How boring facts become exciting adventures
Facts alone do not inspire
Images immediately generate emotions and reactions - unlike texts, which you first have to read and then understand. Images visually imprint themselves on our minds and develop their own dynamic. Whether as a consultant, manager or executive, whether in front of customers, colleagues or employees, whether in the field, at trade fairs or in-house: professionally prepared, clearly structured and individually designed presentations are essential for presenting products and services in the best possible way in order to win over the vis-à-vis. "The essential difference between emotion and reason lies in the fact that emotions lead to action and reason to judgment." The neurologist Donald Caine already knew this. Everyone who has presentation tasks or wants to get their message across in meetings should memorize this mnemonic.
What does not trigger an emotion is worthless for the brain
This is a significant finding of brain research. So should you emotionalize your conversations with customers? Absolutely. The so-called rational decision is practically non-existent. Most customers make their decisions unconsciously. You score points with your personality. Personality, stories, charisma and language are primarily responsible for the emotional impact. Figures, data and facts only inform. People themselves are responsible for fascinating the audience. The reason: we don't react emotionally to dry figures, but to messages that have a human basis.
Emotions arise through narrated images
Images, stories that trigger excitement, curiosity or even fear. You can consciously support this dynamic with your voice and body. It is the charisma that makes someone attractive and likeable. Only a strong personal charisma conveys credibility to customers and listeners. Charisma and charisma come from within. If you want to present your products or ideas in a convincing and engaging way, you need to be convinced of yourself and your cause; inner blocks, self-doubt or simply everyday stress prevent you from making a confident appearance. Your interest is focused entirely on the person you are talking to. Only those who are interested are interesting. If you don't express your emotions outwardly, you can't intensify your charisma. But those who allow and show their emotions radiate inner strength and develop a charisma that customers are happy to engage with. This is because they feel their own enthusiasm and gain trust more quickly.
Packing the message into the story
Stories are tools of creativity. A story is good when the stunning dramatization of a message is combined with the content and an invitation. Stories get to the heart of what needs to be conveyed. Quickly, directly, without beating around the bush. Particularly in the case of products that require explanation, complex, difficult issues are turned into simple images that "click" in the mind and convey the message to the heart. Good stories create good thoughts. Stories can dispel objections. Stories sell. That's why it's said in sales: "Fact tells, story sells." Really good stories can create myths.
Working with metaphors
The most important tool for a successful story is the metaphor. If a picture is worth a thousand words, a metaphor is worth a thousand pictures. A metaphor offers the speaker a rich repertoire of versions that allow them to play on the keyboard of emotions. Metaphors act as a catalyst for your message. Presentations without metaphors, on the other hand, are dead. As dead as a tree whose inside has become rotten: the trunk is still standing, but you can no longer feel its life. It is known from memory research that it is difficult to remember words, but that it works simply with images and emotions. Of course, facts should not be missing, but they can also be packaged visually.
Impress with language
Words are the building blocks of thought and the expression of thoughts. Language carries our thoughts, inspires our feelings and permeates our lives. What is understandable about language is not the words alone, but also the melody behind the words, the passion behind this melody, the person behind this passion. In other words, everything that cannot be written. While the rational soul expresses itself through words, the language of feelings and emotions is almost exclusively non-verbal; every word triggers associations and thus directs your customer's feelings. Therefore, avoid false statements that do not fit your customer's type. Convince them with type-appropriate formulations and a typological structure.
Stay authentic
What do you prefer when you buy a watch or a piece of jewelry: something imitation or the original? If you have the choice, you will probably prefer the original. The same goes for the audience at your presentations. They can also look up information. If they listen to you, they want to be convinced. To do this, you need to be convincing yourself. If you lack the will to convince, the motivation to act, a role-related anchoring of values or a convincing idea, then your words will also lack authenticity.Many companies have more customer contacts with sales and marketing presentations than with all other communication combined. Despite this, hardly anything is invested in professional presentations. The result is disastrous: lost time when creating them, poor impression when presenting them, unattractive presentation of the content. And the goal is not achieved. This cannot, must not and must not be the case!
