Fear and boredom are not a good combination, especially when they’re the overriding emotions you feel every time you confront the reality that you could be doing more to win new business for your agency.
I used to extol the virtues of a well-rounded business development program until I realized I was never going to get agency leaders to do things they didn’t like to do. I’d just be continually fighting the impossible fight against fear and boredom.
Instead, I learned that defining a strategy and set of tactics that were aligned to their strengths was the shortest, most efficient way to fill their pipeline. I also discovered that most small agency owners fit into one of four different new business personality types.
Which one are you? The answer may change your feelings about business development from fear and boredom to confidence and enthusiasm. Read more.
Earlier this week, someone told me she liked my approach because, “you’re not just about presentation skills.”
I think what she was getting at is that I tend to be prescriptive and offer solutions that get to the root of the disease, not just treat the symptoms.
But the comment got me thinking about what it takes to be an effective presenter—specifically one that can persuade an audience to buy what she’s selling.
You know the aphorism: no amount of marketing can fix a bad product.
It’s the same with presentation skills – all the training in the world won’t turn you into a strong presenter if don’t solve some underlying problems first.
Here's a simple set of three quality control factors you can apply to your slide decks before writing a big check to a presentation coach.
When I was on staff leading new business teams at ad agencies, I spent many an August working late nights and weekends in overly air-conditioned offices instead of enjoying the lazy, hazy days of summer.
I attributed this spike in new business activity to summer vacations – not mine but the client’s. I imagined the client realizing somewhere in July that the agency search she’d planned to do that year hadn’t started yet. But if she could rally and send that RFP before her vacation started, the agencies that received it would have a couple of weeks to respond while she enjoyed the beaches of Nantucket.
Maybe you spent your summer pitching a lot of business and not resting too much – and I hope that most of those pitches ended successful—but as we move into Q4, you should be focused on two priorities. Read more.
Those of you who know me or have worked with me know that my mission is to help ad agencies and creative services firms communicate more persuasively. When I find a tool or technique that has the potential for changing that behavior, I pass it on. Nancy Duarte's Sparklines is one of those tools.
Sparklines was developed after she asked herself "what does persuasion look like?" She’s certainly qualified to explore the question. Her company, Duarte, helps organizations like Google and Apple tell effective stories through presentation. To find the answer, she analyzed two extraordinary presentations: Martin Luther King’s “I Have a Dream” speech and Steve Jobs’ iPhone launch in 2007.
Essentially, it’s is a method for drawing an audience over to your side of an argument by presenting a series of contrasts between what is and what could be. It's one of the most compelling presentation structures I've ever seen. Plus, it's not a technique that's difficult to learn. In fact, it has more to do with reframing your presentations than reinventing them.
Imagine a couple of common scenarios - an important RFP has just landed in your in-box. Or, an important client has just asked you for a proposal that will significantly expand the amount work you do for them. Do you...
...tangle yourself in boilerplate language that you've recycled from a past proposal?
...jump in without a clear content strategy?
...suffocate your language with esoteric terms that the client can't relate to?
If any of this sounds familiar, you might want to check out my recent guest column on Agency Post. I've noticed that ad agencies get into some bad habits that, if broken, would make proposals not only easier to write but also more effective at what they’re meant to do - win you more business.