Presentation Advisors Blog

The Value of Relationships and Giving in the New Era of Marketing

Editor's Note:  This is the first post in the new "Marketing" category.  While this blog has primarily been focused on presentation skills and design, I'll be branching out to include other passions such as Marketing and Social Media.

Maybe I’m just a little too “west coast” in my ideals, but there are certain marketing practices that I can’t stand.

I can’t stand email blasts to people who didn’t opt-in. I even hate the words “email blast.” I hate the profession of selling email lists. I hate cold-calling. I hate automated mass-follow (and then unfollow) Twitter programs. I hate people who only tweet links to their site. Sponsored tweets creep me out. I hate auto-DM’s, pop-up ads, banners, Pay Per Click, and contrived, self-indulgent press releases.

And don’t even get me started on SPAM.

I’m not claiming that these methods and techniques don’t work. Some do. Some don’t. That’s just not the way I believe people should market, nor do I believe they are increasing in effectiveness. They’re either declining or completely worthless. Marketing is not about grabbing your attention by interrupting you. It’s about creating valuable relationships. By “value” I mean GIVING value, not just taking it.

You have to give, give, give, give, give, give, give, and then maybe you can ask for something in return.

Trust me, if you cold-call me you have ZERO chance of getting my business. Problem is, I’m too nice to cut you off so you’ll probably waste 5 to 10 minutes of your (and my) time before I say no. I do, however, like talking to those who I call as an interested prospect because they’ve offered me so much free value in the past. I actually feel happy to give that person my business.

Here’s the formula I believe in. First, create an amazing product. Second, find the group of people who need or would care about your product and start creating honest relationships. Third, GIVE. If you opened a hair salon, find a sidewalk and start giving away free haircuts. If you opened a bakery, start delivering your muffins and cookies to local businesses. If you are a web designer, find a non-profit and give their site a major facelift for free. If you do this for as long as humanly possible, then you will see returns. Loyal customers will start coming to your hair salon because they know you and they’ve seen your work. Companies will start ordering your muffins on a weekly because they’re hooked. The non-profit will refer you to everyone they can because you donated your time and effort to make their site better.

If you’re not cultivating relationships and creating value, then your business is a sinking ship. The best time to start doing this might have been years ago, but the second best time is right now.

Image courtesy of Cakeface Originals on Flickr

Audience Members are from Venus, Presenters are from Mars

It's an interesting occurrence when people ask what I "do".  When I tell them I'm a presentation designer or just simplify it to a presentation consultant, I get quizzical looks.  I "get" it. It's as if I just said I was a running consultant.  Everyone can run, just like "everyone" can create a presentation [using slideware like PowerPoint or Keynote].  Why would anyone want to consult on something that everyone can do.  I mean, how hard can it be?  Just type in the boxes that say "Click to add title" and add your title.  Throw some bullet points where it says "Click to add text" and voila, you've got a presentation.  Of course, it's a little more difficult than that.

However, this post isn't about me.  It's about the ensuing conversation after I give some depth to what I actually do as a presentation designer.  When I start to explain the common problems with most presentations, everyone [and I'm not exaggerating] begins to nod in agreement, followed by a deluge of things they hate about presentations [from the perspective of an audience member], and nearly all of what they say is right on point!  It's as if I was a politician whose platform was to lower taxes and increase jobs.  Who is going to disagree with that?

The disconnect occurs when someone is the presenter instead of the audience member.  It seems to me (in my humble opinion) that we're a society that understands the problems with the common presentation, but our mindsets change when we start to develop a presentation of our own. This doesn't include EVERY presenter, but it truly stuns me how many presenters are clueless that they're boring their audience to death with loads of text, while simultaneously insulting them by reading directly off the slide.  Some PowerPoint presentations are so riddled with poor design that I can't imagine that the presenter doesn't realize that it's bad.  It's like those guys who wear Speedos at a public beach or a hotel pool.  I mean, you know that's NOT okay, right?

This post isn't just a rant, although I can't promise that I'll convey any actual presentation tips or advice.  What I'm hoping to do is to start a conversation that addresses the reason there is such a disconnect between the numerous people I speak to on a daily basis and the numerous presenters who consistently design poor presentations.  Why is it so difficult for the presenter to put themselves in the audience's shoes?  Why does my grandmother [who I'm pretty sure still uses dial up] know so many of the problems with today's presentations, but CEOs of multi-million dollar corporations continue to deliver bad presentations?  Why does one's mindset change when they're the one delivering the presentation instead of the one listening?  How can we, a group of people with a common interest in effective presenting, repair the disconnect?

Can you help?  I'd love to hear your thoughts in the comment section below.  By the way, thank you for reading.  I really do appreciate it.

Great Presentations are a Conversation

Recently I watched a few presentations online.  These were keynotes, so there wasn't a need to sell or hype themselves up.  Keynotes tend to be more conversational and informational because the speaker is invited to educate, and often their income is from the speaking engagement as opposed to trying to generate sales. 

