There I have said it. As a marketer, I am disappointed in my peers in their attempts to get their message in the hands of their audience. Over the past couple of weeks, I have attended a few webinars from other organizations selling software development tools that were truly atrocious. So here are a few pointers for my few marketers on webinars:
- Stop talking down to the audience – treating your prospects as unintelligent blobs is not the way to connect or be heard. These people are senior developers and engineering managers of Fortune 500 companies not kids coming out of school. Yes, there is a need to bring everyone up to speed and get them to the same knowledge level but that can be done in the first few minutes; don’t do it throughout the presentation.
- Slideware hell:
- Have a congruent theme – pick one major point and each and every slide in the rest of the presentation should support that theme. Don’t over complicate it.
- Don’t read your slides – I can read too; I don’t need you to do that. I need you to tell me why your point is important so that I pay attention and expand into examples and facts that prove your point.
- Don’t cram every possible benefit on to a slide – this goes with the previous point – at most 4 bullet points – highlight what is important and use your oratory skills to expand
- Balance your text with meaningful visuals – I am going to scan your slide in 10 seconds and then turn my brain off. So to keep my attention, give me a visual containing information not just data and each slide needs to tell me something new
- Don’t try to garner respect, earn it. Don’t tell me in your previous life you shared their pain; it comes off as false. Product Managers, you especially have been the ones at fault for this one. I am not attending to hear about you. I have a problem; I am looking for a solution.
- Respect their time: webinars are a great vehicle to communicate with an audience but don’t overdo it. I personally don’t sign up to webinars that last an hour. I am not willing to give you that much of my time and I would hazard to say neither does most of the potential audience. Check your abandonment or engagement rates.
Enough ranting and berating of my fellow marketers but together we have to get better at what we do.