The Executive Summary: A Guide to Effective Presentation Preparation
By Nick Washienko

You are accomplished in business. You are a successful leader. Naturally, you want to project the same level of success and confidence in your presentations as you do in your executive position.

Being an effective speaker takes more than natural talent or charisma. Like any other skill, the more lessons you have and the more you practice, the more accomplished you become. One way to accomplish this goal is by working with a professional speech coach. Through video-taped practice sessions and constructive feedback, the right coach can help you become an effective and powerful speaker.

Under the direction of professional coach, you will be able to do three things more effectively. First, you will learn how to control your nervousness and even use it to your advantage. Second, you will learn certain physical skills of delivery that will help you project confidence and credibility. Third, you will learn to package your thoughts in a way that makes them easy for you to deliver, and easy for your listeners to remember.

The "Executive Summary: A Guide to Effective presentation Preparation" was written with you in mind. It provides you with a quick and easy-to-read reference of important techniques, ideas, and tips to remember the next time you deliver a presentation. All of the information is based on one simple idea.the most important element of any presentation is YOU.

Before you speak.

1. Don't Give A Speech
   Television and telecommunications have changed the model of presentation. The days of the formal, dry speech are gone. Today, people want a more informal, more conversational style. When you begin your presentation, remember that your listeners are not expecting a speech. Think of yourself as speaking conversationally with a few friends or a group of business associates. Talk to them but do not give a speech to them.
2. Write The Way You Talk
   Most people write more formally than they talk. If you prepare by writing your talk out, your tendency will be to deliver the talk with more formal-sounding words. Unless you are a very practiced reader, you will usually talk better than you read. Remember that the audience will be listening, not reading. If you write out your talk, be sure to write the way you talk.
3. Meet And Greet Your Audience
   Your natural inclination might be to avoid your listeners, since on some level you consider them to be the source of your fear. But the real source of your nervousness is internal. So go out and meet them and talk with them. Your nervousness will actually be reduced and it will be easier for you to talk in a normal, conversational tone. If at all possible, make it a point to meet and greet your audience.
4. Release The Tension
   A great way to reduce pre-performance tension quickly is with a very brief and easy to say comment. This could be something simple, like inviting people to take their seats. If you are not in a position to make a statement, then ask a question of someone who is speaking. Above all, do not let nervousness and tension mushroom. Release the tension.

Once you've begun.

1. Avoid Jokes
   If you are nervous and worried about the audience reaction to you, then the natural inclination might be to try to warm the audience up and become "friends" with them. A good joke seems like an excellent way of accomplishing that task. But the risks are just too high. First, it is hard to be funny. Second, if the joke offends anyone, then you have lost the audience before you begin. Finally, if the joke is not funny, then you have a very weak beginning. Remember, the audience did not come to hear a comedian. Begin your material and until you are really relaxed, avoid joking.
2. No apologies
   Never begin with an apology.unless, of course, you are late. Then, apologize. But don't tell the audience that you are nervous, or that you are new on the job, or that you don't feel well. When you begin in that way, you are really saying that you are not going to do a very good job, and that does not make the audience feel very good. At any cost, avoid apologies.
3. No Flowery Intros
   Avoid those long, flowing introductions where you tell the audience how happy you are to be here, and what a great place this is, and how wonderful the audience is to take time to listen to you. It takes too long to say it, the audience does not think that you mean a word of it, and it sounds like you are not prepared to begin. Tell your listeners exactly why they are here and exactly what you are going to talk about within the first minutes of your talk, and avoid flowery introductions.
4. Know your Four First Sentences Cold
   Your listeners make up their minds about you almost immediately. Therefore, you cannot afford to appear uncertain or disinterested in the first minute of your talk. Your words must come out strongly and clearly and your first ideas must be concise. You have only one chance to create an initial sense of urgency. Know what you are going to say so that you can say it strongly. Know your four first sentences cold.

Preparing Effective Visuals.

