XYPN is excited to share this post full of actionable advice and tips on creating an amazing presentation from our marketing coach and expert, Kristin Harad. Kristin regularly shares her expertise with our members so they can better market their practices. In addition, members get free access to Kristin herself to ask questions, are able to sit in on her exclusive monthly webinars, and receive her Complete Relationship Marketing blueprint series -- these are all some of the many great benefits of being part of the network.
Kristin, take it away!
When you host your own event -- a workshop or seminar, live or virtual -- with the objective to drive interest in your firm and convert listeners into clients, the presentation you deliver will make or break the success of the event. The old rule of “tell them what you’re gonna tell 'em, tell 'em, and tell 'em what you told 'em” is not enough.
When you host an event, you must present to inspire an immediate action. Your audience -- which, in this case, is likely going to be a group that you want to secure as clients -- should feel a pressing need to do something after you conclude.
To do this well, you have to craft your message strategically from start to finish. These 8 essential elements will help you create a presentation that converts:
1. Create a Catchy Title
Create excitement and interest right from the start. Try using a title framework that utilizes one of these common formats:
- How to X Without Y: How to Save For Your Retirement Without Sacrificing Everything Today
- How to (Do Something ) So You Can (Benefit): How to save for retirement so you can get your parents off your back (and feel good about your money choices today)
- X Ways to Y +/- Z: 5 Ways to Secure "Mini Retirements" Before Your "Real Retirement"
2. Use Your Introduction to Tell a Story
In the modern world where we're constantly bombarded with content, it's not enough to just say something that's true, relevant, and helpful. You need to frame your information in a way that's compelling and catchy -- and the best way to do this is by using your introduction to tell a story that hooks your audience.
Who are you? What makes you an expert? What's your "why," or your driving passion, your reason for doing the work you do?
[Tweet "Make a quick emotional connection with your audience for higher conversion rates in presentations."]
3. Give an Overview of Macro/Micro Problems
Show your audience you understand them. For example, describe your target audience’s financial struggles -- big and small.
What are their obstacles to overcome? Where do they get stuck? What are the sensitive topics? Call them all out here, and demonstrate that you know what their pains are.
This sets you up to provide a solution to these problems in a few steps.
4. Illustrate the Negative Impact of These Problems for Your Audience
What is the result of these problems? How do they feel? Why are they a negative for your audience?
If you're presenting to (prospective) clients, you may want to show where they are falling short in achieving their goals. Deliberately outline the painful results of ignoring or overlooking your finances.
5. Provide the Solution
It’s time to turn the mood around. Inspire, motivate, give hope! “There is a solution!”
Help your audience see where they can be in control of their situation and reap the benefits. This sets you up to cover the information, education, or value that you promised via your catchy presentation title.
6. Your Financial Content
Here's where you teach without holding back. Set up your framework and deliver.
If you promise the 5 Ways, then break them down and give away usable advice. Make the presentation so valuable the motivated listener could take what you tell them and implement it on their own
(Yes, giving away your best information for free is a strategy that works. Your audience could implement your advice on their own in a DIY approach... but most people who are interested won't want to go it alone. Many will want help, so don’t worry! Be genuine and generous.)
You’ll spend 80-85% of your time on the first six elements. Only in the last 15-20% of your presentation do you zero in on the “ask” or the “pitch,” using these last two elements:
7. How You Help
Demystify what it's like to work with you. Share a quick overview of your service and your process detailing the experience the person will have and, importantly, how you relieve the problem (#4 above) and help them achieve the solution (#5).
8. Make Your Offer
The last step is the most overlooked. Without a clear call to action and a reason to act right now, you will not capture the number of clients you hope from this event.
[Tweet "For presentations that convert, you must include an ask for immediate action!"]
You must inspire action right then and there with a limited time offer of value, such as a gift certificate, an add-on service, or a useful tool.
Determine what you'll offer by asking yourself: What will this prospect receive if they take the desired action (e.g. sign up for a consult) todau, immediately?
Many advisors fear coming across as “too salesy” and end up falling short of even what the audience expects. When you present with authority, an abundant attitude, and an authentic focus on helping your audience, they will want to work with you.
Be sure you ask.
If you want to learn more about how to use an event like this to generate more leads, check out Kristin's website to get even more ideas, suggestions, and advice for a presentation that converts.