We’ve all sat through presentations that felt like information overload—leaving us more confused than informed. But often, when we’re the one giving the presentation, we have a lot to say, and we feel lost on where to start. The culprit? Poor structure. You see, a structured presentation is clear, compelling, and memorable. In fact, structured presentations are 40% easier to retain than freeform ones. So it’s likely less about the amount of information being shared, and more about how it’s being shared.
If you want your message to stick, structure is not just helpful—it’s essential. Here’s why it matters and how you can harness it to make your next presentation more impactful.
Think of your presentation like a story:
- The setup: You introduce the problem or opportunity.
- The journey: You guide the audience through your three main points, providing context and insights.
- The resolution: You end with a powerful call to action that motivates your audience to respond.
1. The Setup: Structure Helps Your Audience Trust and Connect With You
Presentations aren’t just about conveying information—they’re about building trust with your audience. Without structure, your message can feel scattered or disorganized, making it harder for people to follow along or believe in your authority.
A well-structured presentation feels clear and credible, making it easier for the audience to follow—and believe in—your message. When your content flows logically, with a beginning, middle, and end, it conveys competence and professionalism, building trust with your audience.
Connection:
If your audience doesn’t feel connected to you, they won’t trust you. To build that trust:
- Know your audience: Personalize your message by using language they understand and omitting industry jargon they won’t.
- Make it about them: Watch out for “I” or “we” statements. Instead, focus on “you” language that invites the audience into the narrative.
- Be honest and personable: Don’t be afraid to share relatable stories or moments of vulnerability. It makes you human—and audiences connect with authenticity.
2. The Journey: Structure Makes Your Content More Memorable
Without structure, even the most valuable content gets lost in the noise. But a clear structure makes information easier for audiences to digest and retain.
Here’s why:
Cognitive Load Theory:
Your audience’s brain has limited cognitive capacity. If you overload them with cluttered slides or dense information, they’ll struggle to process and remember your content.
To prevent cognitive overload:
- Reduce extraneous load: Remove unnecessary visuals, distractions, or irrelevant details.
- Optimize intrinsic load: Present complex information clearly by using simple language, clear visuals, and logical organization.
- Manage germane load: Encourage deeper thinking by incorporating relevant activities, reflection points, or interactive moments.
That may seem like a lot to juggle! But here’s a timeless tip for simplifying cognitive load: the rule of threes.
Have three clear main points:
Human brains are wired for patterns—and when it comes to presentations, the power of three reigns supreme. Think of:
- Goldilocks and the three bears
- Nike’s three-word slogan: “Just do it”
- Julius Caesar’s iconic phrase: “Veni, Vidi, Vici”
Why three? Because our brains naturally recognize and retain patterns of three. Presenting three key ideas makes your content easier to follow, recall, and act on.
With a well-structured presentation, you set yourself up nicely for a clear, logical and persuasive CTA that will make it easier for your audience to say yes.
3. The Resolution: Structure Drives Action and Results
What’s the goal of your presentation? Whether it’s driving sales, securing buy-in, or inspiring change, structure helps you build toward a compelling call to action.
Action Items:
At the end of the day, you want your presentation to inspire action. But action only happens when you’re clear about what you want your audience to do.
- Be specific: Don’t just say, “Contact us for more info.” Instead, say, “Download our free presentation guide to transform your next pitch deck.”
- Make it easy: Give clear next steps with minimal friction.
Example:
Imagine you’re presenting to a finance company. You’ve structured your presentation around their biggest pain point: compliance.
- You start by connecting with their frustrations.
- You share three main points on how to simplify compliance processes.
- You end with a clear action item: “Let us streamline your compliance protocols—contact us today for a free consultation.”
Because you’ve structured your content effectively, your CTA will feel clear, logical, and persuasive.
Final Takeaway: Structure for Success
The difference between a forgettable presentation and an impactful one often comes down to structure. When you prioritize connection, clear points, and action, your message becomes more persuasive and memorable.
So, the next time you’re crafting a presentation, don’t just focus on what you want to say—think about how you structure it. Because in the end, structure brings impact—and impact drives results.
