Welcome to the webcast!

The video presentation has been pre-recorded, but the question and

answer session will be live. So please send in your questions after the

recording.

Copyright ©2011 Webinar Success

How to Build Effective Marketing Presentations

for WebinarsKen Molay

President, Webinar Success

Nobody In Your Company Cares AboutYour Marketing Presentation Content

Everybody Cares About Your Results

# of registrations

# of sales

Everybody Cares About Your Results

# of registrations

# of sales

Everybody Cares About Your Results

# of registrations

# of sales

Willingness to enter the sales cycle

There Are Many Types Of Marketing Presentations

5 Universal Presentation Tips

1) Make the presentation about your audience2) Set and meet audience expectations3) Give value quickly4) Tell an engaging story

5) Use slides to support speech, not replace it

Concentrating On The Audience

1) Make the presentation about your audience2) Set and meet audience expectations

5) Use slides to support speech, not replace it

3) Give value quickly4) Tell an engaging story

An Inconvenient Truth About Presenting

An Inconvenient Truth About Presenting

“Being Interested In”

is not the same as

“Caring About”

You Must Appeal To Audience Self Interest

Think Like Gillette

Think Like Gillette

Meeting Audience Expectations

1) Make the presentation about your audience2) Set and meet audience expectations

5) Use slides to support speech, not replace it

3) Give value quickly4) Tell an engaging story

Description Almost Always Precedes Content

Create titleCreate descriptionBuild landing pageBuild registrationDesign adsDesign invitationsEmail blastCreate contentComplete contentDeliver presentation

Jul

07

Jul

14

Jul

21

Jul

28

Aug

04

Aug

11

Aug

18

Aug

25

Sep

01

Sep

08

Sep

15

Sep

22

Sep

29

Oct

06

Oct

13

Oct

20

Oct

27

Nov

03

Nov

10

Nov

17

Nov

24

Dec

01

Dec

08

Dec

15

Dec

22

Dec

29

Make Promises, Fulfill Promises

Make Promises, Fulfill Promises

Make Promises, Fulfill Promises

In this 45-minute webcast you’ll:

• Find out the way to hook an audience quickly and make them want to pay attention

• Learn the commonly used presentation technique that actually works against you in a webinar/webcast

• Get examples of proper structure and flow for a marketing webinar/webcast

• Hear lots of practical advice on building engaging online presentations

Giving Value

1) Make the presentation about your audience2) Set and meet audience expectations3) Give value quickly4) Tell an engaging story

5) Use slides to support speech, not replace it

The Who Was Talking About Your Webcast Audience:“Won’t Get Fooled Again”

The Classic Presentation Structure

Background & History

Pain Points

Products&

Services

Did People Sign Up To Learn About Your Company?

• Founded in 1903

• Headquarters in Toad Suck, Arkansas» APAC office in Woop Woop, Australia» EMEA office in Boggy Bottom, England

• Growing revenues » 2010 Actual: $15 bazillion » 2011 Target: $69 gajillion

• Privately held

• No debt (or auditors)

• Profitable (see above)

• 9,000,002 employees

Don’t Preach To The Choir

Key Deliverables Go First

MAIN POINT

SupportingInformation

Background& History

Telling A Story

1) Make the presentation about your audience2) Set and meet audience expectations3) Give value quickly4) Tell an engaging story

5) Use slides to support speech, not replace it

Create A Scenario To Make The Audience Care

+ =

Data Needs Stories Too

~APU without results ~Readmissions

~Preventable Complx ~Regional Variation

~Fraud & abuse ~Fragmented care

$630BB over 10 years$630 BB Over 10 yrs

A Story About US Health Spending

Per Capita GDP

Per

Cap

ita $

PolandCzechRepublic

Finland

France

SouthKorea

Portugal

Germany

Spain

Canada

Denmark

Austria

Switzerland

Iceland

A Story About US Health Spending

Per Capita GDP

Per

Cap

ita $

PolandCzechRepublic

Finland

France

SouthKorea

Portugal

Germany

Spain

Canada

Denmark

Austria

Switzerland

Iceland

A Story About US Health Spending

Per Capita GDP

Per

Cap

ita $

PolandCzechRepublic

Finland

France

SouthKorea

Portugal

Germany

Spain

Canada

Denmark

Austria

Switzerland

Iceland

USAGDP

A Story About US Health Spending

Per Capita GDP

Per

Cap

ita $

PolandCzechRepublic

Finland

France

SouthKorea

Portugal

Germany

Spain

Canada

Denmark

Austria

Switzerland

Iceland

USAGDP

USA

A Story About US Health Spending

Per Capita GDP

Per

Cap

ita $

PolandCzechRepublic

Finland

France

SouthKorea

Portugal

Germany

Spain

Canada

Denmark

Austria

Switzerland

Iceland

USAGDP

$$$

USA

Where Can The US Save Money?

Where Can The US Save Money?

APU without results

Readmissions

Preventable complications

Regional variation

Fraud & abuse

Fragmented care

Where Can The US Save Money?

APU without results

Readmissions

Preventable complications

Regional variation

Fraud & abuse

Fragmented care

$630,000,000,000 over 10 years!

Slides As A Presentation Aid

1) Make the presentation about your audience2) Set and meet audience expectations3) Give value quickly4) Tell an engaging story

5) Use slides to support speech, not replace it

Slides Are Not A Teleprompter Script

Add Photos For Visual Interest

Let’s Move From Tips To Tactics

How To Structure Your Presentation

• 1-2 slides relating content directly to audience’s self interests» Appeal to fear, greed, or vanity

• Say how they will benefit (what they will get) by paying attention

• Give them value» Tell them something they need to know. Answer the big question. Make your

main point.

• Fill in details. Present facts, supporting data. » Intersperse background material in the context of stories and anecdotes

• Relate main points to subordinate points, information, resources» Bring in more background or history if necessary

• Reinforce benefits to audience now that they have listened to you» Circle back to your initial setup and show resolution

• Give audience an action item» What should they do, believe, know?

Make An Explicit Call To Action

Attacking The “Blank Screen Syndrome”

Creation Methodologies – Pick Your Favorite

Full script

Slide titles Image ideas

Text outline

A Good Marketing PresentationOpens The Door To The Sales Process

Copyright ©2011 Webinar Success

Thank you

Ken MolayPresident, Webinar Success

kmolay@wsuccess.comwww.wsuccess.com