First Things First

As a professional speaker, I am often asked for advice on how to create and deliver a stellar presentation. And regardless of whether the asker is a CEO or an office assistant, part of my advice is always this: ‘No matter how short of time you are, you must prepare your opening’.

There are several compelling reasons for this advice. To start with, research into the human memory suggests that it is the opening and close of your presentation which are most memorable and which have the most impact on your audience. Knowing this, professional speakers pay particular attention to the development and delivery of their introductions. Mark Brown, the winner of the1995 World Championship of Public Speaking, says: ‘You must have your opening down cold. Have it so firmly rehearsed that you could say it in your sleep. Why? Because when you walk onto the stage you must take charge’. And this is true. If you walk onto the stage not knowing how you want to start, the audience will feel your hesitation. How many times have I seen speakers throw away their credibility in the first few seconds of their presentation by beginning with a poorly improvised opening!

The only way to make a good impression on your audience from the start is to write out and internalise the words of your introduction. Just flashing up your first PowerPoint slide won’t do it. You first need to establish your credentials as both a speaker and an expert on your subject, and you do this in your carefully prepared introduction. Talk to us. Tell us what your purpose is, and how we can benefit from listening to you. This is the time when you take command of the audience, without help from your slides. It’s an exciting moment in which any well-prepared speaker can reap the audience’s relief, interest and respect.

First, though, write down the purpose of your presentation in just one sentence on a piece of paper. Keep it close and visible. Now, write your introduction, including that purpose sentence and a sentence or two which tell your listeners how your presentation will benefit them. When the words are as good as you can get them, internalize them. Please note that I said ‘internalize’, not ‘memorize’. I personally don’t recommend memorizing. I can spot a speaker who has tried to ‘memorize’ their text a mile off. They stand on the stage trying to remember what they wrote instead of talking to the audience. Their eyes glaze over, or even roll inwards – not a pretty sight.

In order to internalize, simply read your text out loud a few times. This will anchor the sequence of ideas and most of the words. It doesn’t matter if a word changes here or there when you get up to deliver – after all, a good presentation should sound conversational. And if you’re wondering if this really works, let me reassure you. I don’t know of any professional speaker who doesn’t follow this advice.

There’s another key to a good introduction, and that’s your title. The title of your presentation fuels your opening – it’s a billboard which needs to have stopping power. It creates an expectation in the minds of your audience even before you begin to speak. And while a good title doesn’t guarantee a good presentation, that’s not its job. A good title needs to entice the audience to attend, and to at least listen to your opening words. Then your introduction takes over.

The best presentation titles are short: one to five words. Try using alliteration (repetition of consonants) to keep them snappy - as in the title of one of my sales presentations, ‘Sell the Sizzle’. Rhyme can be effective as well, e.g. ‘Declare or Beware’. Just a little time spent in creating a strong title will help get your presentation off to a great start.