Identify your three key presentation messages

- We know from the world of neuroscience that our short-term memory is very limited. On a normal busy day at work, this means that your audience will only remember a small amount of things from your presentation, maybe as little as 10%. Let that sink in for a second, 10%. This means that we have to work really hard to make our key messages stick. Now, most presenters leave what their audience remembers completely to chance, but what if I told you there was a way for you to influence what it is that they remembered? You can do so by choosing three key messages and creating powerful, emotional moments around each of them. This makes them more memorable for your audience. These should be connected to our North Star message and be important and valuable to our audience, not us. For our CMO, it's fairly obvious that we need to share the three ideas that we believe could protect $1 million of revenue in the next 12 months. They could be use ad content, such as reviews and testimonials from satisfied customers, optimize ad targeting through advanced data analytics, number three, introduction of a multi-channel retargeting strategy. These ideas could be things that you've already seen evidence of work in, that you've tested, or done pilot campaigns on, or you might have seen other companies have success with it, and you want to test it. To help us make those three key messages stick in our audience's memory, we have a toolbox of tactics that we can use, things like stories or anecdotes, striking visuals, novelty or surprise, interactive moments, metaphors, pauses, and repetition. For example, with our first key message, you could begin with a powerful anecdote about a turnaround story where a specific testimonial converted a high level of dormant prospects into customers using retargeting. Play the video and share the results from it. This uses story and visuals, and you could end it by repeating the key message. With our second key message of optimizing ad targeting With data analytics, you could share a dashboard of the projected campaign results and then change the data live in the meeting to show various possible outcomes and explain how they can help increase revenue. This uses both visuals and interactive elements. The third key message of introducing a multi-channel retargeting strategy, you could create a visual of a funnel that shows how multi-channel retargeting lowers drop-off rates at various stages of the customer journey. You could then a sports analogy, like a relay race where the baton is passed between runners to show the channels, to explain how multiple retargeting ensures that no potential customer is lost before crossing the finish line. This uses both visuals and metaphors. By picking three key messages and creating sticky moments around them using visuals, stories, metaphors, and interactivity, you make them stand out and be more memorable. The icing on the cake is to repeat and reinforce. The same as we do with our North Star message, we want to repeat those three key messages at the end of our presentation as well to make use of the recency effect.