Every PowerPoint presenter knows the feeling: You've spent weeks meticulously crafting your presentation and preparing for your talk. Then comes the moment when it finally arrives: the day of the presentation. The crucial day when you have to convince your audience, convey your message, and achieve your goals.
It's crucial for your audience to understand the topic of your presentation, its importance, and how they, as the audience, will benefit from it . This is often where things fall short; the argument for the benefits is usually underdeveloped . We'll show you how to think from your customers' perspective and clearly communicate the benefits of your presentation to your target group.
Consider the benefit argumentation even during the preparation phase.
When creating a presentation, you're focused on achieving a specific goal. This could be introducing or selling a new product, promoting your company, etc. The first step is to be clear about exactly what your goal is . We've compiled tips for setting the right goals in this article .
What many forget when preparing a presentation: Think from your customer's perspective. Focus on the customer benefits. Why should your customer buy your product or engage your company? How will they benefit? Always keep this aspect in mind. You can only truly achieve your goals if the benefits argument resonates with your audience, convinces them, and ultimately allows you to acquire new customers.
Who should love your presentation – you or your audience?
If you are satisfied with your presentation and believe you gave it your all, that's certainly positive and a success. But is your actual goal to be satisfied with your presentation?
No. Because: Your goal should always be to connect with your audience . To achieve this, you must use storytelling or other rhetorical techniques in your presentation to convince them of the benefits and content of your product or company. Captivate your audience by making your product or company desirable .
Briefly and concisely explain exactly what your audience will gain from your presentation . For example, recall the launch of the first iPhone in 2007. Steve Jobs masterfully marketed his product, resulting in the iPhone and Apple still being worth billions today. He captivated the audience with the following benefit argument:
So, three things: a widescreen iPod with touch controls; a revolutionary mobile phone; and a breakthrough internet communications device. An iPod, a phone, and an Internet communicator.
Short, concise, convincing. A clear argument outlining the benefits .
Of course, it's a long and difficult road to get there. A lot of work goes into finding the right words that will convince not only you but also your audience . That's why it's so important that you recognize the benefits and think from your audience's perspective.
Recognize the customer benefits: Put yourself in the customer's shoes.
We, as a professional presentation agency, also know that it's often not so easy to get to the heart of the customer's benefit. Intensive preparation with the presentation topic can lead to such deep immersion that many things seem perfectly logical to you, but your audience wouldn't necessarily think of them on their own .
The result is often a rather vague argument for the benefits. It remains unclear which target group is being addressed and what benefits you offer them.
We will now show you five questions that will help you crystallize your value proposition. Take the necessary time to seriously consider them so that you present a coherent picture . Your customers should feel they are in good hands with you at every stage of their customer journey.
These five questions are crucial:
- Why should someone buy your product or service right now – and from you specifically?
- What are the specific benefits for your customers?
- How do your audience and potential customers find you?
- What content will convince your target audience that you are the right partner?
- Where does your target audience hang out?
Conclusion: Focus on customer benefits
If you want your presentation to resonate with your audience, you need to consider how it should look from their perspective . Otherwise, you can save yourself the entire effort. Take our tips to heart and take enough time to answer the five questions.
This is the only way to achieve your goals and acquire new customers. Try it out!
Do you need help answering the five questions or any other assistance with PowerPoint presentations? Our PowerPoint agency is happy to help. Please contact us by email at becker@presentationload.de if you have any questions. We're here to help.
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