You know your audience. You have your topic. You have your information, stories, charts, videos, and images. But do you have the most important part of your presentation?
The Message
What is the key message, the key take-away, that is the umbrella to all your information? That key
message should appear upfront in your introduction and should re-appear in the same words, or in words that reflect the spirit of that message, in the summary of your presentation.
A key message at the beginning and conclusion of your presentation frames your presentation and alerts people as to why they are listening to all your information.
Types of Key Messages
- A list of 3 things: “Working with ABC will give you …, …, and … which will help you…”
- A simple statement: “If we fail to act now, we will be putting the whole project at risk.”
- A competitive statement: “All companies will do … and …, but only ABC will give you… to help you meet your needs.”
- A metaphor: “A Ford and a Ferrari will both get you to your destination, but the rides will be very different. We are the Ferrari that will get you to your goal more quickly and smoothly.”
Notice how each key message
- Is brief
- Ends with a benefit (or the loss of one in example #2) to the buyer, &
- Is easy to remember
This last is important when buyers have to explain why they decided to work with you, either to themselves, or to other decision-influencers.
Take Your Umbrella
Without an umbrella message, all your information, like rain, will just wash away when you are finished and make it harder for you to get the results you seek.
Anne Miller
Words Matter – Make What You Say Pay!
Get Convenient, Coaching With Me (live or online) to..
- Close business faster
- Improve the Persuasion Power of Your Presentations
- Check out the strength of your current selling skills
Reserve your date today: amiller@annemiller.com 212 876 1875
“Anne is a great resource and talented coach. Working with Anne remotely made the session extremely easy and convenient. Anne set up video chatting for our session and accommodated our different time zones. After my first session I was able to apply the practical techniques Anne provided and see immediate results. Anne is passionate about sharing her expertise and is genuinely interested in helping her clients succeed.” Director, Strategic Partnerships, American Cancer Society
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