Want a Persuasive Presentation? Follow This Rule from Apple

When Apple announces a new iPhone, people will share their excitement about cool new features. Seldom, however, has anyone mentioned the chip inside the phone, which enables all the features they love. This disconnect highlights a crucial lesson in creating persuasive presentations – focus on what matters to your audience, not just the impressive details.

A professional communication coach can help you master this skill and many more as you learn to engage the audience with the information that is important to them. Knowing your audience is the key to any persuasive presentation.

The Problem

Presenters, eager to appear knowledgeable, often default to highlighting impressive features. However, they may inadvertently fall victim to imposter syndrome, the nagging fear of being found out as less competent than they appear.

This can lead to presenters giving too much information to the audience to overcompensate for that fear. Next thing they know, their presentation is bogged down with details that begin to bore — and ultimately cause them to lose — the audience.

The Solution – Apple’s Formula

Apple executives understand a fundamental rule of persuasive presentation: tout the technology and sell the benefits. It’s a simple two-step formula:

• Step 1: Razzle-dazzle people with amazing technology. This is where you can geek out on specs and features. The technical information is essential but primarily for those who need the nitty-gritty details. The majority of your audience is far more interested in the next step…
• Step 2: Humanize the technology. Relate your product or solution to your audience’s needs, desires, and everyday lives. For example, Apple’s pitch for its new camera and powerful chip emphasized the stunning image quality and smooth gaming graphics – things a regular person can get excited about.

Example: A software company showcasing a new collaboration tool could dryly list features. Instead, imagine highlighting how it streamlines tasks so teams can save time or boost creativity by easing communication. These are the benefits people want to hear about.

Coaching Connection

“How can I best connect with this audience?” is a question that can be challenging to answer for even the most seasoned presenters. Interact Studio’s communication coaching can guide you through the process and help you leverage your strengths to make the most of every presentation. Our coaches understand that connecting on a human level is crucial. We teach presenters to frame their expertise—technical details or industry insight—in a way that resonates with their audience’s needs.

Unexpected Benefits

The concept of selling benefits extends far beyond technology presentations. It’s a crucial skill for crafting compelling pitches to investors, handling tough talks within organizations, and influencing essential decisions.

Here are a few examples of how creating a benefit shift can increase the impact of your communication:

Example: Persuasive Pitch

• Problem: An entrepreneur pitches a new app, focusing excitedly on its intricate coding and unique algorithms.
• Benefit Shift: The entrepreneur reframes the pitch, highlighting how the app simplifies a time-consuming task for busy professionals, saving them weekly hours.
• Impact: Investors are likelier to see the app’s value and potential for return on investment.

Example: Difficult Conversation

• Scenario: An employee and their manager clash over a missed deadline. The employee focuses on extenuating circumstances, while the manager emphasizes the consequences.
• Benefit Shift: Using a solution-focused approach, both parties acknowledge the setback but shift their conversation toward identifying how to prevent similar issues in the future.
• Impact: This reframing fosters collaboration, improves processes, and strengthens the working relationship.