We probably all know that a presentation should have a beginning, a middle, and an end. This is the classic structure and has stood the test of time. In this respect presentations are like any other form of effective communication: letter, report or even telephone conversation. But what are the purposes of each? Although the middle part of your presentation contains the most words, the really powerful contributions will come in the beginning and at the end. This is where you can have the greatest impact and people will remember more of your opening and closing remarks than they do of the rest.

It has frequently been said that you should tell your audience what you are going to tell them, then tell them, then tell them what you have told them. Here we will have a look at what this means in practice and the process you will have to go through to produce that powerful presentation you are aiming for.

Firstly, what are you going to tell them? A presentation should have one message, one message only, and that should be the message you want you audience to take away in their minds. It doesn't matter what that is: a call to action from your sales pitch; a rousing message from you as team leader; or the firm belief that your recommendation should be financed in the next year. Make sure you only have one message, and then jot down the arguments that will support it.


Note down all the information, data, illustrations, facts and figures that you need. If you are not sure in the early stages whether a particular item is pertinent, leave it in. But have the courage to throw it out later if it is not needed. Remember that information which does not support your message will only dilute it. Some of that support will be direct, some will be indirect, but all will be relevant.

Start to build the structure of your presentation using the classic three phase structure. Depending on the purpose of your presentation, the content will vary slightly. Consider the pointers below and take from them what you need.

The Beginning

Start with any welcome or thank you courtesies. Make sure you have planned what you are going to say here, because these are the first words you audience will hear and they will have judged you before you have finished your first sentence! The beginning is where you sell yourself as a credible speaker. Introduce yourself if you have not been introduced, but don't repeat your name if you have. Be brief, be genuine in your welcome or thanks, do not go over the top.

Give the intention of the talk, including an outline of your message. Explain why you are well-placed to bring this message. Tell them the status of the information you are about to give: for example, latest research, proven features of your product, company records.

Explain why it is in the interest of your audience to listen to and act on what you have to say. What will they know or understand? What will they be able to do?

Tell them how long you want their attention, and whether you welcome questions as you go, or would rather they came at the end.

Give them a summary of the key points you will cover. If yours is a fairly long and complicated presentation, put in a mini-summary here. That is, treat the beginning as a mini presentation in its own right and tell them in a few words what you have already told them.

The Middle

This, of course, is the major part of your presentation, where you assemble your facts, arguments and deductions. Think carefully about how you order your facts. . You know your subject intimately but your audience, by definition, knows it less well. What will be the most logical order to them? Identify the key points. Are there any points they need I order to understand later point?

Again, if each point you make is at all complicated, use mini-summary at the end of each.

The Ending

This is your final summary and the place where you sell the message you have already presented. Repeat each of your key points briefly. Ensure you include all the elements of your message. Make your recommendation, propose the next step or state your requirements, as appropriate. Do this with confidence, but not brashness. Make sure there is no ambiguity in what you say.

And as with your first words, plan your last. You never want to end with a whimper; but in most situations you don't want to end with a bang either. If you look out at your audience and they are nodding slowly in agreement you will know you have judged it just right. And if you remember the purpose and the structure of the Beginning, the Middle and the Ending, you will get it just right more often.

Lots of presentations skills articles, tips and access to courses at http://www.powerful-presentations.com

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Copyright 2006 Niall Evans All Rights Reserved Worldwide

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About the Author

Niall Evans has been giving presentations of many types for over thirty years, and hasn't finished yet.