How to Be Insanely Great in Front of Any Audience … in 5 Quick, Easy Steps!
Welcome to “The Sixty Seconds SHINE Formula”
How to Create a Presentation that Sells … without being Salesy!
So … you’re keen to know how to put together a presentation that can sell something, and at the same time, not appear salesy!
I love this idea, and I guess you do you too, otherwise you wouldn’t be reading this right now!
So let’s start with a bit of context.
My drummer and I used to do ‘the local markets’ about a hundred years ago.
We were flogging car carpets and seat covers: 50p each, or £2 for a set of four!
We would get up really early, drive to some god-forsaken car park, set up our stall and wait for the punters to show up.
It was great fun. We knew exactly what we were doing and why – and so did the punters. Both sides understood the rules, which were:
We were looking to make some dosh: the punters wanted to grab a bargain.
Win / Win; and it worked.
But that was a long time ago.
Today, especially when we look within the small business environment, the number of places where we can set out our stall has exploded, the variety and quality of offline and online platforms has increased beyond comprehension, the business climate has changed, but perhaps most significantly, the punter has changed.
Today’s punter wants something different
Today’s punter has become savvy. She doesn’t want to be sold to: at least that’s what she says. It’s not true of course; we just make that stuff up to protect ourselves – supposedly.
The real truth is we don’t want to be interrupted or distracted by someone who is uninvited trying to flog us something. This is certainly true within the virtual world, and easier there to ignore and delete!
But it also applies to someone we’ve just met at a networking event who goes on and on incessantly about what they do in answer to your question, ‘What do you do?’ Here, there’s this kind of unwritten rule that says, ‘I haven’t actually invited you to bore me to death with your life story just because I asked you what you do. A couple of sentences would have done the trick’. And yet people assume they’ve been given PERMISSION TO BORE!
So the real objection to someone trying to sell us something occurs when they are uninvited.
The Rockstar Approach model states: ‘We need to Ask Our Audience for PERMISSION TO SPEAK before we open our mouths’. Remember this and the quality of all your communications will improve significantly.
Being the Punter!
When we’ve chosen to turn up to a presentation as the punter, it’s presumably because we are interested in the thing being presented and believe that it’s possible we could accrue some value or benefit from our attendance. And simply by being an audience member, there is a level of implicit permission we’ve already given to the presenter. There’s this unwritten rule that says, ‘Okay, you can talk to me, but keep it appropriate and don’t overstep the mark’.
But as the punter, it would also be foolish of us to assume that any such presentation would never stimulate further interest in some kind of offer the presenter might make – even when that offer might involve some kind of purchase or financial commitment.
Being the Presenter!
There is also the argument that suggests it would be foolish of us as presenters to deprive the punter of the opportunity to benefit further with us, especially when the whole purpose of any presentation must be to start or continue a particular kind of relationship with those people in the audience who we can potentially serve. They might be ‘ready to buy’ by the end of our presentation, so make sure that what they might want is available there and then.
I recently witnessed a great presentation on the benefits of carbon monoxide alarms. At the end of the presentation, a number of members of the audience asked if they could buy such an alarm from the presenter. He got no sales because he didn’t bring any alarms with him! Always Carry Stock!
We all know that the Test Drive is one of the most effective ways of getting someone interested in permanent or semi-permanent ownership of a product or service: our presentation is a perfect opportunity for us to either give a test drive there and then, or to position the test drive as the next step for those interested parties.
I always used to say, ‘The closer you can get your audience to the actual experience of working with you in your presentation, the more likely they are to buy from you.’
This holds true today, and probably always will.
Bottom line though – no one wants to be part of a ‘Pitch Fest’; either as presenter or punter!
I once attended a ‘live’ Pitch Fest that resembled a Shopping Channel. It was horrible. In some ways it reminded me of our local market days but without the light-hearted banter and general feel-good that, to this day, accompanies the buying and selling experience at many a traditional local market.
No, this was something altogether uncomfortable, seedy, pushy, and, to my mind, inappropriate.
What’s the Context? What’s Appropriate?
In everything we teach in the Rockstar Approach, we keep coming back to the context and what’s appropriate in that context, time and time again.
