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August 15, 2017
Content Marketing  |  13 min read

Crafting Your Presentation for Conversion

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Misty Kortes

You’ve worked so hard to fill up your webinar with participants that are ready to gobble up all the valuable content you prepared. 

Despite all that hard work, I’d like to take a minute to remind you that sharing your valuable content should not be your only objective—your focus should be converting your attendees into customers. 

In order to convert your attendees, you need to know the core elements that go into a professional (and profitable) presentation. But to even get to that point, you’ll need to answer common questions, such as: 

  • What information should I share in my presentation?
  • How many slides should be included in my slide deck?
  • How much time should I spend on presenting valuable content vs selling?

I used the power of webinars to kickstart my own marketing agency a few years ago. The content I shared was valuable, but I was having difficulty crafting my presentations for conversion. I did obtain some clients strictly through the content I offered, but once I changed my presentation style, I was able to generate five-figure sales from my webinars. 

Whether you’re presenting on a webinar or live event, these pro tips will help you craft a presentation that delivers value and increases your conversions.

Related Article:
Content Marketing | 23 min read
Small Business Guide to Conducting Webinars

Most people make the mistake of jumping right into PowerPoint (or Keynote) to begin creating their presentation, but it is wise to create an outline before you getting caught up in how your slides look. By creating your outline first, you will be able to easily see how your presentation will flow in terms of the information you plan to share.

The key to a successful presentation is to keep your attendees engaged. Your presentation slide deck is built to keep attendees informed and the information flowing in the direction you are heading.

The hardest part of putting a presentation together is getting started. I’ve created a template below that you can use to create your own webinar presentation outline.

There are three main sections in the presentation outline:

  • Section 1 is where you will create a Connection with your audience
  • Section 2 is where you deliver your valuable Content
  • Section 3 is for Conversion (this is where you will promote your offer) 

Let’s walk through the key slides that should be included in the connection section of your presentation.

The connection section should take you about 15 minutes to cover. If you take more time than that you risk the chance that your audience will not stay engaged.

Section 1: Connection (15 minutes)

Slide 1: Title slide

Keep in mind that your title slide is the first impression your attendees will take away from what is about to be presented. Be sure to craft a title slide that is visually appealing and speaks directly to what they will be receiving by attending your webinar. 

Slide 2: The introduction 

The introduction slide is where you take a few minutes to pull back the curtain and allow your attendees to get to know you on a personal level. 

Slide 3: The challenge

This slide I refer to as the “challenge” slide. This is the slide where you are presenting the reason why they showed up. This is where you present the challenge that they are faced with. 

Slide 4: Your promise 

Immediately after you present the challenge you will move into your promise. The promise is where you share what you promise to deliver. This is a really important slide because this is the hook that will keep your attendees engaged. 

The second section of your presentation outline is where you have the opportunity to dive into your valuable content that you are sharing. This is the meat of your presentation and should take up 30 minutes of your presentation time. 

Section 2: Content (30 minutes) 

Slide 5: Bonus

I like to transition into the content by offering a special bonus for attendees that stick with me till the end. Often times, there is more information that I’d like to share but there simply is not enough time. This information makes for a great giveaway. Plus, it adds a little motivation to encourage attendees to stick with you till the end.

Slide 6: The outline (aka “What you’ll learn”) 

The outline slide is used to outline the flow of what you will be covering over the next 30 minutes with your attendees.

Slide 7: Your guide’s authority

You are their guide. You have already pulled back the curtain of your life by sharing something personal. This slide is your opportunity to share why you have the authority to share the information you are about to share.

Attendees aren’t typically interested in hearing about all your education or credentials. They are more interested in hearing the “story” behind how you learned the solution you are about to share.

Slides 8 to 49: Your valuable content

You’ll notice that your content slides will make up the bulk of your slide deck. We talked about the importance of keeping your attendees hooked.

A key strategy to keeping your audience engaged is to change your slides frequently. A general rule of thumb is that you stay on one slide no more than 60 seconds. This might seem a bit overwhelming at first but when you start diving into the content you are looking to share I think that you will find it easier to fill these slides than initially anticipated.

Here are some ideas that you can use as you outline the content you are looking to share:

  • Examples
  • Stories
  • Tips
  • Strategies
  • Industry Secrets

Your webinar presentation is your opportunity to build your authority through the quality of content you are delivering. If the content you deliver is not perceived as valuable then you will not properly position as the best person to help your audience solve their problem. 

