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4 The Expanding Potential of Digital Books

I’ve seen the future of interactive business books and it is Nancy Duarte’s Resonate for the iPad.

I’m a big fan of the presentation work of Nancy Duarte and I’ve had Duarte on my podcast to talk about her books Slide:ology and Resonate.

This week Duarte’s team launched Resonate as a Multi-Touch book built in Apple’s iBooks Author tool. Calling it a book in the traditional sense doesn’t do it justice. It’s more like attending a workshop rich in images, stories, video, lectures, and even quizzes, all perfectly displayed on the iPad’s stunning screen.

The book is available through the iTunes store and may be the best teaching tool on the subject of creating presentations that resonate ever created. (I guess you can tell I kind of like it.)

10 Great Presentations Start With Resonance

Marketing podcast with Nancy Duarte (Click to play or right click and “Save As” to download – Subscribe now via iTunes

I’ve been thinking and talking a lot of late about the topic of making great presentations because I think the ability to help people understand your ideas and come to your point of view is probably the most important business skill you can develop.

My guest for this episode of the Duct Tape Marketing is Nancy Duarte, CEO of Duarte Design and author of slide:ology – The art and science of creating great presentations and resonate – Present visual stories that transform audiences, two of the best books I’ve encountered on creating presentations.

According to Duarte, presentations are the most persuasive medium available for conveying ideas and yet it is also one of most reviled because people do it so poorly.

Duarte’s entire approach is centered around getting people to think more like designers – a term that comes from the Latin root to designate – by arranging images and words in a hierarchy to strike balance and harmony and amplify a message in ways that words alone cannot.

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26 Simplify

There is a somewhat famous Albert Einstein quote that goes: “Make everything as simple as possible, but not simpler.”

I think the application of that thinking to marketing, and more specifically marketing messages, is crucial, now more than ever. Confusion breeds caution and caution breeds no sale. No matter how complex your solutions are you must find a way to communicate them in very simple terms – terms that make it very easy for the prospect to jump directly to results.

There are two very important paths that one must develop in an effort to simplify their business and brand promise – message and process.

Your core message should be simple, clear, consistent, and buzzable. One of my favorite examples of this strategy is a St. Louis entrepreneur by the name of Scott Ginsberg – Scott, or Hello My Name Is Scott as some know him, has done the same simple, clear, and buzzable thing for 3000 + days and it is his business. (Go find out for yourself!)

Your process should be simple, clear, consistent and visual. By process I mean, generically, how someone gets the results they are after through your product, service, or engagement. For some, it may be an actual mappable set of steps that makes explanation of “how you work” a simple affair. For others, a diagram of success might help tell the story. (Two books on this subject you might check out – The Back of the Napkin – Dan Roam and slide:ology – Nancy Duarte.)

Here’s the diagram I use to demonstrate the components of a Duct Tape Marketing system and marketing plan. I keep working on it trying to get it down to one or two words, but not simpler.