“You are the product. You feeling something. That’s what sells. Not them. Not sex. They can’t do what we do and they hate us for it.”
When you give a presentation, you’re offering something to your audience. Maybe it’s information, maybe it’s a proposal, maybe it’s a product. You and your message are the products and your audience is deciding whether they’re going to buy it or not. You are selling them on the content of your presentation, and as Don Draper aptly observes “feeling something” is what sells. So make your audience feel something. Don’t bore them with mundane facts and statistics. Instead, show them how those facts and statistics affect their lives and the lives of people they love. Pull at those heartstrings. If you make your audience feel connected to and compelled by your material, you’ll have a much better chance of them taking action and buying it.
“We’re going to sit at our desks and keep typing while the walls fall down around us because we’re creative– the least important, most important thing there is.”
Creativity is not essential to delivering information. One look at an Organic Chemistry textbook will tell you that. Without creativity, life in its most basic (read: boring) form would continue to go on. As a result, many people disregard it all together as fluff, extra, optional. Don Draper says it best: Creative is the least important, most important thing. Creativity is what sets you apart from the rest of the sheep. It makes you stand out. It gets you noticed. It exemplifies how you are special. Sure, your presentation will survive without a good dose of creativity, but no one will remember it when you’re done. Don’t blend in. Stand out.
“Just think about it deeply, then forget it… then an idea will jump up in your face.”
It goes without saying that a certain amount of concentration and inspiration is required to generate creativity, and sometimes you’ll come to an impasse. Consider Don’s simple yet poignant advice. Focus on the problem, think deeply about it, then forget it. Do something else. Walk around the block. Read the news. Watch a YouTube video of a bunny herding sheep. Whatever you do, don’t think about the problem. Once you put it aside and think of other things, the idea will come to you. Consider Thoreau’s eloquent quote: “Happiness is like a butterfly: the more you chase it, the more it will elude you, but if you turn your attention to other things, it will come and sit softly on your shoulder.” Likewise with a roadblock in creation. Turn your attention elsewhere, and the idea will come to you. All in good time, friends, all in good time.
“If you don’t like what’s being said, change the conversation.”
While working on your presentation, reflect on what has already been said about your content. Spend some time thinking about what’s already been presented about your topic. Think about the ways your competitors presented their information, and then brainstorm ways you can do it differently. Most importantly, as Don says, change the conversation. Be innovative and unique. Do something no one’s done before. Regardless of whether you like or don’t like what’s being said, try to say it differently. Discard tired, worn out approaches and try something completely new. Rather than reiterate an old conversation in a different way, start a new one entirely.
“You want some respect? Go out there and get it for yourself.”
You heard what the man said. Arrive early, look professional, be as prepared as possible and deliver a mind-blowing presentation. Don’t demand respect from your audience, but be humble, yet confident and let it come to you. If you steer clear of presenting with a cigarette in your mouth and glass of liquor in your hand (i.e. don’t do everything Don Draper does), you should do great.
