The 10 Golden Presentation Rules You Need to Present Brilliantly

Presentations can make or break your career, win or lose you clients and inspire or bore your audiences. Yet most professionals still rely on dull, text-heavy slides and monotonous delivery.

This guide will transform how you present by breaking down the 10 fundamental presentation rules, with explanations, real-world examples and actionable techniques.

Apply these, and you’ll find it easier and more enjoyable to present.  You’ll also find that you make more of an impact with your presentations.

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. 

Why are Presentation Rules Important?

Presenting is a craft rather than an art.  That means, when you use a systematic approach to presenting, you will improve your chances of success.

Our team at Benjamin Ball Associates has identified ten golden rules that will make your presenting more effective and more engaging.  By following these presenting rules, you’ll spend less time preparing, and you’ll make the process of presenting more enjoyable for you – and for your audience.

You can also read about other commonly quoted presenting rules that are frequently talked about – but less effective than these golden rules.

Let’s review each of these presentation rules in more detail.

1. A Presentation Is Not About You, It’s About Your Audience

Why It Matters

People listen when they feel the message is relevant to them. A common mistake is presenting what you find interesting, not what they need.

What to Avoid

• Industry jargon, unless you’re certain the audience understands it.
• Long company histories unless directly relevant.

How to Apply It

• Start with audience analysis: What are their pain points? What do they already know?
• Use “you” language: Instead of “Our company achieved X”, say “This means you can benefit from Y.”
• Make your audience the centre of attention: Make sure everyone will go away thinking that what you say is relevant to them.

Example: A sales pitch for accounting software should speak about time savings for the client, not the software’s technical features.

2. The Drier Your Subject, the More Interesting Your Presentation Needs to Be

Why It Matters

Complex topics (tax law, compliance, data analytics) need storytelling to stick. If you don’t make it engaging, your audience will tune out.

What to Avoid

• Assuming “serious” topics must be delivered dryly.
• Overloading slides with raw data—simplify it visually.

How to Apply It

• Use analogies: “Think of GDPR like a lock on your personal diary…”
• Add humour or surprises: A well-placed meme or unexpected stat wakes people up.
• Tell stories or give examples:  Facts get forgotten.  Stories are repeated.

Example: One client of ours, the COO of a large utility, started his annual health and safety lecture with a personal story to grab attention and to make sure everyone understood the importance of the subject. 

3. You Need to Be Single-Minded About Your Purpose

Why It Matters

If you try to cover five key messages, your audience will remember zero. One clear takeaway sticks far better.

What to Avoid

• Rambling tangents (stay ruthlessly on-message).
• Overstuffed slide decks (if it doesn’t support the core idea, cut it).

How to Apply It

• Define one core objective: Are you persuading, informing, or inspiring?
• Repeat the key message: Rephrase it at least three times.
• Plan your takeaway: What’s the one thing that everyone will talk about after your presentation.

Example: Churchill’s “We shall fight on the beaches” speech had one clear theme: resilience.

4. You Are Your Presentation. Not Your Slides.

Why It Matters

Slides are merely visual aids. They should enhance your message, not replace you. The most memorable presentations come from authentic human connection, not bullet points.

What to Avoid

• Reading slides verbatim (audiences can read faster than you can speak).
• Overloading slides with text (cognitive overload kills retention).

How to Apply It

• Be the narrator: Imagine presenting without slides. Could your audience still follow? If not, refine your storytelling.
• Say something interesting every 10 words:  This is speech writing advice equally relevant to your business presentations.
• Use visuals strategically: Only include images, charts, or keywords that reinforce your speech.

Example: When Steve Jobs introduced the iPhone (2007), his slides showed just one word or image per slide, keeping the focus on him and the product.

5. Never Plan with PowerPoint. Only Use Visual Aids If They Truly Aid Your Audience

Why It Matters

Starting with slides leads to structureless, bloated decks. Instead, plan your narrative first, then decide if visuals could help your audience.

What to Avoid

• Death by PowerPoint
• Defaulting to bullet points (use images, diagrams, or nothing instead).
• Slides that just repeat what you’re saying (redundancy bores audiences).

How to Apply It

• Plan your talk before slides: Aim for a great talk first.  Leave Visual Aids until later
• Storyboard on paper first: Outline key points before opening PowerPoint.
• Ask: “Does this slide clarify or just decorate?”

