Persuasive Presentations Jeff Ritchie WWII. Presentations (60 points total) Audience – your...

Persuasive PresentationsPersuasive Presentations

Jeff RitchieJeff Ritchie

WWIIWWII

Presentations (60 points total)Presentations (60 points total)

AudienceAudience– your client and WWII studentsyour client and WWII students

Persuasive- Different PurposesPersuasive- Different Purposes– illustrates how project meets client's needsillustrates how project meets client's needs– explains and showcases your projectexplains and showcases your project– argues why the client should choose your project argues why the client should choose your project

over othersover others

PowerPoint PowerPoint presentationpresentation 15 minutes minimum, 20 maximum15 minutes minimum, 20 maximum

Two types of Presentations-Two types of Presentations-

New Business Presentations New Business Presentations Project PresentationsProject Presentations

Two types of Presentations-Two types of Presentations-

New Business PresentationsNew Business Presentations Project PresentationsProject Presentations

New Business Presentations New Business Presentations

– (AKA “shootout” presentations)(AKA “shootout” presentations)

Formal, competitive presentations Formal, competitive presentations – solicits new clientssolicits new clients– builds reputation of presenterbuilds reputation of presenter– demonstrates skills and expertisedemonstrates skills and expertise

Define the problem for the client Define the problem for the client – might not have a unified idea of the problemmight not have a unified idea of the problem– do not really know/recognize the problem do not really know/recognize the problem

present the problem as they know itpresent the problem as they know it then make a counter recommendation as to the real problemthen make a counter recommendation as to the real problem

Purpose of new business Purpose of new business presentationspresentations

Persuade client thatPersuade client that– Your project will meet their needsYour project will meet their needs– That you are credibleThat you are credible

can deliver on your promisescan deliver on your promises– Under budgetUnder budget– On scheduleOn schedule

Cost of New Business Presentations Cost of New Business Presentations

Costs mount- determine the budget for the Costs mount- determine the budget for the presentation and stick to it.presentation and stick to it.

Costs of Functional Prototype and presentationCosts of Functional Prototype and presentation 5 employees5 employees 3 weeks to produce3 weeks to produce 40 hours week (conservative)40 hours week (conservative) @ 50 dollars/hour@ 50 dollars/hour (5emp)x(3x40hrs)x$50/hr=$30,000(5emp)x(3x40hrs)x$50/hr=$30,000

Two types of Presentations-Two types of Presentations-

New Business Presentations New Business Presentations Project PresentationsProject Presentations

Project Presentations-Project Presentations-

You’ve already landed clientYou’ve already landed client Persuasive- PurposePersuasive- Purpose

– your project/solution to their problem your project/solution to their problem is sound andis sound and meets the client’s needsmeets the client’s needs

Begin with the basic informationBegin with the basic information Move quickly to persuasionMove quickly to persuasion Focus- how the Project meets client’s needsFocus- how the Project meets client’s needs

Questions to ask when creating a Questions to ask when creating a project presentationproject presentation

Who is the decision maker?Who is the decision maker? On what basis will the decision be made?On what basis will the decision be made?

Anticipate Resistance Points:Anticipate Resistance Points:

Resistance points are objections to new ideas Resistance points are objections to new ideas – that possibly challenge the client’s current business that possibly challenge the client’s current business

practicespractices– that possibly differs from the client’s understanding of that possibly differs from the client’s understanding of

the problem/marketthe problem/market– that possibly challenge a key player’s power/positionthat possibly challenge a key player’s power/position– that possibly infringes on the “turf” of a key player (for that possibly infringes on the “turf” of a key player (for

instance the marketing VP)instance the marketing VP) Tactfully deal with themTactfully deal with them

– AcknowledgeAcknowledge– Accommodate Accommodate – RefuteRefute

Project Presentations usually haveProject Presentations usually have

An An openingopening A A statement of positionstatement of position A description of A description of StrategyStrategy A A MediaMedia Rationale Rationale A demonstration of the A demonstration of the CreativeCreative Supporting evidence Supporting evidence for your argumentfor your argument A plan for the A plan for the Evaluation Evaluation of the project’s of the project’s

effectivenesseffectiveness An explanation/justification of the An explanation/justification of the BudgetBudget The The closing closing that reinforces the argumentthat reinforces the argument

The opening- The opening-

Establishes toneEstablishes tone Establishes identityEstablishes identity Grabs attentionGrabs attention

Basic Sections of a Project Basic Sections of a Project PresentationPresentation

The openingThe opening The statement of positionThe statement of position StrategyStrategy MediaMedia CreativeCreative Supporting evidenceSupporting evidence EvaluationEvaluation BudgetBudget The closingThe closing

