darth vader

Having spent most of my career in senior leadership roles with some of the UK’s most successful brands I’ve often felt that a major element of an organisation’s success and growth lies firmly in the hands of the marketing team.

From what I’ve seen, it’s not at all easy being the head of marketing as it’s always seemed to me that most people believe they are marketing experts, especially the CEO.

The reality is that the skill levels required to achieve success in marketing in any business are wide-ranging and hugely challenging:

  • Story telling
  • Critical and creative thinking
  • Channel Marketing
  • Digital and Online marketing
  • Campaign Management
  • Project management
  • Listening to customers
  • Targeting
  • Positioning
  • Brand tracking
  • Responsive
  • Mobile marketing
  • Social media marketing
  • Data science
  • Behavioral Segmentation
  • Emotional Intelligence

As any good marketer will tell you I have only just scratched the surface with this list.

One of the key attributes you don’t often see noted though is presentation skills, yet we spend a great deal of time in our business helping marketers with exactly that.

Regardless of your position in the increasingly complex world of marketing not only do you need the right strategic, technical and tactical skills, you need the ability to communicate your expertise and hard work with impact.

At Mindful Presenter, we would go as far as to say that highly effective presentation skills should be at the very top of the great marketer’s skills profile; but then you would expect us to say that.

The following suggestions will show you exactly how to bring all of your hard work to life and help you to really connect with your audience:

1. Make a promise

Instead of launching into the data and detail get straight to the point and make your audience a promise you are comfortable you will be able to keep based on all of your hard work.

Don’t be like a comedian who is paid to save the punchline to the end; your job is to grab their attention immediately by starting with a vision of the new world.

2. Transparency is key

In our experience far too many marketing presentations are fraught with a layer of jargon and complexity designed to make things look better or worse than they are. The premise being that if I blind you with science and research in a way that you won’t really understand it demonstrates how hard I’ve worked and why I’m the expert and you are not.

Honesty, simplicity, and clarity in marketing are the key to transparency and is just as critical to connecting with your audience as it is your customer.

3. Luke Skywalker v Darth Vader

Every powerful story has a hero and a villain and so does a great marketing presentation. The villain often represents the status quo or decline whilst the hero is the catalyst for change and growth. It’s every presenter’s priority, especially the marketer to not only help their audience understand their message but to remember and act on it.

By far the surest way to achieve that goal is to craft your presentation into a story; a story which is relevant, specific and compelling.

Watch this video of the Heroes Journey before you being to craft your next presentation.

4. Say it like you believe it

Just as you’re unlikely to buy swimming lessons from an instructor that can’t swim it’s fair to assume that you wouldn’t take a marketer seriously if they didn’t sound look or sound like they believed their own message.

I’ve witnessed some brilliant minds that have devoted enormous energy and effort in creating something worthy of shouting about and taking great credit for lose their credibility the moment they stood to present their work.

The reason was congruence or rather the lack of it.

If you’re excited, passionate, or simply totally confident about your message it’s critical that you tell your face, voice and entire body.

When it comes to presenting seeing, hearing and feeling is believing.

There’s nothing worse than hearing a presenter say how passionate they are about their work when they don’t look or sound as though they are.

5. Use billboards

The highly effective presenters communicate their ideas using slides designed like billboards. They are colourfully and creatively constructed to support their message in an instant in a way that stimulates imagination and understanding in animating the point.

Just as a good marketer wouldn’t design a billboard which takes the public a minute to read they wouldn’t dream of doing so with a slide.

Your audience has to ‘get it’ in a heartbeat.

Taking on board these 5 principles will go a long way to helping you with your next marketing presentation. Putting yourself in the shoes of your audience and focusing on the key message in a way that is direct, relevant and concise will serve you extremely well.

I really hope you enjoyed this post. If you did, please feel free to share it through your preferred social media channels below and subscribe to our mailing list so you won’t miss any future posts.