What’s acceptable in one context (environment or situation), can be downright rude or insulting in another, even though it’s ostensibly the same behaviour or interaction.
So rest assured, everything I’m about to share with you will completely eliminate those negative perceptions from the presentations that you give, as long as you stick to the guidelines.
One other caveat: you may still get the occasional punter who tells you that you were pushy or salesy, even after the most respectful of presentations. But if you use the ‘SHINE’ formula, and present with integrity and honesty, that punter will be saying more about themselves in that instance than they are about you. Those people usually have negative mind-set stuff going on about money and are best ignored, especially when you are focussed on using speaking and presentations to monetize your business and take it forward.
Over the past twenty years, we have engaged in some significant research looking at which marketing activities produce the best cost versus time ROI factor for small business.
In the 20th century the number of marketing platforms available to us was small and limited.
Today, if you were to try and count the number of websites where you can place some kind of marketing message, it would be impossible to produce a definitive list. The number would be changing on a daily basis and the exercise would be meaningless!
But just looking at the obvious: You can use Facebook, Twitter and LinkedIn, but that’s just the start (and probably not a good start). You can blog on your own site. You can guest blog on other people’s sites. You can ‘business entry’ in countless directories. You can ‘freelance’ your services on sites. You can ‘job search’ or ‘job offer’ on site. It goes on and on, etc. Sobering thought!
But the decisions you make about WHERE to advertise, promote, educate, entertain, comment, post, join conversations, etc. should still be based on an accurate answer to an age-old question: Where does your target market congregate? Where do they hang out?
Getting in Front of the Right Audience is still THE SINGLE BIGGEST CHALLENGE for All Business. And probably will remain so for some considerable time.
You can craft great messages. You can initiate great debates. You can enter into meaningful conversations. But if none of those activities take place in front of, or with, the right people – ideally those most likely to buy – then they are a complete waste of your time.
And because the number of ‘where to appear’ choices are bewildering, those decisions require even more research and more careful evaluation if we are to succeed in attracting our ideal clients or customers without wasting significant amounts of time, energy and money.
But it’s also about WHAT you put in front of that RIGHT AUDIENCE – the Copy, Content & Conversation. It’s what you say and how you say it that will determine your initial level of engagement, leading to your ultimate level of success.
We haven’t yet solved your unique ‘Where does My Ideal Client hang out?’ question, we hope to do that with you at one of our workshops, but what we have done is to evaluate the types of marketing platforms available to you, so that once you know where your ideal client hangs out, you’ll see clearly which platforms are going to work best for you when you share your great copy, content and conversations with them.
Our research – which is ongoing because the world is changing every day – has so far resulted in a report entitled The 9 Platforms of Direct Influence Marketing.
We have identified nine marketing activities, each with its own platform of engagement, where it is possible to reach more people, faster and with a stronger business relationship resulting.
This is based on three specific metrics:
- Audience Size
- Speed of Result
Impact – meaning how much can you potentially impact the people congregating around or within that platform when you share your content and conversation – and subject to your communication being appropriate.
Audience Size – meaning how many people could you potentially be reaching or talking with at a time – and again, subject to the quality of your communication.
Speed of Result – meaning how responsive in terms of speed the audience present on that platform is likely to be. Some platforms, like networking, for example, are not noted for providing a quick route to market, whereas making a telephone call to a prospect can produce a sale.
So here are the results of the survey, which The Rockstar Approach calls:
The 9 Platforms of Direct Influence Marketing
Where to spend your marketing time, energy and money in order to leverage your business to the max
As you can see, Rockstar Presentations hold a unique position in the top five because they can create more impact, reach more people and produce faster results than almost any other form of marketing.
The Webinar model is almost a direct copy – in terms of the structure and content – of the Presentation model, because webinars also create more impact, reach more people and produce a faster result than other forms of marketing and therefore represent the virtual equivalent of the live Presentation.
The good news is that once you’ve mastered the art of Presentations, you’ve pretty much got the Webinar model sorted as well. Not bad when you consider that multiple sales of even complex consultancy or coaching-type services are successfully achieved through webinars every day across the world without the presenter ever having to leave their desk!
Cool, or cool?
