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The Ultimate Business Presentation Guide
The Ultimate Business Presentation Guide 7
The Ultimate Business Presentation Guide
—Deliver Your Message With Real Impact —
PO Box 590340
Newton, MA 02459
copyright 2002 Alan Radding
Business Presentations: Corporate Haiku for the
Business presentations aren't just for big, formal business meetings anymore. Today
business presentations—a series of screens (or printouts of screens) containing headings,
subheads, bullets, and graphics—are used for a wide range of corporate communications.
They appear at the most mundane staff meetings, in lieu of reports, as part of business
plans, as marketing collateral materials, sales props, and more. In short, business
presentations have become the business communications medium of the 21 century—
corporate haiku to express ideas, simple or complex, quickly and (we hope) effectively.
The emergence of software like Microsoft's PowerPoint has made pretty painless the
process of producing a business presentation with a slick, polished look. With myriad
backgrounds and foregrounds, fonts and typefaces, bullet styles, graphics, clipart
libraries, charts, screen effects, and more, it is easy to take to produce an attractive
But just as easy-to-use word processing programs don't turn every user into an effective
writer, so too presentation tools like PowerPoint don't automatically enable you to turn
out effective, compelling presentations. To the contrary, often the capabilities of the
presentation tools mask weak ideas and poorly conceived and delivered messages. The
attractiveness of the resulting presentation actually is superficial and any impact is
decidedly short-lived; as soon as anyone looks beyond the production and examines the
content of the presentation, the weaknesses become apparent. The presentation may be
banal or utterly predictable or downright confusing. Often it undercuts the very messages
the presenter wants to communicate.
This does not need to be the case. Although creating an effective business presentation is
a serious communications challenge, any reasonably intelligent person can do it. That is
what this guide is intended to do—to show you how to:
Combine a persuasive, logical narrative with engaging delivery to create an effective
Identify and focus your message
Support it with tight, succinct writing and appropriate graphics
Involve the audience and motivate them to take action
The result is a business presentation that becomes a powerful mechanism to advance the
organization's objectives as well as the presenter's career.
This report focuses on the content—the message—of the presentation. It is not a tutorial
on using PowerPoint. Rather, it aims to guide you in developing content of your
presentation. It offers ideas on how to assemble your message into a compelling
narrative, how to avoid predictability or audience boredom, and how to ensure that the
audience follows the progression of your thoughts and, in the end, gets your message. In
addition, it provides a sample outline that you can use as a starting point. Finally, it
describes how to take advantage of opportunities to present at business conferences.
Full disclosure: my experience comes out of content development and message creation.
As a freelance writer specializing in business and technology, I have developed the
content of business presentations for a wide range of companies, including Digital
Equipment Corp., Compaq, Microsoft, Symantec, and more.
Start with the Audience
Most people start creating a presentation by jotting down their main message points or
laying out a PowerPoint screen format. I start by analyzing the audience and the situation.
The key question: who is the audience? The audience may be the board of directors, a
group of department heads, the CEO, some dithering committee, your project team, a
roomful of professional peers, bored reporters, prospective clients, consumers,
government regulators, the general public, almost anyone.
Whoever it is, you must thoroughly understand the audience and its likely attitude toward
the message of your presentation. At the least, you need to assess:
How much they already know about this subject or issue
What else they need or want to know about it
Why they should care
How receptive or resistant they will be to your message
What are their objections, concerns, and interests
What you want them to do when they leave the presentation
These questions make a good start. You can and should go deeper. How technical is the
audience? How distracted will they be? How tired? The list is endless, but you get the
picture. In short, you want to know as much can about the audience so you can address
them on their terms, not yours.
It also helps to know the situation. Is the presentation to be made before a small, informal
gathering or in a large forum? Private or public? Friends or strangers? Supporters or
adversaries? Will the audience be fatigued or bored? How long will you have to speak?
Are questions allowed? Encouraged? Prohibited? Who else will be speaking and what are
they likely to say?
