How Do I Create Valuable Presentation Content?

Each week on Four Minute Fixation we answer a question submitted by one of our viewers into our virtual mailbag. The question for this episode was posted on our Facebook Page.

Frank Caputo of New York asks:

“What suggestions do you have for a speaker preparing materials for a mixed audience?

For example, the attendees will have different needs, expectations and level of expertise on the subject matter. You don’t want to speak over someone and leave them confused, and on the other hand you don’t want to disappoint anyone who may be looking for a higher level of content.”

Thank you, Frank, for the question. We will fixate on your answer on our show today.

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Here is the transcript of today’s episode:

Hi, it’s Dave Lorenzo. It’s time for another edition of the Four Minute Fixation. Today we’re fixated on my big old mailbag. That’s right, we reach into the mailbag and today we pull out question from Frank Caputo, of New York. Frank’s question comes to us on Facebook. He asks, “What suggestions do you have for a speaker preparing materials for a mixed audience? For example, the attendees will have different needs, expectations, and level of expertise on the subject matter. You don’t want to speak over someone and leave them confused. Then, on the other hand, you don’t want to disappoint anyone who may be looking for a higher level of content.”

Thank you, Frank, very much for your question, it’s a good one. When you have a speaking engagement, you’ve been engaged to go speak to an audience, generally you can ask the event planner or the person who’s in charge of the meeting, “Who is in the audience and what are their expectations?” You’ll get some guidance from them. Keep in mind that if you’re being paid to speak, your goal is to make the meeting planner look good, make the person who hired you look good, and to deliver a level of content that is going to exceed the expectations, hopefully, of everyone in the room.

Now, you don’t know, and you have no way of knowing, what level of expertise the people in the room have. You have no way of knowing what experience they have, what knowledge, what skills they have. The best thing that you can do is this, you prepare a great speech given the level of content provided to you, the level of engagement provided to you by the meeting planner. the meeting planner should tell you what level of experience the people in the room have. Then, you can offer something at the end of your speech which will be not only a tool to help the folks in the room learn more, but also a lead generation tool for you.

I encourage my clients to offer a free report at the end of their speech. The free report covers a lot of advanced material that you weren’t able to cover during your talk. If you can’t do the report or if the report is just too much for you to prepare, you can do an audio program. You can write down the twenty most frequently asked questions you receive when you give this talk and have someone ask you those questions, provide an audio recording to everyone who attends. They give you their contact information and you e-mail them the mp3 file, the audio file, after the meeting is over, after the event is over.

You can also do a video, much like this video. You can record a video and you can say to them, “I want to thank you for attending my speech on this date and this time. I’ve provided the answers to some of the most common questions I receive, and I’ve recorded them here for you.” Or you can simply deliver additional content via that video. Now, you can distribute this video via a private YouTube link. You can host it yourself and deliver it that way, or you can even burn it to DVD’s and send it to the attendees.

Now, how do you use this as a lead generation tool? At the beginning of your speech, you make an announcement. “I’m honored to be here today and I’m thrilled to be speaking with you. I have forty-five minutes to cover the content that you asked me to cover,” and say the title of the speech. “This is nowhere near enough time to give a comprehensive overview of the subject. At the end of my talk I’m going to offer everyone in attendance a free report. Simply pass your business cards to the center aisle and as I leave the stage, I will come by and pick up your business cards, and I will e-mail you my free report.” You can do the same thing with a video or an audio program.

Frank, this is the way you can be sure no matter what level content you provide, you’re giving the audience something valuable they can use long after the speech is over. I appreciate all your questions here on the mailbag at Four Minute Fixation. If you want to share your questions with me and hopefully I’ll answer them during a show. You can send me your questions on Twitter @thedavelorenzo, that’s my Twitter handle. Or on Facebook, it’s Facebook.com/fourminutefixation. Until next time, I’m hoping you make a great living and live a great life.

Here are some additional resources you will find helpful as you develop information to deliver to your audience:

Engage Dave Lorenzo To Speak To Your Group

If you are looking to hire a business speaker for your next group or association meeting, Dave Lorenzo is an excellent choice. Each year Dave speaks to groups of attorneys, bar associations, entrepreneur groups and gatherings of business leaders. Call 888.444.5150 to book Dave to speak to your group. You can view some of his previous speeches by following this link.

Build a Powerful Body Of Work

Coaches and consultants must have a body of work available for potential clients to review. This includes written content as well as video and audio content. People want to review your qualifications before they hire you. Posting your body of work on a website is a fantastic way to showcase your knowledge and experience.