How to create an impactful presentation with tangible results

- Communication

by Yasmita Kumar

The stress of putting together a presentation is enough to get anyone’s anxiety going. We tend to place ourselves under a lot of pressure, which makes the task feel impossible or more significant than it is.

For this reason, let’s look at how to best put together a presentation and break down how to construct one.

Firstly, one of the main parts of a presentation is the call to action. In most cases, the main objective is to persuade the audience to believe in a product, service or idea. Presentations that are done in front of investors and stakeholders are relatively essential and need to either make things clear for them or persuade them to invest. Your call to action can help them better understand what they need to do once the presentation is over.

What is a call to action?

The marketing term ‘call to action’ is used across many businesses and is widely associated with selling to your audience. The action creates a device which is designed to prompt a delayed or immediate response from your audience. This will encourage them to buy into the idea or purchase the product or service on offer. If the presentation is for employees, the call to action will aid them in the direction on the next step they or the organisation is taking.

In most cases, the call to actions, which are understood well or excite your audience is the most effective. Call to actions are usually used to help the business achieve its core business goals, and an excellent presentation can do just that.

Here are some universal tips that can help with all types of call to actions:

Keep it Short and to the Point

Your call to action must sit at the end of your presentation, which is why keeping it short and the point is crucial. The reason for this is because, the longer your presentation, the more tired and irritable your audience will get. This is especially true as we are always connected to the world via our mobiles. You don’t want them to lose focus. In order to keep them engaged try to stay on point at all times. You also want the information you shared and discussed over your presentation to resonate with your audience, and for them to remember what was said.

Throughout the presentation, keep emphasising key points, which will eventually connect with the call to action. Recap your overall message at the end and leave them with one thought. They won’t feel overloaded with information and will feel well informed, which will give then clarity for their next move.

Use the Right Language

The language you use in your call to action is essential. Think about using verbs that will get your audience to where you want them to be. Try and stay away from words that sound like you’re selling something or trying to get them do things. Terms like ‘purchase’ can be discouraging and feel impersonal. Making your call to action sounds like them doing it is beneficial. Using precise words in present tense creates a sense of urgency, prompting them to take immediate action.

Refrain From Over Offering

Too much information in your call to action will confuse your audience and may even distract them from the point you are trying to make. As the presenter, you know what your call to action is, and through your presentation, you have to craft a unique learning journey for them to get to it.

A great way to do this is to structure your presentation as a reverse pyramid. Focus your content towards the tip of the pyramid, which is the call to action. This means you will need to begin your presentation with the contextual big picture message that fits and work your way in narrowing down your content to eventually reach the call to action.

What should your Call to Action Look Like?

The design of your call to action needs to be attention-grabbing and so put it on a slide of its own in relatively large font so everyone can read it. Doing this will help your audience differentiate between it and the rest of the presentation. It should be given the singular focus it needs to help it stand out.

Photo credit Teemu Paananen via Unsplash

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