological noise for your story to penetrate?
What do you think now? What do you want to fix?
What % of your marketing gets through?
Why don’t use them? - DIRTY - how long looked like this? Fell off on test drive Got Lost Car Wash Forgot to take off? Expensive Had to put tape on them to keep from scratching car
Issues: Tossed in trash Can’t reuse Our Info use only - Not very green...Money or Environmental
Maybe even twice...
How can you change/improve the RPR presentations?
Only one way to get better - Just Do It...
Yellow Crayon Story
Create the Story
Build the Show
‘Bycatch’ Issue Today
I will Ruin Your Presentations...
• Turn a Profit
• In-Vehicle Advertising
• Sensible Solution
• Dual Role
• Best Placed Advertising - INYOUR CUSTOMERS’ CAR
• Flexible - Useful
• Special Promotions
• Cross Promote Departments
• Community Ads
QuickTime™ and a
are needed to see this picture.
Building Blocks of Stories
Challenge Struggle Resolution
Get Their Attention
Build on Emotional
with Eye Opening
Resolution & Call to
Sources of stories
Metaphor or Analogy
Books and Movies
Toyota of Fayetteville
“PromoTAG is probably one of the
best things I’ve ever done...”
...“Increased our service business
by 20 %”