Structure is important in pitching an ad campaign

 

http://www.ishmaelscorner.com/2010/11/18/nancy-duarte-talk-shines-spotlight-on-storytelling/ 

When pitching your ad campaign, you need to guide your audience throughout your presentation. I have provided an example of a good presentation by using Nancy Duarte’s analysis methodology to analyze Evan William’s TED video (#7 on playlist) where he speaks about listening to Twitter users. Williams begins with an extremely brief history of how he launched Twitter as a side project. 

‘What is Twitter?’ You say what you’re doing in 140 characters or less and people, who are interested in you, get your updates. 

Now what could be Twitter? It lets people share moments of their lives whether they are “momentous occasions or mundane ones.” The example Williams uses for a momentous occasion tweet is “Baby is here. 10 lbs. of sweet baby boy,” and the mundane occasion tweet is “dropped my phone in a toilet. damn.” The audience briefly chuckles at the latter tweet. 

Throughout his presentation, Williams shows the audience the tweets of familiar people and familiar occasions that people tweet about that the audience can relate to. Also, while showing his presentation slides with the various tweets, he stops speaking in order for the audience to read it themselves. He goes up and down from ‘what is’ to ‘what could be,’ up until the end.

The last ‘what is’ is that Twitter has gone beyond the mere “keeping up with family and friends” and there is a trend of “people helping each other out.”  An example is raising money for homeless people or “digging wells in Africa.”

Then the ‘new bliss (new norm)’ is when he mentions his observation of how more good things happen when you give people easier ways to share info. The future of Twitter is unknown but it will be shaped by the users themselves.

Nancy Duarte's structure in pitching an ad campaign is a fantastic template to use in order to engage and persuade your audience. Good luck in your next campaign!

TEDTalks Evan Williams: Evan Williams on listening to Twitter users. [Web]. (2009). Retrieved from http://www.ted.com/playlists/26/our_digital_lives.html

 

Talks TEDX Nancy Duarte: The secret structure of great talks. [Web]. (2012). Retrieved from http://www.ted.com/talks/nancy_duarte_the_secret_structure_of_great_talks.html