The statement of position- The statement of position-

sets the goals and objectivessets the goals and objectives identifies the problem identifies the problem proposes a solutionproposes a solution

Basic Sections of a Project Basic Sections of a Project PresentationPresentation

The openingThe opening The statement of positionThe statement of position StrategyStrategy MediaMedia CreativeCreative Supporting evidenceSupporting evidence EvaluationEvaluation BudgetBudget The closingThe closing

Strategy-Strategy-

Outlines the key strategy decisions such as Outlines the key strategy decisions such as – primary and secondary audiences primary and secondary audiences – behavioral objectivesbehavioral objectives

Basic Sections of a Project Basic Sections of a Project PresentationPresentation

The openingThe opening The statement of positionThe statement of position StrategyStrategy MediaMedia CreativeCreative Supporting evidenceSupporting evidence EvaluationEvaluation BudgetBudget The closingThe closing

Media: Media:

presents the media rationalepresents the media rationale explains how media choice furthers goals explains how media choice furthers goals

and objectives of the clientand objectives of the client

Basic Sections of a Project Basic Sections of a Project PresentationPresentation

The openingThe opening The statement of positionThe statement of position StrategyStrategy MediaMedia CreativeCreative Supporting evidenceSupporting evidence EvaluationEvaluation BudgetBudget The closingThe closing

Creative:Creative:

Presents the creative strategies of the Presents the creative strategies of the projectproject

Illustrates and explains projectIllustrates and explains project emphasizes emphasizes return on designreturn on design

– shows how project’s functions and features shows how project’s functions and features maximize workflowsmaximize workflows further behavioral objectives and goalsfurther behavioral objectives and goals reinforces/creates client brand identityreinforces/creates client brand identity

Basic Sections of a Project Basic Sections of a Project PresentationPresentation

The openingThe opening The statement of positionThe statement of position StrategyStrategy MediaMedia CreativeCreative Supporting evidenceSupporting evidence EvaluationEvaluation BudgetBudget The closingThe closing

Supporting evidence- Supporting evidence-

provides relevant data and research findingsprovides relevant data and research findings logically developed justificationslogically developed justifications

Basic Sections of a Project Basic Sections of a Project PresentationPresentation

The openingThe opening The statement of positionThe statement of position StrategyStrategy MediaMedia CreativeCreative Supporting evidenceSupporting evidence EvaluationEvaluation BudgetBudget The closingThe closing

Evaluation: Evaluation:

Presents proposals for evaluating the Presents proposals for evaluating the success of the projectsuccess of the project

Basic Sections of a Project Basic Sections of a Project PresentationPresentation

The openingThe opening The statement of positionThe statement of position StrategyStrategy MediaMedia CreativeCreative Supporting evidenceSupporting evidence EvaluationEvaluation BudgetBudget The closingThe closing

Budget: Budget:

this section wraps up the costs for all this section wraps up the costs for all aspects of the projectaspects of the project

emphasizes return on designemphasizes return on design explains/justifies cost overrunsexplains/justifies cost overruns

Basic Sections of a Project Basic Sections of a Project PresentationPresentation

The openingThe opening The statement of positionThe statement of position StrategyStrategy MediaMedia CreativeCreative Supporting evidenceSupporting evidence EvaluationEvaluation BudgetBudget The closingThe closing

The closing The closing

summarizes benefitssummarizes benefits restates benefitsrestates benefits reinforces purpose of presentationreinforces purpose of presentation

– to persuade client that the project will meet their to persuade client that the project will meet their needsneeds

Basic Sections of a Project Basic Sections of a Project PresentationPresentation

The openingThe opening The statement of positionThe statement of position StrategyStrategy MediaMedia CreativeCreative Supporting evidenceSupporting evidence EvaluationEvaluation BudgetBudget The closingThe closing

Beginnings, Middles, and EndingsBeginnings, Middles, and Endings

People more attentive at the beginning and endingPeople more attentive at the beginning and ending BeginningsBeginnings

– Introduce all key pointsIntroduce all key points

EndingsEndings– summarize key pointssummarize key points

MiddlesMiddles– don’t introduce new pointsdon’t introduce new points– for elaboration and discussionfor elaboration and discussion– Keep attentionKeep attention

Dramatic techniques to keep Dramatic techniques to keep attentionattention

Change of paceChange of pace Dynamic visualsDynamic visuals Little playsLittle plays Leading questionsLeading questions Exaggerated statements for dramatic effectExaggerated statements for dramatic effect

Make your presentation-Make your presentation-

A showcase for your projectA showcase for your project Demonstrate it solving their problem or Demonstrate it solving their problem or

meeting their needsmeeting their needs Highlight specifics of projectHighlight specifics of project

