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Copyright ©2011 Webinar Success
How to Build Effective Marketing Presentations
for Webinars
Ken MolayPresident, Webinar Success
Nobody In Your Company Cares AboutYour Marketing Presentation Content
Everybody Cares About Your Results
# of registrations
# of sales
Everybody Cares About Your Results
# of registrations
# of sales
Everybody Cares About Your Results
# of registrations
# of sales
Willingness to enter the sales cycle
There Are Many Types Of Marketing Presentations
5 Universal Presentation Tips
1) Make the presentation about your audience2) Set and meet audience expectations3) Give value quickly4) Tell an engaging story
5) Use slides to support speech, not replace it
Concentrating On The Audience
1) Make the presentation about your audience2) Set and meet audience expectations
5) Use slides to support speech, not replace it
3) Give value quickly4) Tell an engaging story
An Inconvenient Truth About Presenting
An Inconvenient Truth About Presenting
“Being Interested In”
is not the same as
“Caring About”
You Must Appeal To Audience Self Interest
Think Like Gillette
Think Like Gillette
Meeting Audience Expectations
1) Make the presentation about your audience2) Set and meet audience expectations
5) Use slides to support speech, not replace it
3) Give value quickly4) Tell an engaging story
Description Almost Always Precedes Content
Create title
Create description
Build landing page
Build registration
Design ads
Design invitations
Email blast
Create content
Complete content
Deliver presentation
Jul
07
Jul
14
Jul
21
Jul
28
Aug
04
Aug
11
Aug
18
Aug
25
Sep
01
Sep
08
Sep
15
Sep
22
Sep
29
Oct
06
Oct
13
Oct
20
Oct
27
Nov
03
Nov
10
Nov
17
Nov
24
Dec
01
Dec
08
Dec
15
Dec
22
Dec
29
Make Promises, Fulfill Promises
Make Promises, Fulfill Promises
Make Promises, Fulfill Promises
In this 45-minute webcast you’ll:
• Find out the way to hook an audience quickly and make them want to pay attention
• Learn the commonly used presentation technique that actually works against you in a webinar/webcast
• Get examples of proper structure and flow for a marketing webinar/webcast
• Hear lots of practical advice on building engaging online presentations
Giving Value
1) Make the presentation about your audience2) Set and meet audience expectations3) Give value quickly4) Tell an engaging story
5) Use slides to support speech, not replace it
The Who Was Talking About Your Webcast Audience:“Won’t Get Fooled Again”
The Classic Presentation Structure
Background & History
Pain Points
Products&
Services
Did People Sign Up To Learn About Your Company?
• Founded in 1903
• Headquarters in Toad Suck, Arkansas» APAC office in Woop Woop, Australia» EMEA office in Boggy Bottom, England
• Growing revenues » 2010 Actual: $15 bazillion » 2011 Target: $69 gajillion
• Privately held
• No debt (or auditors)
• Profitable (see above)
• 9,000,002 employees
Don’t Preach To The Choir
Key Deliverables Go First
MAIN POINT
SupportingInformation
Background& History
Telling A Story
1) Make the presentation about your audience2) Set and meet audience expectations3) Give value quickly4) Tell an engaging story
5) Use slides to support speech, not replace it
Create A Scenario To Make The Audience Care
+ =
Data Needs Stories Too
~APU without results ~Readmissions
~Preventable Complx ~Regional Variation
~Fraud & abuse ~Fragmented care
$630BB over 10 years$630 BB Over 10 yrs
A Story About US Health Spending
Per Capita GDP
Per
Cap
ita $
PolandCzechRepublic
Finland
France
SouthKorea
Portugal
Germany
Spain
Canada
Denmark
Austria
Switzerland
Iceland
A Story About US Health Spending
Per Capita GDP
Per
Cap
ita $
PolandCzechRepublic
Finland
France
SouthKorea
Portugal
Germany
Spain
Canada
Denmark
Austria
Switzerland
Iceland
A Story About US Health Spending
Per Capita GDP
Per
Cap
ita $
PolandCzechRepublic
Finland
France
SouthKorea
Portugal
Germany
Spain
Canada
Denmark
Austria
Switzerland
Iceland
USAGDP
A Story About US Health Spending
Per Capita GDP
Per
Cap
ita $
PolandCzechRepublic
Finland
France
SouthKorea
Portugal
Germany
Spain
Canada
Denmark
Austria
Switzerland
Iceland
USAGDP
USA
A Story About US Health Spending
Per Capita GDP
Per
Cap
ita $
PolandCzechRepublic
Finland
France
SouthKorea
Portugal
Germany
Spain
Canada
Denmark
Austria
Switzerland
Iceland
USAGDP
$$$
USA
Where Can The US Save Money?
Where Can The US Save Money?
APU without results
Readmissions
Preventable complications
Regional variation
Fraud & abuse
Fragmented care
Where Can The US Save Money?
APU without results
Readmissions
Preventable complications
Regional variation
Fraud & abuse
Fragmented care
$630,000,000,000 over 10 years!
Slides As A Presentation Aid
1) Make the presentation about your audience2) Set and meet audience expectations3) Give value quickly4) Tell an engaging story
5) Use slides to support speech, not replace it
Slides Are Not A Teleprompter Script
Add Photos For Visual Interest
Let’s Move From Tips To Tactics
How To Structure Your Presentation
• 1-2 slides relating content directly to audience’s self interests» Appeal to fear, greed, or vanity
• Say how they will benefit (what they will get) by paying attention
• Give them value» Tell them something they need to know. Answer the big question. Make your
main point.
• Fill in details. Present facts, supporting data. » Intersperse background material in the context of stories and anecdotes
• Relate main points to subordinate points, information, resources» Bring in more background or history if necessary
• Reinforce benefits to audience now that they have listened to you» Circle back to your initial setup and show resolution
• Give audience an action item» What should they do, believe, know?
Make An Explicit Call To Action
Attacking The “Blank Screen Syndrome”
Creation Methodologies – Pick Your Favorite
Full script
Slide titles Image ideas
Text outline
A Good Marketing PresentationOpens The Door To The Sales Process