Singular Focus. It’s a concept we discuss with advertisers who want to “laundry list” everything they offer in their creative, resulting in a less effective overall message.
Well, advertisers aren’t the only ones who can benefit from the concept of singular focus! I’ve seen a lot of bad presentations, and one of the most egregious mistakes I see from sellers is including slides that are too “busy”—slides with hundreds of words, various graphics, pictures, charts, etc. (And too many of them!) More specifically, slides that don’t TRANSLATE into a singular message.
I’m a firm believer that “less is more” when creating your slides. Even in situations where you may need extra information on a slide to help a client understand how a digital product works, it’s important that you simply and effectively communicate one message…
“Mrs. Business Owner, I know there’s a lot on the screen right now. It’s there because I want you to take a copy of this slide with you and read it. It will help you understand the intricacies of Native Advertising. With that said, the one thing I want you to take from this slide is…”
That one thing (singular focus) you’re after may consist of two or three separate points. But if your sellers approach the slide presentation like the above example, they will have kept the attention of their audience. Otherwise, they may tend to drone on, losing the client’s interest and lessening the impact of the slide and their point.
So, the next time your sellers create a PowerPoint presentation, encourage them to take a careful look at every slide and ask…
- Is this slide too busy? Can it be simplified?
- What is this slide’s purpose? Do I have a singular focus?
- How will I clearly articulate the focus/purpose of this slide in an effective manner?
I believe that if they do that, their presentation skills will sharpen, their closing percentage will increase, and you’re sellers will make more money—faster!