Core Elements of Successful Cause Marketing Presentations - dummies

Core Elements of Successful Cause Marketing Presentations

By Joe Waters, Joanna MacDonald

As a cause marketer presentations will become a regular part of your life. Sometimes you will speak to 2 people, sometimes to 20 or to 200.

There are things that will help you to deliver powerful, persuasive, and ultimately successful presentations.

Include famous last words (FLW)

Every speech needs Famous Last Words (an FLW). An FLW is what you want the listener to remember when everything else has been forgotten.

For example:

“The keys to a successful speech are audience analysis, organization, and delivery.”

“Cause marketing is a great way to raise money and build awareness for your cause.”

Limit your FLW to one sentence and focus each one of your speaking points on reinforcing it. If you want to be subtle and complicated, write a novel. Speaking requires directness, clarity, and laser-like focus.

Limit your presentation to 20 minutes

Mark Twain said, “Few sinners are saved after the first 20 minutes of a sermon.” And Twain said this more than 100 years ago when the average attention span was a lot longer than it is now! These days, people prefer 90-minute movies, half-hour sitcoms, tweets that are limited to 140 characters, e-mails without attachments, and books like this one that have lots of bullets, figures, and sidebars.

Why would anyone think that a listener would prefer a speaker who would drone on 30, 40, or 60 minutes! Looking for inspiration for a successful 20-minute presentation?

Check out the website TED Talks, which highlights a global set of conferences formed to disseminate “ideas worth spreading.” TED Talks features some of the best speakers in the world, who have just 18 minutes to present their ideas in the most innovative and engaging ways they can.

Tap the power of three

There’s something special about grouping things in threes. It’s not just us, either:

“The Father, the Son, and the Holy Ghost.”

“Life, liberty, and the pursuit of happiness.”

“Government of the people, by the people, for the people.”

Humans have a natural ear for things in threes. It has a rhythm that listeners can easily follow and is memorable and persuasive. Limiting your speech to three major themes can help ensure your speech stays within the 20-minute rule.

The success of your speech really hinges on three important factors: audience analysis, organization, and delivery. These have been called: analyze, organize, and energize!

President Franklin Delano Roosevelt probably gave the three best tips for public speaking success: “Be sincere. Be brief. And be seated.” But FDR forgot one more: Amen! Your audience will thank you if you follow his advice.

Listen to Your English teacher

Like a high school composition paper, every good presentation needs a beginning, middle, and ending:

  • Your beginning should grab your listener’s interest and attention and introduce your famous last words. This is where you state your point of view. “Your company should work with us on a cause marketing partnership because it will build your credibility with customers and potentially drive sales.”

  • Your middle is where you prove your point. You support your FLW with arguments that move your listeners to join your program.

  • Your ending is where you drive your point home. You briefly summarize your main points and reinforce your FLW. Finally, knowing that final remarks leave lasting impressions, you finish your speech with a key, memorable message that hopefully closes the deal!

Good speeches are like good books. They vary widely in theme, tone, and length, but they all share one thing in common: a beginning, middle, and ending.