This brings me nicely to:
The SHINE Formula – or How to Be Insanely Great in Front of Any Audience in 5 Quick, Easy Steps!
Let me say, this is not my formula: this is not original. It’s the Rockstar version of a tried and tested Sequence, and therefore, Structure for a Presentation that will Position you, Position what you do, and allow you to Position some kind of Offer for the Audience you are addressing.
It eliminates the need to spend hours, or even days in preparation for your next presentation.
It will make you look good and sound great, and compel your ideal client to buy ‘into’ what you’re presenting, (because if you’ve successfully identified your ideal client and the specific problem they have that you solve, then you will leave no doubt in their mind that you are the number one choice for them – no brainer, as we say).
This might be an actual sale (depending on how long you’re on stage for), or it might simply be an offer of your FREE REPORT (like this one from me) in return for your audience’s details or business card.
We’ll be coming onto the importance of list-building and what you do with their details later in the Rockstar Development Programme, but for now, please make sure that from now on you make it a priority to build your list. You only need to collect and collate the bare minimum: First Name, Last Name, email address, and Mobile number (in certain contexts, you shouldn’t ask for phone numbers as it will stop people giving you their other contact details which you definitely DO need).
Also, The SHINE Formula is just to get you started. It doesn’t include all the finer detail – like how to structure The Offer as a separate component of the presentation – but it’s important to get practicing with THESE FIVE STEPS so that when we get to the Advanced programme, you’re already comfortable and have some experience under your belt.
N.B. The SHINE Formula is a Sequence and must be used in the Order Prescribed!
Have fun with your business.
“How to Be Insanely Great in Front of Any Audience … in 5 Quick, Easy Steps”
Introducing The SHINE Formula
- Simply Flip Expectation: Open the ‘show’ with a bang! Grab your audience’s attention by doing something they’re not expecting. Then flip their expectation. Engage them emotionally. Disturb their thoughts with a new insight or by busting a myth! Make your audience sit up and listen. Say something which doesn’t make sense, or that is counter-intuitive – but provable. Hit them with a headline, just like those we see in the newspapers. These days we need to dramatise or entertain because our audience’s attention is like a butterfly: and its span is short. Assume they’re not going to be interested. We need to work hard to win their respect and interest. When the stakes are high and the moment is brief, maximum impact in the shortest time frame is an absolute must. Remember: today’s audience is utterly demanding and takes no prisoners!
- Hold their Attention. Take your audience deeper into the topic, problem, solution or discussion. Weave your message into a story – personal is best – that grips your audience. Maintain attention by using contrasting views or short, sharp power points that break up the flow. Cool, calm presentations will appear boring unless there is lots of contrast as well. Make things relevant to your audience by using references or case studies that give clear examples of the efficacy or value that your product, service or experience delivers.
- Introduce Information: Share the facts and stats. Do your research thoroughly and show clearly that your ‘proof’ is unequivocal. If you can, draw your audience’s attention to facts or factors they were formerly unaware of, and which are substantiated by a third party, ideally a known authority. This will increase your credibility and make you look like an expert and certainly someone who does their homework. There will always be those in your audience who will want to prove you wrong! Make sure that they can’t. And also, for those who want the facts and figures, those who want to run a check on your credentials, those people who won’t buy unless or until they’re satisfied that the information stacks up, you’ll need to show convincing proof.
- Now or Next: Tell your audience exactly what you want them to do next or now. The enemy of ‘Influence’ is ‘Thought’. In other words, if the outcome of your presentation or meeting is that all you’ve done is to make the other party think, or think about it, you’ve failed in your bid to influence. The idea is that even if this is the first time people have seen you, you must give them the opportunity to stick with you. Retaining connection is paramount. Maintaining or developing the relationship by encouraging an immediate next step is one powerful way of doing this. Never leave this to chance!
- Easy: Whatever you want your audience to do after seeing your presentation – signing up for your services, entering your free prize draw, donating to your cause or arranging a follow up, you must Make it Easy for them to say YES and DO what you ask. If you’re asking them to turn up somewhere at some future date, the closer the date and the location the more likely they are to show up. They might need a map. They might need an incentive. Getting some small commitment on the day is relatively easy: getting them to turn up or take action late is really quite difficult. Make sure that they know that time is of the essence. Offer an incentive to make a commitment NOW. Once someone has taken some kind of action, however small, they are seven times more likely to repeat that action or follow it up with something similar. So making the action you want from them EASY, is the way to take people to the Next Step.
