How to Write a Presentation: Expert Guide for Executives
March 05, 2024
How do you write a presentation? And how do you write a business presentation? What does it take for good presentation writing?
Meet the Author: Benjamin Ball
Ben is the founder of Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London. Follow Ben on LinkedIn or visit the contact page.
The Science and the Art of Writing Presentations
PowerPoint Presentations can be great. Or they can be dreadful. We all know what Death by PowerPoint feels like. But, how do you write a presentation in business that works. And how do you avoid mistakes when creating presentations – whether written presentations or presentation to be displayed?
The first questions is how do you start writing your presentation? Because, if you start writing well, then you will be much more likely to end up with a great presentation.
You Are Probably Writing Your Presentations Wrong
If you want really good business presentations, you may need to re-think how you write them.
For example, if you switch to PowerPoint as soon as you hear the word ‘presentation’, then we can show you a much better way to prepare your presentation. In fact, if you start with PowerPoint, we suggest you completely re-think how you approach your presentations.
The team at Benjamin Ball Associates has been helping firms with presentation writing and coaching people how to create written presentations for over 15 years. Our coaches share these top 12 tips:
How to Write Presentations – The 12 Step Process
Let’s review each of these 12 tips on how to write a presentation for business in more detail:
1. Do NOT Open PowerPoint
First, understand how NOT to prepare a PowerPoint presentation. Because this is the big mistake that most people do to write presentations:
Switch on their computer
Open up PowerPoint
Search out other presentations given recently
Start making changes to PowerPoint slides
Print out the first batch of slides
Scribble all over them
Re-edit these slides
Keep on at the slides until late at night
Work at it over the weekend
Give it to a colleague to look at
Incorporate those comments
Work until late at night again
Rehearse in the taxi on the way to the meeting
Then, start with: “Hello, my name is John Smith and I am here today to talk about…..”
…
If this is you, then this guide is for you. You’ll learn how to prepare presentations more effectively and how to impress when you present.
And yes, you read it right – resist the urge to open PowerPoint. Instead, start with a blank sheet of paper. Write down your key points, and structure your thoughts. This ensures your presentation is thoughtful and not just a series of slides. Read this blog article on planning a winning presentation.
PowerPoint should be the last stop on the journey of writing a business presentation, not the first.
2. Know Your Audience and Your Goals
Before you dive into creating your presentation, be crystal clear on who your audience is and what you want to achieve. Tailor your message to resonate with them, making it more interesting and engaging.
For example, don’t say “Sales up 6% this month” say “We’ve grown sales by 6% this month”. Don’t say “The new HR system”. Say “Saving you time and money with a new HR System.”
The better you understand your audience, the better you can talk to them in their language. And that means your audience will pay attention.
3. Craft a Single, Powerful Message
Condense your talk into one central message that encapsulates your key points. This ensures that your audience leaves with a clear understanding of what you want to convey. If you can be sure that your audience will go away after your presentation remembering that one message, then you’ve done a great job.
And you know you have it right when this single message goes on the front page.
For example, if you are pitching for work, your message is not “Response to the RFP”. It is “Helping XYZCo achieve its strategic goals”
Why Pick Benjamin Ball Associates for Your Coaching
At Benjamin Ball Associates, we’ve been coaching business people to improve their business communication skills for over 15 years. Our coaching is fast and effective. We work with individuals and with companies, one-to-one and in groups. Call us today to learn more.
“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”
How to write a presentation? Divide your presentation into distinct sections, making it easier for your audience to follow. Clearly labelled segments help maintain focus and make your presentation more digestible.
The magic number here is three. Can you break down what you want to say into three parts? For example a good set of messages could be:
Why we need to change our HR system
We’ll save nearly £3m per year with the new system
We can be up and running within a year.
By writing this, you now have a clear structure for your presentation and your executive summary.
5. Have a Powerful Narrative
Now that you have your main message and your three parts to your presentation, write your storyline, or your narrative. Learn more about the difference between a story and narrative. The best way to do this is, again, is by writing it on a blank sheet of paper. For example, you might write:
Why we need to change our HR system
Our current system is 6 years old and costs £5m per year to run
It is slow and breaks down regularly
Market analysis shows that many better systems are available
We’ll save nearly £3m per year with the new system
The market leading system costs only £2m per year, compared to our £5m pa
The new system will be faster, cheaper and more user friendly
And it will allow senior management to get weekly reports
We can be up and running within a year.
Our research shows that XZY co is the recommended provider
It is currently being used in many companies just like ours
To reduce risk, we’ll run the two systems in parallel for the first 6 months
We need to commit £2m today to be up and running within a week
If you write a presentation narrative like this, you can test your logic, check that your story is watertight, and keep fixing it until you are happy. And you’ve not wasted any time playing with PowerPoint.
