How many presentations have you listened to that were more annoying than informative or persuasive? Most, I’m sure. Why didn’t your audience jump at the chance to invest in your deal or buy your product? Was it the opportunity, the product or the presentation?
Many times, it’s the presentation. Most presentations are designed to give every piece of data regarding the “opportunity” that can be put on a slide. These “data dumps” do not impress audiences. In fact, they turn audiences’ off.
If you are talking to investors, they certainly want to know what your product or service is and how you are going to deliver that product or service to a large market. But they do not care to know about every feature and function the product has; they want to know why they should invest in your opportunity.
As Jerry Weissman, in his book, “Presenting To Win”, states: Your job is to get the audience from A (uninformed) to B (wanting to accept your call to action), and you do it through persuasion.
So the first thing you need to do is recognize that each presentation must be customized to the specific audience you are addressing. One standard presentation will not do the job. For example, if you have a complicated, technical product or a medical product, will everyone in the audience understand your description, jargon, etc. You better make sure they do.
How much data do they need? Only enough data to get them from A (uninformed) to B (further discussions, commitment to invest, a sale), etc.
But, facts alone will not persuade them. They need to know how they will benefit from your opportunity. What’s in it for them. This is the one area that is missing from most investment presentations. A simple exit statement is not enough.
One way to accomplish the persuasive result you want (B) is to list the important facts you think you need to convey, and next to each fact, list the benefit this piece of information has for the audience. Fact, then benefit, then fact, than benefit. If there is no benefit to the audience for a given fact, you don’t need the fact.
You can also check out our blog post on data Here