Making a presentation to the public, even if not numerous, is a rather difficult task. It requires self-control and self-confidence. After all, you have to be in front of a group of people, friends or strangers, and all eyes are focused on you. People are waiting for something important and significant, otherwise they would not have come here. Not only the content of the presentation will be thoroughly evaluated, but also your every word, every nuance, including how you look and what tone you say. Despite the fact that you are well acquainted with the material and know what you want to say, the feeling does not leave you that you will suddenly say the wrong thing, or that a spot will suddenly appear on your suit, or that a sudden clouding of your mind will suddenly attack you.
There are various forms of business presentations. For example, strictly official presentations with an abundance of detailed information ... Listeners can simply get confused in the details and not catch the essence of the message. The informal nature of the presentation also has its own characteristics: it may be difficult for a speaker to control the exchange of remarks. A lot of surprises can be presented by the technical side of the event. For example, what if the projector suddenly crashes? Do you have a backup plan of action? When preparing for the presentation, you expect the audience to leave the event and remember the information and your message in general. To achieve this, we offer a small guide.
System-adjusted sales presentation
The first thing to consider is how you plan to use the presentation. This has almost no effect on the general algorithm and structure. But on the number of slides, text and presentation - very much so. For example, if you are preparing a presentation for a speech, then you will have more slides (to make the presentation dynamic), less text and more graphics. The text on the slides themselves complements what you say, but is not the main source of information.
In the case of a hot commercial offer in the form of a presentation (which you send by mail), the text is the main source of information, and it dominates. But here it is important to know the measure. On one slide should not be more than 40-50 words of text. Otherwise, the risk of fatiguing the reader with all the ensuing consequences increases.
Slide №1 - title
On this slide, either the title and logo of the company (if the presentation is sent by mail), or the name of the report and the name of the speaker (if the presentation is for the presentation) is placed. In both cases, the title / topic can be summarized under the 4U formula to enhance the effect.
As a demonstration, I will show slides about a sales presentation. My task is to sell you this equipment so that you can take it into service.
Slide №2 - problem (pain)
At first glance, the slide may seem simple. And in theory this is true. It would seem that they wrote about the problem of the target audience, and we can assume that the problem is half solved. Difficulties begin in practice when you need to not only find the audience’s problem, but also formulate it in a language that people understand.
I faced a similar situation when I was preparing a presentation of Internet marketing services for the owner of one large holding. It would seem that the pain lies on the surface: “advertising is unprofitable” - take it and use it. But it was here that the trap was hiding. In my case, the owner was disturbed by other aspects in different formulations: “they spent the money, but there is no result”, “Nobody takes responsibility”, etc. Everything seems to be in adjacent planes, however, it often depends on the wording whether you “fall” into the target audience or not. That moment when it is important not only what you say, but also how you do it.
Sometimes it happens that there are several problems, so a block can take up not one, but several slides. This is especially true when you make a presentation for a public speech.
In the example below, I allow myself to take a special case of “pain” so that the slide is as revealing as possible. It is hardly relevant to you, but it clearly shows the trick in action. The more accurately you describe the problem and the closer it is to the reader, the more impressive your presentation makes.
Slide №3 - amplifier
And here is the first secret component. Many are limited to only one problem, but one can go further: to strengthen the problem, to show its scale, relevance and consequences. If you visualize, then in the second slide you point to the corn of the audience, and in the third - you begin to put pressure on it. With a special sadism. The advantage of this approach is that when you get into a “pain”, they listen to you very carefully (read every word in your CP).
As an amplifier, the consequences of the problem, expressed in units that are intelligible to the audience (money, time, customers, related problems), are ideal. For example, there is a problem: employees sit for 2-3 hours a day in social networks. We translate all this disgrace into money - we get the first amplifier. And then we cultivate the effect of time loss itself, we get lost profits, loss of customers, etc. This is the second amplifier.
Slide №4 - solution (offer)
On this slide, the audience’s attention is maximized. And this is exactly the slide that makes your presentation a selling one. It's time to make an offer that people cannot refuse - an offer. On this slide, you show the audience your product or service as a solution to the problem described above.
In other words, it's time to answer the question “What do you offer, and how does this help the client?”.
Slide №5 - technology
You presented your product and service as a solution to the problem of the target audience. Now is the time to clearly demonstrate how a product or service solves this problem. Otherwise, there is a risk of an open objection. In other words, on this slide you answer the question “How?”.
There may also be variations and a few slides at this point. For example, in the presentation on Internet marketing described above, on each slide, I separately showed each direction and how it contributes to solving the client’s problem. In the example below, I will show one slide to maximize the principle.
Slide 6 - Proof
At this stage, you have already become quite interested in the audience, but it still does not have confidence in your words. To call him, you need to prove that everything you said is true. Cases are ideal for this. Show how other people have already solved the problem using your product or service. Here the psychological trigger of contrast (before / after) ideally works for you.
If there are several cases, it is better to place them not on one, but on several slides. So they are easier to perceive, and the value of each case in the eyes of the audience is higher.
