On Marketing

You have been asked to make a sales presentation. We’ve covered all sorts of ways to give you confidence, safety nets, great exits, and a way to head off trouble before it starts.

Now think about how to address your audience.

You’ll be glad you did!

Your purpose in making this presentation is to engage the audience. That is, pique their interest, whet their appetite, and get them thinking seriously in terms of making a purchase.

1. Do this by speaking directly to them – use “you”.
2. And tell them to do something – use imperatives.
3. In fact, alternate these forms this way: “you” – “do” – “you”.

You’ll find this grabs your targets’ attention, motivates them to do something, and encourages them to identify with what you’re offering – to see themselves reaping the benefit. If you do this several times during the presentation, they’ll be ripe for the call to action at the end!

Did you notice? I’ve used this formula twice already in this presentation – it’s not intrusive but it feels very logical.

Let’s look at some examples.

1. You mentioned X project …
2. Take a look at this program/product …
3. It’ll get you right ahead

1. I know you already have this product/service …
2. Just give our special a try
3. You’ll really like its speed and ease of use

1. How well is X working for you?
2. Think about …
3. … and the advantage you get is …

You get the idea.

I bet you can think of better formulae for your own product
Go ahead and think of some
You’ll see your presentations gain purpose, relevance, and power as a result!

Tags: marketing //