Best of all, you have now written the headlines for each part of your presentation. If you making visual aids, then these could be titles of each of your slides.
6. Begin with a Bang
Plan a start that will put your audience exactly where you want them. Think about how your audience will feel within the first 20 seconds. Set the tone for your presentation and grab their interest from the start. And the more complicated and difficult your subject, the more important it is that you start your presentation as you intend to continue.
For example, if you are presenting to senior management about the new HR software, you can write a presentation with the start: “Over the next 5 minutes I want to show you how we can save this company £3m per year and get better HR reporting.”
But if you are presenting to your HR colleagues, you might start with “You know how frustrating our HR system is? We have a plan to fix those problems and save every one of us about 10 hours per week”.
7. Sprinkle in Stories and Examples
Weave relatable stories, anecdotes, and examples into your presentation. This humanises your content, making it more memorable and engaging for your audience.
No one will remember a list of facts, but we can all repeat a story. If your presentation includes lots of data, turn that data into a story. For example:
Why are sales up 5%?
What accounts for the increase in internet traffic?
Why is audience engagement down this month?
Why is the old HR software holding back this business?
Tell us the story behind the numbers and you know that you are writing a better presentation.
8. Conclude with a Clear Message or Call to Action
Finish strong by summarising your key points and leaving your audience with a clear message, request, or call to action.
Make sure they know the next steps or what you expect from them. Your audience will remember your start and your end more than anything else. What if you don’t have a strong end to your presentation? Then start writing one now!
9. Embrace Clear, Simple Language
Avoid jargon and complex language. Communicate your ideas using clear, simple language to ensure everyone in your audience can easily grasp your message.
The language of leadership is expressing complex ideas using the simplest language possible. When you use easy words and short sentences then it’s easier for your audience to understand.
Use spoken language, not written language.
10. Anticipate Questions
Think ahead and identify potential questions your audience might ask. Prepare thoughtful responses to demonstrate your expertise and confidence. When you think of the questions your audience might ask in advance, you will be more likely to write a presentation that they want to hear.
11. Evaluate Whether You Need Visual Aids
Yes, now we can talk about PowerPoint.Consider whether visual aids or handouts are truly necessary. Sometimes, a well-crafted narrative and engaging delivery are more than enough to convey your message effectively. Because when I say write a presentation, I don’t mean write a PowerPoint presentation. For example, the board is more likely to appreciate you speaking to them for 3 minutes with a clear argument, then you presenting slides for 20 minutes.
While many companies use PowerPoint, some of the greatest businesses, like Amazon and Google, use much less PowerPoint than other companies. Jeff Bezos of Amazon, famously wrote an article about why they have banned PowerPoint in board meetings.
If you can present brilliantly without PowerPoint, you are onto your career ladder to success.
When you do work in PowerPoint, are you clear what you are producing? Is it a handout, visual aids or your speaker’s notes? These three documents are as different as a book, a film and a film script. Too often, we see handouts projected on a screen, or what should be speaker notes printed and distributed.
If you are creating visual aids to accompany your talk, make sure they really are Visual Aids – something that reinforces what you say and helps the listener understand. If it’s a handout, make it self-sufficient.
Is Your Presentation a Book, Movie or Script?
For example, when you write a presentation, is it a document to be read at a desk, or is it a document to be shown, or are they notes to help you remember what to say?
These three uses are as different as Harry Potter the book, Harry Potter the movie and Harry Potter the film script. They all have the same characters; they all have the same story. but they are all completely different.
So, when you next switch on PowerPoint ask yourself first whether this really is the best way to communicate your point. Sometimes, a report, a talk or an email can be more effective. And PowerPoint is NOT a planning tool. You should only use PowerPoint at the end of your presentation writing process.
So that you do not fall into this trap, we suggest changing the language you use in your firm:
Words you should Ban from your organisation. We suggest you forbid the following:
Presentation
Slide
Deck
Words you should Adopt instead. Use these more useful words:
Visual Aid
Handout
Speaker’s Notes
This simple change will transform the clarity of your communication and help you avoid Death by PowerPoint.
Three more tips for writing a presentation that stands out:
Avoid Bullets and Text. The default PowerPoint approach, with lines of text and bullet points, usually means you are writing speakers notes for yourself. If you write slides to remind yourself what to say, it’s going to be bad for the audience. Instead, you should be making visual aids that always make it easier for your audience.
Avoidlists of facts that do not persuade. Great communication needs stories, messages, evidence and facts. You should appeal to those who need emotional arguments as well as logical arguments. In fact, facts work best when they are embedded in a story or narrative.
