Whether you are pitching to a client, reporting to the board or speaking at a conference, presentations can make or break careers. The good news: presenting is a learnable skill. SLSD’s book The Art and Science of Presentation Skills is built on a simple idea — great presentations combine the science of structure and evidence with the art of storytelling and delivery. This article summarises the most important principles.
Part 1: The science — plan before you open PowerPoint
Know your audience
Every presentation should begin with three questions: Who will be in the room? What do they already know and believe? What do I want them to think, feel and do after my talk? A presentation on the same project will look very different for engineers, finance directors or customers.
Define one core message
If your audience remembers only one sentence, what should it be? Write it down. For example: “Investing in customer service training will reduce complaints by 30% within six months.” Every slide and story should support this message.
Structure: open, body, close
- Open (10–15%) — grab attention with a question, a surprising fact or a short story; state the purpose and what the audience will gain.
- Body (70–80%) — no more than three main points, each supported by evidence, examples and visuals.
- Close (10–15%) — summarise, repeat the core message and end with a clear call to action.
Use a proven storyline
For persuasive presentations, the Problem – Solution – Benefit structure works well. For updates, use Situation – Complication – Resolution, a format popularised by Barbara Minto’s pyramid principle. Lead with the conclusion when presenting to senior executives — they want the answer first and the detail later.
Part 2: Design slides that support, not distract
Slides are visual aids, not a script. Research on multimedia learning by Richard Mayer shows that people learn better from words and relevant pictures together than from words alone — but also that extra, irrelevant material reduces learning. Practical guidelines:
- One idea per slide, with a headline that states the message (“Complaints fell 28% after training”, not “Results”).
- Minimal text — if you can read it out, the audience does not need you.
- Large fonts (at least 24pt) and high contrast.
- Simple charts that highlight the one number that matters.
- High-quality images rather than clip art.
- Consistent colours and layout.
Part 3: The art — tell stories
Facts inform, but stories persuade. Neuroscientist Paul Zak’s research suggests that character-driven stories can increase empathy and engagement. A good business story has:
- A character the audience can relate to (a customer, an employee, you).
- A challenge or conflict.
- A turning point where something changed.
- A result and a lesson that links to your core message.
Keep stories short — 60 to 90 seconds — specific and true.
Part 4: Delivery — voice, body and presence
Voice
- Pace: slow down; nervous speakers almost always speak too fast.
- Pause: a two-second pause before and after a key point gives it weight.
- Volume and variety: project to the back of the room and vary your tone to signal importance.
Body language
- Stand balanced, with weight on both feet; avoid swaying.
- Use open, natural gestures at waist height.
- Make eye contact with individuals for a full sentence, then move to another person.
- Move with purpose — for example, step forward when making your key point.
- Smile: it relaxes both you and the audience.
Part 5: Managing nerves
Almost everyone feels nervous before presenting — even experienced speakers. The goal is not to eliminate nerves but to channel them into energy. Techniques that help:
- Prepare and rehearse aloud at least three times, ideally once in the actual room.
- Memorise your opening — the first 60 seconds are the most stressful.
- Breathe slowly: inhale for four counts, hold for four, exhale for six.
- Reframe: tell yourself “I am excited” rather than “I am anxious”. Research by Alison Wood Brooks found that reappraising anxiety as excitement improved performance.
- Focus on the audience, not on yourself: you are there to help them.
Part 6: Handling questions with confidence
- Listen to the full question, thank the person and repeat or paraphrase it for the whole room.
- Answer briefly and link back to your core message.
- If you do not know, say so and promise to follow up — then do.
- For hostile questions, stay calm, acknowledge the concern and focus on facts.
- Never end on Q&A: after questions, give a final 30-second summary and call to action.
Online presentations
Virtual presenting needs extra energy. Look at the camera, not the screen, when making key points; place the camera at eye level; use a good microphone and lighting; and involve the audience every few minutes with polls, chat questions or names. Keep slides even simpler than usual — they will be viewed on small screens.
Presentation checklist
| Before | During | After |
|---|---|---|
| Audience analysis done | Strong, memorised opening | Send slides or summary |
| One core message | Three main points | Follow up on open questions |
| Rehearsed aloud 3+ times | Pauses and eye contact | Ask for feedback |
| Equipment tested | Clear call to action | Note lessons for next time |
Rehearsal: how professionals practise
Mark Twain is often quoted as saying it usually took him more than three weeks to prepare a good impromptu speech. Confident presenters make it look easy because they rehearse deliberately:
- Talk it through without slides to check that the storyline flows.
- Rehearse aloud with slides, timing each section.
- Record yourself on your phone and watch it once for content and once with the sound off for body language.
- Practise in front of a colleague and ask: What was my main message? Where did you lose interest?
- Do a final run in the venue or with the online platform, testing the clicker, microphone and screen sharing.
Do not memorise every word — that creates a robotic delivery and panic if you forget a line. Memorise the opening, the transitions between sections and the closing; speak naturally in between.
Presenting data so people understand it
Business presentations often fail because of numbers. Data visualisation expert Cole Nussbaumer Knaflic recommends focusing on context, choosing the right chart and removing clutter. Practical tips:
- Start with the insight, not the chart: “Customer complaints fell by a third after the new process.”
- Choose simple charts: bar charts for comparisons, line charts for trends; avoid 3D and pie charts with many slices.
- Highlight what matters: one bold colour for the key data, grey for the rest.
- Round numbers and translate them into meaning: “about one in four customers” is easier to grasp than “24.7%”.
- Put detail in the appendix or handout for those who want it.
Common presentation mistakes
| Mistake | Why it hurts | Better approach |
|---|---|---|
| Starting with an apology or technical setup | Weak first impression | Open with a question, fact or story |
| Reading from slides | Audience reads faster and disengages | Speak to people; slides show visuals and key words |
| Too much content | Overload; key message lost | Three main points, detail in the handout |
| Running over time | Signals poor preparation and disrespect | Plan for 90% of the slot; cut, don’t rush |
| Ending with “Any questions?” | Energy fades; weak last impression | Q&A, then a final summary and call to action |
Presentation formats for different situations
The elevator pitch (30–60 seconds)
Who you are, the problem you solve, the result you deliver and a clear next step. Practise until it sounds natural.
The board or executive briefing (5–15 minutes)
Lead with the recommendation, then the key reasons and the decision you need. Expect interruptions and questions; have backup data ready.
The training session (60 minutes or more)
Change activity every 10–15 minutes — explanation, discussion, exercise, reflection — to maintain energy and help learning stick.
The keynote or conference talk
Stories, strong visuals and one memorable idea matter more than detail. Rehearse the opening and closing until they are word-perfect.
Frequently asked questions
How many slides should I use?
There is no fixed rule. Some speakers use one slide per minute; others use many fast-moving visual slides or none at all. Focus on clarity: each slide should have one purpose.
Should I use humour?
Light, natural humour connected to your topic can build rapport. Avoid jokes at anyone’s expense and humour that may not translate across cultures.
What if I forget what to say?
Pause, take a breath, look at your slide or notes and summarise what you have just said — this often brings the next point back. The audience rarely notices a short pause; it usually looks thoughtful.
Conclusion
Presentation skills combine science — audience analysis, structure, evidence, clean design — with art — stories, voice, presence and connection. Master both and you will not just deliver information; you will move people to act.
