The Anatomy of a High Converting Talk
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Today we are going to talk about the anatomy of a high converting presentation. Before I dive into that I want to share that I have started up a group program called Story Pro. Over the course of a month, we are going to be creating a high-converting signature talk.
This is a high-level view of what a great presentation is and is made up of. In this episode, I will give you an idea of what a high-converting presentation does and give you a sample of what it is like to be in Story Pro. This is going to be action-packed and jam-packed with good information that will change how you think about a presentation forever.
We discuss:
- [02:12] Today we are going to get a high-level view of what a great converting presentation really is and what are the key ingredients.
- [03:02] There are three key ingredients for conversion. The first is trust and understanding. They need to feel a trust for you and a feeling that you understand them.
- [03:33] The second key ingredient is a perspective change. If they leave your presentation thinking about the world in exactly the same way then they are not going to change anything that they will do. We need to teach them new perspectives and new ways to look at the problem to help them ultimately take action and be able to see themselves succeeding in that action.
- [04:35] A presentation is a series of small choices. The first choice that somebody is going to make is should I listen to this.
- [05:14] If we can get them to answer yes you should listen to us then the next question is can this really work for me. If we can get them to say yes to that they will ask themselves is this something I want to take action on this now or later.
- [06:03] The next step could vary from purchasing a product, getting on a coaching or discovery call with you, downloading something and opting into your email list, or following you on social media. There are lots of different actions that could be represented as a conversion.
- [07:16] In these first few minutes of your presentation you have got to make a clear and compelling promise.
- [07:55] We want to establish trust and human connection by sharing your story, your experience, and how you solved the problem. You are sharing a bit of yourself with vulnerability and showing that you solved the same problem and that you understand the problem that they are going through.
- [08:25] We introduce ourselves with an unforgettable origin story and talk about the transformation we create within our own story.
- [10:30] We really want to change their perspective on the problem which opens them up to new possibilities and new opportunities. They need a new way to solve the problem.
- [11:12] You want to paint a clear picture of what success looks like with you without making it feel like selling.
- [12:45] Then we want to give them a very clear next step without creating too many new questions. They need a clear and logical next step.
- [13:43] They also need a clear path to take for that next step.
- [14:14] They need to feel the choice. We can present all of the tactical things and make it very clear and simple but they need to be able to feel this in their heart.
- [15:15] We want to close with an aligned ending story and use that to leave them with just the right feeling.
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