Have you ever given a presentation where the client said "This makes sense"... but then they didn't make a decision or take action?
If so, you may be suffering from a sick message strategy.
Why it's a problem:
Sale or decision process stalls or dies
Client has no sense of urgency
Frustration for the presentation team
The audience agrees it's a good idea or they would benefit from your topic
The audience defers or fails to follow through (buy your produce, act on recommendation, etc.
No emotional trigger
Presentation focused on logic and information
Lack of an effective message strategy, specifically:
Failure to assess audience needs
Failure to include personal benefits of your topic
Lack of compelling evidence of need
Weak or missing call to action
Recognize the audience needs more than logic to make a decision
Build your messages around the needs of a specific audience
Create a sense of urgency through careful selection of insights, evidence, and benefits
Have a clear, actionable, and confident call to action
Use tools (like the Storyboard and the Message Strategy Exercise) to develop and execute your message strategy
Give me a shout - I'm always happy to discuss