Whenever you are making a presentation to a group, your top priority is to determine what you want the attendees to do. I call this the “Most Wanted Response” or the “Most Wanted Action”. Either way, you’ve got to know what you want people to do before you start planning what you’ll say.
Why is this so important? Ultimately, the point of the presentation is to encourage people to do something, right? You want them to sign up for your newsletter or ask for your free irresistible offer, or decide to hire you. Whatever response you desire influences what you will say in the talk.
How do you actually make this request for what you want? Just tell them what you want them to do. Of course you’ll say it in a manner that makes it advantageous for them. In other words, it’s not a direct request even though you actually are telling them exactly what to do.
You can be explicit in a casual way. Sometimes I’m being interviewed and I will causally mention that there’s a free CD on my website on how to attract all the clients you need. I talk about the CD as part of the marketing plan, but I’m also planting a seed that listeners can get the free CD.
Whatever your most wanted response is, make sure you do something so they remember you rather than just seeing you as a nice resource. You don’t want that ,right?
For example, if your most wanted response is for people to subscribe to your newsletter, you can say, “If you want some additional tips sent to your inbox each week, just write your name, the name of your company, your address, phone and email address on the signup sheet going around the room.”
Once you know the outcome you desire, you can go ahead and create your speech. Focus on the problem you solve and why it can be so difficult. Then tell them what they can do about it, but not the specifics of how to do it. Be sure to include some client case studies.
When you present to a group, you give people a taste of what it’s like to work with you and help them get to know you at the same time. Keeping the response or action you want people to take in mind and asking them to take this step builds your business as your share your expertise and knowledge.
Your Client Attraction Assignment
Think about your signature talk. Do you know what your most wanted response or action is for this presentation? If you haven’t worked this into your speech, it’s time to do so. In fact, think of a couple different responses and plan for each of them. This way you are prepared for more than one scenario when the opportunity pops up to speak in front of a group.