Persuasive Presentations
By: Richard E. Scott, ASLA

Step Two: What BIG idea do you want them to remember?

The Lesson:
In this second step, you will craft a simple statement that clearly expresses your main idea.

This main idea, or BIG idea, should address the most important needs and wants that you uncovered in Step One.

This statement should be simple and compelling to the listener or client, and you should be able to articulate it in 30 seconds or less.

Here is one example of a main idea used in an introduction from one of my own recent residential projects:

• "This design was crafted to achieve what you (the client) said you wanted most: (1) design and build a beautiful pool deck - a space for playing with your grandchildren, and enjoying summer weekends, (2) to enhance the ocean view without competing with it, (3) to solve the current privacy problems, and (4) do it for less than $150,000."

This statement is clear, easy to remember, and telegraphs directly to the clients how they will benefit.

Your main idea will become the thesis that you build your entire presentation around.  It will act as (1) your introduction, (2) a point of reference throughout the body of your presentation, and (3) your conclusion and call to action.

The clarity of your statement (with a focus on how it benefits the client or audience), and the strength to which you use it in our presentation will make this idea more memorable and persuasive.

Although the statement should be brief, it will take time to craft.  Writing this statement is a creative act, and you should write out several alternatives before setting on your final version.

Richard E. Scott
American Society of Landscape Architects
www.graphicsteacher.com
Copyright © 2006

*Additional steps to follow