If you’re a business owner who needs to reach more people, I think you’ll want to stop what you’re doing and read this. See, I know what it’s like; the frustration of having something so good be ignored, simply because people don’t know about it. I remember the early phases of my career; I was doing literally everything I could—marketing, side events, even cold calling (shudder)—just to get my product out there.
There were a lot of hits and misses, but eventually I stumbled upon this book written by Chet Holmes. It was called “The Ultimate Sales Machine,” and it helped me realize two things:
- You need to EDUCATE a Prospect to create an INFORMED Buyer.
- Presentations can educate and inform whole groups of people at the same time.
Ergo, I started using presentations more, and my company just took off. Every company I’ve had has always been built around a highly-converting presentation; one where you bring people on for free, you connect with them, you teach them their problem, you teach them the path to solve the problem, and you teach them about your product.
After a while (and after so many presentations), I started to think; there is a huge difference between presentations that work and presentations that don’t. I wanted to find out what made a presentation work and map it out. So we started doing just that. After a decade, 1,500 webinars, and over 500 live presentations, I found the secret sauce of a converting presentation, and I condensed it into an Emotional Clarity Chart.
An Emotional Clarity Chart maps out your audience’s emotions over time, and the line that it follows is the difference between being too sales-y (to the point where people are annoyed with you) and just giving away all your good stuff for free (not the best for business). You need to find the balance between both areas, and the Emotional Clarity Chart represents that balance perfectly.
Visualize this; a simple chart, where the horizontal axis represents time and the vertical axis represents emotion.
Look, the goal at the end of every presentation—whether live or online—is to have people buy, right? I’ve was doing presentations thrice a week; Tuesday, Thursday, and Saturday. I would do a live one every week alongside multiple webinars to make sure I really understood what would make people want to take out their credit cards and check books. Everything I’ve found, I’ve manifested into the Emotional Clarity Chart.
3 KEY PHASES
In order for people to buy, they must have clarity. Now, here’s where it gets tricky. There are 6 Key Phases in the Emotional Clarity Chart. They are:
- SYSTEM STACK
In order for you to capture your audience’s attention, you need to get the Setup and Story Phase right; this is where people get to see you in action and learn a little more about you. At this point on the chart, if you get the two phases right, the Time line goes steadily forward while the emotion goes from neutral to gradually tilting upwards—you’ve caught their interest. Their curiosity is piqued.
After a brief plummet in emotion (you’ve told them your struggle, and their emotion drops to mirror yours; they feel your pain), the customer’s emotional state starts to climb again as you take them through Phase 3: Steps. This is where you show them the steps to success; basically, your content. You give them free content that is of great value to them. As you do this, you are also moving into Phase 4, where you start Seeding your offer. If done right, their interest (emotion) will gradually climb over time—much like actual steps.
The final two phases are important; they’re where you present your System Stack—your product or service—to the potential buyer. Now, be aware; during this phase, the Emotional line is going to drop again. It’s going to go up thanks to excitement, but once they realize that they have to spend money, it’s going to go down again. But all you need to do is show them how easy it is to purchase your offer, and the Emotion lines goes right back up again, right to a Sale.
How can you be so sure it all ends in a purchase? As long as you got all 6 Emotional Clarity Pieces right, you’ll make a sale. As long as you SETUP properly, connect with them by telling them your STORY, offer them your STEPS to success and gradually SEED your offer, and then introduce the SYSTEM STACK and assurance, you’ll finish the day with a SALE.
3 KEY EMOTIONS
In order for clients to get to the point where they’re ready to buy, I also realized that I had to introduce THREE (3) Unique Emotions in them as they went along the Emotional Clarity Chart. I had to make sure that I gave them:
Basically, they begin with hope; “Wow! There is a way up!” Hope gives way to excitement; “This is huge! This is exciting!” Eventually, the ideal scenario is to get them so excited, they get this strong sense of urgency:
“I have to buy this right now!”
These three pieces of emotion are crucial. If one or two are missing from the cycle, your prospect will not make it to the stage where they are ready to buy.
3 PIECES OF CLARITY
Once your prospects are emotionally fulfilled, they’re going to buy what you’re offering as long as they’re super clear on the whole system. For this to happen, they must have 3 Pieces of Clarity. They must:
- Know that they have a problem
- Know that you’re the right person (and that they trust you)
- Know that the path you give them is the right one
It’s a lot, I know, but hear me out; once the 6 Key Phases of your presentation are done correctly and in order, you won’t have to worry about the 3 Key Emotions—your audience will feel all through throughout the flow of the presentation, ending with the sense of urgency. And if all 3 Key Emotions were felt, you can be assured that they also know the answer to all 3 Key Pieces of Clarity: they are aware they have a problem, they know you’re the person who can help them, and they know that the path you offer is the right one.
So if you focus on all 6 Key Phases of your presentation, I promise you, your presentation will convert like nothing else. I speak from experience; once I understood that there were six phases I had to go through in a talk, there was an emotional flow that I had to bring my audience through, there was a timeline, and there were pieces of clarity that I wanted them to achieve, my presentations started converting. Time and time again, all my presentations just WORKED.
If you want your own printable copy of The Emotional Clarity Chart, go ahead and download it off of this page. It’s detailed and comes with a video training that you can utilize to really understand how the whole thing works.
Go have a great day!