Tips, Traps and Trends
e-letter from HS Marketing
Speaking to your audience: Presentation Pointers
Dear Clients and Friends,
Why do most investors want to hear a manager’s in-person presentation before embarking on a further commitment? They want to assess the manager’s character in addition to the facts and figures about the fund. Sims Wyeth & Co., one of our strategic partners, provides presentation coaching and in this e-letter offers tips, traps and trends surrounding this critical element of marketing communication objectives.
Trap: Trying to say everything about your fund in the allotted time, in the mistaken belief that investors are entirely rational decision makers. They are rational to a certain extent, and of course they have to appear to be rational, but the evidence is overwhelming that we all absorb a limited amount of information and then we trust our gut. The purpose of a presentation is to explain what you do and how you do it in a way they can understand and remember, but more importantly it is to begin a relationship based on trust.
Tip #1: Rather than packing in more content, streamline the information you will present down to a few key concepts. Tip #2:PowerPoint headlines should be sentences. When using slides at a presentation, write a headline that summarizes the graph or other content in the slide. When you give your slides conclusive titles, they become a storyboard that can make your talk clearer and more compelling. Tip #3: Announce each slide before you show it while the previous slide is still on the screen, allowing you to tell a story and take charge of the flow and meaning of your information. This discipline helps you reduce your number of slides! Tip #4: Recognize the importance of personalization. While speaking about your strategy and your platform, try to weave in information that gives them a flavor of who you are. Weekend soccer coach? Avid bicyclist? Gardener? Big fan of Law and Order? Such detail gives them a handle to remember you by and personalizes what can feel like a very impersonal process.
Trend: Investors are increasingly focused on a manager’s investment process. As the old saying goes, most of us are interested in sausage, but few want to know how it’s made. Nevertheless, if you don’t describe your process, you may inadvertently lead the prospect to assume that you don�t have one, which could cause them to exclude you as a preferred candidate. In order to bring to life the benefits of a process, the presenter should paint the picture of what happens without one. Click here for Presentation Skills: Selling Your Process, an article regarding this topic.
Holly Singer, President
HS Marketing, LLC
Princeton Junction, NJ 08550 | tel. 609.275.1303