Slide №7 - issue price
If you did all the previous six slides correctly, now your audience has only one question in their head: “How much? How much is it?". And here we, as if anticipating the question of people, call the price.
In the case of price, there is one little trick. The fact is that as soon as you name the cost, people begin to decide for themselves: to buy or not. Conventionally, this is a choice between two options, one of which is undesirable for you. To increase the likelihood of choosing in your favor, experienced copywriters give not one price, but several - in the form of packages or tariff plans. They are usually three to four. And each has its own task.
- First pack the cheapest (so that you can dump), but has a number of disadvantages that a person must put up with.
- Second or third package - optimal, it is often distinguished graphically a la “hit of sales”.
- Fourth package - the most expensive and expensive, its price is much higher, however, in terms of actual value, it is comparable to the previous package. His main task is to show the contrast that the main package is not so expensive.
In general, contrast is an amazing trigger. Imagine that you bought a car, say, for $ 20,000. You are offered to buy more rugs and a protective mesh for a radiator for $ 200. You agree, because compared to the amount already spent, $ 200 seems minuscule.
Now the situation is different. You do not have rugs, and you drove the car for maintenance, worth $ 100. You are offered to buy all the same rugs for $ 200. Most likely, you will refuse such an offer. Again, the whole point is the contrast of perception.
Slide 8 - Objections
Whatever attractive offer you make, the audience always has questions or objections. And the most diverse, ranging from “Too expensive!” And ending with “Who are you?”. Starting with this slide, it’s time to close the objections, thereby provoking additional trust.
The rule is simple: place the handler for each objection on a separate slide. An example is the closure of the objection “Can I trust the author of this article?”
Other popular blocks are the block “About the company”, “Our clients”, “Reviews”, “Certificates and awards”, etc.
Slide 9 - Summary and Benefits
If you are a regular reader of my blog, you probably noticed that in a sales presentation the approach to placing benefits is different from, for example, cold commercial offers, where the benefits go immediately after the offer.
It's all about the specifics of the presentations. Here we use the benefits as an amplifier of all that has been said, summing up, then to “close” a person to the desired target action. See an example.
Slide 10 - Call to Action
The culmination of a sales presentation and one of the most important blocks - you encourage a person to perform the desired target action. In other words, give him a clear statement by answering the question: “What next?”. On the same slide, you may have an additional offer with a deadline (a key attribute for selling from the scene).
If you have a non-profit report, and you want to engage the audience in the discussion, encourage her to ask you questions. At the same time, try to avoid dead-end slides a la “Thank you for your attention!”, Because they, as a rule, reduce conversion.
An example of an entire sales presentation
This is what the whole presentation looks like, all the slides from the first to the tenth. Another advantage of Google Slides is the ability to embed presentations anywhere from the cloud.
Today we looked at a simple and quick way to create a presentation for the sale of ideas, goods or services and wrap it in a decent design with minimal cost. The only thing I remind you is that when developing slides, you need to remember the number of words (there should be no more than 40 words per slide). Also note that the font should be legible even from the back of the conference room, especially if people have low vision.
Finally, remember that half of the success is correctly identifying and formulating the problem to the target audience. And the problem is real, not fictitious. And offer a relevant solution. And you will succeed. The main thing - try it!
P.S. Do you like the article? Share it on social networks.
P.P.S. Have questions? Ask in the comments!
Daniil Shardakov - Internet marketer and copywriter with experience of 8 years. The practitioner. Lecturer at the International IT Academy. Director of the Laboratory of Business Communications. Fanatical. A skeptic by nature and is constantly looking for scientific justification for everything that happens. Believes only figures and facts. Married. She loves bouts of enthusiasm and hates routine, monotony and boredom.
Daniel, excellent, as always!
You suggested the idea for a personal commercial offer (cold and hot) by e-mail: Attach a presentation to the text. Visuals will definitely view it! And more likely they will make a decision on it.
At the same time, the presentation itself does not have to be done in a new way (replace a couple of slides for the client, if necessary).
How do you think?
And yes, I like the new site design)
Need to try. The idea is good. In my practice, presentations in the form of “hot” KPs work better.
Daniel, a typo crept in.
And here is the first secret component. Many are limited to only one problem, but one can go further: to strengthen the problem, to show its scale, relevance and consequences. If you visualize, then in the second slide you point to the corns of the audience, and in the third - start on it! Give !. With a special sadism. The advantage of this approach is that when you get into a “pain”, they listen to you very carefully (read every word in your CP).
I was just reading the presentation when you wrote a comment. There were a lot of typos, sort of corrected with more.
Thank you, very cool! And I also take for myself as the idea of KP :)
And yes, I personally like the new site design)
The article itself is a bomb. And on time.
I would also add that if you make a commercial offer in the form of a presentation, then on each slide you can place contacts below. Only so that they are not striking, but at the same time they are visible. This will allow the potential customer to call after reading any slide, maybe who knows what will hook him and when ?!)
