Up to now we have built the presentation opening up to include greeting, self-introduction, hook, topic and overview. The next item is probably the most important part of a presentation opening: the benefit statement.

With the advent hand-held internet devices, people need a clear and compelling reason to focus on a presentation. If your audience cannot feel that they are likely to get a significant personal advantage from making the effort to pay attention to what you have to say, they will probably begin to discreetly check email and surf the web.

The benefit statement answers the question that is in each audience member’s mind at the start of a presentation, “What’s in it for me?”

Which of these benefit statements is more effective and why?

a) By the end of my talk, you will know about our company.

b) By the end of this presentation, you will know how our services can significantly improve the quality of your products.