PRESENTING YOU AND YOUR BRAND
Persuading an audience effectively can be challenging, particularly when referring to a topic such as your brand but here are a few things to remember:
People aren’t interested in what you do. They buy why you do it, so make it personal and tell a story.
Audiences absorb information audibly, visually or kinaesthetically. Kinaesthetic learners benefit from physical experiences such as touching, feeling, holding, doing, and getting practical hands-on experiences. How many times have you learned something and then ‘coincidentally’ been reminded of it by events shortly afterwards. If you are looking to buy a new car why do you then begin to see that model on the road everywhere you look? That’s Kinaesthetic learning in practice.
Be informed! Be clear on what you are about and what your brand stands for. Make sure the people you speak to know you are not swayed by the next big thing and that your strategy and advice will not do an about turn. Have stories ready to share about the effects of your brand has had on your customers. Allow them to trust.
Differentiate or die. Is your brand a specialist or a generalist, what are you trying to communicate about your brand and why should your audience think you are different from your competitors. We go the extra mile, or we are cheaper than the rest rarely resonate with people. Be clear about what success looks like for you and for your audience and build your presentation around it.
Why does you business exist?
Your presentation should have a beginning, middle and end. Introduce yourself and what you are going to be covering in your presentation. Your audience will feel more comfortable knowing what to expect. Your middle is the backbone of your talk. You should prioritise, focus and sequence your information. Ask yourself: “What am I really telling them? What should they be learning here?”. Your end is the stage at which you can summarise what you have told them but more importantly is the bit that will influence their impressions the most. Remember the peak end effect applies to all experiences.
Get inspired… Go and have a look at how other people get their thoughts and ideas across. You will quickly avoid the death by powerpoint merchants but you will also be drawn to, and inspired by, those presenters who make it personal. Register with ted.com and be prepared for a head full of ideas.
Don’t be put off by cynicism. Remember the hardest fought for clients are the ones that will not easily have their heads turned elsewhere, and will, in time, become advocates of your brand.