Whether you are thinking about a workshop or something simple to use one-on-one with clients, here are seven steps to help you structure a presentation that communicates your message and is designed to produce the results you want.
- Know your purpose. What do you want to happen after your presentation? It shouldn’t be merely about increasing awareness or educating your audience. Rather know in advance specifically what you want your audience to do as a result of what they see and hear.
- Define the problem. What is the problem your clients and prospective clients want to solve? Is it retirement income they can’t outlive? Or managing risk? Or maybe it’s the problem they didn’t know they had! The first thing you should do is define the problem as your clients would describe or understand it.
- What is the conventional wisdom about the issue? What mistakes do clients often make in dealing with it? How do you see it differently?
- Sufficiently challenge your audience so that they realize that they can’t handle it on their own. Help them recognize that they need your help. Oftentimes this is best accomplished by asking key questions that challenge common assumptions people have or errors they make when trying to do it themselves.
- Assemble your points clearly and logically in a way that creates the structure or storyline for your presentation. What are the five (or six or seven) areas of needs and concerns that your target audience has? What are the key questions that people should ask? What are the mistakes that people often make?
- Provide your perspective. Once you’ve helped them understand that they have a problem, and why trying to tackle it on their own would be a mistake, it’s time to provide your perspective. This slide should say, “How I (or We) Can Help,” followed by some specifics that describe what you do to help people address the concerns you described.
- Describe next steps. This is your call to action – what you want them to do next, and what you will do to help them get started down the road to success.
Once you’ve created the overall structure, look for stories and images that create connection points with your audience and support your purpose. Limit your use of PowerPoint to illustrate rather than duplicate what you plan to say. Now you have a presentation that is designed to be memorable and produce your desired results.
Adam Kornegay is a co-founder of Pathfinder Strategic Solutions. He has a background in marketing and business analytics. Coupled with his experience as a financial adviser, he helps a broad array of clients, from relatively new advisers to experienced planners, and consults with various financial services firms. He is a coach in the Messaging and Marketing Strategies FPA Coaches Corner.
Susan Kornegay, CFP®, is a partner at Pathfinder Strategic Solutions. After more than 30 years as a financial adviser, branch manager and practice management consultant, Kornegay enjoys helping financial planners define a comprehensive and consistent client experience and then market that experience in clear, client-friendly language. She is a coach, along with Adam Kornegay, RCC™ in theMessaging and Marketing Strategy FPA Coaches Corner.