Picture this: You’re having a hard time coming up with a killer talk, even though you have a great understanding of your target audience.
You know your audience’s problems and have the solutions for what they’re struggling with.
Yet, for some reason, you’re just unable to come up with a presentation even though you have the knowledge and insights to craft a killer talk.
So, how can you overcome this?
Well, you should take a look at this copywriting formula!
Spurring Others Into Action
Do you know what copywriting and public speaking have in common?
It’s that both have an audience that you have to win over and persuade!
Whether you’re crafting compelling copies or delivering a presentation, your success in either of those endeavors require you to build a connection with your audience so you can persuade and inspire action.
Think about it: While there are many subtle differences between writing and speaking, it cannot be denied that both are methods by which you can inspire and spur others into action.
With this, it stands to reason that you can use copywriting techniques to help you in structuring your talks.
… BUT how exactly do you go about this?
Enter the PASO Formula!
You see, most, if not all types of audience look for content that can help them address their needs, wants, and pain points effectively.
This is precisely why the PASO copywriting formula is known as one of the most effective tools copywriters can use because it lends itself well to addressing pain points and convincing an audience to act on a desired course of action.
Let’s talk a look at what PASO means and how you can apply it to public speaking:
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Problem
This is the part where you state the problem you’re trying to address for your audience. Here, you get to show the value of your message and why it shouldn’t be ignored.
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Agitation
It’s not enough to just state your target audience’s problems if you want them to take your desired course of action.
To make a case for yourself and your message, you also have to “agitate” the situation by letting your audience know what it would feel like to have a problem that’s left unresolved.
Basically, you want to tell them how and where the problems hurt, so they can better relate to what you’re saying.
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Solution
This is where you introduce the solution or talk about the particular course of action that will help your readers solve their pain points or address their needs and explain how these are beneficial to them.
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Outcome
Sometimes, stating the solution just won’t cut it. That’s why you have to paint a picture of how it feels and what it means to have your listeners’ pain points resolved or needs addressed.
When used properly, this copywriting formula will help you structure your talk more effectively, especially if your aim is to persuade your listeners.
Remember: This formula lends itself well in situations where you have to capture the attention and persuade your target audience to pursue a recommendation or buy into a call-to-action (CTA).
That said, this doesn’t mean this should be your go-to when structuring your talks, as this is just one of many tools that you can use when presenting. Knowing what your objectives are and what your audience needs will be the deciding factors when crafting your talk.
So, if you have a talk where you have to persuade, consider making use of the PASO formula!
You never know, this just might be what you need to craft a persuasive talk!
About The Dynamic Marketing Communiqué’s
“Thursdays: Speak on the Shoulders of Giants”
In a meeting with one person…
… a boardroom with five people…
… or a huge venue with hundreds of people…
—whatever the situation or setting, it’s very important to learn and eventually master the art of public speaking.
No matter what, you always need to effectively get your message across.
What good is a presentation with awesome content if you don’t deliver it properly?
Every Thursday, we publish different tips, insights, and secrets on how you can improve your presentation skills to captivate your audience and lead interesting discussions.
The need for great presentation skills applies EVERYWHERE.
(Small meetings with your team, big meetings with your boss, an important marketing pitch, speaking engagements for events with a big audience, etc.)
Learning these skills is not just for the corporate world. Being in other industries such as the Arts, Information Technology, Medicine, and Education while knowing how to communicate and present well will definitely give you an edge.
Have that advantage.
Hope you find this week’s public speaking tip interesting and helpful.
Stay tuned for next Thursday’s “Speak on the Shoulders of Giants!”
Cheers,
Henry Desai
Managing Director
Valens Dynamic Marketing Capabilities
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