If you do one-to-many selling… either from the platform, via webinar, or in any other forum… you absolutely need to nail down this key point:
Your presentation MUST center around one BIG IDEA.
There are multiple excellent reasons for this, not the least of which is that it ensures clarity on your own part when designing the presentation as to what core message you want to convey. But an equally important benefit to having a central BIG IDEA is that it provides vital clarity to members of the audience as well. In addition, good presentation architecture “plants” a big idea at the start and reconnects to it at the end.
Here are a few ideas to help you properly nail your own BIG IDEA:
- EXCLUDE – It’s okay for your presentation to include a lot of facts, features, benefits, promises, etc., but for THE Big Idea you must be a “master of exclusion”, setting aside much of this and boiling it all down to something between one word and one sentence. For example, my entire Renegade Millionaire pitch is about: autonomy. The entire Magnetic Marketing pitch is about: attraction, not pursuit. The Sleep Number bed pitch is about: the sleep number.
- BOLD STATEMENT – Years ago, my very successful Gold By The Inch idea was ‘weekend wealth’, which I stated as: Turn $399 Into $3,990 Every Weekend. Another successful control of mine was: Make Big Money In Big Chunks. One of the most successful – and legally troubled – in weight loss was Gary Halbert’s: Burn Off Body Fat Hour By Hour – Even When You Sleep.
- TRIGGER EMOTION – You can’t go wrong when you grab ‘em by the throat and make them scream. There’s real power in gut wrenching ideas linked to emotions. For instance, the very successful “End of America” campaign is based on ALARM. The famous “How to Win Friends and Influence People” book played on the universal desire for POPULARITY. And the hit song, “Take this Job and Shove It” strikes just the right chord with widespread RESENTMENT towards the boss.
Be sure to take these points and apply them to your own presentation. When you nail you own BIG IDEA you will be very satisfied with the results.