With the wealth of information out there you need to help your audience make sense of all the information being presented so they can digest the information appropriately.   For this, you need a narrative.

A narrative means you’re telling them a story with a clear, simple and logical flow; you’re conveying to them an idea and telling it in an engaging and meaningful way that results in a clear action point for them. Without a narrative, all you have is confusion. There’s no story for your audience to understand, and you’re left talking at them – instead of having a meaningful and mutually beneficial conversation.

The narrative is key to any good presentation; without it, there is no structure for your audience to understand and follow. This means your audience will have to work hard to try and figure out what is being said, where your presentation is going, and what you need them to do and think.

Developing a narrative

A presentation is all about getting your audience to take the action you need them to take – such as adopting an idea, moving to the next stage of their buying process etc. – therefore you must have a clear narrative argument that lays down why they should do what you want them to do.

In order to develop the best narrative for your presentation, you have to establish the action you need your audience to take afterwards.

Your entire presentation should be based on moving your audience to take the action you need them to take.  It must be specific, clear, achievable and fit with their processes. A narrative is heavily reliant on your audience group, and once you recognize their objectives you must address the following:

• The problems they’re trying to solve, their challenges and goals
• Look at their job roles, the market they’re in, and the current trends impacting their sector
• What is it about your project that they need?
• How do these things affect them in their everyday life?
• What opportunities or issues will result from what’s being proposed?

You need to put yourself into your audience’s shoes and critically review what you will be presenting to them. Ask yourself the most important question “So what”. When crafting your narrative it’s important to know your audience. What are their pain points, values, and opinions? If you know your audience you can tailor your narrative to resonate with them, so that they can feel like the hero (or heroine) of the story.

After all, every story has its own hero, challenge, journey, and ending— so your presentation should, too. Your story should share the journey of your business, the dramatics of how it overcame obstacles, how it fills a gap in the industry, and why it’s the best option for your audience compared to competitors. Telling your story in chronological order with a clear beginning, middle, and end helps the audience to remember and retell the story more easily. Regardless of your message, a clear narrative will 1) help you feel confident in where your presentation is headed, and 2) keep your audience more connected and engaged.

How you start your presentation matters as it sets the tone for the remainder of your story. This means it’s okay to ditch that long-winded introduction that puts your audience to sleep. Instead, it’s important to grab their attention from the get-go by explaining life as the audience knows it. Your message should be tailored to them. What do they already know about this topic, and do they care about it? How will it affect them? The beginning should be relatable, and go after their specific pain points that your product, service, or business will solve later in the presentation.

You may also want to lead with one of your key points or takeaways— which you can elaborate on later— to hook them early on. However you decide to start your story just make sure it’s authentic, evokes emotion, and builds trust within the first 60 seconds.

Make it personal

Descriptive language is a powerful tool for bringing your story to life and engaging your audience. By using vivid and specific details, you can help your audience to visualize the characters, settings, and actions in your story, and make it more memorable and impactful. For example, instead of saying “We had a successful launch,” you could say “Our launch was like a rocket soaring into the sky, leaving a trail of smoke and flames behind it.” This creates a more powerful image in your audience’s mind and helps to make your story more engaging.

Another way to make your story more compelling is to make it personal. Use anecdotes, examples, or personal experiences that help to illustrate your point and make it more relatable to your audience. For example, instead of talking about the benefits of your product or service, you could tell a story about how it helped a specific customer or solved a specific problem. This adds a human element to your presentation and makes your story more memorable and impactful.

Define the main point

The middle of your presentation is the meat of your story. Everything you say should relate back to your main point or a key action you’re hoping to achieve. In your business presentation, your main point might be a problem that the audience has to overcome— the solution being your company.

Your story is ultimately building up to your call-to-action at the end of the presentation. How is your narrative supporting that call to action that you’re hoping to achieve? Define these main points and key actions early on and craft your message around them.

Closing and practicing

How you leave the audience is just as important (if not more) as how you greet them. Forget the traditional “thank yous” and leave them with something more memorable instead. Drop a shocking or bold statistic that will stay with your audience long after they’ve left the auditorium. Don’t be afraid to hit them with a plot-twist at the end of your story. The audience needs to feel inspired to take action before you leave them with your call to action. Make sure the audience knows how much better, or easier, their lives will be if they adopt your product or idea.

One of the most important aspects of using storytelling in your presentations is to practice your story until it becomes second nature. This means rehearsing your presentation multiple times, getting feedback from others, and refining your story until it flows smoothly and sounds natural.

By practicing your story, you can ensure that you deliver it with confidence and energy and that it has the impact you intended. Whether you’re pitching a new idea to your boss, presenting to potential clients, or speaking at a conference, taking the time to practice your presentation can make all the difference in the world.

I hope these tips help, would love to hear your thoughts on this topic in the comments section.