Selecting and Planning VisualsSelecting and Planning Visuals

Use visuals throughoutUse visuals throughout Use visuals as signposts of your logicUse visuals as signposts of your logic Visualize key phrases, relationships, Visualize key phrases, relationships,

comparisons and numberscomparisons and numbers

Functions of visualsFunctions of visuals

MemorabilityMemorability Reinforce logicReinforce logic Key points- don’t just say “sales”- say “sales Key points- don’t just say “sales”- say “sales

jump 17%”jump 17%” Clarity- show them what you meanClarity- show them what you mean Identity and image- show them who you are, Identity and image- show them who you are,

make them remember youmake them remember you

Six Six Effective VisualEffective Visual Characteristics Characteristics

VisibilityVisibility LegibilityLegibility SimplicitySimplicity ClarityClarity CorrectnessCorrectness CONTROLCONTROL

VisibilityVisibility

Check out the room beforehandCheck out the room beforehand Kodak studyKodak study (assuming the screen correct height)(assuming the screen correct height) 1/25 the height of the screen 1/25 the height of the screen 60 inch tall screen x 1/25= 2 ½ inches projected60 inch tall screen x 1/25= 2 ½ inches projected

Or the low-tech routeOr the low-tech route visible from the back of the room you will usevisible from the back of the room you will use

LegibilityLegibility

UseUseSans Serif fonts Sans Serif fonts BoldBoldNo more than two fonts per figureNo more than two fonts per figure

Avoid Avoid ItalicsItalicsUnderliningUnderliningoutlines outlines shadowsshadowsAll CapsAll Caps

SimplicitySimplicity

One idea per visualOne idea per visual

ClarityClarity

The point of the graphic must remain clear.The point of the graphic must remain clear. Don’t cut out too muchDon’t cut out too much

CorrectnessCorrectness

No typosNo typos

The same rules apply to presentation The same rules apply to presentation graphics as applies to resumes- graphics as applies to resumes-

Mistakes take away from the ethos of the Mistakes take away from the ethos of the presenterspresenters

CONTROLCONTROL

Control the visualControl the visual

Make it do what you want it to, given the Make it do what you want it to, given the audienceaudience

Take it away from the audience so that they Take it away from the audience so that they focus on you.focus on you.

Six Six Effective VisualEffective Visual CharacteristicsCharacteristics

VisibilityVisibility LegibilityLegibility SimplicitySimplicity ClarityClarity CorrectnessCorrectness CONTROLCONTROL

Forecasting and SummarizingForecasting and Summarizing

Can you remember the last points?Can you remember the last points? What is the most effective means?What is the most effective means?

Remember as wellRemember as well

CContrastontrast RRepetitionepetition AAlignmentlignment PProximityroximity

Revelation and ReleaseRevelation and Release

Revelation Revelation

Start off on a blank slideStart off on a blank slide Reveal information- don’t let them read it Reveal information- don’t let them read it

ahead of youahead of you Danger in giving out handouts before Danger in giving out handouts before

discussion discussion How will the audience use them? How will the audience use them?

ReleaseRelease

Forecast the end…in conclusionForecast the end…in conclusion Summarize your main pointsSummarize your main points Allow for feedback/questionsAllow for feedback/questions End on a blank slideEnd on a blank slide

EquipmentEquipment

What type of equipmentWhat type of equipment Always have a backup in another mediaAlways have a backup in another media Check the media/room beforehandCheck the media/room beforehand

Length of the presentationLength of the presentation

try to have a graphic every minutetry to have a graphic every minute

15-20 minutes of presentations15-20 minutes of presentations

15-20 slides15-20 slides

Oral Nature of PresentationsOral Nature of Presentations

Forecast and SummarizeForecast and Summarize Involve the AudienceInvolve the Audience

Forecast and SummarizeForecast and Summarize

Specific Advance OrganizersSpecific Advance Organizers SummariesSummaries at strategic spotsat strategic spots TransitionsTransitions Repeat Memorable wordsRepeat Memorable words

Involve the AudienceInvolve the Audience

Refer to people, not to abstractions- Uncle Refer to people, not to abstractions- Uncle Joe StalinJoe Stalin

Use interesting Facts, figures, and Use interesting Facts, figures, and quotationsquotations

Use concrete informationUse concrete information

““Think about how your audience will interact with the Think about how your audience will interact with the information, not how they should interact with it.”information, not how they should interact with it.”

ProvideProvide– examplesexamples– illustrationsillustrations– little narrativeslittle narratives– analogiesanalogies

Summary- Oral Nature of Summary- Oral Nature of PresentationsPresentations

Forecast and SummarizeForecast and Summarize Involve the AudienceInvolve the Audience

Questions?Questions?