Once you've collected as much information about the audience and situation as you can
and analyzed it, you're ready to work on the actual content of your presentation. Now you
can jot down ideas.
Solid Ideas Make Good Presentations
A smart creative director at a large advertising agency exhorted his staff to make the
layouts rough and the ideas finished. This, of course, runs counter to the prevailing ad
agency practice when, even today, ad agencies try to disguise the flimsiest of ideas with
lavish production. The same is true with business presentations; many attempt to mask
weak ideas with dazzling computer graphics and special effects.
To paraphrase the creative director, for business presentations you want to make your
screen designs rough and your ideas finished. The business presentation must start with
something worthwhile to say and then say it persuasively.
Business presentations work best when you are introducing new ideas or information or
insights. Business presentations usually are promoting an idea or a product or a position
and should reflect topnotch salesmanship in the best sense of the word. (Tutorials—how-
to presentations—are a different beast and should reflect the best pedagogy.) To make
sure your business presentation message is worthwhile, put it to the following test:
Why am I talking about this—what is the problem or issue to be addressed?
What am I adding to the discussion—is it new or illuminating or provocative?
What does it mean in the end—what value will people walk away with?
So what—does your message create a sense of urgency, importance,
Start formulating your message as an outline. The outline, a sequence of headings and
successively indented subheadings, enables you to assemble a cogent message without
the distraction of types, fonts, graphics, and all the rest. It allows you to concentrate on
what you have to say and to organize it in a coherent way. If your message comes across
as confusing or vacuous in the outline form, all the dazzling presentation graphics in the
world won't disguise it for long. Straightforward narratives tend to work best; digressions
will lose the audience unless you make it clear you are taking them off on a tangent and
how it is related to the main message. And should you digress, be sure you bring the
audience back to the main point. Don't leave them lost and abandoned in some
Presentations work best when they focus on one primary message. Subsequent messages
should support the primary message. Once you have laid out your main and secondary or
supporting messages, fill them in with proof points, details, and examples. Audiences
generally like specifics.
Then you're ready to put your message into presentation format. The outline easily
translates into a finished slide presentation. In general, each section of the outline
represents a section of the presentation. Each heading is a screen. Third-, fourth-, and
fifth-level indented subheads become screen bullets. Then you can throw in charts,
graphics, and effects that clarify and amplify your message. A sample outline is provided
Presentation Content Basics
If you attend the various speaker training sessions and business presentation seminars,
you will frequently encounter pearls of wisdom that seem to have become the gospel. The
one that immediately comes to mind is the repetition rule: tell the audience what you are
going to say, then say it, and then tell them what you told them.
Although the intention is good, the repetition rule if not executed with skill and
sensitivity to the audience will bludgeon them in a stupor, which can't be good for your
A better rule is this: practice good salesmanship in the best sense of the word. Almost
every business presentation is a sales pitch, usually more informative than hard sell but a
sales pitch nonetheless promoting an idea, proposition, position, organization, or product.
As a result, I try to build presentations around a handful of key elements adopted from
best salesmanship practices. These include:
Focus—clearly define the problem or issue that is at the heart of the presentation
so everyone understands what this presentation is about
Audience—keep the audience's needs, interests, concerns, and attention foremost
Importance—establish the importance or urgency of the issue so the audience
knows why they should care
Authority—establish your credibility on the topic
Validation—cite third-party studies, research, data, and references that reinforce
Experience—cite real life examples, case studies, and testimonials that illustrate
Interaction—find opportunities to directly engage the audience in the
Graphics—include charts, images, diagrams, media to amplify and clarify your
Response—direct the audience members on what they can or should do next in
regard to the subject of the presentation
Any given presentation will include some if not all of these elements. You arrange them
in a compelling narrative that engages the audience and communicates your message. Eyes Glazed Over: Avoiding Audience Boredom
The use of business presentations is so pervasive and the number of poorly conceived and
executed presentations is so great that audience fatigue—eyes glazed over—is a real
concern. This fatigue factor must be one of the issues driving the use of increasingly
spiffy graphics and animation, but even that solution has its limitations. It doesn't take
long for the graphical pyrotechnics to overwhelm the business message and undermine
any hope for effective communication.
