Follow the Lead of ExpertPreneur® Presenters
As an Expertpreneur®, you may spend a lot of time speaking at events.
This is a great way to broaden your customer base and establish yourself as an authority. If you give strong, compelling presentations, people can fall in love with your personality and mission, clamor to buy your products, and want to be a part of your community.
However, if your presentations are boring and lifeless, you will have the opposite effect; people will check out, mentally or physically, and avoid listening to you speak.
The good news is, there's a formula for giving a good presentation. And the rules apply to all kinds of venues, from the stage to Google+ Hangouts to webinars.
So, today I'm going to show you how the best presenters craft engaging speeches that draw in audiences time and again.
You'll learn how to apply copywriting techniques to draw in your audience from the beginning…
The secret your favorite TV shows use that keep your listeners around until the end…
And an infomercial staple that will bring your presentations to the next level…
As I've mentioned in the past, there's no better way to draw in an audience's attention than with a compelling story.
We've all grown up listening to stories, so there's a certain level of comfort and excitement built into our minds when people start telling one. And that is something you should absolutely take advantage of when crafting your presentations.
Yet there's a deeper element at play that you must consider. It's the single most important part of any sales copy you write. Something you must always have in the back of your mind when communicating with your prospects.
The age old question: “What's in it for me?”
Your audience's chief concern is how you will improve their lives. Why should they sit around and listen to you? What do you have to offer?
Even when choosing something as tried-and-true as a story, you need to consider how it is relevant to them. Not every random story is going to apply.
So, when you are writing the beginning of your presentation, think about what is top of mind for your audience right now. This will take some research. After all, the audience will be different from event to event.
If they are there because they are hoping to improve their financial situation, then consider leading in with a story about a time where your finances were not good. Then you discovered something related to your Expertpreneur® business, and now your finances are better than ever.
Even if your business isn't directly related to giving tangible financial advice, you can still use this tactic. If you are a life coach, you could discuss the laws of wealth attraction. If your focus is on improving communication skills, you could share a story on networking.
The point is, it has to be related in some way to their interests.
Once you've settled on a good lead, the next step is crafting the presentation that makes them feel they must stay until the end to find out everything you have to share. And that takes borrowing a little technique from popular television shows…
Why You Can't Stop Watching “House Hunters”
Think about the last time you watched a popular “reveal” show like House Hunters. Did you stop watching halfway through?
It can be rather difficult not to watch until the end. You see, there's a particular way they structure these types of shows, so once you start watching, you feel compelled to finish them. Often, this is referred to as an “open loop.”
Basically, the show starts out with the “big picture” of what you are going to see. Typically, a couple who is trying to buy a house somewhere. They have a certain budget and other needs, and they have three houses to choose from. That's the story that creates intrigue.
Then, they introduce the open loop by showing each house in succession. You get the full layout, the couple's opinions, etc… and then they move on to the next. After going through all three, you finally get the resolution.
Because of the setup, you are immediately invested in what's happening. And you can only find out the results by sticking around until the end.
My articles are also laid out in a similar way. The opening gives the big picture of the article, showing you an opportunity or a common problem. Then I present the three topics I'm going to cover. But only with enough information to get you to want to read the whole thing to find out.
You can apply this technique to any presentation you give. If you are giving tips on how to be a better marketer, you can start with a big promise, and then tease the three major points you'll cover. This works for both the stage and webinars.
In doing so, your audience will want to hear all three. And for that, they'll have to stay until the end.
I'll admit, I have watched a fair number of infomercials in my day. They're deeply fascinating.
They are also a great lesson on selling. You get big benefits, energized presentations, strong testimonials and calls to action… all wrapped into one package.
However, the biggest element of a good infomercial that is often overlooked in Expertpreneur® presentations is the demonstration.
Now, I realize it can be hard to demonstrate an idea. When you're dealing with a product, like a set of knives, you can show how they cut up fruit or do a test versus other brands. And it's fun for the audience to watch.
That can be more challenging when you are presenting something intangible. Like a marketing concept, or the law of attraction.
Yet, I think it's worth your while to find ways to incorporate demonstrations into your presentation. For example, if you use a particular coaching method, you could invite an audience member up to do a quick 5-minute demonstration of how you work.
You could even prepare a video and present that. Maybe a montage of classes with you, or showcasing people using your networking techniques in conversations. Anything you can come up with!
These work especially well in live shows, because they typically come as a surprise to the audience. After all, how often do you see a speaker break up their speech to get involved with the audience?
I was at a presentation where a speaker was talking about the difference between marketing and selling. She held up a gift certificate, to the event we were attending, and then invited anyone who would like the free ticket to come up to the front of the stage. The whole audience moved to the stage. Then she said what I just did is called marketing, its all about lead generation. Then she went on to ask us if she had made any money yet, from her offer. And of course everyone says “no”.
She goes on to clarify that making money is the SALES function whereas marketing is getting the message out to people in a way that allows them to self-select. SALES would be taking those potential clients and converting them into paying clients.
The demonstration definitely added interest to her talk and had people listening intently.
Now this tactic will also work just as well in a webinar, too. You could embed a video into the presentation and illustrate a point your making for a few minutes. It would be quite effective.
Audience members will really appreciate the variety. It will showcase your knowledge in an engaging way, and also break up the tedium of just talking.
Putting Together the “Perfect” Presentation
There are a lot of elements that go into a good presentation, but you have to start with a good script. And by incorporating the tactics I shared above, you will be at a significant advantage over your competition.
Make sure you know the audience you will be presenting to inside and out before you go. Perhaps have them fill out a survey before the event, so you get a more in-depth understanding. That way you'll be able to craft a perfect hook.
Then, once you've thought up the perfect topic and lead, you can structure your open loop to keep them engaged until the end. That'll encourage them to stay with you from start until finish.
Finally, throw them a curveball by having a demonstration! They will be happy for the change-up from just hearing people speak.
Even if you just incorporate one of these elements, you will have a much smoother experience with your presentations. Getting you more leads, more sales, and bigger profits down the road.
One thing, if you think it is possible to create a “perfect” presentation, think again. I don't want you to get caught up trying to be perfect, then never finishing it, because you think it's not good enough yet. Your best presentation comes from creating and testing, then improving and testing again.
And in the process, you'll become an experienced, confident speaker.