Getting a prospect’s attention requires more than simply telling them why something matters. When advisors can make an idea visible or tangible, they can create a clearer connection between the message and the audience. In today’s FA Alpha Daily, we examine how showing rather than telling can strengthen client and prospect communications.
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The most direct way of getting your message across is simply showing it to listeners.
Sure, you can narrate and explain throughout a discovery call or webinar, but sometimes, you just have to show your ideas to truly reach your audience and hold their attention.
So today, we’ll highlight this important public speaking tool and help you use it effectively in every facet of your communications, be it client meetings, discovery calls, or webinars.
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The Power of Revelation
According to Chris Anderson of TED, many talks are anchored on showing ideas to audiences since this is the most direct way of conveying a message.
In fact, Anderson calls this public speaking tool revelation. According to him, talks based on this principle include:
- Discussing interconnected ideas
- Giving a demo of a product or solution
- Providing audiences with image or other forms of visual aid
For example, if a talk relies on images, the speaker’s main goal is to create a sense of wonder through visually compelling material.
If the talk is a demo, the goal is to impress the audience with a practical, hands-on demonstration.
Beyond these examples, there are three broad categories of talks built around revelation:
The Wonder Walk
Talks that are anchored on this concept reveal a message to the audience through a succession of interesting ideas or moments of wonder.
This structure is most often used by artists, designers, photographers, and architects, though it isn’t limited to them.
Any presenter with a compelling body of work or a clear narrative to walk through can use it, including a financial advisor walking prospects or clients through years of market cycles, planning case studies, or a client’s evolving financial picture.
According to Anderson, this talk type allows speakers to simply walk their audiences through their topic or something they’re passionate about one piece at a time.
This talk type is usually accompanied by a succession of visual aids like photos or videos that are chosen to build audience excitement throughout a speaker’s presentation.
When using this format, make sure your language stays clear and accessible.
Leaning on financial jargon your audience isn’t familiar with will make it harder for them to follow and stay engaged with what you’re saying.
This is especially important if you want your listeners to follow a call-to-action (subscribing your news letter, hiring you as their advisor, etc.).
The Dynamic Demo
Talks aren’t always about ideas; sometimes they revolve around a tool, process, or service, which is exactly where the dynamic demo comes in.
If your webinar or discovery call falls into one of those categories, such as walking clients through a new financial planning tool, a portfolio dashboard, or your onboarding process, this format lets you demonstrate it directly to your audience.
When delivering a presentation, client call, or discovery call anchored on this principle, start by giving your audience a preview of what you’re about to show them.
As you go along, provide the context they need to understand what they’re seeing.
Once you’ve done that, close with a clear takeaway that lays out the benefits and real-world implications of the tool, process, or service you presented.
The Dreamscape
Some of the best of speeches and presentations delivered throughout history has been anchored on what Anderson calls dreamscape talks.
According to him, presentations anchored on this principle present the world not as it is, but what it could be… and when done right, talks of this kind can get an “audience’s hearts to pound and their minds to explode with a sense of possibility.”
Before structuring your discovery or client calls or webinars around this principle, keep in mind that it isn’t suitable for every situation.
For example, if you’re discussing a topic related to the financial markets, presenting it as though you’re addressing a room with a grand, world-changing vision could come across as out of place or confusing to your audience.
If your topic does lend itself to this format, for instance, painting a picture of what a a prospect or client’s retirement or financial future could genuinely look like, keep these pointers in mind:
Paint a vibrant picture of your vision by giving your audience a clear mental image of the future or outcome you’re describing.
Make it clear why that future is worth pursuing. In other words, help your audience genuinely want the outcome you’re describing for them.
There you have it—everything you need to know about talks anchored on revelation!
Before you try this out, keep in mind that you can mix and match these categories when building your own presentation.
These techniques aren’t meant to box you in. They’re simply tools to help you decide which approach fits your topic and audience best.
Getting Your Message Across Effectively
Financial concepts can be abstract and challenging to grasp for those who aren’t familiar with them.
Compound growth, market cycles, retirement income strategies, none of these are things clients can hold in their hands. That’s exactly why showing matters as much as telling.
The next time you’re preparing a client presentation, a seminar, or even a one-on-one meeting, ask yourself: am I just telling them, or am I showing them?
The answer could be the difference between a prospect who nods along or a client who’s ready to act on your recommendation.
Best regards,
Joel Litman & Rob Spivey
Chief Investment Officer &
Director of Research
at Valens Research
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