The fatigue factor results in part from rigid, unimaginative adherence to the repetition
rule. However, this needn't be the case. Here are some of the tricks I prefer to spice up a
Engage the audience right away—ask provocative questions, take a poll, play a
game, anything to actively involve the audience. (One manager starts his
technology presentations by leading the audience in a brief yoga exercise.)
Invite questions throughout the presentation—don't wait for questions at the
Insert a demonstration—where the topic allows, try some hands-on activity.
Use anecdotes and humor—there is no rule that presentations, no matter how
serious, have to be utterly dry. Personal anecdotes and natural humor keep
the audience engaged.
Dramatize the issue—rather than talk about the issue use role-playing to actually
dramatize it. You can even draft audience members to play some of the
Look beyond a talking head—take the time allotted to the presentation to run a
panel discussion or stage a skit. (One executive of a major
telecommunications company based his keynote address on the late-night
TV talk show format with himself in the Jay Leno/Dave Letterman role,
all cleverly scripted of course.)
Obviously not every topic, situation, or message lends itself to these approaches, but
wherever you can break with usual presentation, within reason, you are better off. Your
message will stand out, and your audience will appreciate the change.
Constructing the Actual Presentation
Start the development of the actual presentation content with the outline. As noted above,
the outline translates very neatly into screens and bullets. The only things you need to add
are some charts and graphics to illustrate key points and your speaker's notes (the
speaker's text) to keep you on the message. However, you do have some important
decisions to make at this point.
One decision revolves around your approach to screen headers, subheads, and bullets.
There are two primary schools of thought on the topic, the short school and the long
The short school believes headers, subheads, and bullets should be brief,
bordering on cryptic, and relies on the presenter to fill in the details. This
works very well as long as a capable presenter always accompanies the
presentation. But very often business presentations have a life that goes
beyond the actual presentation. (I encourage my clients to plan and
prepare for this extended life.) They may be used as a leave-behind or may
make their ways into the hands of customers, prospects, reporters,
government regulators, or anyone else. A presentation consisting of
cryptic headers and bullets will not communicate effectively without the
The long school insists that headers, subheads, and bullets be long enough to
convey a complete thought. That means a full sentence, sometimes longer.
In this way each screen can deliver a complete message even without the
presenter. Someone can, in effect, view the presentation as a document
that stands on its own and come away with the core message. The role of
the presenter is to elaborate on the core message and entertain and engage
the initial audience.
This isn't something to get religious about although I tend to favor the long school
because I believe you should get as much use out of the presentation as possible. That
means using its as a leave-behind, as an element in an information packet for prospective
customers or the media, or as a sales tool for use by others. Still, the choice of one
approach or the other really depends on the intended use and the presenter.
The other big decision revolves around the use of graphics and special effects. Again, two
camps. One camp argues that we live in a visual media world where graphics and special
effects take precedent. The other camp counters that graphics and effects should serve
only to enhance and clarify the core message, that you should not risk overwhelming the
message and the presenter with snazzy graphics and dazzling effects. I tend to favor
restrained use of graphics and special effects unless the graphics and effects are the
message. Graphics can help, but you don't want to overdue it and end up overshadowing
or upstaging your message.
Model Presentation Outline
The following is an outline template for a general presentation such as would be given at
a professional or industry conference.
I've suggested further areas to improvise within brackets .
