You know those presentations

that seem to go nowhere?

That leave you cold?

That never seem to have a point?

IBMYMCAKGBIRS

IBM YMCA KGB IRS

NUMBER-driven presentation?

How do you create a Targeted Message?

First, answer the following five questions.

Stick with it until you are clear about all the answers.

Question One: who is your audience?

How many will attend?

Why are they attending?

How well do you know them?

What do you know about them?

What is the mix of attendees? (age, experience, education, occupation, gender, etc.)

Question Two: What do you want to say?

Question Three:What do they want to hear?

…or not?

Question Four: What strategies will help you reconcile differences between what you want to say and what they want to hear?

Question Five:

What do you want them to do, think, feel or remember at the end of your presentation?

Examples:

Sign the contract…start doing or stop doing something…approve the project…adopt the proposal…learn something useful…feel good…change their minds…have or maintain a favorable impression of you and your organization…or something else…

Now, turn your answers into a

Targeted Message

that is, a one sentence overview/preview of your presentation that suggests why they should listen to your presentation and/or do what you are recommending.

Don’t forget the WIIFM*

*What’s in it for me? The audience is always “tuned in” to that signal.

Test your Targeted Message

Complete sentenceStresses benefitsAudience will get it You like itYou say it with ease15-40 words

Say it out loud.

Ask someone to listen to it.

Do you love it?

Be focused with a Targeted Message

Bad news message?

1. Don’t hide behind jargon

2. Focus on solutions not problems

3. Use neutral language

4. Keep message clear and simple

Typical Segments

– Description– Benefits– Costs– Steps– Schedule– History– Competition

– Options– Research– Equipment– Safety features– Results– Options– Risks

Links to Segments

Examples:• What are some of the benefits?• Let’s examine some of the benefits• This slide details the benefits• Consider some of the benefits…

Bullets• Build parallel structure• Substitute bullets for

numbers• Use cryptic style, not

sentences• Avoid punctuation on

slides

Level of detail• Time frame• Audience preference• Media choices

– Hidden slides– Handout– Links to web sites

• Other delivery methods– Discussion, games, props,

stories, etc. • Short presentation, extended

Q&A

Level of detail

• Time frame• Audience preference• Media choices

– Hidden slides– Handout– Links to web sites

• Other delivery methods– Discussion, games, props,

stories, etc. • Short presentation, extended

Q&A

Links back to Message

Examples:• Now that we have discussed the benefits• So when you look at all the benefits• Overall, these benefits show…

Power of Three Opening

• Consider audience concerns and attitudes• Use 3 statements, 3 questions or 3 images• Use parallel structure, repetition or alliteration• Make it brief and to the point• Practice so you don’t need notes