One of the presenters was Gary Vaynerchuck.  He's an amazing guy and I can't encapsulate his genius in this post, so visit his site to see what he's all about.  In his talk at My Big Omaha, he stated that too many presenters love to hear their own voice.  So in his hour of allotted time he spoke for 15 minutes and answered questions for 45 minutes.  I thought this was fantastic, especially if you were an audience member.  He spoke directly to the crowd for 25% of his keynote, and spoke WITH them for 75%. 

This gets to the essence of what great presentations are - conversations.  He used 75% of his time to interact with the audience, develop relationships, and most importantly help.  Presentations are two-way streets.  Give and take.  When presenters don't realize this, they end up talking AT their audience.  Ultimately this results in a disengaged audience whose attention span drops off at a dramatically quick rate.

I realize that Gary is unique in that he is very well known, especially for his expertise and willingness to engage with everyone.  If I showed up to an hour talk on effective presenting, spoke for 15 minutes, then opened the floor up for questions, I don't think I'd be on the speaking circuit too long.  I'm not suggesting you follow his exact lead, but do follow his reasoning behind it. 

Interacting with your audience will keep them engaged, attentive, and make them feel appreciated because you honestly care about their thoughts, concerns, and needs. 

3 Tips to Create the Perfect Presentation Atmosphere

Presentations happen in a multitude of different settings.  You see them on stages, in conference rooms, in restaurants, and over web-conferencing platforms, just to name a few.  Unfortunately, little attention is paid to the audience's experience.  Where will you be standing?  Can all your audience members see you?  Can you see them?  Can they see your slides (the screen)?  Will you be mic'd?  Wireless or behind a podium?  Is the audience accessible to you before you present? 

Nothing is worse than spending weeks (or even months) to prepare for a presentation that is less-than-perfect because your audience's experience was poor, especially if it could have been avoided.  Your presentation isn't just your slides and what you say.  Much depends on the audience's ability to interact, their comfort level, and their own satisfaction (Another reason your slides do NOT equal your presentation).  Here are some things you may want to think about to ensure the entire presentation experience is an enjoyable one.

1. Remove the Barriers - Often times you'll see people presenting from behind podiums, lecterns, and tables placed on soaring stages.  If we think about one of the fundamental principles of presentations, we know that a presentation is a two-way street of communication, or a conversation if you will.  When we're conversing with friends, we tend to form a group (think back to your 8th grade dances and the packs of friends).  When we present, we want it to be as similar to this "group" setting as possible.  Barriers separate you, the presenter, from the group, the audience, creating a disconnect.  How many times have you conversed with friends from behind a podium or on a stage?  Removing these barriers will make the audience feel more comfortable, while giving you the ability to roam (not aimlessly though).  Get out from behind that podium, walk from side to side and connect with your audience.  Try to limit the barriers as much as possible.


2. Go Wireless - Once you're out from behind that podium, you still need to be heard.  Make sure you utilize a wireless mic.  Make sure it's not too close to your face to avoid any scratching from beards, chins, or collars.  Make sure you test it before you begin to present, and know how to turn it on/off if necessary.  Once you have a wireless mic, you won't want to stay behind that podium anyways.  Also, utlize a wireless presentation remote to control your slides.  Make sure it has forward, reverse, a blackout button and a laser.  If you haven't built in black slides to your presentation, you can use the blackout button to darken the screen and put all eyes back on you.  Going wireless will give you the freedom you need to create that conversational, interactive atmosphere necessary for an effective presentation. 


3. Get there early, VERY EARLY - In Tim Koegel's book, The Exceptional Presenter, Tim mentions the 60/20 rule: Arrive 60 minutes early, leaving 40 minutes to set up and 20 minutes to mingle with the audience.  This is so important, and I would almost say you should arrive even EARLIER than that.  I worked for years setting up the technical side of presentations, and the one thing I learned is that if it can go wrong, it will go wrong.  Give yourself at least an hour to get the technical side of your presentation set up.  It adds too much stress and you don't want that immediately preceding your presentation.  The time after setting up is spent to mingle with the audience members.  Get to know them.  Find out why they want to hear you speak.  What do they want to get out of your presentation.  Maybe you can find an ally or a funny anecdote from an audience member.  You can utilize that during you're presentation.  Just make sure you remember their name!

There are plenty more.  You're simply trying to create the best experience from the audience's perspective.  What are some ways you prepare your setting for a presentation?

A Presentation of Just Text and Narration

Can you believe it?  I loved a video of just text and narration.  No visually stunning images.  Nothing but text on a black screen. 

Garr Reynolds recently posted this video on his blog, and I had to share it with my readers (you should be subscribing to his blog anyways!) 



He makes a good point though...if we're going to be picky, the font is too small and uses a serif font.  The way it faces at an angle is interesting for a second, but not enough to sacrifice readability.  Lose the angle, use a serif font,

You have to connect with your audience.  Even if it's just you, standing alone, with no visuals.  If you tell an engaging story, people will listen.