June 7, 2017
6 minutes of reading
Comments expressed by Businessmen the contributors are their own.
The following excerpt is the word Dan S. Kennedy and the book by Dustin Mathews There is no BS Guide to Powerful Presentations. Buy it now from Amazon | Barnes & Noble | iTunes or Click here to buy it directly from us and SAVE 60% on this book as you use the code CAREER2021 through April 17, 21.
The first time I looked through a curtain into one basketball arena and see 15,000 people there, will be there soon I Walking out from behind that curtain, I wondered briefly if I could keep up with it. After that, I appeared on that tour of the event more than 230 times in 27 cities per year for nine consecutive years and never felt nervous about it after those first few minutes. By then, I – sounding arrogant – have mastered two types of knowledge-generating know-how that gives enough power to have enough confidence.
One of those knowledge sets is the architecture for powerful presentations: scripts. Its order, its language, its up and down and its flow. The best combination of explanations, affirmations, stories, humor, and more.
Another set of knowledge I have learned to acquire and use is Audience Knowledge.
When the presentation ends a direct hit about the subject’s preferences, beliefs, doubts, fears, hopes, ambitions, and pre-existing ideas monologue, its acceptance and enthusiasm for you as the speaker soars and expands, and is nearly impossible to fail. In fact, you’re getting more credit than your actual performance could possibly deserve. When you know who the people in your audience are, what their lives are like, what their daily experiences are, what their deepest feelings are, you can be sure that the presentation you give assemble and give direct highlights from one post to another.
What is a direct hit? It is a single idea, statement, sentence or story accurate and precise sync with the audience listening to it. For example, whenever I talk to entrepreneurs about being lone polar bear in a grizzly forest, and then talk about their feelings of isolation and loneliness, because I was underestimated and disrespected, labeled negatively (greed, greed, cruel 1% ‘er, etc.), I dealt a direct blow.
When I first heard Zig Ziglar talk to “underdog” salespeople about joining “THE Proud Profession”, the silent heroes of the entire economy, the engine on which everything and everyone depends, and when improving life for a living, I realized he had a direct hit. I borrowed the whole idea for my own presentations, books, newsletters and conversations with my own salespeople.
My slightly quirky “style” of getting onstage and giving presentations may have resulted in me getting a big, red “F” in my university speaking class. But what makes it work, or maybe allows it to work, is my deep and thorough understanding of my audience. For 40 years, I have been trying to create and deliver presentations to an audience that I am sure I understand deeply about. I believe I can tell you verbatim the late night conversation on the kitchen table that happened in their home, when one person could not sleep and went downstairs and the other found himself absent in bed kissing. multiply and follow. I believe I can tell you, verbatim, the person’s specialty, repeat conversations with himself while driving to and from work.
From about 1979 to 1983, I spoke with many orthopedic and dental groups. Some doctors saw and heard me for the first time then, in small groups of 30 to 100, or on several occasions at major events between 1,000 and 3,000, is still with me to this day, with as a newsletter subscriber and even to the seminars where I speak – – 34 to 38 years later! It is important to understand that I am not and have never been an orthopedic or dentist, have never worked with any competencies in such activities and cannot correct your back or drill teeth. . But by just giving my presentations to these audiences, I have generated at least $ 20 million in direct revenue, plus countless lifetime customers of considerable value. For these similar audiences / markets, I wrote and developed presentations for 18 different clients, all selling a wide variety of goods and services, and these together created. more sales. One such presentation is the source of a $ 30 million a year business, which could be worth at least $ 150 million if and when it goes on sale. How can I do all this without having to have DC or DDS?
You don’t have to be one of those specific demographics to develop a holistic knowledge of that population: how they think, what they feel and what they really, deeply desire. . First of all, an amount human nature, psychology and react behavior Designed to be hard or ingrained in childhood, around 10 years old. This feature is common to all groups and can be used to embed a “trigger” in a presentation where an audience cannot resist reacting. Second, there are basic questions to ask and know answers about any market or target audience, for any advertisement, marketing, convince or affects the effort, no matter how it is done. Here is this “magic list”:
- What made them stay up at night, indigestion boiled up their esophagus, eyes wide, staring at the ceiling?
- What are they afraid of?
- What are they angry about? Who are they angry with?
- What are their three daily disappointments?
- What trends are happening and will happen in their business or life?
- What do they secretly want most?
- Is there built-in bias towards the way they make decisions? (Example: engineer = special analysis)
- Do they have their own language?
- Who else is selling something similar with their product, and how?
- Who else has tried to sell them something similar, and how did that effort fail?
Ultimately, a sense of a group is achieved by reading what they read, hanging out in places where they hang out, talking, listening or playing the role of an anthropologist. For example, a boat show on weekends will give you a lot of knowledge about boating enthusiasts. From all three of which comes Audience Knowledge, and with the Knowledge of the Audience that underlies your presentation, you can’t fail.
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