5. The “Me” Paradigm. Presenters often scan a table or graphic directly from their existing print corporate material and include it in their slide show presentations. The results are almost always sub-optimal. Print visuals are usually meant to be seen from 8-12 inches rather than viewed from several feet. Typically, they are too small, too detailed and too textual for an effective visual presentation. The same is true for font size; 12 point font is adequate when text is in front of you. In a slideshow, aim for a minimum of 40 point font. Remember audience and move circle from “me” to “we.” Make certain all elements of any particular slide are large enough to be easily seen. Size really does matter.

6. Reading. An oral presentation should focus on interactive speaking and listening, not reading by speaker or audience. The demands of spoken and written language differ significantly. Spoken language is shorter, less formal and more direct. Reading text ruins a presentation. A related point has to do with handouts for audience. One of your goals as a presenter is to capture and hold audience’s attention. If you distribute materials before your presentation, your audience will be reading handouts rather than listening to you. Often, parts of an effective presentation depend on creating suspense to engage audience. If audience can read everything you’re going to say, that element is lost.

7. Faith in Technology. You never know when an equipment malfunction or incompatible interfaces will force you to give your presentation on another computer. Be prepared by having a back-up of your presentation on a CD-ROM. Better yet is a compact-flash memory card with an adapter for PCMCIA slot in your notebook. With it, you can still make last-minute changes. It’s also a good idea to prepare a few color transparencies of your key slides. In worst-case scenario, none of technology works and you have no visuals to present. You should still be able to give an excellent presentation if you focus on message. Always familiarize yourself with presentation, practice it and be ready to engage audience regardless of technology that is available. It’s almost a lost art.

5. Identify benefits vs. features: Know your product/services inside and out. But instead of just listing features, describe them in terms of how client will benefit. Remember, it’s all about creating that emotional connection with your ideal client and telling them how you can make their life better.

6. Create an experience: Why should consumers buy from you as opposed to any one of your competitors? What makes you unique? Successful companies are now in business of creating experiences that enrich lives. Starbucks does not just sell coffee. From music they play (and sell) to comfortable furniture and inviting décor they offer, they create an atmosphere that people will pay for above and beyond a beverage in a cup.

7. Commit to a message: How do your values and mission tie into your image? Carefully look at what matters most to you and broadcast that to your ideal client. Once you are clear on your message, stand behind it and don’t waffle.

8. Enforce consistency: This also relates to your values and mission. Once you are clear about why you are in business, maintain your integrity, from level of service you provide and your logo and printed materials to way you follow-up with customers and stamps you buy. Be conscious of every detail and match it to your values, your mission, and your message.

9. Have courage to reinvent yourself: Even (or especially) if you have been in business for a long time, take time to ask, who do we REALLY want to be? You might have created your business without being clear about your mission, or your mission might have changed. Or because climate and market constantly evolve, you might have hit target five years ago, but have lost your edge since then. Be brave enough to ask if your current image is right. If not, this is time to reconnect with your current mission.

10. Lastly, beware of following trends: If you want longevity, don’t fall prey to seduction of latest trend. Besides, if something is trendy, it’s probably already too late to jump on that bandwagon. Keep looking inward at what you stand for and forward at how your company will change lives. Build trust by showing you aren’t fickle or easily swayed by flavor of month.