1. Visual-Not verbal
   Keep your overheads visual, not verbal. Show them graphs and pictures, not words. Develop your overheads so that your audience can intuit what they mean in a few seconds. If the overhead is verbal, the audience will split their attention between the overhead and you. Keep it visual, not verbal.
2. Use Bullet Points
   If you must use slides or overheads that contain only text, then use bullets. A good rule of thumb is this: use only four lines down the overhead, and use only two or three words in each line. For example:
   • Cost Reduction
   • Increased Speed
   • Reliable Information
   • Improved Quality

While the overhead is verbal, it is not overwhelming. Just direct them to the bullet points.

3. Use Visual Sparingly
   Limit your visual aids. For a 15-20 minute talk, you should use only 7 or 8 slides or overheads. Your rule of thumb should be this: only use an overhead, slide or video to display something that cannot clearly explain verbally.
4. Check The Mechanics
   If at all possible, either the night before, early that morning, or sometime before you give your talk, check your visual aids one last time. It will help you to focus and give you peace of mind. There is absolutely nothing worse than having technical difficulties in the middle of a presentation. So follow this checklist: know how to operate the equipment; check out the projector bulb to make sure it works; put an overhead on the projector and focus the lens so that when you are presenting, all you have to do is turn the machine on; and check the order of the slides/visuals. You don't need anything going wrong in the middle of your presentation. Check the mechanics.

While you are speaking.

1. Make Eye Contact
   Making eye contact is hard to do under the best circumstances and next to impossible to do if you do not know your content. It is also hard to project credibility in a room if you read. One cannot read and make eye contact at the same time. Your natural inclination is to pull your eyes away from the audience. Fight that inclination and make eye contact.
    
2. Be Animated
   This is a hard subject to talk about and I hope that you do not misinterpret my comments. I am not suggesting that you act differently from the way you are. However, conclusive studies show that audiences read animation for conviction. They read slow and even delivery for uncertainty. In order to feel compelled to listen to what you have to say, your listeners need to sense your enthusiasm. Be committed to what you are saying, and say it with conviction. Be animated.
    
3. Speak Loudly
   With few exceptions, a strong voice conveys authority and credibility, while a quiet voice conveys uncertainty and doubt. It is also easy to remain motionless when you are speaking quietly. But if you project your voice, and speak strongly, your gestures will become larger and more animated. Your whole body gets involved. Now, you may be frightened that this will make you look out of control. On the contrary, it will make you more believable and more effective. Speak loudly.
    
4. Speak Quickly And Clearly
   Speaking quickly and clearly will energize you and your audience. This does not mean that you should race through your presentation. Just keep the pace moving. Even if you think you speak too quickly, that is a rare occurrence. You may not be speaking loudly enough, and someone may ask you to slow down so that they can hear and interpret. Keep in mind that people speak at approximately 150 words per minute. Your listeners can take in as many as 250 words per minute. So don't worry about speaking too quickly. Do not feel compelled to slow down. It can drag the whole presentation down as well. Speak quickly and clearly.

Don't forget these items.

1. Know The Last Four Sentences Cold
   Remember the suggestion that you know your first sentences cold? Well it is equally important that you know your last four sentences cold. Otherwise, the end comes upon you very quickly, and it is very difficult to create an ending on the spot. Often, when people do not have an ending prepared, they end by asking if there are any questions. The problem is that your listeners don't know if you are just saying that or if you really mean it. If they get the sense that you are just saying it, they will not ask any questions, and then you have to ease yourself off the stage. Decide the last three or four sentences before you begin. Be brief and to the point, and know the last four sentences cold.
    
2. Get Your Listener's Attention
   Begin with a specific statement that is certain to get your audience's attention. Generally, this takes the form of a startling statistic, a quote, a story, or a powerful bold statement, e.g., "Do you know that 50% of the people in the room will not work for this company in two years?" Keep it brief and move on, but get your listener's attention.
    
3. Segue To A Main Point
   Now that you have their attention, you need a simple sentence or two connecting the audience to your main point. Think well about the sentences. You will not make a good connection if you don't.
    
