What’s Your Story for Moving Your Audience to Action?

What is the story you can present that will move your prospects to take action? The place to start in answering that question is at the end of your presentation:

  1. What action do you want your audience to take at the end?
  2. How must the audience feel in order to make that decision?

That 2nd question is a critical one that many people don’t think about in planning their marketing message. I’m sure you’ve heard the expression ‘People make decisions emotionally and then justify them rationally’.  Neuroscience research has been proving that to be true.

Here are some suggestion of what your audience might need to feel before they will purchase your offer at the end of your presentation:

  • They need to feel like they trust you
  • They need to feel relieved that your solution can help them
  • They need to feel confident that they can apply your solution to their lives
  • They need to feel hopeful about their situation getting better
  • They need to feel grateful to you for presenting them with a solution

So how do you get them to have those feelings after watching and listening to your presentation?

Presentation Story Theme

Apply a Metaphor to Create Story Structure

The best way to produce this type of emotional response is to engage them in listening to your presentation as a dramatic story.  Not a bunch of little stories strung together to illustrate your points, but one big, overall story that sucks them into a story listening trance from the beginning.

You don’t need to write the great American novel or a Hollywood blockbuster screenplay to do this.  You only need to apply a few elements of story structure to your well-crafted presentation.

  1. Define the beginning, middle, and end of your story arc by focusing right up front on the current situation in which your audience find themselves and the problem that plagues them.
  2. Apply a familiar theme or metaphor, both in your words and in pictures, that represents or reflects on your audience’s problem.  Carry this metaphor through the main points of your presentation.
  3. Make your audience the hero of the story.  You do this by honing in on their situation and problem at the beginning to let them know this presentation is all about them, not about you or your company.

With the right setting defined and their problem clearly identified, your audience can’t help but listen to the solution you will show them.  They want to find out how their story will end and they want a happy ending!

To learn more about these simple ways to apply story structure to your presentations, please go to my slideshare presentation on my website at http://PresentationsWithResults.com/contest

Let me know what you think of these ideas about bringing your audience to certain emotional goals to help them take action at the end of your presentations.




3 Responses to “What’s Your Story for Moving Your Audience to Action?”

  1. Debra says:

    Great post! I have also learned that live testimonials are very powerful in you have someone in the room who had tried your product or service – what results have people received. Thank you!

  2. Deidra says:

    Thanks for the helpful info, Susan!

  3. Useful information and delivered in a easy to digested form.