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Presenting to Win: The Art of Telling Your Story Hardcover – March 13, 2003
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From the Back Cover
30 million presentations will be given today. Millions will fail. Millions more will be received with yawns.
A rare few will establish the most profound connection, in which presenter and audience understand each other perfectly ... discover common ground ... and, together, decide to act!Presenting to Win: Persuade Your Audience Every Time is about getting those "A-ha!" moments, and the extraordinary success that follows from them.
Jerry Weissman shows you how to transform your presentations from dry recitals of facts into compelling stories with a laser-sharp focus on what matters most: what's in it for the audience.These techniques have proven themselves with billions of dollars on the line. Thousands of Weissman's elite clients have already mastered them. Now it's your turn!* Techniques proven in hundreds of IPO road shows How you can convince even the world's toughest audiences * What you must do to tell your story Focus before flow: Identifying your real goals and message * The power of the WIIFY: What's In It For You Staying focused on what your audience really cares about * Capture your audience in 90 seconds ... and never let go! Opening gambits and compelling linkages * The practical mechanics of effective presentations Making the most of bullets, graphics, charts, and special effects * From brainstorming through delivery Crafting the Power Presentation, one step at a time
Become one of the world's most persuasive presenters ... right now!
- Beyond the bullet point: presentations that connect!
- Bring your message to life: using proven storytelling techniques
- Show your audiences what really is in it for them
- Use graphics to support your story, not bury it
- Keep your presentations fresh, no matter how often you deliver it
- Learn by example: case studies from the world's leading companies
Suddenly, in a flash, the lights go on in their heads. Aha! They smile. They nod. They get it. They're yours. You've persuaded them. All your presentations should be filled with moments like these, and with Presenting to Win: Persuade Your Audience Every Time, they will be.
You'll master the same step-by-step techniques Jerry Weissman uses to coach business people preparing for the most mission-critical presentations of their careers before the world's toughest audiences.
It's time to learn how to make your presentations unforgettable-and irresistible.
About the Author
Jerry Weissman, the world's #1 corporate presentations consultant, is known worldwide for his confidential executive coaching sessions. Weissman's private client list reads like a Who's Who of the world's great companies, including the top brass at Yahoo!, eBay, Intel, Intuit, Cisco Systems, Microsoft, and many others. Weissman's techniques have helped nearly 400 client firms hone persuasive IPO road show presentations that have raised hundreds of billions of dollars in the stock market; and have helped hundreds of other public and pre-public firms develop and deliver crucial business presentations.
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So I started paging through the book and decided maybe that this is a little different after all. And next thing I knew, I went through the first two chapters devouring every word!
Conclusion? This book is not just about PowerPoints, far from it. This book is about presenting and selling: whether you are presenting a product or presenting yourself. For example, most people don't know how to go about asking for a raise. Why? Because they walk into their boss's office saying "I want a raise or I'll quit" or "I want a raise because I'm expecting a child soon" or "I want a raise because Herbert is making more money that I do and we do the same job!"
And of course, this leads to confrontation, and you end up getting either a little or no raise.
But the book points out that whatever you do in life, you are constantly making presentations. Whether the presentation is for your customer, your boss, your wife, or your colleagues, you need to convince them to do something for you. And the simplest way to get them to act on your presentation is to tell them how they will benefit from doing what you want them to do.
For example, you are going to make a presentation on some new electronic widgets and gizmos your company makes. You spend hours telling your customer the features of the widgets and gizmos but in the end the customer walks away without ever intending to buy your product. WHY? Because you neglected to tell them the benefits. If you had told them how the widgets and gizmos would make their job easier, used less electricity, etc., then they may have made the move to buy the product. SELL THE BENEFITS NOT THE FEATURES!
So, the book tells you how to make your presentation into a story that will move the audience (e.g. customer, boss, spouse, etc.) rather than having a presentation that drolls on giving the audience fact after fact, feature after feature, with no clear beginning and no clear ending.
I finished this book in a weekend and radically altered the presentation I had to give to my client. My presentation was well received and my company ended up with the contract we were seeking.
To put this in Ebay's terms, I give this book an A++++++++++
The book starts with the premise that the presenter must focus on the audience and that he must make them focus on him. He must understand the mental point they are at (Point A) and moves them to Point B. He must understand what is in it for them (WIIFY) and constantly use it as he constructs every slide to walk them to Point B. He must also understand the setting of the audience, and his main points of argument. Finally, he must tie those points together with a flow structure that fits his argument.
That's the first half of the book and as someone who has through some awful presentations, I can only wish reading this book were the equivalent of a driver's license for public speakers.
The back half of the book draws on his background in television and employs standard cinematic techniques to improve the appearance of PowerPoint. It's easy to overlook this part, but it makes a huge difference as well.
I've now had a chance to see people who have used these techniques for years present, and it makes a huge difference. I have also seen someone present in a tough situation using these techniques for the first time. This person is level-headed and not given to fads. His comment? "I wish I had run to Jerry's book ten years earlier."
If you speak in public, this is the one book you have to read, and re-read. It is common sensical, based in fact, and surprisingly intuitive.
With this book at hand you will feel more confident and speaking on your own two feet will no more be something you dread. When you have completed it I strongly advice you to seek out your local toastmaster club and get some "stage time".
It helps from the start by puting the most important advice first. It is very objective and at the same time very nice to read.
It has a fantastic return on investiment, something like, the first presentation that you do after reading it and you feel like it has already paid for itself.
If you need to prepare presentations in your professional life, this is one book to have at hand.