Millions of dollars are won everyday in business by those who understand how to communicate and appeal to peoples’ emotions. People mistakenly focus on the product and not the audience. Your audience doesn’t care how many bells and whistles your product offers if they can’t draw relevant benefits to their lives. Your presentation will sink if you don’t make this link. You audience wonders, “How does this help me? Does it put money in my pocket? Does it ease my time constraints?” These answers must be an organic part of your presentation and clearly communicated.

I recently attended a meeting where industry leaders pitched their new product to a panel of 30 venture capitalists. Each had sixty seconds to engage and inspire the audience with their personal bios and product attributes. After each presentation, they were asked a few questions about their product. It was a wake up call for some seasoned executives. They quickly discovered that the word Harvard, CEO, or Executive didn’t mean anything to people looking to invest in the world’s next big technology tool. They had to quickly and succinctly capture attention and then sustain it by putting product content in the right context.

The common mistake in each presentation was a failure to include a direct benefit to the investor and how, or why, the product will appeal to end-users. The audience sat in a sea of product features and functions without clear benefits. It was product-centered instead of customer-centered; it was logical, but not emotional. A persuasive pitch meeting shouldn’t sound like someone reading ingredients from a cookbook.

Put your product content in the context of what appeals to your listener and you will increase your number of victories!

When you are asked to speak at a conference, fundraiser, or special event, it’s your turn to dazzle the assembled audience. Unless they know you, they are curious about who you are and what you have to offer. They are about to indulge you with their undivided attention, and they’d like to understand the context in which they should listen. Are they prepared for a subject matter expert, a motivational piece or a comedian? How will you be introduced? You decide!

If you allow the emcee the freedom to wing-it, you do so at your own risk. They may fail to memorize your bio, or improvise and share unwanted details. Before your event begins, find out who will introduce you, and tell them you have written your introduction and would like them to read it verbatim. If you don’t do this, they may over-share, try to be funny, or fail to set a proper stage for you. The results of their performance will unfairly fall on your shoulders.

People don’t need to hear about your passion for the game of golf, or your spouse and “three wonderful children.” Keep it simple and pertinent. The final sentence should read, “Please join me in welcoming . . .” which asks for applause and provides you with a “soundtrack” as you walk to the center of attention. This harnesses the attention of the audience and enables you to do your best work.

Writing your own introduction is an easy step, and makes a world of difference if you’re looking for a smooth “take-off” for your well-rehearsed presentation.