Don’t force your audience to read. When using Visual Aids, you need to understand how the human brain works. People cannot both read and listen at the same time. If given a choice, they will read, not listen. Then when they tune in, they will hear you saying things they have just read. This means you, as the presenter, thinking through how you should help the audience absorb information.
What this means is: only use visual aids only if they add value to what you say. For example, a picture, a chart, a process or a few key numbers. These can reinforce what you say without distracting. A page of bullet points will become Death by PowerPoint.
12. Practice, Practice, Practice
The golden rule of presenting – practice makes perfect. Practice your presentation multiple times to refine your delivery, iron out any kinks, and boost your confidence. Keep changing your presentation. Practice involves fixing.
Remember, the key to a writing great business presentation lies in simplicity, clarity, and a touch of charisma. Follow these steps, and you’ll be well on your way to leaving a lasting impression on your audience. Happy presenting!
How to Write Brilliant Business Presentations
If you want to learn how to write a presentation in business, then get in touch. Our presentation coaching can show you how to use a tried and tested process that will result in brilliant presentations every time. You will work with award-winning coaches who regularly support senior executives.
For more information about our training courses and a free consultation, contact our customer services director Louise Angus today on +44 20 7018 0922 or click on the link below.
Why Choose Us: Transform your pitches and presentations with tailored coaching
We can help you present brilliantly.Thousands of people have benefitted from our tailored in-house coaching and advice – and we can help you too.
“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”
Mick May, CEO, Blue Sky
For 15+ years we’ve been the trusted choice for leading businesses and executives throughout the UK, Europe and the Middle East. We’ll help you improve corporate presentations through presentation coaching, public speaking training and expert advice on pitching to investors.
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Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.
1. Why should I avoid bullet points in my business presentation?
Bullet points often serve as speaker notes rather than engaging content for the audience. They encourage reading instead of listening and can make presentations dull. Instead, when you write a presentation use visual aids that enhance your message.
2. What should I use instead of bullet points?
Use images, charts, key figures, and simple visuals that reinforce your spoken message. A good slide should support what you say rather than compete for attention.
3. How can I make my business presentation persuasive?
A great presentation goes beyond listing facts. When you write a presentation use stories, messages, and evidence to connect emotionally and logically with your audience. Facts are more memorable when they are part of a compelling narrative.
4. Why is reading and listening at the same time a problem?
People naturally prioritise reading over listening. If your slides contain too much text, your audience will read ahead and stop paying attention to you. Keep slides simple so they enhance, rather than replace, your spoken words.
5. How do I decide if I need visual aids?
Only use visuals if they add value to your message. A strong image, a key statistic, or a process diagram can be useful. Avoid cluttered slides with too much information.
6. How can I ensure my presentation is clear and effective?
When you write a presentation, work on simplicity and clarity. Structure your presentation with a clear beginning, middle, and end. Use straightforward language and keep your message focused on what the audience needs to hear.
7. How important is practice in delivering a great presentation?
Essential. Practising helps refine your delivery, boost confidence, and eliminate weak points. The best presenters continuously tweak and improve their material through practice.
8. What are the key steps in writing a business presentation?
In our experience, this process will make you life much easier:
1. Start by defining your audience and goal. 2. Craft a single, clear message. 3, Break your presentation into digestible sections. 4. Use stories and examples to make your points engaging. 5. Keep language simple and direct. 6. Use visual aids only where they add value. 7. Anticipate audience questions. 8. Practice and edit until your content is tight and your delivery is natural and confident.
9. Can I get professional help with my business presentation?
Yes! If you want expert coaching on how to structure and deliver a powerful presentation, our award-winning coaches can help. Contact Louise Angus at +44 20 7018 0922 for more details.
a remarkable communications coach. His understanding of corporate communications is unmatched. I highly recommend!
Stephen Muchiri
“Highly recommended”
helped me prepare for a key note speech. This helped for that particular speech and for every other since. Highly recommend.
Azim Khan, MD, AIS Consulting
“Truly fantastic”
"Thank you for today's training session. It was truly fantastic. I feel much more confident in my ability to not only write speeches but also present them effectively."
JG, FCA
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"The results speak for themselves — participants consistently show clear improvement and feel empowered to take on their roles as effective speakers.
Even during long Zoom sessions, Paul manages to keep the energy high and the experience enjoyable for everyone involved. His collaborative and engaging approach makes the training not only productive but genuinely enjoyable."
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...excellent in terms of helping develop and sharpen stories and messaging around Businesses and why they are unique.
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Their coaching means our clients have been more effective when speaking to the press and to investors. We have no hesitation in recommending them.
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