Five steps to make your pitch more persuasive
We were recently invited by one of our security software clients to come in and help craft a pivotal presentation for one of their blue-chip customers. We ended the day with a high-horsepower pitch– and a reminder of what an effective presentation is…and isn’t.
Fortunately, the client appreciates Guy Kawasaki’s principles of the 10-20-30 rule: no more than 10 slides that support a 20-minute stand-up and utilize 30-point type from the Arial font (which studies repeatedly show is easiest on the eyes).
The secret to turning slideware into a weapon of mass persuasion? Here’s what we advise:
1. Internalize the psychographics or temperament of the audience. And let this inform your pitch. This is absolutely step one. Who are you addressing and why are they interested in this topic? What are their foremost concerns? What kinds of appeals would be most compelling to them? What data or evidence substantiates your position? Why would this resonate? What kinds of points can you make that would cause them to mentally applaud you and be persuaded that you have their interests and issues in mind? Only when all this is clear and comprehensible are you ready to create content.
2. Clarify the purpose of the pitch and its objective. Given the audience, what do you want from them? What idea do you need to convey? Hint: you want to arouse a discussion in which you can elaborate and clarify your leave-behind message. This is the real purpose of any presentation. You want to extend the wrap-up section of the formal pitch, in which you told them what you told them, so you can launch into a useful conversation or Q&A where you can continue telling them. And presumably encourage their buy-in or support, while getting the skeptics to further consider.
3. Storyboard the pitch. In no more than three or four general sections outlined on a whiteboard, in sequential blocks, outline the content that tells the story: an introduction that describes what they’re going to hear, a main section or two that lays out your points and presents substantiating facts and figures, and a concluding section that re-states and summarizes the salient points and substantiation.
4. Transcribe key takeaways of each storyboarded section or “chapter” onto the slides, but in very brief, concise points that highlight the story you are telling. When you present, do not merely recite the content on the slide. Let the slide underscore your narrative. Use body language and tone of voice to emphasize key points (not animation).
5. Rehearse, dry-run, and rehearse again. And again. Screen the pitch to a preview audience of devil’s advocates. Insist on ruthlessness. Tweak your content and delivery. You will be rewarded by the end-result. Everyone knows about Steve Jobs’ copious hours of rehearsal. This is how and why he sounded like he was speaking contemporaneously, coolly off-the-cuff. It was also mission-critical to his success as a communicator. Jobs was prepared. And when it comes to stagecraft, he’s a pretty good role model.
How do you prepare for your presentations? Do you approach them as opportunities? How do you engage your audience and inspire a lively discussion?