You probably know people who make great presentations. They look so confident, so sure of themselves. Their presentations are always engaging and you’re left feeling impressed and invigorated. But how do they do it? And could you do it too? 

There’s no doubt that presentations can be tricky. It takes real confidence to face an audience and it takes practice. People aren’t born great presenters, they become them. In the words of acclaimed public speaker, David JP Phillips, “there is no such thing as presentation talent, it is called presentation skills." And you too can acquire them.

Here are four keys to creating great presentations:

1. Objectives

Without a doubt, great presentations start with real preparation. Even the very best presenters spend time laying the foundations for their presentations. First, you need a clear objective. What are you trying to achieve? Are you selling something? Are you raising awareness of your brand? Are you networking with other companies? Whatever your objectives are, they should inform your presentation from the beginning.

2. Content 

Another key element of an excellent presentation is knowledge. You need to know your content inside out. Any gaps in your knowledge are bound to show and you can bet that it will be the one area that an audience member will question you about. Before the big day, ask colleagues to quiz you on your subject matter and grill you on the details. Consider your core messages and think of engaging stories that will deliver them. Understand that your audience will always be thinking "What’s in it for me?" so pre-empt this by telling them exactly what is of benefit to them.

Everyone in your audience is different and receives messages in different ways. Some people need to see the big picture of your idea, others need proof that your idea is going to work, and others again need to know the details of how it’s going to work. Everybody needs to know why it’s important to them and what the consequences of not buying your service or product will be. Your presentation needs to cover all of these areas. 

3. Audience

It’s essential that you establish who your audience will be. You need to know as specifically as possible who will be listening to your presentation. Industry experts will need to be handled quite differently from novices. Your presentation needs to be pitched accordingly. If you’re not sure who your audience will be, or if your audience will be a mixture of experts and novices, it’s best to pitch to who you care about the most. 

4. Delivery

You will have a unique style. The best and most effective way of making your presentation is to be relaxed, be natural, and be yourself. Don’t try to emulate someone else. Your style is your own and particular to you. See that as a strength.

Some of the best presentations don’t seem like presentations at all, but rather like conversations.  You can, of course, take questions at the end, but think instead of encouraging the audience to ask questions throughout. It’s much more engaging for them. You can deal with queries as they arise and, most importantly, in the context of what you are saying.

 About the author 

Heather Foley works as a consultant at www.etsplc.com. ETS has been a partner to some of the world’s most respected companies since 1989, delivering specialist consultancy and leading edge technology in the following areas: employee research and engagement, leadership development, 360° feedback, performance management, and talent and succession planning. 

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