One of the most prevalent mistakes I see presenters make is starting their presentations with information about themselves. Their openings often go something like this:

Good morning! I’m so happy to be here today. I’m going to share how my company/organization’s service/product is exactly what you need, and better than anything else out there . . .

Then they proceed to describe their product/service and tell the audience all about their company/organization – its history, credentials, accomplishments, happy customers – all the things. 

It’s all about them.

I understand the inclination to do this, especially when giving a capabilities presentation. It makes sense, right? 

Here’s what this approach is missing – the connection to the audience. 

What is the audience’s greatest concern, aspiration or need? Why are they there? What are they hoping for? 

Answering these questions puts the audience first by communicating one very important message: I get you. I understand your problems, goals, and needs. 

As the speaker, when you communicate this, the audience then wants you to share how you can meet that need, and even more importantly, assumes you CAN meet that need. Then you can build your presentation based on what your audience both needs and wants to learn about you and your company/organization, and how you can serve them. Your audience feels heard, seen and connected. This builds trust, credibility and respect. Pretty good stuff.

So, the next time you’re preparing a presentation, ask yourself:

If I were in this audience, what would I be hoping to learn? What concerns do I have I’m hoping this presenter will address? What will make listening to this speaker worth my time? If you don’t know the answers to these questions, do your best to find out. 

Please remember, your presentation is about your audience, not you. They will thank you, and you’ll thank yourself! 

Happy presenting!