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Copyright ©2011 Webinar Success How to Build Effective Marketing Presentations for Webinars Ken Molay President, Webinar Success

Nobody In Your Company Cares About Your Marketing Presentation Content

Everybody Cares About Your Results # of registrations # of sales

Everybody Cares About Your Results # of registrations # of sales

Everybody Cares About Your Results # of registrations # of sales Willingness to enter the sales cycle

There Are Many Types Of Marketing Presentations

5 Universal Presentation Tips 1) Make the presentation about your audience 2) Set and meet audience expectations 3) Give value quickly 4) Tell an engaging story 5) Use slides to support speech, not replace it

Concentrating On The Audience 1) Make the presentation about your audience 2) Set and meet audience expectations 5) Use slides to support speech, not replace it 3) Give value quickly 4) Tell an engaging story

An Inconvenient Truth About Presenting

“Being Interested In” is not the same as “Caring About”

You Must Appeal To Audience Self Interest

Think Like Gillette

Meeting Audience Expectations 1) Make the presentation about your audience 2) Set and meet audience expectations 5) Use slides to support speech, not replace it 3) Give value quickly 4) Tell an engaging story

Description Almost Always Precedes Content Create title Create description Build landing page Build registration Design ads Design invitations blast Create content Complete content Deliver presentation Jul07Jul07 Jul14Jul14 Jul21Jul21 Jul28Jul28 Aug04Aug04 Aug11Aug111 Aug18Aug18 Aug25Aug25 Sep01Sep01 Sep08Sep08 Sep15Sep15 Sep22Sep222 Sep29Sep29 Oct06Oct06 Oct13Oct13 Oct20Oct20 Oct27Oct27 Nov03Nov03 Nov10Nov10 Nov17Nov17 Nov24Nov24 Dec01Dec01 Dec08Dec08 Dec15Dec15 Dec22Dec222 Dec29Dec29

Make Promises, Fulfill Promises

In this 45-minute webcast you’ll: Find out the way to hook an audience quickly and make them want to pay attention Learn the commonly used presentation technique that actually works against you in a webinar/webcast Get examples of proper structure and flow for a marketing webinar/webcast Hear lots of practical advice on building engaging online presentations

Giving Value 1) Make the presentation about your audience 2) Set and meet audience expectations 3) Give value quickly 4) Tell an engaging story 5) Use slides to support speech, not replace it

The Who Was Talking About Your Webcast Audience: “Won’t Get Fooled Again”

The Classic Presentation Structure Background & History Pain Points Products & Services

Did People Sign Up To Learn About Your Company? Founded in 1903 Headquarters in Toad Suck, Arkansas » APAC office in Woop Woop, Australia » EMEA office in Boggy Bottom, England Growing revenues » 2010 Actual:$15 bazillion » 2011 Target:$69 gajillion Privately held No debt (or auditors) Profitable (see above) 9,000,002 employees

Don’t Preach To The Choir

Key Deliverables Go First MAIN POINT Supporting Information Background & History

Telling A Story 1) Make the presentation about your audience 2) Set and meet audience expectations 3) Give value quickly 4) Tell an engaging story 5) Use slides to support speech, not replace it

Create A Scenario To Make The Audience Care + =

Data Needs Stories Too ~APU without results~Readmissions ~Preventable Complx~Regional Variation ~Fraud & abuse~Fragmented care $630BB over 10 years $630 BB Over 10 yrs

A Story About US Health Spending Per Capita GDP Per Capita $ Poland Czech Republic Finland France South Korea Portugal Germany Spain Canada Denmark Austria Switzerland Iceland

A Story About US Health Spending Per Capita GDP Per Capita $ Poland Czech Republic Finland France South Korea Portugal Germany Spain Canada Denmark Austria Switzerland Iceland

A Story About US Health Spending Per Capita GDP Per Capita $ Poland Czech Republic Finland France South Korea Portugal Germany Spain Canada Denmark Austria Switzerland Iceland USA GDP

A Story About US Health Spending Per Capita GDP Per Capita $ Poland Czech Republic Finland France South Korea Portugal Germany Spain Canada Denmark Austria Switzerland Iceland USA GDP USA

A Story About US Health Spending Per Capita GDP Per Capita $ Poland Czech Republic Finland France South Korea Portugal Germany Spain Canada Denmark Austria Switzerland Iceland USA GDP $$$ USA

Where Can The US Save Money?

APU without results Readmissions Preventable complications Regional variation Fraud & abuse Fragmented care

Where Can The US Save Money? APU without results Readmissions Preventable complications Regional variation Fraud & abuse Fragmented care $630,000,000,000 over 10 years!

Slides As A Presentation Aid 1) Make the presentation about your audience 2) Set and meet audience expectations 3) Give value quickly 4) Tell an engaging story 5) Use slides to support speech, not replace it

Slides Are Not A Teleprompter Script

Add Photos For Visual Interest

Let’s Move From Tips To Tactics

How To Structure Your Presentation 1-2 slides relating content directly to audience’s self interests » Appeal to fear, greed, or vanity Say how they will benefit (what they will get) by paying attention Give them value » Tell them something they need to know. Answer the big question. Make your main point. Fill in details. Present facts, supporting data. » Intersperse background material in the context of stories and anecdotes Relate main points to subordinate points, information, resources » Bring in more background or history if necessary Reinforce benefits to audience now that they have listened to you » Circle back to your initial setup and show resolution Give audience an action item » What should they do, believe, know?

Make An Explicit Call To Action

Attacking The “Blank Screen Syndrome”

Creation Methodologies – Pick Your Favorite Full script Slide titles Image ideas Text outline

A Good Marketing Presentation Opens The Door To The Sales Process

Copyright ©2011 Webinar Success Thank you Ken Molay President, Webinar Success