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Think. Feel. Do.


Jul. 2019
26

How to Build Better Presentations and Kickass Campaigns

For a solid 8 years out of school, I did a mediocre job of pitching business/campaigns to clients and prospects. I would normally lean on attempts at what ‘felt right’ to craft an engaging presentation and add a little drama to the reveal of high-quality creative work. The work alone was solid enough to seal the deal much of the time, but I was putting little thought into the strategy of the presentation itself. 

Now that we’re doing deeper engagements with clients, and personally I’m building out workshops on self-care / emotional intelligence, I’ve adopted a process that has boosted engagement and attention for occasions when I’m in front of a group. Fortunately, these same lessons apply when I’m contributing my part to the strategic process in crafting a new campaign for a client as well.

While empathy is a dire necessity in connecting a message to a person, empathy is not my strong suit. I tend to make decisions based on facts, or I go with my gut; either way, emotions aren’t really involved. I’m essentially a robot with glasses that cusses sometimes.  

 

So when we’re trying to build a presentation that needs to...

  1. Convince people of something, or ...
  2. Educate people on a series of concepts

We now follow a consistent process to build a presentation that’s best engineered to change behavior.  Before we even build out an outline, I will state a clear answer to these three questions:

  1. What do I want people to think?
  2. What do I want people to feel?
  3. What do I want people to do? 

Your brain can grasp concepts well and retain info through a process like this, as it triggers the different learning pathways that are effective for most people. This also traces along the way most people act on decisions: 

  1. They receive information to analyze/understand
  2. They feel an emotion tied to any new, engaging information or concepts
  3. They will act on any conclusions they draw from the first two steps

 

A quick example:

We’re working with a client right now that sells tortilla chips. These chips are typically the most expensive bag, sitting next to 5-15 other options, most of which are big brands backed by millions of dollars in advertising. Our client’s chips cost $4.99 a bag, while the big brands cost $4.29 and the store brand costs as little as $2.99.  

  1. We want people to think “these chips are unique and higher quality than the alternatives.”
  2. We want people to feel pride in serving the best chips for their guests at the next house party / game-night / barbeque. 
  3. We want people to recognize the brand in the store and put the damn bag in their basket

 

There are a dozen other steps in crafting the creative brief for a campaign or building out a pitch deck/presentation, but doing this exercise first, then checking your final draft against these questions, has proven to be an excellent method of engaging an audience and changing behavior.  

 

Disclaimer: These concepts are by no means proprietary but I saw the importance of Think. Feel. Do. through working with friend/client/quasi-mentor Michael Burcham. His writings are better than mine so go check him out here.

I love talking about this stuff, so if you want to talk about how you can do this for your brand too, hit me up and let's grab coffee or beers. 

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