The U-Curve Framework

The U-Curve Framework is a proven structure for presentations and marketing documents that helps you:

• Select and organize ideas to make them as persuasive as possible. 

• Give the finished presentation or document a natural flow that is easy for the audience to follow. 

• Sharpen your thinking and identify additional material to strengthen your arguments. 

The U-Curve Framework looks like this.

Introduction

Introducing your company and setting expectations about the material to follow.

Business Challenges 

A short section that seizes the attention of the audience by describing the business or strategic issues for the customer that will be affected by the implementation of your technology.  These might include challenges such as introducing new products faster, improving revenue from existing customers, or complying with a new government regulation. A rule of thumb is that these challenges affect the compensation of a vice president or above. 

Operational Issues

A section that discusses problems in the day-to-day business activities or technical processes at the customer that are preventing the business challenges from being addressed effectively - slow processes, unreliable infrastructure, or a failure to collect information needed to make decisions.  

The Solution

The longest section of the presentation, covering the solution to the business challenge, including your product or service.  This section may cover a myriad of other topics, including architecture, features, functions, standards and interfaces, and implementation.  The challenge is to create a Solution section that is clear, concise, and directly addresses the interests of the audience. You must eliminate "bloat," and use graphics and strong writing to cover the solution as clearly and memorably as possible. Use sidebars, hyperlinks, and appendices to provide additional information on demand without disrupting the flow of the main argument.

Proof Points

This section provides evidence that  gives credibility to your claims - case studies and ROI analyses, or the best alternatives you have available, such as analyst quotations or test results. 

Operational Benefits

The operational and technical benefits of implementing your technology.  These are typically mirror images of the operational issues and business challenges described earlier, with additional information that makes clear how your product or service produces the benefits. 

Business Results

The business results of implementing your technology.  If you have laid the groundwork properly, you can include a rousing summary that proves beyond a reasonable doubt why your product or service is critical to the customer and why they should take action immediately.

Follow-Up

The "call to action" and any discussion of action items.

Covering the Bases and Connecting the Dots

When used properly, the U-Curve Framework lets you:

• Attract and hold the attention of your audience

• Ensure that you are covering the topics needed to make your argument

• Make clear connections between the the why (business results), the what (operational benefits), the how (the functions of your product or service), and the "show me" (proof statements)

• Pare away details that are cluttering the flow without supporting the core argument

The U-Curve does not solve all of the challenges to creating compelling presentations and white papers. You still need to understand your audience, research the business challenges and operational issues that motivate them, express your ideas clearly and forcefully, document "proof points," construct memorable graphics, and and gear materials to the skills of presenters and the context in which documents will be delivered.

But the U-Curve Framework does help you create sales and marketing materials faster, with the right content and a clear flow, to help you move your customers to the next step in the sales cycle. 

At U-Curve Consulting, we use the U-Curve Framework to as the starting point for our sales and marketing presentations and white papers.  We also offer a U-Curve Seminar where you can learn about the U-Curve Framework and other techniques for creating compelling presentations.

For more information about the U-Curve and our services, contact us at
  info@u-curve.com or 781 674-1005.