The Missing Link in Presentations

Are you wondering why your audience isn’t excited? Or why they’re not sold on your ideas at meetings? Most presenters work hard to craft and deliver their sales presentations. So why don’t they get the results they desire?

They know the content backwards and forwards. They reveal what they think is great about their ideas or products. There’s no question they can’t answer. These presenters bring their A game with dynamic delivery. On the surface, it’s a good presentation. Yet, there’s no momentum. Too often public speakers think from their own point of view. 

These presenters forgot to connect the head and heart!

Consider these two acronyms. WIIFM and WSIC.

The first step is to answer the question, What’s In It For Me, meaning the audience. What’s important to them? It doesn’t matter if you have the most clever idea or the best product unless it meets their needs. And that’s where most presenters stop. The challenge is that you’re addressing needs but not tapping into why. WSIC means Why Should I Care? This is the dream or outcome of receiving those benefits. We’re talking about emotions. There is motion in the word emotion. The audience will take action when your message taps into their emotions.

It’s about connecting what they’ll gain with the impact of the benefits.

Benefit (Head)                      Impact (Heart)

Save time                               More family events

Save money                          Buy the vacation property

Lose weight                           Look good and fit into your new clothes

Everybody wants to save time, money and be healthy. But their reasons may vary. Recall the last time you were excited about a purchase. Was your excitement about the product or how it made you feel? We’re more easily convinced by emotion than by logic but we need both.

A friend told a story about his trip to the car dealership. He was interested in a sports car. He loved the car but it came with a high price tag. The sales person told him to sit behind the wheel. He then said, “It makes you feel cool, doesn’t it?” My friend bought the car. He tapped into his emotions.

By translating what they’ll learn from you to why it’s important to them, you’ll connect the head and heart. And that is the missing link.

 Anybody can give a Knockout Presentation. Avoid these 6 mistakes and take your presentation from dull to dynamic!

My presentations, training , coaching and books are available virtually. It’s easy to find me to discuss your needs. Email diane@diresta.com. Subscribe to my youtube channel Or call: 917 803-8663

This article appeared in www.diresta.com/blog