Art & Science Archive
Alpha Partners has been asked over the years what our view is on scripting a presentation. We believe there are pros and cons:
Pros:
(1) Scripting keeps the presentation concise and organized.
(2) The key points are always addressed.
(3) The very act of scripting compels a high level of preparation.
Cons:
(1) Scripting may take valuable time away from more effective forms of preparation.
(2) If the presentation is over-scripted, one risks sounding rote.
(3) Scripting can be a tightrope. You risk falling if you miss a step.
There is a happy medium. Here are some suggestions for how to cover the key points consistently without scripting.
Pretend Your Presentation is the Q&A. Think of your presentation as a series of linked answers to a few straightforward questions: “What is my role here at XYZ Company? What are the prospect’s goals for this mandate? Why has our investment process worked consistently? What have we learned from history? Why is our investment approach particularly well suited to meeting the prospect’s goals for this mandate?” Such simulated Q&A often helps presenters relax and assume a conversational, prospect-focused manner.
Use the Book Exclusively for the Benefit of Your Audience. If you need to use the book for your own benefit during a presentation, you implicitly convey a lack of knowledge and conviction. Use the book as a resource for your audience — not a crutch that impedes the natural movement of your presentation. Draw audience attention to selected pages that will help them understand the story (exhibits with complex detail, for example, or exhibits where a picture truly is worth a thousand words). Do not draw their attention to pages where their focus is best placed on you, the storyteller — pages with lists of narrative bullets, for instance.
Put Your Presentation on One Page. Develop a one-page snapshot of your presentation that answers the following questions at a glance:
- Which pages do I cover without reference to the book? Which pages require reference to the book for the benefit of the audience?
- What are my key messages?
- How do I transition from page to page and speaker to speaker?
In our experience, the very process of developing this one-page presentation snapshot clarifies and tightens the story. It facilitates focus on the key points and moves the story forward — without dragging your audience relentlessly through every page. A presentation snapshot also can be a godsend when you are confronted with an unexpected time cut.
The true answer to the question, “To script or not to script?” ultimately will depend on what works for you. We hope this article will help you establish a happy medium — a middle ground between over-scripting and winging it that will enhance your new business win ratio.