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MARKETING: How to Prepare a Fantastic Marketing Speech
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How to Prepare a Fantastic Marketing Speech
By Anne Shore

BT 201801 Marketing 11      无论是销售交流、产品演示、展厅讲解、公司介绍、项目提案、竞标陈述等销售活动,还是产品市场发布会、主题研讨会、客户沙龙,会议营销等市场营销活动,一对多直接向客户进行演讲和呈现都是销售和营销人员的“关键时刻”,主题演讲决定了销售动作、品牌传播和营销推广的实质效果,是营销活动中价值最高的部分,也是最难的部分。一场营销演讲的核心是推动客户前进,衡量一场营销演讲的唯一标准是 “演讲产生的效果“,在提升一名营销演讲者时,不仅仅是简单的技巧堆砌,而是结果导向能力的逐层叠加,全面提升营销演讲结自然需要做不少准备。

      首先你需要花时间做背景调查研究,仔细考虑你的受众和客户群的定位、专业水平、他们对产品的了解程度以及对产品的期望等等。在准备营销话题时也要预设、考虑到受众和客户可能会提及的问题。营销演讲是严肃的工作,言行着装都需要足够正式,才能显示出你对产品的专注度以及自己的专业程度。在演讲时明确的提及本次演讲的目标和目的是非常好的方法,可以帮助听众更加清晰本次演讲的核心议题。

      所谓空口无凭,自己夸自己总有“王婆卖瓜,自卖自夸”之嫌,所以找出一些符合自己营销点的客户评价是非常好的方法,可以拉近客户与产品之间的心理距离。演讲时要注意观察听众的反应,及时做出调整。在演讲中可以适当穿插一些故事使整个演讲过程变得更加活跃。同时要避免提供过多信息造成客户记忆困扰。相反地,你可以提出一些问题让客户去思考,这样客户可以更好地被带入到整个演讲过程中,他们也会更积极的参与进来考虑你的产品和服务。

      最后,脱稿当然是演讲的必备条件,所以对演讲内容的熟悉度基本决定了你在演讲时的自信程度。以上这些都是必备基本功,希望这篇文章会对您的下一次演讲起更大的帮助!


Be it in front of your team, clients or senior representatives, a marketing speech ought to be intriguing, informative, focused and easy to understand. Marketing speech holds a great significance as managers are supposed to convey important business-related notions, ideas, and proposals to respective audience.
 

For such a speech to be of high value, one needs to dedicate time for its prepping and rehearsal. It is always better to announce to your audience what is the purpose of your presentation and what is the final outcome right at the beginning of your speech!
 

Let us have a quick peek over how to prepare a fantastic marketing speech, one that’s equally fascinating yet formal and delivers precise outcomes.
 

1. Take your time to do background research

Your first target is the audience. The tone of your speech and the level of formality will completely depend on your audience. If your presentation is solely for clients, you need to perform a thorough background analysis on who they are, what is their level of expertise (educational and ethical), what are their expectations from your product/services and how capable are you of benefitting from them.

BT 201801 Marketing 02• While you're at it, you also would want to take statistics, current trends, and forecasts, into account while framing your main body of speech. Moreover, think of questions that your audience might put forth regarding your marketing topic and prepare short and to-the-point answers to it.
 

• Don’t make it informal, as it is unacceptable in a manager’s meeting and the management is probably not expecting that from you.
 

• Once you get to know the type of your audience, build your topic precisely such that it perfectly elucidates the situation. Think about what will be the mood and the ambience of the meeting and what topics are better off avoided. Write down your Goals, Objectives, Main Body and Outcomes.
 

• Tell them the goal and objectives of your speech. A good example of that is, “Today you are going to know more about our brand’s new marketing engagement strategies and how it is going to draw more sales as compared to previous strategies”.
 

2. Stories always work like a charm, only if you use them right

Your facts and concepts become more enticing and memorable when you put life into them! Throw in some client testimonials that comply with your marketing strategy and use them to create a bond with your audience. This promotes more engagement.

BT 201801 Marketing 03• First 1 to 3 minutes of your speech give off your capabilities and whether your audience will be interested or not. So make the beginning interesting by adding some stories or fascinating facts.
 

• Avoid jumping right into your main body of speech and drilling your audience with the subject. Rather portray the theme of your speech through these stories, new ideas or facts. This will instigate a sense of imagination within your audience, so they will want to learn more!
 

3. Educate yourself first!

Not just the beginning, but your speech also needs to be informative enough to hold the audience’s attention till the end. Three basic steps to achieve this are:

BT 201801 Marketing 12• Customize your speech in such a manner that it will be easily understood by the audience and they find it beneficial.
 

• Do not assume that your audience is very knowledgeable about the topic. It is better that you think they know little and try to enlighten them with precise knowledge as much as you can.
 

• Don’t try to cover a vast number of topics within your speech. A definitive speech with a narrow topic is much more appreciated than a speech that’s all over the place and is trying to cover several topics altogether!
 

• Now let’s talk about the main body of your speech. Build a thesis. Perform detailed research. Take notes from reliable sources. Rack up your brain and think of enticing ideas to add to the main body of your speech. Meanwhile, make it all interesting and elucidative.
 

• Prepare key points of your speech. These points are to be covered throughout your speech.
 

4. Avoid bombardment of facts and overloading of information

Too much of numbers, statistics and info is just going to confuse your audience. Be precise, to-the-point and include only that info which you think is extremely necessary.

BT 201801 Marketing 075. Brainstorm some thoughtful questions and answer them

To keep your audience more active and to boost their thought process, ask thought-provoking questions. A piece of information is well-received when you first invoke a thought behind it. Your answers will sound more effective and you will gain more command of the room.

BT 201801 Marketing 08• Do not ask questions that are not related to the concerns of your audience. Questions asked beyond the topic are just going to make them lose interest.
 

• Again customize your speech according to the audience. If you are talking to senior marketing managers, talk to them about marketing strategies that previously worked wonders for your company. Then go on with your ideas.
 

6. Sharpen your Presentation Skills

Make it a point to give a speech that does not look rehearsed, rather sounds more like on-the-spot and spontaneous. Do not read from a manuscript or look down upon your notes too much. Like a wise man once classified a speech in 3 parts, “Tell them what you are going to tell them, tell them and then tell them what you told them”. Makes sense, doesn’t it?

BT 201801 Marketing 09• If you are going to present new ideas, make sure to back it up with evidence-based statements, alluring facts, precise market research data and so on.
 

7. Don’t get lost and confuse yourself

Frame bullet points and sub-points in the main body of your speech. This way, your speech will be outlined and you can easily manage to talk on the subject. Do not make myriads of points and concepts, so much so that you yourself get confused or lost!

BT 201801 Marketing 05• Give a natural flow to your speech from one point to another
 

• Add some humor occasionally to grab the attention of the audience
 

• Avoid repeating unnecessarily
 

8. Fashion your conclusion

This is the part where you tell them what you told them! Remind them of the main goal and objectives of your speech. Tie these pieces of information to a short and interesting story related to your marketing topic. To be precise, you can tell them about recent experiences with clients or incidents where you overcame an obstacle regarding marketing tactics of your company.

BT 201801 Marketing 13Finally, provide a call-to-action. If you are talking to your clients, tell them about special offers or ask them to visit your website. Or, ask them to schedule another meeting so as to discuss in more depth.
 

Don’t forget to give thanks at the end.

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