There’s a science behind telling compelling stories. The presentation science industry has continued its steady growth amid the consistent success of corporate storytelling.
The science continues to be honed the more that companies pinpoint what makes their best presentations so successful. That magic is in the outline.
When a company encounters a winning outline, presentations begin to write themselves. While there are elements of the best presentations that can be tweaked slightly depending on the presentation format—the outline stands firm. Because it works—time and time again.
The tried-and-true formula that the best presentations of 2022 are using is this:
- Universal Truth
- Problem
- Solution
- Support
- CTA
Let’s break down each of those elements. We’ve seen the most success when the function of each of these items is fully understood. Transforming your story to compete with the best presentations today may take some trial and error. However, mastery comes with deep knowledge of how your content can live within this winning structure.
Universal Truth
The best presentations understand the power of empathy. Letting your audience know you “get” them as soon as possible is powerful. It’s no mistake that the universal truth is at the very beginning of the outline. Establishing empathy before selling anything is absolutely critical. In fact, a huge mistake we see often is diving in head first with data, charts, and references. Relate to your audience. Get them to know you care about them before trying to get them to care about you. How do you do this? Share a stat/quote/truth about the current state of your industry that highlights a common pain point. We call this the universal truth.
Problem
Where the universal truth highlights a fact about a broken ecosystem, the problem takes it one step further. Here you’re showing what happens when the broken ecosystem shows its cracks. Your shining light on why pain points can be so grating. The best presentations master the art of “feeling the pain”. Allow your audience’s mind to run wild with the possibilities of what could happen if this problem isn’t solved.
Solution
Indeed, the solution section proves the most tricky. It’s important to tease an “ideal state” before diving into your product or service as the ultimate solution. Let the audience arrive at that conclusion themselves. When a problem has three pain points, the best presentations will have three ideal solutions for them. Teasing the solution before your company is even introduced provides a unique opportunity. This way, when you finally describe your product or service, the audience is “wow”’d by how well it caters to the exact problem/solution formula.
Support
Next, social proof is king. Why should your audience take your word for it when you have users that will shout from the rooftops for you? This is why influencers have been so critical to the marketing landscape. Providing a “trusted by” slide is a tactic that most of the best presentations use. This is a slide that shows logos of a few recognizable entities to showcase customers that count on your product or service. The more subtle this section is, the better. Find a few really solid, impressive case studies, quotes, or logos and tell stories about what a joy it was to be able to serve them.
CTA
Finally, the best presentations have mastered their call-to-action. If you’ve followed the formula so far, this part should be a no-brainer. Inviting the audience to partner with you is no longer a daunting task, but a friendly follow-up. Tie your call-to-action to your universal truth. Help the audience see that the only logical step from here is to invest in you.
Here’s a sample of one of the best presentations I’ve had the opportunity of crafting alongside a stellar company. (I’ve kept the information general to protect the privacy of the client.)
Universal truth: With the world becoming digital, data is everywhere.
Problem: Now that I have all of this data, people want answers to strategic, tactical, analytical and predictive questions. I’m having to track down numbers from multiple departments to find answers—and I’m not confident these answers tell the whole story.
Solution: What if there was a solution that gave me strategic, tactical, analytical and predictive answers in real time, and in the palm of my hand? Not only could data like this save money, it could drive more accurate predictions.
Support: this solution was created by a company just like yours. We’re not here to compete, we’re here to support. You’re getting more than data, you’re getting a team that understands your industry completely
CTA: Confident answers to important questions will allow you to sit back and enjoy the view. Ready for it?
Does this formula align with the outline of your best presentations to date? If not, take this for a spin and observe the results. We can’t wait to see you transform your deck into a story that changes the world. Want to see how it’s done? Reach out for more information on how we customize our services to tailor any and every presentation need you may have. Cheers!
The post The Best Presentations Use This Irresistible Formula appeared first on Ethos3 – A Presentation Training and Design Agency.
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