We all know and envy these successful speakers. They really cast a spell over us with their core message. As listeners, we feel picked up, understand their thought processes and gratefully accept their approaches. But how do they do it? In this article you will find tips on presentation skills.
So what is the formula of these successful speeches? Are the speakers rhetorically trained, or do they have specially designed PowerPoint slides? Maybe. But the game-changer of successful B2B presentations can already be found in the preparation: It is an understandable core message to the target group that runs through the entire presentation. It answers the audience’s question of why you should listen at all times. For future presentations, you should not only ask how and what you want to present. But above all: why!
This article focuses specifically on the presentations below. However, the simple tips can also be applied to any other communication: whether it’s speeches, your communication, or content marketing strategy.
The exciting question of “why”
A little thought experiment: Think about your favorite restaurant or, alternatively, the bakery where you really like to shop. Now the question: Why exactly did you choose that one? Because we usually have several options to select from in everyday life. And this is where it gets exciting to take a closer look. Because on the surface, you could say that products or services are often interchangeable.
The core message answers the “why” question
There are often many reasons why we decide on a particular product or service. There is regularly more to it than just the service description or product function. It is precisely these reasons that need to be identified to develop an effective core message. After all, it answers the “why” question.
Back to the thought experiment: Is it perhaps because your favorite restaurant makes you feel like you’re with friends? Maybe at your bakery, it’s the best cappuccino and the incredibly delicious sourdough bread made from local organic flour that touches your soul? You will notice that you will find very individual answers here.
By the way: the audience of your presentations will also ask themselves the question “why”. Depending on the answer, they will then consciously or unconsciously listen very attentively – or be bored and not very receptive.
You don’t have to be a content professional to offer your target groups added value. It’s enough to answer the “why” question:
- Why should my customers buy my products?
- Why should the audience eagerly follow my presentation?
Know and understand the target group
In your search for the core message, don’t lose sight of your target audience:
- Who are these people attending your presentation?
- What motivates them to attend?
Tip: For a target group presentation, it’s best to work with the strategic model of personas. This is a user model that depicts a specific person from your target group as a typical person with a name, needs, strengths, and weaknesses. This makes your audience immediately tangible – and you optimize your approach.
5 characteristics of a perfect core message
Once you know your target group and their needs, the next step is to work out your own core message. Your entire presentation should be based on this. But what makes a good core message? These characteristics will help you formulate a short, credible, and understandable core message:
1️⃣. Relevance: Does my message address topics of interest to my target audience?
2️⃣. Timeliness: does my message contain new and fresh concepts?
3️⃣. Provide added value: What benefits do my target audience derive from my core message?
4️⃣. Plausibleness: is the message unmistakably clear and unambiguous?
5️⃣. Arouse emotions: How strongly do I reach my customers on an emotional level?
If your core message fulfills as many of these points as possible, you have a better chance of inspiring your listeners with your message.
Your core message as a common thread
First, “congratulations” on your core message! If you’ve made it this far, the steps that follow now are manageable because you’re building directly on the message. Because: All slides of your presentation should carry the core message to the audience – please analyze this finally. This will sharpen the focus of your communication and inspire your audience. Both you and the content of your presentation will appear more credible and authentic.
You can also use storytelling and our tips for successful B2B communication. You will see: Thanks to a core message, a common thread will run through your presentation.
Invest time in your core message
Developing a core message can be time-consuming – especially when it comes to your business strategy. But never forget: it’s a strategic investment for your successful customer communications.
That is why:
- Examine your target group’s needs carefully.
- Methodically develop a tailor-made core message.
- Make sure that your core message runs through your presentation or corporate communication like a common thread.
This way you will have enthusiastic and convinced listeners and inspired target groups.
Would you like to formulate a professional core message for your company or implement a successful communication strategy? We at GudComp will be happy to support you, just drop us a line!