by Tony Vidler
3 is the magic presentation number.
It is a well established principle that people absorb information best when it is presented in 3 points…and while listing your best 3 features or benefits is more effective than listing your top 10 to most consumers, applying a bit of structure to the 3 points is even more effective.
The structure – which will be very easy for financial advisers in particular to remember – is C.P.D. (We are not talking bout “continuing professional development” of course.)
The structure for the most effective presentation to clients is:
The first point is the key concept you want the client to grasp. It is the “big idea” where you want the focus to be…the main argument or recommendation.
The principle is the supporting reason for the concept, or why it makes sense.
The detail is the element providing validation, or logic of the argument.
A Simple Example:
If you have a highly complex presentation or topic to speak to, then the same formula can be extended and still be highly effective. The key concept is supported by 3 principles, and they in turn are supported by groups of 3 details, as follows:
Clients will grasp each key reason or argument readily, understand the all important “why”, and have the key detail to support it. If they “get it“, then they are likely to “do it“. If they don’t “do it“…then you probably missed the mark and they didn’t “get it“.
So “3’s” are the keys to really effective client presentations, because it makes you focus on the critical elements, and helps the client to “get it”, and remember it.