A good sales presentation—whether it’s in the form of a meeting, an email, web copy, an advertisement, or something else—is most effective when it’s super simple.
Think of your presentation as a story, with compelling characters and plot. It should have emotional appeal. (Pure reason doesn’t sell.) Keep in mind that it’s usually best to zoom in on just one product or service. Sales presentations work best when they have focus. If you present too many items, your message can become muddled.
The next rule is to oversimplify when you craft the story. Aim for a third-grade level of communication. The language you use, and the structure of the story you tell, should be as plain and straightforward as possible. This is not the time to show off your vocabulary! That’s another common way to lose people.
Learn more about how to craft great messages with our Instaread on Expert Secrets.