Behind every presentation, even those without any financial stakes, there’s an idea to sell. Indeed, to leave a lasting impact on your audience, even with a strictly educational content, we know that it’s essential to build your remarks around an idea that will bring a solution to a problem. In this context, Jean-Marie Dru wrote that any presentation should be developed in three parts: “here’s what I’m going to sell you,” “here’s what I’m selling you,” and “here’s what I’ve sold you.” How do we put this advice into practice?
Here’s what I’m going to sell you
The first part, the introduction, is the opportunity to show that you are credible and inspiring, then, that you’ve identified your audience’s problem and you have an idea that will bring them solution. The goal is to get your audience to trust you and to capture their attention with the opportunity to look at things from a distance and solve a problem.
Here’s what I’m selling you
The second part, the face-off, is the moment to develop your idea and concretely show the effects it will produce. This is the time to make your case while alternating the demonstration elements and the content that stirs emotions in order to hold the audience’s attention and to boost involvement and decision-making.
Here’s what I’ve sold you
The third and final part, the resolution, consists of summarizing the key arguments that allowed you to turn a problem into a solution. This is also the time to widen the subject by showing that by applying your idea there will be other effects that will change the way of looking at the future. The better you demonstrate that you are a legitimate contributor in addressing the future, the more you will stimulate your audience to want to work with you.