Ten tips for better presentations

If you're in business, sooner or later you will probably find yourself in the position of having to stand up on your hind legs and perform for a room full of people. Whether you're making a sales presentation to a prospective client or investor, addressing your work force about the state of the company, or keynoting at an industry conference, this is your chance to shine... or flop. (Or, to paraphrase a recent wireless phone ad, to fill the room rather than just take up space.)

It is the possibility of flopping that scares so many people; we've all heard that public speaking is one of the most common fears. While there are a fortunate few who never met a room they didn't like, and vice-versa, most of us have to work at becoming confident, competent speakers or presenters. Here are a few tips to help you make your next presentation more dynamic, more effective, and maybe even more fun for both you and your audience. The first two refer specifically to the visual aspects of your presentation, and the rest apply to your personal performance.

1. Remember the "10-20-30 Rule" for slide presentations. A few years ago, Silicon Valley venture capitalist and former Apple marketer Guy Kawasaki came up with a good rule for slide presentations. Kawasaki said that a presentation should have no more than 10 slides, should last no longer than 20 minutes, and should use text no smaller than 30 points. Kawasaki noted that the average person can absorb no more than 10 concepts in a single sitting. And, assuming that an hour or so is allotted for the presentation, it is best to limit the actual presentation to 20 minutes, which will allow for logistical glitches such as equipment problems, while leaving plenty of discussion time. And 30 points is an optimal font size, for not only will this make your presentation more readable but it will encourage you to pick out only the most salient points to commit to type - points that you will of course elucidate during the presentation. (A good slide presentation shouldn't be text-heavy, and you should be talking to your audience, not reading your copy to them.) Kawasaki notes that while he is in the venture-capital business, the 10-20-30 rule is good for any presentation in which the idea is to reach agreement, e.g., raising capital, making a sale, or forming a partnership. Even if you're just addressing employees or some other captive audience, they'll probably be grateful to you for not dragging out your presentation. Another suggestion for quick-moving presentations is the "20-20" rule: 20 slides lasting exactly 20 seconds each. Whichever formula you use, the point is to be concise, which will help your audience grasp the main points, and will go a long way towards preventing boredom.

2. Make your presentation look professional. Whether you're using a slide show, flip chart, or some other type of visual aid, make sure everything looks polished and professional. Avoid 1990s-style clip art and other amateurish elements. Your presentation does not have to be chock-full of awe-inspiring special effects in order to work. If you're not an artist or illustrator, just shoot for simple and elegant. Applications such as PowerPoint have templates and other design aids to help you create a visually pleasing presentation, or you can hire a designer to help you achieve the perfect look and feel. Just remember that visuals are only half the battle; substance is equally if not more important.

3. Be entertaining but not hammy. Your job is not to be a standup comic, eliciting a laugh with every utterance. Humor has its place, but it probably shouldn't be the focus of your presentation. And if you're not a skilled joke teller, now is not the time to practice. However, that doesn't mean you can't be entertaining and engaging. Telling stories, and/or using visuals and music, can add to the entertainment value of your presentation. It's vital, of course, to state your case accurately and concisely, but you will be far more effective if you appeal to your audience's emotional as well as their logical side.

4. Act naturally. Related to number 3 above, this one may seem like an oxymoron if you're one of those people for whom public speaking does not come naturally. But the point is that even though you may be stretching way beyond your comfort zone, you should still "be yourself." Besides not being hammy, you shouldn't do anything that looks too contrived or un-you-like. For example, make sure your facial expressions and hand gestures are congruent with your message; a planned gesture will always look false. And this isn't the time to try out your Tony Robbins imitation.

5. Slow down... and breathe! Nervousness causes many people to speak too fast. Not only does this make you difficult to understand but it also betrays your nervousness in a way that many of your listeners might find distracting. You should consciously slow your speech down, adding pauses for emphasis. And when you're struggling for your next phrase, resist the urge to say "um," "uh," "ah," "you know," or "so" (the latter filler seems particularly popular these days, especially with younger speakers). Instead of "um-ing" or "so-ing," pause and take a short breath in. Your audience will probably not even notice, and it will give you an extra couple of seconds to collect your thoughts for your next statement.

6. Project your voice. Nervousness also makes some people speak too softly or mumble. Even if you have a good mic or amplifier, you still need to project. This doesn't mean you need to yell (especially if there's already plenty of amplification). Instead, just stand up straight and speak clearly (also see number 5, above).

7. Don't be afraid of audience questions. If you're not adept at thinking on your feet, you might consider writing up a list of likely questions or challenges beforehand, along with plausible answers. When you're actually up there at the front of the room, if you can't think of an immediate answer to a question, you can avoid looking as if you've been caught off guard, and buy yourself a little bit of time, by saying something such as, "I'm glad you brought that up," or "That's a really good question." If you can't think of a good answer to a question, be honest. There's nothing shameful about saying, "I don't honestly know." Or, "You know, I'm going to have to think about that one. Can I get back with you on it?" (And be sure to get the person's contact information so you can indeed follow up.)

8. Arrive as early as possible. Running in at the last minute and fumbling to set up your equipment will make you look unprofessional and unorganized, not to mention the dampening effect it will have on your confidence. Arriving early gives you a chance to get a good feel for the room, test the acoustics, and even run through your slide show to make sure it's glitch-free.

9. Put yourself in your audience's place. Whether your audience is a potential venture-capital partner, a prospective client, or a group of anxious employees who are uncertain about the company's future, they are all human beings whose time is valuable. They are coming to you for information and, yes, for entertainment. Even if your presentation doesn't result in a new partnership, a new client, or a totally blissed-out work force, at least you can avoid making your audience think, "Jeez, there's an hour of my life I'll never get back."

10. Practice, practice, practice. If you really want to get good at public speaking and making presentations, you need to practice. And practicing in front of the mirror doesn't count; you need to perform for real people. Consider joining your local Toastmasters group. It's fun, you'll meet new people, and you'll get honest feedback that will help you improve your speaking skills and increase your confidence.

You might never grow to love giving presentations. Then again, with a little practice and planning, you could come to enjoy it so much that you'll want to do it every opportunity you get. In any case, making an effective presentation is a skill that every business owner should cultivate. You never know when you might need it.

THIS IS NOT INVESTMENT, TAX OR LEGAL ADVICE. Consult with a financial advisor, accountant or attorney before making important decisions in these areas.

THIS IS NOT INVESTMENT, TAX OR LEGAL ADVICE. Consult with a financial advisor, accountant or attorney before making important decisions in these areas.