Orange Envelopes | Small Business Optimized Marketing > By Design

I was invited yesterday to attend a couple of high-level presentations at an enormous Cleveland-based health care concern that intends to pursue web-based fundraising initiatives.

Two groups were invited to compete for a seven figure campaign to test the efficacy and potential of web-based fundraising and each sent high-powered teams to deliver their extraordinarily mediocre messages through their numbingly ineffective PowerPoint presentations.

At the end of the day, after our private recap of both presentations, we were all in agreement that neither company did themselves any favors with their presentations, although each had the potential to blow the other out of the water with an exemplary, creative, memorable and distinctive presentation.

What went wrong? Both were wedded to the PowerPoint presentation template that insists on delivering text based information in a visual environment. With bullets. Endless bullets. Each one read to us. Just in case we had become suddenly stricken illiterate.

So, let’s review. Each presenter brings a laptop to connect with a high-resolution LCD projector capable of displaying brilliant video, and each decides to present…. (wait for it)… TEXT. Brilliant.

Here’s the rub. Both competitors had amazing, compelling and memorable stories to tell. Huge, nationally recognized clients with exciting success stories. Creative campaigns that generated lasting results. And neither elected to tell any of these stories.

However, we were graced with annoyingly derivative methodology diagrams, dense process flow charts and unnecessary recitations of dry stats and figures that contributed nothing to our attempt to determine one thing: are you the guys we want to execute this campaign?

Let’s revisit the irony here… two firms send teams to demonstrate how wonderfully creative and capable they are and both center their presentations not around story, emotion, community, engagement or connections (words not even mentioned for the first 90 minutes), but around bullet points. I’m sold.

I know it’s been said before, but let’s say it again:

1. tell a story. first. foremost. If you don’t know how, read Beyond Bullet Points and learn. Before your next presentation. I’ll remember a story. I won’t remember that 4.8% of direct mail recipients will elect to give their contact information if presented with a free premium option. Or is that 8.4%? Or 6.9%? Oh hell, I forgot.
2. use visuals. See the slide deck embedded above. Simple graphics aren’t so simple, but they are devastatingly effective. And they support your story. (see how this all ties together?)
3. edit ruthlessly. Don’t use eight words when five will do. Or two. This is a presentation, not a shared group reading session. If you pick the right visual, you won’t need a single word on the slide.
4. learn your presentation. I believe that most presenters fill their slides with bullet points as a crutch. They’re afraid that they’ll forget to mention something, so they make sure that every single talking point is included in their slides. The solution: practice. Learn what you want to say with each visual. Use the slide notes feature if you need to have a visual reminder visible only to you. Just get rid of the lists of text that detract from you and your story.

Want to separate yourself from your competitors? Learn how to tell a visually compelling story. Your clients will be eternally grateful that they never have to sit through another miserable PowerPoint bullet point recitation and you’ll be their hero. Win win.