I am sure by now you have heard about the car accident that Tiger Woods was involved in last week. Let me begin by saying I am a Tiger Woods fan. I have never been interested in golf but I have always been interested in Tiger. On Sunday Tiger issued a statement on his website. That statement is considered web copy. Web copy is a script.
What really surprised me about Tiger’s script was how long it was. This was probably Tiger’s most important statement he has made in his life up till that moment. Every word counts. I have read the statement 4 times now. To me the statement causes more questions than gives answers.
His statement is not a sales presentation like you or I would give to sell a product or service (it absolutely is a sales presentation though). Always remember this for your sales presentations. The confused mind doesn’t buy.
To read his statement go to www.tigerwoods.com.
Here are my thoughts on what we can learn from what Tiger said on his website.
Web copy is a script. Web copy is the words on a website. Tiger may have written the statement himself, hired a copywriter who wrote it, or worked with a copywriter and they wrote it together.
If I was coaching Tiger on the script I would have had him reverse engineer the statement. Reverse engineer is a scripting term to begin by identifying the outcome he is trying to accomplish with the statement. Reverse engineer is like saying the alphabet backwards. *Tip for you: Reverse engineer your presentation.
Then I would have had him make a list of all the benefits he wanted to convey. Then I would have him make a list of the objections that might come up. For example one of the objections is why didn’t you speak to the Florida Highway Patrol? One way to handle an objection is to ignore it. He may have decided to ignore that objection. *Tip for you: Make a list of benefits and objections for your presentation.
Next I would have him write his best statement. Then I would have a script writing expert review it to persuasion engineer it. Persuasion engineer is to take the script (or in this case statement) and review it line by line looking for ways to improve it. Tip for you: Have a script writing expert review your script and provide you high level feedback.
Success,
Eric Lofholm