When Google+ launched, the company selected various users, extending invitations to them to try out the beta version of the new resource. Not only did the hand-picked individuals receive their own invitations, but they also were given invites to distribute to others. A 2011 article by Sarah Henning explained that even with the invitations, Google had set a limit on the amount of users that could test Google+ at any given moment. The levels of exclusivity involved with the Google+ launch produced three astounding results for the company. First, it created loyal customers out of the selected users. Second, it brought the unselected users to social media – increasing the company’s presence and stirring more interest in the new product. And finally, it generated relevance organically, without spending additional marketing funds. The power of exclusivity ranges far beyond the digital realm. For example, just two weeks ago, a few coworkers and I walked to the Dunkin’ Donuts located not too far from our office in downtown Nashville. We had been there numerous times. Too many to count really. But when we opened the door into this particular establishment one afternoon, we discovered a stack of cups at the counter. Quickly we discovered that for just an additional 50 cents, we could purchase this cup and get 99-cent refills for the next couple of months. We’ve gone to Dunkin’ nearly every day since then.
You are probably thinking, “this is all fine and dandy, Gabby, but how does this relate to presentations?” Easy. A presentation is the perfect opportunity to give potential consumers, investors, employees, etc. a personable interaction and valuable insight through exclusive content. Instead of rewording content from the About section of your website, relay information that the audience can’t find through a cursory Google search. Still not convinced? Here are 3 reasons why you need exclusive content in your presentation:
1. You’ll be more memorable
When we have an exclusive experience – such as in a customer service situation – we never forget it. In most presentation events, the audience members probably already know more information about your company than the average person. So, if you talk about aspects of your business or products that they already know, then your presentation becomes increasingly less memorable. Humans are hardwired to seek out novelty, as the substantia nigra/ventral segmental area of the midbrain responds to new stimuli we encounter. This region of the midbrain is associated with the hippocampus and amygdala – the memory and learning powerhouses of our cerebral system.
Presentation Tip:
To use the power of exclusivity and create a memorable presentation experience, consider repeating the most important parts of your content and overall narrative. A 1999 study by neurobiologist Joe Tsien discovered a protein called GAP-43 that causes more rapid nerve connections through our NMDA receptors when we hear a particular phrase several times.
2. Your audiences will be effectively motivated
Several studies have found that new things release a rush of dopamine in the brain. We begin to crave this feeling – increasing our motivation in conjunction with the new object or content. Now let’s add another level to this argument for the use of exclusivity to improve audience motivation. A presenter should contemplate the perceived value of his or her presentation during the production phase. A consumer, or in this case a presentation attendee, will evaluate the perceived value of a presentation based on what it could do for them. They compare and contrast this with the cost they would concur – a conference fee or loss of work time, or really time in general. By taking measures to increase the perceived value of a presentation, a presenter can motivate individuals to attend their talk.
Presentation Tip:
There are several opportunities for enhancing the perceived value of your presentation. For example, try limiting the number of attendees you will allow for a presentation, or in other words, cap a room. This breeds a sensation of exclusivity similar to the Google+ launch invitation strategy. Some people will make it in, others will not. An additional component to elevating your audience’s perceived value lies in the title slide of your deck. What you name your presentation can make or break the exclusiveness of your content. Frame your presentation title slide in a way that suggests the ability to learn a secret of your industry, company, or product. The desire to learn something new and have an edge on competitors or peers is highly motivating for many people.
3. Your audience’s loyalty to the brand/company will drastically increase
The Ethos3 team just finished reading Peter Shankman’s Zombie Loyalists: Using Great Service to Create Rabid Fans
Presentation Tip:
A simple way to inject an exclusive element into your presentation would be through an innovative and substantial call to action. Let’s pretend that you are presenting on behalf of a public relations agency. When wrapping up your presentation about your value proposition, add value to the conversation and to your audience’s lives by directing them to a link to an exclusive eBook designed for only that purpose. If your audience members realize the exclusivity of the content offering and if the content is valuable and a significant influence on readers, you will incite individuals to keep coming back to you for more information, resources, and tools.
Conclusion
The moral of the story is this: Treat your presentation and the content you deliver as you would a service or product that your business, company, or organization sells. Make the experience memorable, motivate people to get involved, and establish a loyal and personal relationship with users, customers, and audience members. Exclusivity is the hammer that secures your customers like nails into the board that is your brand. Don’t waste the opportunity that presentations create to enhance brand value and gain support for your company and product or service as a whole. For more information about exclusive experiences or how to leverage content in your upcoming presentation, read the following resources:
10 Ways to Increase Perceived Value (Without Breaking the Bank)
The Science of Influence and What it Means for Your Presentations
How to Structure Your Presentation Content: An Easy Formula