Part I: Introduction
What this presentation is about
Why it's important
What you are going to tell them
What they will get out of it
Your credentials for talking about this
engage the audience, pose a provocative question
Part II: Background
Review the issue
Why we are talking about this now
Introduce references, citations for validation, substantiation
Reference appropriate research
invite audience discussion
Part III: the Main Point
Introduce your main point in a series of screens and bullets
Add supporting material to back up your point
add anecdotes, examples, demonstrations
Parts IV, V, and Beyond
Introduce subsequent points in order of importance
Relate the discussion to your main point and primary message
Add appropriate supporting material for each point
Invite questions following each point
Summarize your main message and key points
pose a provocative question, invite discussion
Take any remaining questions
Direct audience members on their next move
Thank the audience
Obviously, the specific topic, material, and situation will dictate the content and flow of
the presentation. Feel welcome to use this template as a starting point and modify it as
you please. The Public Business Presentation Opportunity
The vast majority of business presentations are private affairs, delivered to audiences
large or small within the organization or to various stakeholders (customers, investors,
reporters, industry analysts, regulators, etc.). Of course, these presentations can be very
important and merit well-written content with carefully crafted messages.
There also is a large opportunity to deliver presentations at the innumerable industry,
professional, and trade conferences held each year. These conferences represent a
tremendous opportunity for the presenter to get his
or her message out to a large and important
Presenting at one of these conferences can
advance a career, boost sales, or win support for
—Test the setup in advance
an idea or position. For that reason, many
organizations use public presentations as a key
—Keep it short.
element in their marketing strategy. To capitalize
on these opportunities, it is imperative the
—Keep it moving
presenter has a well-crafted presentation, one that
effectively communicates the message as it
—Involve the audience
engages the audience.
—Speak to the audience
The process of getting invited to present at a
conference is similar to getting an article
—Make eye contact
published in a magazine. Typically, you submit
your presentation idea in the form of an abstract
along with your professional credentials to the
program director of the appropriate conference.
—Ask for questions
Plan ahead; presenters are usually lined up months
in advance. And be forward thinking so your topic
—Thank the audience
won’t seem stale or dated when you finally deliver
it 6-8 months after you initially proposed the idea.
Just as there are public relations agencies that focus on placing articles in print
publications, there are specialized agencies that track the multitude of conferences,
cultivate relationships with conference organizers, and place their clients as presenters at
appropriate conferences. These agencies will help the presenter refine the topic, target the
appropriate conferences, and prepare the abstract. They will also, if requested, help the
presenter develop the actual presentation.
Creating an effective presentation is a time consuming task, not unlike writing a major
research paper or white paper but with a little theatrics thrown in just to further
complicate things. Although managers and executives could create their own
presentations, few have the time to devote to the task or experience in creating public
Instead, they turn to staff writers or, increasingly, to outside writers like me. An
experienced and knowledgeable outside writer not only is more cost effective than
diverting internal staff or executives from their primary work but also brings to your
presentation material the critical missing ingredient—the audience perspective that
ensures the presentation hits it mark, which is what the whole effort is about.
As a fulltime independent writer/researcher/analyst specializing in business and
technology, I work with companies on a wide range of projects, from business
presentations to white papers, case studies to ROI guides. I have developed a number of
presentations for both internal and public use for a variety of companies. You can request
an example of a business presentation, in PowerPoint format, by contacting me at
raddingmediaone.net or 617-332-4369.
Take Advantage of all the Ultimate Guides
You are welcome to visit my Web site, www.technologywriter.com, to see samples of my
work and access the complete set of my Ultimate Guides. While you are there, you may
also want to check out my report titled The White Paper White Paper—required reading
for anybody trying to communicate about complex products and services.
Make sure to view these other Ultimate Guides:
The Ultimate Reviewer's Guide—how to influence those who are evaluating or
reviewing your product or service
The Ultimate Case Study Guide—how to create believable customer testimonials
The Ultimate ROI Guide—how to effectively communicate value
And watch for my upcoming Ultimate Guides:
The Ultimate Web Content Guide—how to create killer online content
The Ultimate Sales Guide—how to create a document that can actually drive sales
The Ultimate Business Newsletter—how to maintain regular meaningful contact with
customers and prospects
The Ultimate Press Release—how to write press releases that go into print rather
than into the editor's trash
PO Box 590340
Newton, MA 02459
copyright 2002 Alan Radding