This document provides guidance on creating an effective targeted message and presentation structure. It advises the presenter to first identify their audience and determine what they want to say, what the audience wants to hear, and how to reconcile any differences. It then recommends crafting a one sentence targeted message that previews the presentation's benefits and value for the audience. The document also outlines typical presentation segments and emphasizes keeping the message clear, simple, focused on solutions, and linking elements back to the overall targeted message.

1. You know those
presentations that
seem to go
nowhere?

2. That leave you cold?

3. That never seem to
have a point?

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9. NUMBER-
driven
presentation?

11. How do you create a
Targeted Message?

12. First, answer the following
five questions.
Stick with it until you
are clear about all the
answers.

13. Question One:
who is your
audience?

14. How many will attend?
Why are they attending?
How well do you know them?
What do you know about them?
What is the mix of attendees?
(age, experience, education, occup
ation, gender, etc.)

15. Question Two:
What do you want to say?

16. Question Three:
What do they want to hear?

17. …or not?

18. Question Four:
What strategies will help you reconcile differences
between what you want to say and what they want to
hear?

19. Question Five:
What do you
want them to do,
think, feel or
remember at the
end of your
presentation?

20. Examples:
Sign the contract…start doing or stop doing
something…approve the project…adopt the
proposal…learn something useful…feel
good…change their minds…have or maintain a
favorable impression of you and your
organization…or something else…

21. Now, turn your answers into a
Targeted Message
that is, a one sentence overview/preview of your presentation
that suggests why they should listen to your presentation
and/or do what you are recommending.

22. Don’t forget the WIIFM*
*What’s in it for me? The audience is always “tuned in” to that signal.

23. Test your Targeted Message
Complete sentence
Stresses benefits
Audience will get it
You like it
You say it with ease
15-40 words

24. Say it out loud.

25. Ask
someone
to listen
to it.

26. Do you love it?

27. Be focused with a Targeted Message

28. Bad news message?
1. Don’t hide behind
jargon
2. Focus on solutions
not problems
3. Use neutral
language
4. Keep message
clear and simple

29. Typical Segments
– Description – Options
– Benefits – Research
– Equipment
– Costs – Safety features
– Steps – Results
– Schedule – Options
– Risks
– History
– Competition

31. Links to Segments
Examples:
• What are some of the benefits?
• Let’s examine some of the benefits
• This slide details the benefits
• Consider some of the benefits…

32. Bullets
• Build parallel structure
• Substitute bullets for
numbers
• Use cryptic style, not
sentences
• Avoid punctuation on
slides

33. Level of detail
• Time frame
• Audience preference
• Media choices
– Hidden slides
– Handout
– Links to web sites
• Other delivery methods
– Discussion, games, prop
s, stories, etc.
• Short
presentation, extended
Q&A

34. Level of detail
• Time frame
• Audience preference
• Media choices
– Hidden slides
– Handout
– Links to web sites
• Other delivery methods
– Discussion, games, prop
s, stories, etc.
• Short
presentation, extended
Q&A

35. Links back to Message
Examples:
• Now that we have discussed the benefits
• So when you look at all the benefits
• Overall, these benefits show…

36. Power of Three Opening
• Consider audience concerns and attitudes
• Use 3 statements, 3 questions or 3 images
• Use parallel structure, repetition or alliteration
• Make it brief and to the point
• Practice so you don’t need notes