The final section is where you will begin to transition from delivering on your promise to converting your attendees into a customer. 

Your presentation should be set up that your offer is the logical next step that they should take to solve their problem.

You’ve likely heard the saying, “knowledge is power.” I disagree—applied knowledge is power. Your offer should help your attendees to apply what they’ve learned. 

Section 3: Conversion (15 minutes) 

Slide 50: Transition slide 

Your transition slide where you basically wrap up what you’ve just covered and now you acknowledge the next step that they need to take.

This is a great opportunity to acknowledge exactly what they are already thinking: “What do I do next”? 

Slide 51: Your options

Your options slide basically sums up everything you've presented in this way:

  • You can continue having your problem (and then paint the picture of what that might look like).
  • You can get started on the solution (and paint the picture of what that looks like).

Slide 52: The solution (aka Your offer)

The solution slide is your offer. Based on your professional experience this is the next most logical step they should take to truly solve their challenge. 

Slide 53: Your product/service promise 

Just like your presentation needed to present your promise, your product/service that you are presenting also needs to have a promise. 

Slide 54: What you get

The “what you get” slide bullet points everything that’s included in your offer. 

Slide 55: What it costs 

Then you create a dedicated slide that covers the cost of the solution. 

Slide 56: How to buy it

The “how to buy it” slide provides actual snapshots of the process they need to take to purchase your offer. If you need to use more than (1) one slide to illustrate the process feel free to do that.

Slide 57: The guarantee 

The guarantee is really important. This lets your audience know that you truly do believe that what you are offering will help them. This is proof that you stand behind your product/service. 

Slide 58: The total value summary

The summary page is exactly that—a summary of what you will be providing, the total value, and the actual cost/offer.

This helps your audience see exactly what they are getting all in one slide.

Slide 59: Fast action bonus (optional)

If you want to throw in a motivator to get your attendees to act fast on your offer, a bonus is a great way to do that.

This is the slide that you will use to present what that bonus item is. 

Slide 60: Final slide 

The final slide is the wrap-up. I typically title this slide as “What’s Next”. This is where I share the action attendees that are interested in moving forward on the offer should take and recognize that not everyone may not be ready and what their next step should be.

Now that you have a complete outline of what your presentation should look like let’s take a few minutes to chat about the visual design of your slide deck presentation. Here are a few pro tips to visually connect your attendees with your message.

Pro tips on designing your presentation slide deck 

You might feel a bit overwhelmed by the idea of designing 60 slides for your slide deck. I find it helpful to add my outline to the notes section of my presentation deck so that I can use it as a guide to designing each slide of my presentation.

As an example:

In the notes section of the title slide (slide one), include the following: 

TITLE: Title of the Webinar Presentation

COMMENTS: I add all the comments I want to make on each individual slide first, then I begin designing each slide one-by-one.

When designing your slide deck I cannot stress enough the importance of using pictures, snapshots, and examples over text and bullets. Use pictures to tell the story as much as you can. Images will keep your audience engaged. If you have too much text on your slides you will lose your attendees attention. Text requires reading—and when they are reading they aren’t listening.

I would recommend Canva as a free tool you can use to create your title slide and any other graphics you might want to be included in your slide presentation. If you are not confident in your design ability, I would recommend that you consider hiring a professional designer.

Remember, first impressions are important. You want to be sure that all the valuable information you are sharing is presented the best way possible.

Another quick tip that I would like to pass along is to avoid overuse of animation. Animation can be a distraction, so use it sparingly.

Pro tips on presenting

  • Stay on each slide for no more than 60 seconds to keep the flow
  • Ask your audience questions to keep them engaged and encourage them to ask questions
  • Have an assistant help you—this person can answer general questions as they come up and make sure you get the important questions
  • Present with two computer screens so you always have your notes up on one and the slides on the other
  • Do a dry run or two before the big day—you want to be prepared for everything
  • Don’t rush through the conversion section—your goal is to convert attendees to customers and that won’t happen if you rush through it

I am confident that if you follow the outline and pro tips provided here you will convert some of your attendees into paying customers. 

Guide to Hosting a Better Webinar - Download Now

Misty Kortes is the founder of Your Marketing Coach and Pug Shop Design, both focused on a mission to equip and empower small business owners to scale and grow by providing exceptional coaching on sales and marketing strategies that work and by delivering high-value services. 

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