One of the most difficult things about content marketing is that it is essentially never-ending. You devote a lot of time to create one piece of collateral that makes an impact with your audience, and then you have to do it again tomorrow. And the next day. And the day after that. Forever.
That’s the type of grind that can stifle your creativity in ways that are difficult to immediately realize. It can obliterate your passion and leave you with an end product that technically accomplished your goal while not offering anything fresh or unique or interesting in addition to it.
If you assumed that you were about to sit down and work on the last presentation you were ever going to create, what choices would you make? What would you do differently? What would you say differently? What would you want to make sure you’d taken care of that one, final time?
These are the types of things you need to be thinking about and if you do, your finished product will come out all the better for it.
It’s All About That Take Away Message
Now-a-days there are some great tools available to help you. However, one of the major mistakes that a lot of people make when they sit down with a piece of presentation software like Visme involves letting the tool do the talking for them. Because modern day solutions are so sophisticated and offer so many bells and whistles, they often inadvertently let the style of the presentation overcome the substance at the heart of it.
When you’re designing a presentation to make an impact, you don’t have time for any of that.
You may have already used a tool like Respona for research purposes, so you know what your audience is interested in and what you have to say. Now, your job is to get that message out there with as much gusto as possible and create the type of experience people are clamoring for.
That’s not to say that you shouldn’t use advanced features to create a richer, more fulfilling experience. Just don’t let it bog down the important information you’re trying to get across. But more importantly, don’t allow yourself to see this presentation as “just another piece of communication that you need to create this week.”
“Leave It All on TV”
In the end, it’s important to remember just how fickle the attention of even the most passionate audiences can be. One minute, all eyes are on you and the captivating, compelling content you’re creating. The next, people have moved onto something “bigger and better.” Maybe they’ll come back, maybe they won’t, but it doesn’t change the fact that it happened.
This, in the larger sense, is why you need to design every presentation like it’s your last… because one day, it very well may be.
The late, great Garry Shandling had an idea that he would bring up whenever he talked about the various appearances he would make on “The Tonight Show” and other late night talk shows. Whenever he would do a stand up comedy set, he said that he would do anything he could to “leave it all on TV.” He “emptied the tank,” so to speak, making sure that he said absolutely everything he needed and wanted to say in the few minutes he was given the opportunity to do so.
This was important to him because if any one particular appearance ended up being his last, he didn’t want to look back with regret. He didn’t want to think “oh, I could have done better. I should have been funnier. I could have done this or that and maybe I’d be in a different position than I’m in now.”
Instead, he could look in that proverbial rear-view mirror with complete confidence, knowing that he gave his all – and then some.
That is not a bad mentality to adopt when designing collateral like presentations. Get it all out there, leave no stone unturned. Put in the extra ten minutes with a graph maker to visualize that data to great effect. Take advantage of every opportunity that presents itself. Leave it all on TV.
Then, no matter what happens, you know beyond a shadow of a doubt that you’ve done more than just “get the job done.” You’ve done something you can be proud of.
What could be more important than that?
About the author
Payman Taei is the founder of Visme, an easy-to-use online tool to create engaging presentations, infographics, and other forms of visual content. He is also the founder of HindSite Interactive, an award-winning Maryland digital agency specializing in website design, user experience and web app development.