Dan S. Kennedy - No B.S. Guide to Powerful Presentations

Publisher: Entrepreneur Press

Cover Design: Andrew Welyczko

Production and Composition: Eliot House Productions

2017 by Entrepreneur Media, Inc.

All rights reserved.

Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed to the Business Products Division, Entrepreneur Media Inc.

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

ebook ISBN: 978-1-61308-364-2

Contents

Table of Contents

W hats the saying? Women want him and men want to be like him.

Having a powerful presentation, stepping to a stage or being on video, and delivering that presentation effectively can change a lot of things, for a person and for that persons business. It can do something even bigger...

President Donald J. Trump.

If you can look at it as an object lesson, objectively, you know that this is an unprecedented political/marketing miracle. It has many convergent, causative factors, including his opponent. But central to President Trumps h-u-g-e-l-y successful destruction of virtually every norm and believed requirement of campaigning was his mastery of powerful presentations. The Trump rallies were brilliantly organized and choreographed events with his own presentation as centerpiece. Were it not for his very deliberate effectiveness at delivering his presentations, he would not be the 45th President of the United States. And make no mistake, his presentations differed significantly from normal campaign speeches in a number of important ways. That specific analysis is being done by others and might be done by me in a different place at a different time. I raise it here only to set the stage for this book as demonstration of what the ability to craft and deliver a truly powerful presentation can do or bevirtually unlimited, altering or upsetting an entire industry or order, even putting an improbable President into the White House. Surely, there is a powerful presentation to be crafted and presented by you, capable of achieving whatever your chief purpose may be.

Comparatively, few owners of Main Street brick-and-mortar businessesthe butchers, bakers, and candlestick makers of the worldever figure this out, develop a powerful presentation about what they do, and use it to attract customers. But the ones who do often find profound competitive advantage and accomplish amazing things. As an example, Tom and Nick Karadza have built a hugely profitable real estate brokerage in Toronto specializing in selling homes as investments to novice and pro investors, and they have built that business on the strength of powerful presentations delivered in their office to prospect audiences, online, and at larger seminars filled by their own advertising. Comparatively, few private practice professionals like chiropractors, dentists, child psychologists, lawyers, CPAs, and investment advisors ever figure this out, develop a powerful presentation about what they do, and use it to attract patients or clients, but the ones who do often find profound competitive advantage and accomplish amazing things. Matt Zagula, my co-author of the No B.S. Guide to Trust-Based Marketing, has a seven-figure-income financial practice in a painfully small market that has been fueled by Evening with the Author events and his powerful presentations at those events. Similarly, a private client of mine in the same field, James Lange, uses seminars on varied financial subjects to fuel his practice. Dr. Westermeier has mastered the use of in-office seminars on Better Living with Dental Implants marketed through his patients to their family members and friends. His presentation works so well and his system for marketing his in-office seminars is so effective, he has wound up with a second business licensing it to dentists all across the country. People in virtually every field are enjoying outsized incomes, immunity from price commoditization, attraction of better caliber customers, and strong competitive advantage by owning and using their own powerful group presentations and selling one to many instead of one to one. There are relatively few in every field, in every market. But they are thriving, and you can too.

Thats why youre here, isnt it? You have come to the right place.

I poured rocket fuel into my own businesses and fortune with one powerful presentation delivered more than 400 times over nine years to an aggregate audience exceeding 3 million people. Doing so created direct revenues exceeding $1 million a year, and it was the chief builder of a company I later sold for tens of millions of dollars. It also was a media platform and subscription membership that supported me very well for over 25 years, and to some extent still does. Within that business, many powerful, million-dollar-producing presentations were and continue to be crafted and delivered live to audiences, online in webcasts and multi-piece VSLs (video sales letters) leading up to live webcasts, and by audio CDs and DVDs. You can look in on that business as it lives today at http://GKIC.com. It all came to life because of the one powerful presentation and my ability to deliver it as speaker/performer.

Can one great presentation make you rich? Absolutely.

That was so for me, personally. Ive also helped conceive, craft, and write powerful presentations presented via half-hour TV infomercials that have, in total, driven billionswith a Bof dollars of revenue and built brands worth billions. Ive helped individuals get powerful presentations together and master their delivery to, in turn, raise their or their businesss prominence, promote their cause or charity, and make themselves famous as authors or experts. If you are going to establish yourself with the Triangle of Power that I use and teachAuthority, Credibility, and Celebrityan essential item is a book, and the second essential item is a presentation.

Can one great presentation launch, fuel, and build an entire company? Absolutely.

In B2B, creating and delivering powerful presentations can make a huge difference. The leader in marketing management software for diverse small businesses and midsized companies in which Im a founding investor, Infusionsoft (www.infusionsoft.com), was launched and built by several different presentations delivered first by their CEO and his partner, then by other speakers representing the company. Another Planet Dan company, 3DMailResults (http://3DMailResults.com), is the leading provider of ad specialties, promotional products, lumpy mail items and complete mailing campaigns utilizing such items. It has been fueled by Travis Lees dynamic presentation that teaches and demonstrates the why and the how of using this kind of direct mail. My client Jay Geier launched what is now one of, if not, the largest training and consulting companies in dentistry, Scheduling Institute, with one great presentation about the right and wrong handling of incoming calls in dental offices. Today, the company has two physical campusesin Atlanta and Phoenixconducts over a thousand trainings in dental offices each year, and is an enormously valuable enterprise. Just as Walt always reminded folks that it all started with a mouse, this all started with a presentation, delivered to audiences of dentists.