By: Chelsea Scott
Founder, The Beauty Spy, Inc.™
In today’s world, information is being delivered at an unprecedented rate, and our attention span is not what it used to be! In fact, a recent study showed that the average attention span is down from 12 seconds in the year 2000, to eight seconds today.
It is crucial that every second of your presentation counts. Your audience has thousands of videos filling their social media feeds, and they need to be “wowed” in the first 10 seconds to keep them engaged. This short attention span is not reserved just for social media platforms, it also holds true for “face-to-face” communication.
The truth is, nobody needs what you have! You must learn how to create the need. It all starts with one thing . . . emotion. You may have the most advanced skincare cream in the world, maybe you have six patents and rare exotic ingredients, and you are convinced that when you walk into a buyer’s office that’s all you need to say—but the truth is, people won’t begin to respond until they hear what your product is going to do for them! I am not saying the facts about your product aren’t important, they are, but keep in mind “facts provide the information, however it’s the emotion that provides the interpretation.”
Hey, guess what, we all have problems, and your job is to solve them! One of the most impactful ways to present a product is the age-old problem/solution format, the challenge is, most people only talk about the solution. Consider this, if I don’t know I have a problem, how are you going to solve it? So, the first step to take in mastering your message is to determine, what problem is your product solving?
Example: You have a revolutionary mascara that contains silk and lash-enhancing ingredients, what problem are you presenting? Here is what you say; “Are your lashes looking dry, thinning, sparse? Our latest mascara contains a patented silk amino acid that helps instantly hydrate and lengthen so your eyes look more dramatic and youthful.” Clearly state the problem and then create the solution!
Remember the adage “it’s not what you say, it’s how you say it,” well there are very specific words you should be using to help effectively communicate your message, we call them Power Words.
Here are some examples:
New: We all love something new! Other words to communicate this are first, latest, state-of-the-art.
Exclusive: Makes us feel important. Other ways to communicate: limited, rare, one-of-a-kind.
Fast, Quick, Easy: Everyone likes instant results.
Safe, Effective, Proven: These words give peace of mind and evoke trust.
Imagine: Ask them to imagine the results using your product! This word paints the picture in their mind, they can “imagine” using what you have and the results they will experience.
Lastly, the single most important word in any communication when presenting face to face, in a video, online or on the phone, and that word is . . . you! No matter what format, always present as if you are speaking directly to a consumer, make it about them and not about ourselves.
See how it sounds:
- When you try this shampoo
- You will experience results
- You will feel more confident.
Words you should avoid so you don’t sound like everyone else!
- The greatest: You believe your product is the greatest and maybe it is, but avoid using this overused word.
- Miracle: Nothing should be described as a miracle, overpromising and selling doesn’t gain trust.
- Exciting: This is a very generic and overused word; try to delete it.
- Unique: This word doesn’t really explain anything, and there are far better choices!
By the year 2020, online videos will account for more than 80% of all consumer Internet traffic. Eight billion videos are viewed on Facebook every day. TV Shopping channels are broadcast in 100+ million homes in the USA alone. Essentially, we are wired to respond visually, in fact, one study says that upwards of 80% of video watched has the sound off, and people watch TV with the sound muted. This brings us to visual presenting, meaning the same way you verbally state the problem and solve it, you also need to show it. Create assets to bring your product to life. If you have an anti-aging serum, show your before-and-after images. If you have an instant brow product, demo it! Conservation doesn’t sell, action speaks volumes.
The most successful speakers and presenters have some key strategies in common that you should master:
- Engage your audience: Speak with confidence, not cocky, rather with passion. Passion always persuades!
- 3 keys points: There may be a hundred things you want to say about your brand or product, choose 3 key points and stick to perfecting those. Too much information is overwhelming.
- Get moving: Keeping in mind people are visual, don’t stand in one place if you are presenting on-stage or in an office, on TV and video speak with your hands, your eyes, your smile. Action sells!
- Practice, practice, practice: I have been presenting on shopping channels for over 15 years, and I still practice my presentations prior to every show.
Let’s review the anatomy of your next presentation. Keep in mind, you have from 10 to 20 seconds to capture their attention, whether presenting on a shopping channel, meeting a buyer face to face, or creating social media content.
- Start with the problem
- Tell them how you will solve it
- Give them the keys facts
- Tell them “what it is going to do for them”
- Show visual support/demo
Lastly, always keep your presentation flowing in the direction of the results your product provides. Be passionate, honest, and thankful for the opportunity to share your brand.
About the Author: Chelsea Scott has been involved in nearly every facet of the beauty industry landscape for over two decades. In 2002, Scott helped cultivate one of the most recognized and successful training programs in the country, specifically designed for beauty brand ambassadors and on-air guests. She has managed over 200 of today’s most recognized prestige brands, helping achieve over $50,000,000 in retail sales.
Her latest project, The Beauty Spy, is a program that appears monthly on HSN TV in the USA and TSC Canada, while simultaneously delivering a multiplatform experience giving North American consumers the chance to learn about all these exotic beauty trends and actually shop for them without having to get on a plane!