Introduction

CREATE A STREAMLINED MESSAGE

Here's a complete, short presentation using our approach.

Step 1

Hook the Audience by Offering to solve a key business problem

Step 2

Preview Your Message with Three “Bumper Stickers”

Step 3

Detail Your Three “Bumper Stickers” in the Body of the Presentation

Step 4

Recap Your Three Bumper Stickers

Step 5

Call the Audience to Action

Step 1: Hook the Audience by Offering to solve a key business problem.

Hook your audience by identifying the business issue that your audience cares most about. A good way to arrive at your hook is to think, “If I were to ask my audience what worried them most about the topic I’m going to talk to them about, what would they say?”

A good way to start the hook is with the phrase, “I understand that you are concerned about . . . .”

Good Examples

“I understand that you are all frustrated with how burdensome it is to get reimbursed for your travel expenses. I’m going to walk you through how to use our new system, ultimately allowing you to get reimbursed faster.”

“The regulators have put in place a series of credit reporting obligations that are going to be extremely time consuming. I know that you’re worried about adding headcount. We need a plan to ensure that we comply without having to add headcount. I’m going to talk about how we’re going to do it.”

“We’re charged with increasing revenues by $10 million in six months. I’m going to talk about how we’re going to do it.”

When in doubt, appeal to the pocketbook

“Everyone here is interested in earning more money. And you may not know it, but you may have a patentable idea that can help you earn more money. I’m going to talk to you today about how you can capture that idea and make more money.”

For a sales pitch. Focus on What’s in it for the Prospect

“I know that you’re interested in growing your sales with your industrial clients. I’m going to talk to you about a new protective glove product that your prospects will love and that can grow your revenues.”

You can use a story that illustrates a business problem

“Last week, I went into one of our stores looking for a white t-shirt. They had none in my size. I found out that last year we lost $40 million because we were out of stock when customers came in for specific items. Out of stocks is a problem that we all recognize. I’m going to talk about how we can fix that problem.”

You can use a piece of data to illustrate the business problem.

“$10 million dollars a year. That’s how much money we stand to save if we can eliminate the paper invoices that we create each year on our loading docks nationwide. I’d like to talk about a plan to capture those savings.”

“What do I do if I don’t know my audience’s key business challenge?”

Here’s a promise. If you don’t know your audience’s key business challenge, then your presentation will stink! Guaranteed. Here’s what you do. Call key members of your audience on the phone or send them an email that says, “I’m going to be speaking with you in a few days on the topic of [insert topic]. I want to make sure that my presentation is as helpful to you as possible. What are the key issues that you’re looking for help with in this area right now?”Then listen. Then make sure that you address that stuff prominently in your presentation.

Your Turn: Write Your Hook Below.

Step 2: Preview Your Message with Three “Bumper Stickers”.

Keep your message to three points. Ask yourself “What are the three ‘bumper stickers’ that I really want my audience to remember?”

Good examples

From a health insurance executive’s presentation on the value of managed care:

• We save money.
• We improve health care quality.
• We allow for greater coverage of underserved populations.

From a management consultant’s proposal to revise a business process:

• Your automobile leasing process is costly.
• Automation should streamline the process.
• How we expect to save you $500,000 a year.

From a lobbyist seeking regulatory approval of a plan proposed by an electric utility:

• It’s good for the ratepayers.
• It’s good for the electric utility.
• Good for the state.

From a lawyer’s presentation on how to avoid anti-trust liability

• Topics to avoid when talking to competitors.
• How to go about harming your competitor.
• Be careful what you put in documents.

Some Standard Approaches That Work For a Lot of Presentations

A standard past–present–future approach

• In the past we’ve done this…
• Right now we’re doing this…
• In the future, we will probably do this…

Weighting the pros and cons:

• The pros for this approach are…
• The cons for this approach are…
• My recommendation is…

Selling a new idea:

• The current situation is…
• The challenge we’re facing is…
• The solution I recommend is…

Your Turn: Write Your Three Bumper Stickers Below.

Step 3: Detail Your Three "Bumper Stickers" in the Body of the Presentation

Once you've come up with your three takeaway points, go into detail about each of the "bumper stickers."

The pattern to follow in supporting each point is:

1. State the point (bumper sticker).
2. Explain a little.
3. Give evidence to support your point – lots of stories are great.
4. Restate the point.
5. Transition to next point –“Now Let’s talk about the next point.”

Good Examples

Let's say that your presentation is about how managed health care is a good thing for the economy. One of your three bumper sticker points might be: "Managed health care saves money."

Step 1: State the point

"So lets’ talk about how managed health care saves month."

Step 2: Explain a little

"Managed health care saves money in several ways. It saves money by shortening or eliminating hospital stays. It saves money by eliminating waste, fraud and abuse. It saves money by incenting doctors to prescribe generic drugs as opposed to far more expensive non-generics."

Step 3: Give evidence to support your point

Data Evidence: "Patients on managed health care spent on average 50 percent less time in hospitals than those not on managed health care. That saves a lot of money. In fact, last year the average cost per hospital stay per patient was $10,000 for managed care as compared to $100,000 for those not on managed care."

Story Evidence: "It's amazing how easily managed health care can save money on prescription drugs. Here's how the drug system works. A drug rep visits a doctor and tells her all about the latest pain medication. The rep leaves samples and urges the doctor to let her patients try it out. So the next time a patient comes in with pain the doctor, without even thinking that much, will say, 'Why don't you give this new drug a try?' But we have been clamping down on prescription of non-generic drugs. We've created some specific protocols where we will only reimburse for non-generics in very narrow circumstances. We make sure that everyone knows this. And the doctors then are happy to comply."

Step 4: Restate the point

“So you see that managed healthcare saves money.”

Your Turn: Detail Your Three Bumper Stickers Below.

Bumper Sticker #1:

{Single Line Text:21}

Bumper Sticker #2:

{Single Line Text:22}

Bumper Sticker #3:

{Single Line Text:23}

Step 4: Recap Your Three Bumper Stickers

Remind listeners of your three key points by simply repeating your messages from the preview. Don't get fancy. This part is simply about driving home the key points.

Good Examples

There are three key messages here.

• Managed care saves money for the state.
• Managed care improves the state’s medical care.
• Managed care allows us to serve more people.

There are three key messages here.

• Each department needs an HR specialist.
• Specialists conduct gap analyses identifying department needs.
• Specialists fill gaps in personnel needs.

Your Turn: Here are your three bumper stickers to recap.

Bumper Sticker #1:

{Single Line Text:21}

Bumper Sticker #2:

{Single Line Text:22}

Bumper Sticker #3:

{Single Line Text:23}

Step 5: Call the Audience to Action.

End the presentation by asking for something. Tell what you want for the next step.

Good Examples

“So what is the next step in the process? I recommend that we do a test of this approach with one of our divisions. If that works, I’d like to roll out the program across the organization.”

“So what do I want from you? I’d like you to approve my proposed budget of $500,000 for this project. I’ll report back to you in three months with our progress.”

Your Turn: Write Your Call to Action Below.

All finished!

Here is a presentation following the 15 Minutes Including Q&A approach.

Need More Help?

One of the best ways to improve as a speaker is to get coaching. At Speechworks, we offer on-camera workshops and private coaching to help you learn how to speak in a style that connects, answer questions effectively, and sell ideas. If you're interested in learning more, give us a call at 404-266-0888 or visit our website at www.speechworks.net

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