Well said by Daniel Pink.
And this couldn't be more true when you present. Whether you realise it or not, you're usually trying to sell something to your audience - whether that be an idea, a recommendation or actual goods and services. Nearly every presentation seeks to persuade in some way.
In order to be successful - you've got to answer the following question:
So what?
That’s what your audience is thinking throughout your presentation – either consciously or subconsciously. By addressing this question from early on, they'll be much more likely to listen and buy in to your messaging.
So let them know why your idea/offer/message is amazing - and relevant. How do you do that?
Focus on benefits, not features. This is how you relate value to your audience.
Let me give you some very recent examples. My son was working on a Dragon's Den themed project, preparing a pitch for his invention: a handheld translation device. As I was reading through his script, I noticed that it was filled with descriptive facts - but spoke very little to the audience and their needs. So I asked "so what?" over...and over...and over again. Here's how that went down:
The screen is made of Graphene. So what? It's the strongest material in the world. So what? Mummy, it's stronger than diamond! So what?! So it won't break. OK, good...so what? So you don't have to worry cause it'll last a long time and even kids can use it. (Followed by an exasperated sigh and a dramatic collapse.)
It took some convincing to get him back up (ahem) but he quickly got the hang of it:
It uses the best technology.
So what?
So it's super fast and you always get the right translation.
It's small and light.
So what?
So you can easily take it with you when you travel.
In this case, I was talking to a 9 year old, but I ask this same question when I coach business professionals. And I do it myself as I prepare my own talks. Try it out next time. Get in the habit of answering "so what?" and focus on the benefits. In doing so, you'll create a stronger, more convincing presentation that resonates with your audience. So what? That's what sells.
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