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Presentations and messaging

By 20th March 2014February 22nd, 2018Blog

Presentations and messaging

During one of our consulting workshop sessions recently, one of the participants asked a great question about presentations.

Is there one best way of putting across everything there is to say about our company to prospective buyers?

In my view, there is no one ‘best’ way. There are many different ways, and it depends. Depends on the resources you have and to an extent, on the time available and some messaging skill. Any presentation needs to be

  • Carefully planned
  • Logical
  • Consistent
  • Easy to present

Getting it right depends on getting the right content too.

  • Identifying what’s really needed
  • Making it credible and interesting
  • Communicating benefits not facts
  • Aiming for clarity and simplicity

I’d actually start by answering these fundamental questions and working out what do from there. 

  1. Who am I talking to?
  2. What are we trying to say?
  3. How are we going to make it interesting?

Who am I talking to?

If you can, spend time thinking about your audience – who are they, what interests them? And are these experienced buyers? Have they heard it all before? Put yourself in their shoes. Where does this presentation sit in the purchasing cycle? Is this an introduction or a detailed response? Now you’ve worked out what might interest them, begin to develop your presentation.


  • The average person has an 8-30 second attention span
  • An average TV news item is three and a half minutes
  • Aim for a 15 minute presentation – maximum

What are we trying to say?

Give them a reason to buy from you. Emphasis the benefits of buying from you. Demonstrate the service delivered by you. And assume your target has a short attention span.

  • Use clear and simple language
  • Don’t use jargon and acronyms
  • Steer clear of meaningless business-speak 

How are we going to make it interesting?   

A well prepared presenter signals a well-prepared presentation!

  • Hold the attention of the audience throughout
  • Use lively, light and accessible language
  • Bring it to life with real examples

Make it memorable! 

  • 24 hours afterwards – your buyer will remember 75%
  • 48 hours later – remembers 50%
  • 4 days later – only remembers 20%

How will your buyer remember your presentation?

If you have a new presentation in mind, Mezzo offers individual or group coaching and tailor-made workshop sessions to help organisations develop and improve presentations and presenter skills.

Helen Willson

Helen Willson is a Marketing & PR Consultant and Business Adviser working with private & public sector organisations and businesses from SME's to large global corporates, across a range of different sectors and industries, supporting them to create successful strategies, raise their profile, attract new customers and win awards.