KEY STRATEGIES FOR A PERSUASIVE BUSINESS PRESENTATION Dr Daniela Munca-Aftenev Academy for Innovation and Change through Education
Who is this workshop for? • Present a product, service, brand, project • Report on the findings of your research • Sell an idea • Convince your boss • Ask for a raise • Develop your presentation skills
CAN YOU NAME THESE PEOPLE?
• • • • • • • • • •
Coco Chanel, French fashion designer and businesswoman Mark Elliot Zuckerberg, American computer programmer and Internet entrepreneur Jeff Bezos, founder of Amazon J. K. Rowling, British novelist and screenwriter Serena Williams , American professional tennis player, former world No. 1 in women's single tennis Ruslan Cojocaru, founder of „Tucano Coffee” Dmitri Voloshin, producer, director and founder of the company "Simpals” Walter Disney, American entrepreneur, animator, voice actor and film producer Thomas Edison, American inventor and businessman Alfred Nobel Swedish businessman, chemist, engineer, inventor, and philanthropist.
”SIMPALS”
PRACTICAL EXERCISE • Name your favorite product • Present it in 3-4 sentences • Convince us that this is the best product in the world
GUESS THE STRATEGY
NAME THE STRATEGY # 1
STRATEGY # 1
STRATEGY # 1
STRATEGY # 1
STRATEGY # 1 “Twitter-friendly headline” • a one-sentence summary of a product • captures the main message you want to deliver • less than 140 characters
GUESS THE STRATEGY # 2
GUESS THE STRATEGY # 2
Where would you see these words?
Where does this phrase come from?
STRATEGY # 2 ”Stick to the rule of three” number “3” is one of the most powerful numbers in communication
• “Today we are introducing three revolutionary products. • The first, a widescreen iPod with touch controls. • The second, is a revolutionary mobile phone. • And the third is a breakthrough Internet communications device.”
“Are you getting it? These are not three separate devices, they are one device and we are calling it iPhone!�
GUESS THE STRATEGY # 3
HOW WOULD YOU SELL A PLAIN WHITE BOWL?
HOW WOULD YOU PRESENT A:
GUESS THE STRATEGY # 3
GUESS THE STRATEGY # 3 • Tell a story
STRATEGY # 4 What do these products have in common?
GUESS THE STRATEGY # 4
GUESS THE STRATEGY # 4 MAKE NUMBERS MEANINGFUL
NAME THE STRATEGY # 5
GUESS THE STRATEGY # 5
GUESS THE STRATEGY # 5
PRACTICAL EXERCISE • Go back to your product description • Re-write the description • Use at least one strategy • Post is as a comment
REVIEW THE STRATEGIES 1. Twitter friendly headline 2. The rule of 3 3. Tell a story 4. Make the numbers meaningful 5. Sell the result