Alright, last post you read about how to make a great introduction for your talk. Here’s the rest of the recipe to making a compelling talk that gets people into the office. After a successful introduction you’re going to want to:
Define Their Problem
This is where you explain the origin of the problem. Include whatever education is necessary so your audience understands the scope of the problem. Include some history, and why things became the way they are. Tease the solutions a bit as well. You want your audience salivating for your solutions.
Agitate the Problem
Here is where you explain the implications of the problem; how it impacts the audience and what it means to them and their health. What the long term dangers are if this problem goes unchecked. The mood of your speech is going to be low here, just due to the fact it’s gone into negative territory. Once you’ve reached the depths of how bad the problem is, you can show your audience the light.
Present a Solution
Here is your opportunity to deliver value in your presentation. It’s always a good idea to give something of value to your audience so they didn’t just sit through a doom and gloom tragedy.
Give them some things they can do themselves to help mitigate their problem. Of course there is a lot they can do at home.
Build up energy as you discuss solutions and peak when you mention the final and most significant thing they can do – take advantage of the special offer you have for them to come into your office and get checked out.
Give your offer a special name too. If you give your offer a special name or brand the introductory package somehow, your audience will find it more desirable than just an offer for a first visit, which is rather boring.
If they really want the best shot at preventing the worst scenario from happening they should take you up on your limited time special offer which you are going to explain next.
Offer and Call to Action
Here you describe your offer. You can talk a bit more about yourself and your specialty (use your USP), and show people the benefits of making an appointment in your office. Tell them what they’re going to get, what it will do for them and what they can expect.
You can tell them who it’s for, who it’s not for, and what the regular price is. Tell them that when they act today and reserve their appointment it’s going to be much less. Offer them a special discounted price that’s only good for today only.
Require them to give you money today to reserve your appointment.
Don’t give them the deal if they don’t pay you immediately.
If they have skin in the game they will have a better chance of showing up. It’s really easy to commit when you have nothing on the line.
Close by thanking them, and tell them if they’d like to make an appointment talk to your CA to set it up. Schedule them up, and that’s it.
Creating a Visual Presentation
Most people really blow it when it comes to making PowerPoints.
Most people simply make their PowerPoints a big list of the exact points they talk about. This is a huge mistake. It’s boring and nobody wants to feel like they are in school. Plus, if you just write down your talking points you prevent anything from standing out.
No matter who you talk to, people are only going to walk away remembering maybe 10% of your talk. Knowing this, it’s vital you have complete control over the 10% they remember and you can.
If everything blends together with the same font and bullet points, your audience isn’t going to remember what you want them to remember. They might not remember anything, let alone the 10% you want them to remember.
The key is, when making your visual aids, identify the few takeaway points you want your audience to remember. Identify the takeaways that will prompt them to take action, and make sure they stand out.
Here are some easy ways to make your 10% stand out:
Make the text of your takeaways larger than the surrounding text.
Make the text of your takeaways the focal point of your slide by using colored text. A darker red is a good color to use.
Use less text per slide. Just like when writing a blog or article, less text with more spacing is ideal. Don’t just write down all the points you talk about.
Remember that your visual presentation should be a supplement to your speech, not a transcript.
Frequently repeat the 10% you want your audience to remember.
When using pictures that illustrate your valuable points, make them stand out with contrasting colors.
A great resource for how to architect a great talk is the “Art of the Close” seminar from Dr. Brad Glowaki. I highly recommend it. He gives you proven scripts for talks and helps you drill them at the workshop so you are smooth. It’s a really great seminar and I highly recommend it.
You can find Dr. Glow at the New Patient Maven website.