And any KP can be transformed into a presentation, if we take the KP template from this article as the basis - https://shard-copywriting.ru/copywriting-secrets/offer-practice)
Daniel, thanks for the detailed article,
which is valuable - with specific examples that can be adopted.
You covered the issue from all sides.
From the point of view of a copywriter who wants to provide a turnkey service, I am very interested in the question of the design (design) of presentations and CP. (With the writing of the text it is clear).
Do I need to attract a designer? Or maybe on their own, if there is a desire and some abilities, to do CP and Presentations? It means effective KP and Presentations at a decent professional level, and not something homegrown.
And how do you feel about animation, video in the presentation?
In your article about cold KP https://shard-copywriting.ru/copywriting-secrets/offer-practice
You spoke out for a very restrained design. Lest he distract
from the main thing.
You have a great and successful practice.
Are you interested in your personal opinion: what should we strive for in the design of KP and presentations?
And one more thing: tell me, please, do you have materials about cover letters to the CP and Presentations?
P.S. Recently I asked you a question about presentations. I am very grateful that you took the time and sent me a link to this article in a letter.
I wish you success and good!
As for design, I am a supporter of minimalism. The main thing is that the design does not interfere with the person's perception of the text.
Daniel, thanks for the answer.
And for the link: be sure to read.
P.P.S. There was a typo: in the description of slide No. 7,
point “second or third package”: “optimal” instead of “optimal”.
Thanks a lot, Maya. Corrected.
In the systematic analysis of the topic you are perfect. As well as in the clarity of the presentation of the material. Thank.
There are two “buts” in content:
1) Academic. Everything is right as it should. But we are all Internet users: through time, the sites offer to send us a similar presentation format. I am reading this article belatedly: I have not looked in the mail for a couple of weeks. Among the accumulated letters there is a presentation of the bank's services. It is as if made according to the "patterns" of your article! And I receive similar presentations from different businesses regularly. They look like UG to me. There is something wrong with me, or still there can be no talk of efficiency ...
2) Evidence. The slide information on which the effectiveness before / after is indicated cannot be verified. Where do these “0.5-1%” and “83%” come from? In which segment of the business, for which product, transparency are the most harmless of the most obvious questions. It’s one thing when you give an example in the style of “worked somehow for one large holding”. And it’s completely different when “I created for Ilon Mask a presentation of deliveries of cargo for the ISS with Falcon-Heavy missiles and NASA signed a $ 18 billion contract with him.” It's not about the name and the amount - without specifics, which everyone can check, the evidence value of the argument tends to zero.
How can I solve these 2 problems?
Igor, you have already solved them with your comment, raising this question.
1. About academic. The presentation has structure and content. The article describes the structure and logic. And the content for each specific task will be different. If the presentation of the bank didn’t catch you, it means that they either didn’t fall into your need or offered something that you are not interested in. And this is a bank problem.
However, tools with 100% efficiency (with reliable sampling) do not exist. Perhaps you simply fall into that segment of the audience where individual marketing tools do not work, while other people respond and give a response. Here, without summary statistics, you can discuss endlessly, and one person is not judged on the effectiveness of the campaign.
2. About the evidence. It all depends on what information you use and what the purpose of the presentation is. For example, when selling a weight loss product, you use contrast before / after photos. When selling contextual advertising services, you use screenshots with graphs that show contrast and describe the task in detail. In other cases, you simply give extended information, as in your example with Elon Mask (the main thing is that this information can be verified). В качестве доказательств также часто используются отзывы людей в виде скриншотов из соцсетей, описание кейса как проекта решенной задачи со ссылкой на результат и т.д. В этой статье у меня «заглушка» и цифры с потолка, чтобы показать принцип и вектор, т.к.the presentation itself is abstract and sells the idea of using commercial presentations, without being tied to specific projects. In real conditions, of course, you use real evidence.
Daniel, thank you for the article.
The first model (a writer from the exchange) is VERY recognizable and realistic. The second has yet to be realized, filled, so to speak, with its own content.
For me, for example, an urgent question in the phrase “connects to the community of entrepreneurs”. I don’t really understand yet where to go directly to them, if we are talking about a small city and a specific niche.
As for that girl, for example, I did not have a feeling of far-fetchedness. On the contrary, I remembered my personal experience with a young lady of this type. And also there is no information on the Internet. And nothing but a small piece of paper where it says “Faith. Furniture ”and a telephone. And this is with the current development of the furniture industry! I managed to call her and make sure in practice of her incompetence, but already after the fact. It’s not clear just how word of mouth works in relation to such unfortunate specialists, I would not even advise her to the enemy.
Regarding the paid or free course, which you mentioned at the beginning of the article. After your blog, many of the "authorities" of copywriting seem to me just dummies. That’s why I am very selective in choosing a mentor. You just hint, and I'm sure the line for training will be built. But while you are not doing this, we all have the opportunity to learn from you for free. And everyone will take as much as they can carry. Thanks for that!
Many thanks to the author of these presentations, you are the best in your field.