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!

Margie Chilson is a Senior Marketing Consultant for JDA.media.

Her vast experience includes nearly three decades in broadcast television and digital sales marketing, working in and with multiple markets and affiliations including Dallas-Fort Worth at WFAA, Denver at KUSA-KTVD, KMGH, KWGN, and as a team manager at Millennium Television Sales.

Margie’s years as a local seller were award-winning and inspiration for her jump to JDA.media. She exceeded new business and digital goals on a consistent basis at Belo Corp., Scripps, Tribune, and TEGNA Inc. stations. A true innovator, Margie pioneered job-sharing positions in Dallas and Denver, balancing hectic work schedules and family, paving the way for working parents with careers in media sales.

Margie is well known and respected for her diligence, drive, and new business results. Due to her years in the business as an account executive and sales leader, she knows the station environment well and can easily relate to local sellers as well as the most senior managers.

An alum of Oklahoma State University who graduated with Honors in Journalism Advertising, Margie boasts an outstanding track record of helping business owners strategically grow their revenue through broadcast, streaming and digital solutions.

Margie and her husband Tim have been married for 23 years. The couple and their two children live in Littleton, CO, a suburb of Denver. Their son, Ryan, attends the University of Colorado Boulder, and their daughter, Mary, is in high school.  In their spare time, the Chilsons enjoy travel, hiking in the picturesque Rocky Mountains, cooking, watching movies, and cheering on their kids in various sporting events.