Every marketing student knows that you have just a few seconds to grab the customers attention. If you get their attention, you have a chance to sell to them. But if you don’t grab their attention, your chances of selling something are slashed.
It’s the same when presenting. There are four ways you can get the attention of your audience.
- Data – Creates a logical connection. Use facts and figures (e.g. 74% of all statistics are made up on the spot.)
- Stories – Introduces emotions that we bond too (e.g. We were approached in July by customer X to…)
- Statements – Draws a line in the sand and sets up your argument (e.g. Over the next 12 months we will see the market grow and we need to be ready to capitalise on it.)
- Directives – shows the room you are the leader (Raise your hand if you have made budget this year.)
Each type of opening has strengths and weaknesses, and no one is better than another. It’s about knowing what each type is good for, and using it accordingly.
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