After reading a recent post from Seth Godin, a fire was lit in the hearts and minds of Ethos3 team members. According to Seth, a majority of original endeavors either seek to defeat, defend, or transform others. So, we wondered… What does a presentation look like that falls into each of these categories? What is the best way to define the purpose of your deck? Here’s a quick and simple guide to determining the core motivation of any presentation:
Source: Defeat, Defend, or Transform
1. Defeat
If your presentation aims to persuade an audience to purchase your product or service, you will probably be a warrior on the battlefield of transporting your message. Whether you are a new company or an established brand, there will be opportunities to craft a deck that demonstrates how you stand out from your competitors.
Presentation Training Tips:
To defeat your challengers via presentation, start with the tone of your message. Create a persuasive tone by using words like “you” to give a personal touch or “because” to set the audience up for a deeper explanation of your side or perspective. At the conclusion of a presentation, try to meet some of the audience members and shake their hands; studies show that a person will be 2X as likely to remember your face if you do.
2. Defend
Some organizations might want to showcase new or updated service offerings or alterations on an old product or outline benefits of their company’s work over a rising competitor. In these situations, a presenter working on a presentation with this goal in mind would likely classify as a defender of their idea, concept, or product/service.
Presentation Training Tips:
This kind of presentation could gain an advantage through the intentional use of design. For example, utilize contrast in colors to create a tone of “good versus bad” on a slide divulging the differences between your product and a competitor’s version.
3. Transform
Seth defines a transformative project as one that is capable of “turning someone who isn’t already engaged in this category into someone who cares about what you’ve created.” It is well worth a presenter’s time to enhance the level of not only interest, but also attention a person places on a product, service, or idea.
Presentation Training Tips:
How can a presenter achieve the seemingly impossible goal of transforming audiences? Something as simple as including an imaginative storytelling component is capable of starting this magical transition. For example, if you are giving a presentation about a new dishwasher soap produced with all-natural, environmentally-friendly ingredients, encourage your audience to imagine a world where all species lived in harmony (basically indirectly relaying the environmental benefits of your product). Contrast that with a description of the world as it is with too many harmful dishwasher soap brands (conveying the disadvantages of your competition). Using storytelling techniques to distinguish your brand from the rest will allow your audience to almost live out the experience of implementing your product in their lives. When they mentally and emotionally purchase your product, they will be more likely to buy it in reality.
Every presentation has a primary purpose. And every presentation, at the end of the day, defeats, defends, or transforms. Decide the potential of your presentation today! To find out more about presentation training techniques, check out the resources below:
Nonverbal Communication Tips for Public Speakers
If You Want to Deliver a Great Speech, Learn from Chris Anderson
Anatomy of a Sales Pitch: The Moment of Reflection
