The Last 6 Steps: Writing the Script
After you completed part 1 of this tutorial : making a proper diagnosis , it’s time to develop the script itself, a story with a beginning, a middle and an end. As with a film script, that story should be composed of a sequence of messages that capture and hold an audience’s attention.
The stages of writing a presentation script are:
6. Defining the main message
- The main message of a presentation arises from the objective stated at the diagnosis stage.
- The main message should be focused on the benefits a product, company or new idea bring to an audience.
- This principle is routinely applied in traditional advertising. For example: A perfume maker doesn’t sell a scent but rather sensuality and confidence. In the same way, Coca Cola’s not selling a beverage but a happier life.
7. Defining the support messages
- Messages of support are secondary messages that give substance to the main message – they are the arguments that support the main message.
- These arguments are essential to an audience’s “buying” the main message, since they also lend credibility.
- The secondary messages should always strengthen the main message. If you have in your script a secondary message that’s not serving the main message, get rid of it.
8. Creating a slogan
- Every presentation should have a slogan, something that will stick in the audience’s mind from the first moment and stay there long after.
- A slogan is a key phrase, short and simple, that summarizes the main message.
- The slogan should appear in the first few moments of the presentation and reappear throughout the presentation at strategic moments.
- Examples of well-known slogans: Nike – Just do it. Coca-Cola – The Coke Side of Life. McDonald’s – I’m loving it.
9. Reasoning / Structuring
- At this stage of script development, the goal is to create a logical sequence of ideas / messages that will lead an audience to the conclusion you want them to reach.
- It’s important that the messages make sense as a whole and make for an interesting flow that holds audience attention.
- The conclusion is something that should be defined from the very start of the presentation preparation, and it is that conclusion the story needs to be built around.
10. Choosing content
- The content to be included in a script usually consists of numbers, data, case studies and information relevant to the main message
- This content must be impressive and convincing, and it must also be consistent, objective and concise.
- To achieve these objectives, a careful selection needs to be made of what should and should not be included. In this selection phase, keep in mind the following questions: What is my main message? What is the best way to tell this story to my audience? What is the best way to display the visual content?
- Remember that dozens of numbers in a major cascade should never be an option. Instead, think of great metaphors to convey the information. Think of images that can convey the ideas….
11. Arriving at the best language
- Finally, we come to the last stage of script development. Here, the important thing is to get away from complex and full-of-clichés speeches.
- And for both the slides and the speech, always use a conversational tone.
- Finally, get the message across as clearly as possible using the words most appropriate to the subject matter and the objective.
Writing a Great Script: to recap:
1. Who is your audience?
2. What is the context in which the presentation will take place?
3. How much time will you have for your presentation?
4. What is your presenter profile?
5. What is the goal of the presentation?
6. Define your main message in line with the objective of the presentation
7. Define the best supporting messages for that main message
8. Create a strong slogan
9. Develop a logical sequence of ideas
10. Choose wisely the content to include and how to include it
11. Use the right tone and at all costs avoid clichés
Read the Tutorial Part 1: The Diagnosis