Here are some guidelines for preparing a good 60 second presentation

Here are some guidelines (regularly used by good copywriters) for preparing your pitch:

1. Begin with a problem. Nothing pushes buttons like pain. But the trick is to make your audience identify the problem themselves.

You can do this by asking questions…. This makes people come up with the answers themselves, even if it’s only in their heads.

2. Help your audience to identify why they still have this problem.
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 life would be different 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 prospect what to do now. i.e. ask for SPECIFIC referrals.
If you’re a chiropractor, don’t say: anybody with a spine. It’s not specific enough.

That’s why we say: Who Do You Know…

This phrase is very successful and has been proven time and again because it encourages you to be specific.

The final element of a good 60 second is your memory hook.

Guidelines for a good memory hook

Isn’t it funny how fragments of phrases, jokes, songs and rhymes remind us of people, places and events?

“Ehhh – what’s up Doc?” Remember that from Bugs Bunny.

In his book, Seven Second Marketing, Dr Ivan Misner, says the key word in memory hook is MEMORY, and the best way to make it MEMORABLE is to make it vivid and short.

* Let your memory hook appeal to the basic senses – sight, smell, touch, hearing….
For example: “How Kiwis SEE the world” – is a good local one from House of Travel.

* Make people laugh. HUMOUR breaks down barriers and makes your memory hook memorable. Inject humour into your memory hook, like this one from a woman solicitor:

– “I can’t wait to get my hands on your briefs”.

Of course, the best memory hook is one that can be used in many contexts…on your business card, on your letterhead, your calendars, your giveaway pens and even your print ads.