Example: TED speakers often use no slides. Pure storytelling works.

Why Pick Benjamin Ball Associates for Your Presentation Training

At Benjamin Ball Associates, we’ve been coaching people to improve their business communication skills for over 15 years.  Our award-winning coaching is fast and effective.  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.”

Mick May, CEO, Blue Sky

Our most popular training courses include:

• Presentation Coaching
• Public Speaking Coaching
• Investor Pitch Support and Coaching

Trusted by some of the most successful companies globally

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

Speak to an expert. Get a free consultation

6. The Simpler You Make Your Presentation, the Better It Will Be

Why It Matters

The human brain processes simple ideas faster. Complexity creates confusion; clarity creates impact.

What to Avoid

• Too many ideas (strip back what you are saying to the most important information)
• Over-explaining (let the audience absorb key points naturally).

How to Apply these Presentation Rules

• Explain complex ideas with simple words: that’s the art of great communication
• Take stuff out: most people are tempted to say too much.
• Write so a 12 year old could understand:  That’s what the best do well.

Example: Google’s early pitch deck had clean, minimalist slides—just enough to support the talk.

7. You Must Grab Attention Within the First 10 Seconds

Why It Matters

If you don’t hook listeners immediately, they’ll mentally check out.

What to Avoid

• “Hello, my name is…” (boring!).
• Agenda slides (nobody cares—just dive in).

How to Start using these Presentation Rules

• A shocking stat (“90% of startups fail due to this one mistake…”)
• A provocative question (“What if I told you your biggest risk isn’t competition?”)
• A short story (“Two years ago, a client asked me a question that changed everything…”)

Example: Simon Sinek’s “Start With Why” TED Talk opens with “How do you explain when others succeed in ways that defy expectations?”

8. Be Dynamic, Look at Your Audience and Use “You” a Lot

Why It Matters

Monotone presenters = disengaged audiences. Energy and eye contact build connection.

What to Avoid

• Staring at your slides or notes.
• Speaking in a flat, robotic tone.

How to Apply these Presentation Rules

• Vary your tone (louder for key points, softer for drama). Pretend you are speaking to just one person.
• Make eye contact (hold for 3-5 seconds per person).
• Use “you” frequently (“You might be wondering…”).

Example: Tony Robbins constantly involves the audience with “What do you think?”

9. Be a Teacher, Not a Presenter

Why It Matters

People remember what they understand, not what they hear.

What to Avoid

• Assuming everyone knows the basics (recap key concepts).
• Overloading with acronyms.
• Talking at people

How to Apply these Presentation Rules

• Explain like you’re teaching a 12-year-old (simple, relatable terms).
• Use metaphors (“Think of SEO like a library’s index system…”)
• Help your audience:  Give them useful, relevant information throughout

Example: Bill Gates famously released mosquitoes in a TED Talk to explain malaria spread—unforgettable.

10. Finish Strong

Why It Matters

Your closing is the most remembered part. A weak ending undermines everything.

What to Avoid

• “That’s it, thanks!” (weak).
• Fading out with “Any questions?” (end first, then take Q&A, then restate your main points again).

How to End Using these Presentation Rules

• A call to action (“Now, let’s make this happen.”)
• A powerful quote (“As Mandela said…”)
• A story climax (“And that’s how we saved the client £1M…”)

Example: Martin Luther King Jr.’s “I Have a Dream” ends on an emotional peak, not a summary.

Final Thought

Brilliant presenting isn’t about fancy slides. It’s about clarity, connection, and confidence.

You’ll only become a great presenter if you work at these skills.  That means dedicating plenty of practice time to your presenting. The more you practise, the better you will get. Do not underestimate how powerful these skills are or how long it takes to get very good at it.  Read this article about how to practise like a professional.

Master these 10 presentation rules, and you’ll stand out in every room.

Speak to an expert. Get a free consultation

How to Get Better at Presenting

If you want to create engaging and successful business presentations, get in touch.

Our team of expert presentation coaches has been helping business executives polish their presentation skills for over 15 years.

We are trusted by some of the world’s largest businesses. Click on the link below or phone Louise Angus on +44 20 7018 0922 to discuss your needs.

Speak to an expert. Get a free consultation

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.

Some recent clients

Unlock your full potential and take your presentations to the next level.

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

Speak to an expert. Get a free consultation