4. Make Your Case
   Write out in plain English exactly what it is that you want to say. I cannot overemphasize the importance of this step. In my experience, most executives do not decide what they are going to say beforehand, so they end up talking around the subject, and never sound convincing. You must decide your main point. Let it answer this question: "Let me tell you exactly what I want to say to you today," or, "If I could say in one sentence exactly what I want to tell you today, it would be." No matter how you say it, make your case.

Outlining for clarity.

1. State The Benefit
   Never assume that your listeners are aware of what you are about to say, and how it will affect them. If you are saying something important to your audience, let them know by telling them exactly what it is. Begin with something like: "Now let me tell you why this is so important for you to hear this " or you might try: "Let me tell you how you'll benefit from this talk." Remember, know your four first sentences cold, and state the benefit.
    
2. Lay Out Your Logic
   This step is performed solely for the benefit of the audience. Your audience has no idea of how you plan to proceed with the exposition of your materials. They do not see the logic that is in your head. Reduce your materials to three main points which form the logical backbone of your talk. Remember, your audience has never heard this talk before. Guide them by telling them, "I'm going to divide my presentation into three main points. These three main points are a, b, and c." this allows them to visualize what's in your head, making it easier to follow along.
    
3. Develop Each Point
   How should you develop each point?
    
   • Define what each point means.
   • Provide additional data so your listeners understand what the point means.
      
   • Give your listeners an example. Say those magic words: "Let me give you an example so that you can see what I mean."
      
   • Answer the question: "So what?" You have told your listeners something, but what does it mean to them? Never assume that they know. Tell them, by developing each point.
      
4. Conclude
   Summarize in brief. Don't deliver the talk again. Don't repeat what you just said. Quickly reinforce the three main points, and state how these three points once again illustrate the main purpose of your whole talk. And remember: you should know your ending cold.

Using visuals effectively.

1. Begin With You
   Stand away from the overhead and talk for at least 1 minute before using any slides, overheads, videos, or other visual aids. That gives you a chance to create a positive dynamic in the room. It also gives the audience the chance to react to you and get to know you. If you use the outline above, then you should know the 4 sentences you have to say. Just get through your introduction and lay out the logic of your talk. By the time you have done that, you will have spoken for at least 1 minute. Using visuals at the very beginning of your talk tells the audience that the visual aid is more important than what you have to say, leaving you virtually no opportunity to establish your presence in the room. Remember, the most important element of any presentation is you. Begin with yourself.
    
2. Direct Their Attention To The Screen
   When you show your first overhead, ask your audience to turn their attention to the screen. Why? Because they will look at it anyway. By directing them to view it, you are showing that you have command over the audience. Direct their attention to the screen.
    
3. Allow 4 Seconds Of Silence
   Allow about 4 seconds of silence when introducing an overhead, so that the audience can absorb what they are seeing. Remember, they cannot figure out the overhead and listen to you at the same time. Give them the time they need.4 seconds.
    
4. Resist Overhead Dependence
   Look at your listeners and not at the screen. Your listeners want to make contact with you. They want to know how you feel and think about things. Resist the temptation to look at the overhead. Keep talking to the audience and resist overhead dependence.

A final observation.
Delivering a presentation is a very simple interaction. Don't overcomplicate it! Your listeners just want to hear what you have to say and have a sense that you care about them and about your message. The issue is not your intelligence or how many facts you know. It is easy for you to hide behind your information, somehow believing that if what you say is right, you have accomplished your task. But that is only one part of your task. The crucial element is projecting yourself as an interesting, engaging, credible speaker and person.

Your listeners are there to get a sense of what you think is important to them. It is absolutely critical that you decide before you begin what it is that you have to share with them. Once you have decided what you have to say, say it. Don't try to be fancy. Don't try to deliver a speech. Talk to them. Be direct. Look them in the eye. Speak a bit more strongly. It will help to create that sense of urgency and importance. It will give you more spark and make you seem more interesting and engaging. Most of all, be yourself and tell your listeners what you have to say.

I hope that this executive summary has been effective in helping you prepare for your presentation. Remember, the more you practice, the more accomplished you will become. And, in the final analysis, the most important element is YOU!

Good luck!