• RULE #1: Be memorable. 

Customers treat most business communications as if they were white noise in the background. If you’re going to stand out from the crowd, you need to do something that’s going to stick in the mind, long after you’ve stopped speaking.

  • RULE #2: Be clear. 

If you don’t understand the audience, you can’t create a message that will persuade anybody. You’ve got to know exactly what you want to communicate and what communication is essential to the audience.

  • RULE #3: Be brief. 

Presentations should be short and sweet. Give the audience enough information and opinion so that they know where you stand. Be prepared to go deeper if there’s a drill-down or a request for other kinds of information.

  • RULE #4: Be focused. 

If you try to deliver a comprehensive presentation covering every possible detail, you’ll only blow through your audience’s attention span. Think of a business presentation, not as a venue to discuss details, but as a place to provide a coherent summary.

  • RULE #5: Be committed. 

If you think of yourself as simply an objective conveyor of information, the audience will perceive you as just another source of SPAM. Express an opinion and have a stake in the outcome. Demonstrate your value by being able to debate the issues.