7 storytelling structures to improve your presentations

Everybody loves a good story, but how can that help in business? We give 7 storytelling tips to improve presentations.

Everybody loves a good story. We are brought up having stories read to us and the inherent beats of a good story are ingrained into our consciousness. It is obvious when a story isn’t going well, which is precisely why it becomes obvious when you are witnessing poor presentations.

There are few professional positions that don’t require at least some aptitude and comfort level in giving presentations, along with an expertise at using the tools that make them come alive. It takes preparation and practice to develop and polish these skills.

Here are three tips that are important to consider that can help increase your confidence and ability to engage audiences over time.

1. Be clear on the message and purpose

When presenters lack clarity in their main message and primary reason for presenting, they can become long-winded and end up speaking about superfluous and non-relevant information. It is very important to structure the presentation around the key message and specific supporting points the speaker is trying to communicate.

For example, persuasive presentations that are making recommendations or proposals of some sort require the presenter to focus on that particular recommendation and/or proposal.

2. Understand the audience

It is critical to gather intelligence by analysing the makeup of the audience before structuring the presentation. Aspects like the group’s demographic makeup, mindset and level of sophistication in terms of the topic are all important things to consider.

Audience attitudes, such as friendliness or hostility, and whether the audience is comprised of people in various fields or just one are also key concerns. Speakers who are armed with this information are better able to properly structure and adjust the tone of their presentation. It enables them to prepare with the right information for that particular audience and stay away from information that might not be as accepted.


Make sure your presentation is structured properly and topics flow well. Poorly prepared presentations often reflect a lack of understanding of the topics. Presenters should be comfortable in their content presentation and allow it to flow effectively from topic to topic. It starts with the introduction, which is incredibly important because it is when the audience first engages with the speaker.

Not only does it outline the purpose and direction that the presentation will take, but it is where the presenter has the best opportunity to break the ice with an anecdote or amusing story, depending on the nature of the engagement, and capture the interest of the audience. The body of the presentation is where the bulk of the speaker’s data is presented.

Make sure it flows well and is not choppy, jumping from one area to another and back again. The conclusion should end strong, recapping the purpose of the presentation and highlights of the discussion. Leaving the audience with a good impression is the goal, ensuring members received value and ended up better informed on the topic.

Owen Gough

Owen Gough

Owen Gough is a reporter for SmallBusiness.co.uk. He has a background in small business marketing strategies and is responsible for writing content on subjects ranging from small business finance to technology...

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