One Presentation Away

Chapter 9Selling Principles and Techniques

Now that you have reviewed the three main parts of a signature talk, let's explore in more detail the way in which you create high-converting content. What you're about to learn in this chapter are some powerful guiding principles for you to utilize when you're designing your content for your presentation. Many of my students have said that understanding these principles has fundamentally changed the way they think about content design. This has led to them becoming more persuasive presenters and building a presentation that gets them clients every time.

Decision-Based Content

For years, my wife and I discussed moving to the United States and seeing what we could do in that marketplace. Over that period, I would go on Google and discussion forums, take people out to coffee who had changed countries before, and essentially research how someone in my circumstances could successfully move to a new country.

The funny thing is that after three years of searching far and wide trying to understand “how” I could make this change, I realized I was more confused about how we were going to move from Australia to the United States than when I first started. I had so many conflicting pieces of advice and rhetoric that I felt paralyzed.

At that point, my wife and I made the decision that we definitely wanted to make the move. So we went out and hired an immigration attorney who showed us a five-step process that we could move through to relocate ...