Open with an introduction and end with a Q&A, right?

The way you begin and end a presentation or communication has big implications for the power of your presentation.

Give your presentation bookends

Grab the audience’s attention from the start. At the end, send them out with a bang.

People will remember the first thing they hear and the last thing they hear.

Your job is to make sure both matter.

First, hook ‘em

How many fish (your audience) will you catch with a hook like this?

“Hi, I’m Susan. I’m going to give you the 27 steps for filling out an incident report. Let’s begin.”

You have a short window of opportunity to grab your audience’s attention – so your presentation formula matters!

In order to build trust, anticipation and connections with your audience, you have to take advantage of the first moment of impact. Here are some ways you can do that:

• Start with a rhetorical question and a startling fact. “Did you know that Google was originally called BackRub? I’m Cindy and I’m here to tell you how to take your personal branding to the next level.”
• Engage the audience. “Raise your hand if you ate breakfast this morning. Wow, only about a third of you! My name is Susan, and my research proves that a good breakfast is the most important part of losing weight.”
• Surprise your audience. Think how memorable it would be if you entered the room from the back, singing a song. Maybe you have another unique talent to share that would make your entrance unforgettable, like juggling or riding a unicycle. Be creative!

Your hook lets your audience know that this isn’t going to be an ordinary presentation.

Now, let’s flip the script and look at some examples of what NOT to do at the beginning of your talk.

• Tell a joke. Unless you’re an actual comedian, leave the jokes out of your opener.
• Give the audience gobbledygook. Don’t spout off a stream of words or phrases the audience doesn’t understand. It’s even worse if you go on to laboriously define them all.
• List your thank-yous. Save it for your Oscar acceptance speech. Your audience doesn’t care who you’re thankful for.
• Apologize. Never open your presentation with an apology. Whether the temperature is too cold in the venue or the lighting is off – don’t draw the audience’s attention to anything other than the important message you’re there to give them.

Now, the Close

End with a message that sticks

Leave your audience with a meaningful directive or give them compelling information to chew on. Here are couple ways you can close out your talk:

• Summarize the important points that you made during your presentation. It’s a proven fact that repetition increases retention rates.

Consider what Dale Carnegie had to say about giving a speech:

“Tell the audience what you’re going to say, then say it, then tell them what you said.”

• End with a call to action. You’ve probably heard the words JFK used to inspire his audience.

“Ask not what your country can do for you, but what you can do for your country.”

It’s valuable for you to know what NOT to do, too.

Avoid ending your presentation in any of these ways.

• Not giving the audience a head’s up. Your audience will be confused if your presentation content ends abruptly, without warning. Always give an indication that you’re wrapping up. Your closing will be more memorable and the audience’s attention will be heightened.
• Leaving with a dud. After your summary and call to action, leave the audience with a statement that epitomizes the most important idea of your presentation.
• Ending with a Q&A. There is a time and place in your presentation for questions, and it isn’t right at the end. Ending in this way will take away from your strong summary, call to action and closing statement.

The Takeaway

Your audience is there because they want to hear what you have to say.

Use the bookends concept for openings and closings to ensure punchy, memorable beginning and end to your presentations.

1. Hook them from the very beginning with a startling statistic or a rhetorical question to get them thinking and draw them in.
2. When your presentation comes to a close, leave the audience with a call to action.

Takeaway: Practice different openings and closings that will grab your audience for your next presentation.

This article is 100% written by a human named Karen Hough. She is the Founder & CEO of ImprovEdge, in the top 4% of women-owned businesses in the US, a 3-time Amazon bestselling author, Yale grad, wife and mom of three.