Let’s start with an example…
Do you suffer from warts?
Apparently, I was told as a kid, warts are caused when a toad or a frog pees on your skin. If that was the case, here’s a couple of cures that might work…
Try taking a dead cat to the graveyard at night, under a full moon, and swinging it by the tail three times around your head. Alternatively, I’ve heard that chopping off an eel’s head, dripping the blood on the wart and then burying the the eel’s head works wonders. Apparently, as the eel’s head rots away, so does your wart!
If you’ve tried both those methods and neither have worked, you’ll be relieved to know that frog pee doesn’t cause warts either.
Today we know that warts are benign skin tumours caused by the papilloma virus which enters the skin through cuts or scratches, causing cells to multiply rapidly.
Having your GP freeze the wart with liquid nitrogen has an 80 per cent success rate, and there are a couple of over-the-counter cures, but they can take ages.
Just imagine, the feel of your hands all silky smooth again. This summer, rub sunblock on your partner’s back and shoulders without having to listen to them complain about how the rough feel of your wart just ruins the whole experience.
All this wart free pleasure in just two minutes and for only about $40 from your GP’s nurse. Call them today!
I’ve used this analogy of the wart to highlight a couple of important points when it comes to putting any elevator speech or presentation together. A good presentation can focus on the problem that your product or service helps resolve. People are vaguely motivated by pleasure, but they are truly motivated by finding a solution to any pain or problem they may be experiencing.
Here are five tips to better 60 second and 10 minute presentation:
1. Identifying your customer’s common complaints upfront and use them to grab attention when you begin your presentation. A couple examples are: “Driving give you backache?” or “Ever paid a load of money for your car to be repaired only to drive away and find the problem was still there?”
2. Help your audience to identify why they still have this problem – “swinging dead cats don’t work”.
Ask the question and see what answers you get, or, list some answers if you already know what the common ones are.
3. Help your audience imagine how much better life will be when you have solved their problem. Paint a picture, use a testimonial, tell a story.
4. Then, offer the solution, mentioning the problem in the solution pitch.
5. Tell the audience what to do now. i.e. ask for a SPECIFIC referrals. If you’re a chiropractor, don’t say: anybody with a spine. It’s not specific enough.
Applying this formula will make your presentations as alluring as silky smooth, wart free skin.
