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 put every possible piece of data regarding the “opportunity” on a slide. These “data dumps” do not impress audiences. 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 see 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 you must customize each presentation 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 everyone knows. How much data do they need? Only enough data to get them from A (uninformed) to B (further discussions, commitment to investing, 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. Benefits are one area that is missing from most investment presentations. A simple exit statement is not enough.
One way to accomplish the result you want (B) is to list the important facts you need to convey and the benefit related to that fact. Fact, then benefit, than fact, than benefit. Rinse and repeat. If there is no benefit to the audience for a given fact, you don’t need that fact.
You will know if you got through to the audience if you get a lot of difficult questions. If you don’t get questions, you probably missed the mark.