Think about the last business presentation you attended. Chances are the speaker spent hours preparing slides, polishing statistics, and rehearsing the main points. But how did the presentation begin? With a lengthy introduction, a list of credentials, or a few words thanking everyone for attending?
Those opening moments may have cost the speaker the audience’s attention before the presentation even began, and that speaker may have lost the opportunity to make a lasting impression.
After years of speaking to audiences of all sizes, I’ve learned that the first and last three minutes of a presentation deserve more thought than almost anything in between. The opening earns your audience’s attention, while the ending determines what they remember and what they do next.
Your Audience Decides Faster Than You Think
Why the first three minutes? Audiences will decide almost instantly whether to continue giving you their attention or start tuning you out. That’s why I consider the first three minutes—roughly 350 to 400 words at a typical speaking pace—so critical. Your opening must give listeners a reason to keep listening.
An effective opening creates a reason for your audience to stay with you and lean in for more. A strong opening statement can start with something unexpected, a moment of conflict or confusion, a startling discovery, or an intriguing line of dialogue. Your goal is to make your audience want to hear the next sentence.
One of my favorite examples is the story of Dick Hoyt, who refused to give up on his son Rick, born with spastic quadriplegia. When I tell their story, I start with the subject line from an email I received from a friend: “Do not delete this email until you watch this video.” Immediately, the audience wants to know what was in the email and why it mattered. The message introduced me to the extraordinary story of a father who competed in races while pushing his son in a wheelchair. I was so moved and inspired that I wrote a book about them.
Because the first three minutes is so crucial to storytelling success, I recommend memorizing that section. This way, even if things go wrong—and they will go wrong sometimes—you won’t be disoriented or flustered by PowerPoint failures or unexpected noises. Memorizing this key part of your presentation also allows you to be relaxed and in control, since you will appear confident and authoritative instead of reading from a script or fumbling for the next sentence.
KEEP THE AUDIENCE WITH YOU
The opening is essential to capture attention, but the middle is where your audience needs to understand the stakes, care about the people and situations, and—most important—know that you are moving toward something meaningful.
In a business setting, this means making your story relatable. One of my “10 Elements” of storytelling is reversing the I/you ratio. Leaders naturally tell stories from their own perspective: “I did this,” “My company accomplished that,” or “We succeeded.” That leaves the audience wondering, “What does that mean for me?” So instead of saying “I” or “my” or “we,” try to reverse the phrase to be inclusive, saying “you” or “your.” When you help listeners see themselves in your story, they are more likely to remain engaged.
Keeping your audience’s attention also requires you to know where your story is going and how to get there—so you must know the transitions between the sections of your story. You will never be lost, because you always have a frame of reference and can skip seamlessly into the next section.
GREAT ENDINGS DON’T JUST STOP
Just as the first three minutes can make or break your presentation, the final three minutes are equally important. This the culmination of your story, so it is where you should tie up any loose ends and address the questions you have asked or resolve the conflicts you have introduced.
When I finish telling the story of Dick and Rick Hoyt, I return to the special relationship between father and son. I recount asking Rick what he would do if he could use his arms and legs. His answer was simple: He would sit his father in a chair and push him. That moment brings the story full circle. It’s the kind of ending that stays with an audience long after the presentation is over.
In the same way you should memorize the first three minutes of your story, you should also memorize the last three minutes to ensure you don’t stumble over words or get got lost in the middle of a script.
The ending should be definitive, so your audience knows four things:
1. Your story has ended.
2. There is a resolution or conclusion.
3. The reason for your story is clear.
4. There is no doubt about the call to action.
The fourth point is essential, because you never want to leave the call to action dangling when you reach the end. Don’t make people guess! If you don’t wrap up the story and hand it to your audience with a bow on top, you’re taking a gamble that they may or may not reach the conclusion you intended.
Your final words should stay with your audience long after they have left the room. This is the ultimate goal of storytelling: to be heard and to make an impact. The next time you prepare an important presentation, remember that the opening governs whether your audience listens, and the ending shapes whether your message resonates.