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Presented by: Supermoon

Let me paint you a picture.

I’m in 11th grade. Sitting in a room where a teacher drops off a box of article clippings and newspapers for me along with a slip of paper that has a topic written down on it.

“Ready. Set. Go!”

He clicks a timer as he exits the room. 15:00 minutes begins to countdown.

I quickly read the topic. I have 15 minutes to create a persuasive argument as to why President Bush shouldn’t have invaded Iraq (chill - this is 2006 way before it was common thought).

14:47, 14:46, 14:45…

Once complete, I will present my argument to a group of judges and students who will determine if I’m good enough to move on to the next round with a completely different topic.

13:35, 13:34…OK, I gotta focus. Will catch up with you guys on this after I’m done.

Most Presentations Suck

If you’ve spent any time at all in the marketing world or attended any conferences; this won’t come as a surprise to you: most presentations suck.

Presenting isn’t easy. The act of taking an idea out of your head and planting it in another person’s brain is extremely difficult to do. This is compounded by the fact that in marketing it is often someone else’s idea we are planting in the audience’s brain. A true inception moment.

Well, I’ve got good news.

There’s a simple storytelling format I learned when I was in high school and still use today. The loose outline is as follows:

Now let’s dive into how to use this effectively.

1. Loose Brainstorm: Unleash Your Creativity

You need a killer opening story that will serve you regardless of context. For my competitions, I used the same story all year long. Didn’t matter what the topic was, I could bend the opening story to fit the context and draw the audience in.

Today, I wouldn’t do it exactly the same. Without a 15-minute clock to work against, I can spend time digging into the topic and finding an open that both draws the audience in AND reinforces the main point of the talk.

Don’t limit yourself here.

Maybe you start with a captivating story about a fictional company navigating challenges similar to those your audience faces. Maybe you invent quirky characters and unexpected plot twists. I don’t know!

Just let your imagination run wild. Incorporate elements that make your presentation memorable—a sprinkle of humor, a dash of surprise, and a pinch of relatability.

This step alone will separate your talk from 90% of what exists today.

2. Crafting the OutStoryline

Story is king.

I don’t care if you’re presenting data, offering criticisms, or trying to motivate an audience. Humans are designed to consume stories.

Too often we lose sight of this. Your presentation is not just a collection of slides. In fact, get rid of the slides! Don’t use them. See what happens.

Your presentation is a narrative that unfolds. A story that guides your audience through a compelling journey. So make sure you craft a storyline that resonates with your audience. The opening anecdote is a part of that, but you need to have an idea of the thread you’re going to pull throughout the presentation for the opening story to connect and pack any punch at the end.

Relaying the Main Points: The Blueprint of Engagement

Inside the creative protection of your story, the main points exist.

This should be the easy part for you.

Identify the key messages you want to convey. These are the pillars that support your narrative. Each point should seamlessly connect to the next, building a logical and engaging flow.

For instance, if your story revolves around a company's growth, your main points might include market expansion, customer acquisition strategies, and the pivotal role of innovation. These points become the backbone of your presentation.

Slotting in Relevant Data: The Supporting Cast

Data is the supporting cast that lends credibility to your narrative.

Too often we throw a few stats on a slide and call it a day. That’s like heating up a hotdog with now bun or toppings and eating it with your hands. Technically sufficient. But only savages behave like that.

Instead, sprinkle relevant statistics, case studies, and real-world examples throughout your presentation to fortify your main points. If your storyline involves a company overcoming challenges, use data to showcase how similar strategies led to success in the past. Ensure that every piece of information aligns with and enhances your overarching story.

3. Pulling the Story Back: Conclusion with Impact

Time to bring it home.

As you close, revisit the core of your story. Remind your audience of the journey you've taken them on. Emphasize the key messages and the supporting data that substantiate your narrative

The conclusion should leave a lasting impression, prompting your audience to reflect on the story you've told. The best presentations tie in the original storyline and give the takeaways alongside the narrative.

Speaking of which…

1:58, 1:57, 1:56…

I put the finishing touches on my argument and packed up the press clippings. It was time to run through the delivery once more in mind before facing the judges.

Ultimately, it didn’t matter how this particular session went. The process was the same each and every time. Later the same day I’d be asked to present the counterargument to the topic I was presenting this time.

It was all practice in delivering unforgettable presentations.

In this particular competition, I failed.

I got too comfortable with my delivery and made an off-color joke in one of the sessions that the judges did not appreciate (shocker!). Out of the 24 students that competed, I got second.

But, I learned a valuable lesson. I’ve stuck to my process and allowed the story to do the heavy lifting ever since.

You can use it too!