I sat through 12 business presentations today. I used my laptop during most of them.
Why?
Show me you know me, know my reason for listening
Top reason – not a single presenter made me feel like they had something to say that was relevant to me. Not a single presenter took a moment to show that they understood why I might be sitting there, what challenges I might have in my day.
To be interesting, show me you are relevant.
Show me benefits, not features
2nd reason – Big detail on features, no translation into benefits for me.
Explain benefits not features.
If I have to think, I don’t (unless point 1 is nailed, and I mean NAILED)
3rd reason – pointlessly complex.
Go for simple. Even if it loses 20% of the specifics you believe are important.
“We provide leather based solutions for reduction of foot damage during manual transport mode” or “We make shoes”
“We provide high quality usable information that allows optimisation of route choice in cities” or “We get you home quicker”, “Minimise commuting time”
Make it relevant, Show benefit, K.I.S.S.
