#Marketing: A 5-Part Framework for the Perfect Presentation
Dave Gerhardt: Is this thing on? What's up everybody, it's DG. I'm back for another episode of Seeking Wisdom, all about marketing. I'm sorry, it's been a minute. It's been a crazy, crazy summer so far, which is no excuse. I'm supposed to create more content and get the podcast rocking. So, that's on me. I got a bunch of good stuff coming down the pipe. We're going to start doing some more interviews on the marketing show and I got to hold down the Fort right now. DC, the uncle himself, he's actually on sabbatical this month, which is, it's been lovely. I'm kicking back every day. I've had a lot of Zen moments. It's been great. This sabbatical is good for him and good for me. No, I'm just kidding. He is out on sabbatical, something cool that we do after three years at Drift, you get a month off. And so he is somewhere in the woods, I think on a mountain bike and meditating, which is good. So no DC for a little while. You have to deal with me. I know Maggie's been bringing a bunch of heat, but I got a bunch of good stuff coming for you. So today, actually before I get into today's topic, the thing I want to talk about today, I want to read you something that I saw online the other day. So my guy, Andy Raskin, who is a great brand positioning, messaging, storytelling guy, among many of Silicon Valley's greatest companies, he tweeted, " I mean this as the highest praise possible. Drift isn't a vendor. It's a reality TV show." He tweeted that earlier this week and that comment blew up, got a bunch of comments. And so I actually walked out, I was getting a drink and I wanted to record my response back to Andy, because I think that to me, I've talked about it so much in this podcast, but that is everything to me. That's not like somebody wrote down at Drift, like here's going to be our marketing strategy. It's just how we do marketing. And it's really based on this thing from Gary V, which I didn't know that it was Gary's thing. This always happens. We do something and then somebody else is like, oh, that's Gary V calls it, whatever. And we just happen to be on the same page and so people think that we took it from him, which is not true at all. Gary calls it document, don't create. And I love that. And I think that's why our podcast has been so successful. It's why we invest so much in video. And that's what Andy meant to me, which is like, look, the best marketing today is real. It's authentic. It's human. You've heard me say that over and over and over today. And I think the reason why that's more important than ever is because as buyers, you and I, were just so skeptical. I don't want to be sold to. I buy, I don't get sold to, I'm going to figure out everything I need to know before making a purchase. And so that means the rules have changed for sales and marketing. You can't force me to do your thing because I've already figured out everything I need to know in order to buy. The rules have definitely changed in marketing too, especially because there's so much noise out there. You can't make a pretty landing page or an ebook or a PDF or something like that and expect to stand out. People today, they want to connect with people. Somebody tweeted at me and said, you're going to be Dave Kardashian. And it's funny, that's a joke. But there's actually a lot to learn. And some people will definitely roll their eyes at this, but like, those are the people that I study. I would rather study the Kardashians. Casey Neistat, Gary V. Who else has blown up online like that? I'd rather go study those people than other B2B marketers, because those people know how to cut through the noise and build an audience, where I think too often in B2B marketing, we just kind of stay along the straight path and just do what everybody else says, because that's what the best practices say. So my point in telling that story is like, I want to push you to try and be more real, be authentic, be human in your marketing. And I promise you, the results are going to be better. Now that doesn't, I get this question a lot, which is like, Dave, how do I get my team to do selfie videos? And I think that you're missing the point. Being real and authentic in your marketing does not mean do LinkedIn videos. That's what works for me. That's what I'm comfortable doing is making videos with me talking. But for you, maybe it's the way you write. Maybe it's the copy you use, how you write landing pages and emails. Maybe it's events that you do. Maybe it's videos that you make that aren't selfies. You have somebody else on your team. So I think there's so many things. Authentic marketing does not mean video marketing and in selfie style, LinkedIn videos, but that's just one way that I like to do it. And that's what's kind of helped me cut through some of the noise here. So that's my lesson. Shout out to Andy. Now, one thing I want to talk to you about today is this one little trick that I've learned about public speaking and presenting that has completely changed the way that I present. And so I was never a good presenter or public speaker. I'm just trying to flip through this book right here and find it in my notes as I talk to. I was never a good public speaker because I was always confident, but I always would just try to do too many things and I would end up just getting up there, trying to read my slides. And what I learned is like, if you don't read your slides, if you actually know what you're talking about, public speaking can become so easy. And so I want to share this really simple framework. And now this is this framework that I use for everything from slide decks, to landing pages, to blog posts, to whatever. I use this every single time, even emails that I'm write... Anytime I'm stuck, or even when I'm not stuck. I just, as a good discipline, to get me to write this down. So this really simple framework I use before you even touch the Google slides or Keynote or whatever, I write down these five points. And I've shared this with the marketing team at Drift and a bunch of other people here. And this is what I use every time. So it's really five different things. So number one is tell a story. So everything has to tell a story, because you need that hook and you need to build rapport with somebody right away and let them know why they should pay attention to you. So everything always starts with a story for me. Number two is pose a problem. So once I've told you a story, then I pitch you the problem. Here's what's broken. Here's what's needed to change. Number three, offer a solution to that problem. So then once I've told you the problem, then I have to show you that, hey, but here's a way of doing it. Here's the secret. Here's the path. So offer up a solution. Number four is to show examples. It's not just enough to tell somebody a solution. They want examples. They want social proof. They want to see how other people like them have done this thing that you're telling them about. And then the fifth thing is the call to action. What do you want people to do after that? And so that really, I have taught this here at Drift. We did a public speaking class. I shared this with so many people. I just stick to those five things. I promise you, every landing page will be better. Every presentation that you make will be better. This is the only secret I've learned to making better presentations is build an outline that starts around these five things. Tell a story, pose a problem, offer up the solution, show specific examples and state the call to action. Those five things will get you everywhere. That's all you need to do to deliver an amazing presentation. And I love this because I love when things get really simple. This simplifies it. And so what I do now is if I got to do a presentation, like I'm speaking at a conference in August. And so the way that I write that presentation is I'll open up a Google doc or a pen and paper and write down those five things first and basically fill them in as mad libs. Tell a story. What's my story going to be about. Pose my problem. What's the problem that I'm trying to pose here. And go down that checklist that way. And then the deck is easy. And then it just becomes about how you want to design it and then getting a couple of practice runs through. So, that's my presentation secret. This is a little bit of a ramp, but this is why I love doing this podcast. It's just fun. Like I'm talking to you all. I am sitting here drinking in organic Suja Elements super greens. It's apple, pineapple, banana, mango, Kiwi, kale, spinach, chia seed, flax seed, barley grass, spirulina, and chlorella, whatever that is. So if you're out there drinking a green juice, also, even if you're not, tweet at me at Dave Gerhardt. And also I want to see you at Hypergrowth, we're going to sell out. We're going to have thousands of marketers there. San Francisco is pretty much already sold out. Boston is the one that over the next month is probably going to sell out. So we need your help. We want you. Let's let's break the records again. Let's sell it out. It's the fastest growing sales and marketing conference. And all you got to do to get your ticket is go to hypergrowth. drift. com. And when you click checkout, you get to use the Seeking Wisdom promo code. It's just one word seekingwisdom. Excuse me. Those greens are really getting to me. Promo code seekingwisdom, one word. You'll get your ticket for$ 199, which is a joke. You're going to expense it. Your finance guy, our finance guy, DV. He wouldn't even know if I did that$ 199. So, that's the deal. Get your ticket to Hypergrowth. I will see you there. DC will be there. Rested up off sabbatical. And I'll talk to you on the next episode of seeking Wisdom. Peace.