Learn How to Present—It’s Critical to Your Success
As a freelancer, you have to sell your ideas. You have to convince your client that your solutions answer the brief and will be successful in the marketplace.
That means you have to present them, whether it’s online or face-to-face. (BTW, just sending in your work is the worst way to do it. Sometimes necessary, but you should ask for the chance to present your work.)
Effective Presentation Takes Skill and Practice
First, you have to be comfortable being in charge of your presentation. It’s your show, you’re in the spotlight.
That alone can be scary. All eyes are on you, waiting for you to start.
This is especially true if you’re presenting face-to-face in a boardroom full of clients. You’re at the head of the table, what are you going to say and show?
I can tell you, it’s nerve-wracking. The first few times you have to take clients through your work, you might get stage fright. You may start to ramble on and lose your train of thought. You’ll need a glass of water.
If you’re smart, you will have rehearsed this, so that you’ll know exactly what you’re going to say, and when to shut up.
The Simple Presentation Formula
Here is the formula, the three steps to remember when you’re setting up your presentation:
Tell them what you’re going to tell them
Tell them
Tell them what you told them
In other words, an introduction, the heart of the presentation, all wrapped up with a short summary.
Step 1 of the Presentation Formula
Your introduction is where you quickly review what the project is about. You summarize what the client asked you to do. You outline the expected results or outcome.
This is to make sure everyone “is on the same page” before you present the solution.
Keep it short, but make sure you hit all the key points.
Also, I always wanted questions and comments at the end, rather than being interrupted in my presentation. So, this is where you tell your clients. Let them know you’ll invite questions, and there’s lots of time to review later.
Step 2 of the Presentation Formula
This is where you present your creative. You should have rehearsed this before your meeting so that you’ll have a logical flow to your presentation.
If you’re presenting options, let them know. Present them one at a time, in whatever order makes the most sense to you.
Keep your presentation focused, and try not to wander in your descriptions.
Step 3 of the Presentation Formula
This is your summary. If you’ve presented more than one option, you can describe how they differ from each other, and how they carry the necessary common elements.
If you presented just one option, do a quick summary to show that you’ve hit all the key points that were in the brief.
Don’t ramble on, keep it tight, then ask for comments and questions.
Sharpen Your Boardroom Presentation Skills with Training
Being able to present creative work convincingly is a critical skill to learn. You may want to take some coaching in this area.
There are many independent presentation coaches, sometimes called speaker’s coaches, in most major cities. You’ll also find well-known companies such as Toastmasters and the Dale Carnegie organization, where you can learn to polish your presentations.
Presenting is Sales—You Have to Get the Sale
Whether you’re a solo freelancer or you’ve started an agency, you’ll be the senior person and will be doing a lot of presenting. Get good at it. Your company will be counting on you.
Buy Your Book Here
You can learn a lot more about running your business in my book, How to Start a Successful Creative Agency. It’s the essential business guide for graphic designers, copywriters, filmmakers, photographers, and programmers. With over 300 pages and 23 chapters, it’s available at Amazon (Paper & Kindle), Kobo (ebook), Apple Books (ebook), and Gumroad (PDF).
The book is packed with useful information to help creatives start and grow their business.
“I can honestly say, I’ve learned more from Andy than anyone else, and working with him has undoubtedly been a contributing factor in my own success.”
Simon Burn, sdbcreative.com
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