#8: So Much STUFF

IT’S REALLY TEMPTING, when we’re trying to persuade or influence someone, to bring out all sorts of information and detail and logic and other bits of, well, stuff. I guess the idea is that if you throw enough things at them, something is bound to stick — OR that the sheer weight of your logic will impress them into saying “Yes.”

But does all that really help? Typically, no.

In fact, giving too much information, particularly if it isn’t really relevant to your audience’s or prospects’ needs or goals, works against you.

Imagine that: You’re working your butt off, trying to get through to them, and with each bit you add onto the pile of information, you’re actually weakening your chances. Sadly, it happens countless times every day — in sales pitches, in marketing pieces, in board meetings, in discussions with one’s boss, even in pitches to one’s spouse or partner.

So what DOES work?

THIS: A simple, powerful idea that is really meaningful for them, which is supported by only those bits of information that are critical at that moment to help them understand the value of your idea.

And that’s the hook for today: you want to include only what is absolutely necessary AT THAT MOMENT to help you tell your story and move them forward.

You’ll get chances later to discuss other features or functions or ideas or plans. But if you try to give too much at once — if you take an encyclopedic approach to your pitch — you’ll overload them and dilute the impact of the really compelling parts of what you have to say.

So here are your tasks for this, item #8 in the series of 10 exercises to help you be more compelling and effective with your presentations:

[1] Keys to the Next Step?
Starting from the ending point — the action or decision or support you want to prompt today — what is the minimum they need to know to move to the next step? Make this list of key bits as short and concise as possible. (e.g. If they don’t need to know exhaustive detail about your company, keep it short or leave it out.)

[2] What Supports Those Keys?
With your short list of keys, ask yourself what support each item needs to be understood or accepted by your audience or prospects. Limit your detail to three bits for each key. Be rigorous about this: if you have seven things that could validate one idea, choose only the three most significant ones.

[3] Anticipate Concerns
We’ve covered this in exercise #4, but it’s worth repeating since it helps make sure we’re tuned into our audience’s or prospects’ needs or interests. So think about what their questions, concerns, or objections may be and include those in your pitch. Being preemptive does wonders for your credibility, because it shows you’re focused on what is relevant to them.

Don’t worry about not covering all the things you think you need to tell them. If they want to know more, they’ll certainly ask. And by saving them from a deluge of data, you’ll make your case that much clearer, easier to remember, and more compelling.

   

<note>
To see the other parts of this series, find the heading EXERCISES in right column of The YouBlog. It’s between “Recent Posts” and “Categories”. You can go through them in any order you like.