Do you remember Rumours by Fleetwood Mac? I’d forgotten how good this classic album is until I heard it again (on cassette no less) en route to the WinBiz networking group at Nailsworth, Gloucestershire the other morning. I was struck by how good the album sounded after nearly 40 years (yes, it was recorded in California in 1976). It got me thinking about how enduring the best copywriting and other business advice is. Then I sat down to breakfast and listened to IntrovertedPresenter, Richard Tierney expound the principles of great presentations in 10 gripping minutes.
‘Think ABC,’ said Richard: Attention, Benefits and Credentials. This is a timeless structure for a powerful presentation (or, methinks, effective copywriting) and not a million conceptual miles away from the classic Awareness, Interest, Desire, Action (AIDA) model that has served us copywriters since time immemorial.
Start at the end, Richard added, with the idea you want your audience to take away – or the message you want your copy to convey. Then open strongly, tell your story and end with that single powerful thought. Remember what former US president Bill Clinton said: ‘If we say two things we haven’t said anything at all.’ And the guiding principle adopted by ITV News journalists down the years, the idea of a ‘Hey Doreen!’ attention grabber…
By then, Richard’s 10 minutes were up, but his message had stuck, which is why I can remember it two weeks later as I start to plan my 10-minute presentation for this week’s WinBiz meeting – that’ll be on client case study copywriting, in case you’re interested.
Oh, how the strongest ideas and principles are often the simplest. They’re the ones that endure over the decades and still reward. Rather like listening to that old Fleetwood Mac cassette the other morning.
For more of Richard Tierney’s wealth of presentation skills expertise, visit his business presentation skills website. And please say I sent you.