Sales and Marketing Performance Blog

Visual Confections that Sell (video)

Posted by Mark Gibson on Wed, Jan 23, 2013

This "Visual Confections that Sell" video below, defines what visual confections are, how to use them in sales situations and outlines our process to create them. 

The video requires no registration form to play and runs for about 14 minutes.

It will be of interest to a broad audience who want to communicate their ideas more effectively in a shorter space of time. It will be of particular interest to those interested in leading with an opinion, supported by a visual confection, to disrupt status-quo thinking.

If you would to download the visuals and script or discuss converting your PowerPoint presentation into a visual Confection, or give feedback on the video, please complete this Let's discuss Visual Confections form.

How Visual Confections Create Value in Selling

  • Visual Confections help sales people convey their value creation story, creating confidence that leads to better buyer engagement. 
  • Visual Confections combined with visual storytelling technique, help sales people get their big idea across more effectively in conversation.
  • The process of of creating Visual Confections aligns sales and marketing messaging and brings value creation into clear focus.
  • Visual confections when used in sales training can help reduce sales ramp time and foster stronger message ownership, leading to improved sales results.
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Topics: sales and marketing alignment, visual confections, brain rules, visual storytelling

Presentation Rules using Visual Storytelling to sell Big Ideas

Posted by Mark Gibson on Thu, Jan 03, 2013

Brain Rules

I've just finished reading Brain Rules, by John Medina. It's an interesting and easy read and has a whole lot of insight on how we perceive and process information. This book could have easily been entitled "Presentation Rules" as it covers important visual perception concepts relevant for salespeople making presentations in PowerPoint.

Here are few relevant points:
  • The typical PowerPoint slide presentation has 42 words per slide.
  • Words and orally presented information suffer in comparison to the use of images;
    - If information is presented in bullet form with oral comment, typically 10% is remembered after 3 days
    - Simply add a picture and recall goes to 65% 
  • In one study, subjects were shown 2500 images for 10 seconds each and could recall 90% of them within several days and were able to remember 63% of them one year later. 
  • The brain is doing orders of magnitude more work to get the meaning from a sentence than a picture - words are in effect lots of small pictures that the brain needs to reconstruct and sequence to derive meaning from.
  • Pictures are stored in the brain as complete entities and available for instant recall. You don't have to construct an image of a clock-face nor a light bulb in your mind to recognize it, mere mention of them conjures the image that is already stored in your brain - so use more images.
  • Stories that evoke strong emotions at the time of the learning help with the encoding of that learning in memory and with the transfer of information from short-term memory to long-term memory.
  • The brain/mind is easily bored. 
    • You have 30 seconds at the start of the presentation to hook your audience.  
    • A hook is a story or anecdote to engage the audience emotionally.
    • If you haven't engaged them by this time, then you are sunk as they will begin to occupy their mind with other things and pay scant attention to you and your presentation.
    • You should structure your presentation in 10 minute chunks, because after 10 minutes the mind begins to wander. At the end of the 10 minute chunk we need to use another hook to re-engage the audience for another 10 minutes. 

 

Take-aways:

  1. If you want your big idea to be remembered, then create a simple images to convey it. 
  2. Structure your presentation into 10 minute content chunks and tell brief stories for 30 seconds every 10 minutes to re-engage your audience.

Visual Storytelling Webinar

Relevant ideas from Brain Rules have been incorporated into a new visual storytelling webinar published in late December 2012, entitled "Your PowerPoint Presentations Suck - and what you can do about it", and I invite you to view it.
This Webinar consists of the three 10 minute content chunks,
  • Visual Perception
  • Storytelling Basics
  • An introduction to visual storytelling.
Read More

Topics: visual confections, brain rules, visual storytelling

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