In this guest post Emma Bannister (pictured below), Founder & CEO at Presentation Studio, says there’s a lot of advantages in humanising your sales approach…
Have you ever been told your brand is unfriendly? Cold? Too ‘salesy’? Well, maybe not to your face, perhaps but therein lies the problem.
Your brand is your most valuable asset, yet many of us have no idea how we are being perceived.
We might think we are communicating one way, whereas actually we are screaming something else entirely – especially when it comes to how we present ourselves online and through presentations.
We spout facts and stats, data and research, usually overloaded or hidden amongst bullet points, reams of text and marketing jargon.
All this does is create unnatural, overcomplicated messages and solutions that turns our audience – the very people we want to connect with – completely off.
To strengthen the connection with your audience so you stand the test of time, you’ve got to be more human.
The first step is to realise that there is no more B2B or B2C in today’s communication landscape. We can no longer hide behind jargon, blanket statements or even our screens.
What the world needs today, what your customers, clients and stakeholders are actually crying out for is H2H – from human to human, a natural connection through compelling visuals and emotional stories.
We need to share stories, to share the emotional journey, the ups and the downs, with our customers, otherwise they think we are hiding something. They perceive that there is something untoward or even nasty going on.
Presentations are a critical tool to help you bring this human touch, the story, to your reputation.
That’s why they should be treated no differently to any other marketing collateral or consumer-facing information. In fact, you should invest more care, attention, time and effort into them because shareholders, customers, clients, colleagues and the public see them time and time again.
Make them feel it
Whenever you present it is an opportunity to influence the way those in the room think and act. This is how you make your audience feel something toward you, other than suspicious.
Up to 90 per cent of the thousands of decisions we make each day are reinforced through our feelings and emotions. In fact, studies have shown that 74 per cent of participants have changed their decision after their emotion was changed.
So, think what you want your audience to feel after they watch you present. Should they feel angry and compelled to act now? Or excited about your new vision or idea?
Use images and video to create sadness, excitement, inspiration or even anger if it’s appropriate to your cause. Pair these with infographics and diagrams that sum up your main points and data.
The best presenters are those who can use a combination of facts and emotion to explain a future place that everyone wants to work towards.
When you share your vision and goals in a way that takes your audience on the journey with you, then you reduce fear and instill confidence in everyone involved. That’s when they will connect to a future they want to be a part of.
In my latest white paper I have addressed this specific challenge and outlined how we can nurture our human to human connections. Download your copy here.
NFL legend Travis Kelce has touched down in Sydney and has been welcomed to the team at Tooheys with a cheeky message via Thinkerbell. The NFL player made global headlines this month as part of the Kansas City Chiefs’ victory at the Super Bowl in Las Vegas. Many Aussies’ social feeds have since filled up […]
Domain’s chief marketing officer (CMO), Rebecca Darley, said that without Tealium’s customer data platform (CDP), her business would not have been able to achieve the personalised marketing success that has made it one of the leaders in data-driven marketing in Australia. Speaking at an exclusive breakfast event hosted by B&T at Sydney’s swish harbourside restaurant, […]
DDB Group Melbourne has today announced exciting changes to its creative team with the promotion of Becky Morriss to creative director and new hire Sarah Tonner as creative services & traffic manager. Lead Image: Becky Morriss & Sarah Tonner Recently celebrating her 11 years with DDB, Becky began her career as a designer, evolving into […]
Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]
Kargo, a leading provider of full-funnel advertising solutions across mobile, desktop, and TV screens, is excited to announce the launch of CORE (Create Once, Run Everywhere) in APAC. CORE is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale. A combination of creativity […]
Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]