More dreaded than a visit to the dentist but twice as important. Presenting. Sure, I feign indifference in the run-up to an important presentation but to be honest talking in front of a large audience is not of my strongpoints. The thing is, presenting persuasive arguments to groups of people is an essential skill, whether you’re in advertising or the widget business.
Terry O’Reilly is the host of the CBC radio show, the Age of Persuasion. There he brings to bear his considerable knowledge and expertise gleaned from decades in the advertising business to give a captivating look inside the heads of the people who shape our desires. I recommend the show, it’s tremendous. You won’t find the production value or the insights into our culture anywhere else. Unfortunately they’re still not podcasting the show but you can listen online to all the past shows. The new season starts Jan. 4.
When Terry got into the business he had no idea how critically important it was to be able successfully and persuasively present his ideas. To this day he has still only met a half-dozen superb presenters. On his site he explores this idea and has five great tips on presenting your ideas. Check them out. Here is an excerpt.
+ NEVER TELL A CLIENT HOW TO THINK. Never, ever begin a presentation with: “You’re gonna love this!” You are setting yourself up for failure, because the first thought your client will have is, “Yeah, right.” Why work from a deficit?
+ SELL IT, SHUT UP, MOVE ON. If you get an approval in a meeting, it’s time for lunch. I’ve seen presenters keep selling it past an approval, then actually start to buy it back. The client gets sucked back into a conversation about the ad and finds something small that suddenly bothers him or her, then the next thing you know you’re back to the drawing board. If it’s sold, move on.