Step One: Simply Flip Expectation!
If you are serious about your business and intend to use your personal power to present persuasively, with elegance, charm and authenticity, then you will need to be able to hold the room in the palm of your hand!
Now whilst that might seem a big ask just now, there are one or two aces you already have up your sleeve.
The first thing you need to know is that everyone has a winning personality just trying to break out. And this doesn’t mean you have to be an extrovert or loud. What it does mean is that once you identify and tap into your own Personal Impact Factor, the power you’ll be able to exert over your audience – authentically – won’t just knock you out, it will knock them out too!
Step Two: Hold Their Attention!
It’s relatively easy to make an initial impact, but once your audience is over their initial ‘shock’, holding their attention can be quite tricky. Which is why my tested and proven formula is so powerful.
There are several ways to keep people interested. My favourite and most successful is simply to take your audience deeper into the subject.
For example, if you’ve opened with a headline like:
“Without Confidence – in Business – You’re Dead!” (one I’ve used many, many times with great financial success), Step Two would go into what it’s like to be the owner of a business that’s failing, or what are the terrifying consequences of a lack of confidence in business. Relevant examples will work well.
Step Three: Introduce Information!
Steps One & Two have engaged your audience emotionally. It’s now the turn of the thinking, pragmatic side to give some unequivocal facts or stats, satisfying those in your audience who aren’t so easily swayed by ‘shiny pennies’!
Here we want to show proof that they can’t argue with.
We also want to clearly show how others have done it before, and how your clients have achieved results that show the efficacy and power of your service, product or experience.
As an aside, there are 4 Balances that we must address if our marketing messages are to be effective. The way we present our business, products, services or brand must achieve All 4 Balances.
The #1 Balance that we’ve addressed in Steps One, Two & Three is the balance between the Emotional & the Rational. We need to balance the information fed to left (logic) and right (creative) sides of the brain otherwise we end up with loose ends: unanswered questions: and an audience with ‘I need to think about that’ syndrome – the enemy of Influence!
Step Four: Now or Next!
It staggers me how many presentations, negotiations, videos or meetings get to the end without even mentioning a next step!
I’ve sat through many an impressive presentation where my interest has been piqued but where the presenter has left me with no opportunity to take things further. They finished without telling me where I can get more information, when or how I can have a chat with him or her, or, worse still, where I was ready to make a small purchase, completely failing to tell me how to do that.
This is criminal! It lets you down, and it lets them down.
And it’s not good enough just to give a website address or hand out your business cards. How many times have you come across a business card you picked up previously and thought, ‘Where did I get that and who were they?’
People’s interest doesn’t last, and so we must always offer a next step NOW, in order to further the relationship and to be respectful and effective for all concerned.
Step Five: Easy!
It’s much easier to do something that’s easy than to do something that’s difficult. No brainer, right? So why do presenters often make it really difficult for their audience to stay with them after their presentation?
Be available to speak to people immediately. Not tomorrow or later – but NOW. Why? Because it’s easy to do. I’m here. You’re here. There will never be a better time to have a chat, to nail or qualify genuine interest in your product, service, cause or proposition.
Have order forms with you. Why wouldn’t you? And yet, people will say, ‘Oh we’re not looking for sales, we just want leads’!
How crazy is that? And how bad is that for your business?
Think of your presentation as being like a shop window on the high street for day visitors. Window shopping means that people see what you’re selling but they don’t buy. And if those people are day visitors, chances are, they won’t be back, at least not soon.
Worse still, if you were effective in whetting their appetite for your product, service or experience but failed to ‘sell’ to them on the day, they will go off and ‘buy’ from a competitor. Argh!
The SHINE Formula works for 60 second ‘elevator’ pitches, and for up to hour-long presentations.
The structure will always remain the same.
For further advice on taking this to the next level, email me NOW!
0800 840 6093