Ever wish that your presentations could be as fun as a cool TV commercial? Come late January every year the chains TV treats us to the best U.S. and most expensive – Superbowl ads. You may remember some of these, even now, after 2 weeks. What was your favorite? E * Trade? Fed-Ex? One of the "dot.com? My favorite was Mountain Dew.

The commercial opens showing a desert African distance. Drumming percussive music is playing at a moderate pace in the background. Switch to a close up view of a cheetah running fast on the ground the desert. As the music builds, switch to a shot away from a line of dust speeding through the desert. Hmmm. A second line of dust to win in the first. Switch to the determined face of a mountain bike, teeth, and rapidly pumping the pedals of his bicycle. Who chases who? The cheetah is an animal fastest land capable of speeds up to 60 miles per hour. Switch to a frontal view – the mountain biker is chasing the cheetah! What's going on here? As the rider gets closer and closer to the cheetah, the music and the anticipation build. The persecution is becoming more exciting, and more dangerous. As the cyclist cheetah closes in, he throws his bike, and tackles the cheetah to the ground. Rose, cautiously approaching the cheetah with both hands to point, and reaches cheetah's mouth, deep in your stomach. Suddenly he pulls his arm, and … is a perforated tin of Mountain Dew – empty.

After a brief level of three foot types with their bikes watching in the distance, the driver scolds the cheetah for drinking his Mountain Dew "Bad Cheetah!" One of the three boys said "see, that's why I'm not a cat person." Some party music kicks in, while the three men are chugging soda cans Mountain Dew. The spot closes with a shot of the cheetah walking with the tag line of Mountain Dew, "Do the Dew" written in their places.

Very entertaining, and quite funny. What happened here? In short, Mountain Dew is using your emotions to wish you and purchase your product. The essence of a excellent music to create an intense emotion that fit within the target market prospects, and then anchor the emotion of the product label at the emotional peak experience. By creating an intense enough emotion, and repeatedly anchoring, later recalled the perspective of emotion, the next time you see the product. The feelings associated dramatically increasing their propensity to buy the product.

So how can we use this? Plan stories in their presentations to the client. Design of a story with the emotions you want to associate with your product or service. Choose the emotions that will help you sell your product. Use the story to create the excitement, the construction of emotion, and that the battery until it is intense. Then slam home his message of product on top of emotion. If ever told a story with an emotional feeling or experience to remember someone else, then I have. This is equally effective in a brief interaction than a minute, or presentation an hour.

First, you want to plan the sequence of emotions that the audience should feel during the presentation. In the Mountain Dew commercial, the range of emotions went something like this: intrigue, anticipation, excitement, fun, friendship. These are the emotions that Mountain Dew wants you to feel the next Once you see a can in the store. You want the plan images, sounds and words that arouse emotions that the intention from the audience during his presentation. The director commercials for Mountain Dew this script in detail.

Finally, plan what product message that will anchor at the peak emotional moment of his presentation. The Mountain Dew can with logo has shown that right at the peak of anticipation and excitement after the rider to tackle the cheetah. You've seen it again the three friends who snort, anchoring to friendship. The final anchor was the slogan written on the locations of the struts by cheetahs attractively. Mountain Dew Logo was anchored three times to excitement, friendship and sex.

Images and sounds are very important in creating emotions. If you help the prospect to create images and sounds in their own minds, it helps them create their own unique sense of the experience they give. There was very little dialogue in the Mountain Dew commercial. In contrast, the visceral experience of the rider chasing the cheetah sells the product. Only 7% of all communication comes through the words we speak. 55% of all communication comes through the physiology we observe in others, and the remaining 38% comes through the subtleties of the sounds we hear.

Telling stories allows you to fully engage the emotions of his audience. Features and benefits are important, but emotions are like most people take purchasing decisions. Now, do you really want to take another bullet list of PowerPoint presentation?

 © 1999-2004 Shamus Brown, All Rights Reserved.

Shamus Brown is a Professional Sales Coach and former high-tech sales pro who began his career selling for IBM. Shamus has written more than 50 articles on selling and is the creator of the popular Persuasive Selling Skills CD Audio Program. You can read more of Shamus Brown’s sales tips at http://Sales-Tips.industrialEGO.com/ and you can learn more about his persuasive sales skills training at http://www.Persuasive-Sales-Skills.com/

* Japan makes electric bike that goes 93 miles per hour and over 100 miles a charge!