Write Like You Speak, And Make Sure You Speak Well

I’m not in sales but I was drawn to this article that appeared in my email inbox because the headline grabbed my attention--“12 Biggest Sales Presentation Mistakes Salespeople Make and How to Avoid Them”. As I read it, I realized that these valuable tips were not just relevant for sales people but for marketers, as well. Since an effective marketing communication emulates a face-to-face client presentation, the same rules apply.

Whether we’re presenting to a client in person or communicating in print or online, we’re not going to reach them if we make the mistakes outlined in this article by Patricia Fripp, executive speech and sales presentation coach. She talks about the necessity for clear structure, third-party endorsements, and developing an emotional connection. I found her explanation of the importance of telling memorable stories particularly insightful.

Fripp says, “People rarely remember your exact words. Instead, they remember the mental images your words inspire. Support your key points with vivid, relevant stories. Help them "make the movie" in their minds by using memorable characters, exciting situations, intriguing dialogue, suspense, and humor. Telling stories of satisfied clients and painting a picture of how this client’s condition will be improved with your product or service are appropriate.”

This article came to me from Go-To-Market Strategies, a resource center for sales and marketing professionals.