HOW TO CONTROL A

PRESENTATION
 Let’s start looking at how to control a presentation.
But before we start, we have to understand that…
• All presentations have one thing in common.
• Actually this is the fundament of presentations and it’s called,







PROFIT BABY!!!
• Intellectual profit. ( school, seminars, conventions, etc. )
• $$$$$$$ profit!!!! ( business world )
• In both cases your job is to create experiences so you lock-in the profit. ( for
you and for your listeners )

 01. DO NOT PRETEND YOU ARE FRIENDS

WITH THE CLIENT.

• You are hired to resolve a problem, not to be friends with the client.






 02. THE CLIENT HAS TO KNOW WHO IS
LEADING THE PRESENTATION.

• It’s your cockpit, it’s your presentation.

• If 2 people present be clear of what content / subject is
each one of you presenting.
• Every one has to talk about what he is specialised in.







 03. NEVER START WITH AN APOLOGY!

• You will scare the client.

• If you feel that the project isn’t ready, postpone the presentation.
- If the presentation can’t be postponed present what you have and tell the clients that
you would like a bit more time to finalise the project.
- Let the client know that what he is seeing isn’t 100% done and you wanted to decide
together on the final details.

• Be prepared for impact!!! ( this is the moment when a lot of clients will
crush your soul and you will hear things that are not pleasant )
• Take full responsibility and go back and fix it. ( be professional & don’t
take it personal )









 04. SET YOUR STAGE PERFECTLY!

• People love feeling needed!

• Thank them for their time!
• Tell them how long the presentations will take.
• Give them an introduction about what they will experience and
what the subject is.









 05. DO NOT GIVE THEM THE
REAL ESTATE TOUR.

• Do not explain everything step by step, in stupid details. ( every button,

every small irrelevant thing on the website ).
• Try not to explain very much what they can see.
• Bring data & research, concepts based on insights, based on the story of
the brand, etc.









 06. HAVE SOMEONE FORM YOUR TEAM
TAKING NOTES.

• You have to present; you don’t have time to take notes.

• Be focused on your thing.
• If you are alone ask nicely someone from the clients side to
take notes for you.







 07. LEARN & PRACTICE
WAHT YOU WANT TO PRESENT.

• THIS IS A SHOW!!!
• Please don’t read a script.
• There is noting more boring than a presenter who doesn’t interact and
engage with his audience.









 08. DEFEND YOUR WORK INTELLIGENTLY,
DON’T GET DEFENSIVE!!!

• There is a BIG difference between defending the work and

getting defensive.
• Don’t take it personal!
• Don’t promise anything!
• Start thinking about the feedback the next day.
• Learn and accept that you are not the ultimate creative and sometimes
things go south.











 09. NEVER MENTION TYPEFACES!

• Never talk about your tools! ( nobody cares )

• Talk about the things that push the project forward.







 10. DON’T EVER TALK ABOUT HOW
HARD YOU WORKED!

• Nobody cares how hard it was.

• Nobody is interested in how many extra hours you worked on the project.
• You got paid, you have to deliver!










 11. DON’T REACT TO QUESTIONS AS

CHANGE REQUESTS!

• Don’t be desperate.
• Don’t react instantly to what the client is requesting.
• Let him know that you understood his request and you will take it into
consideration.
• Lots of clients are looking for confidence, not for house pets.





 12. GUIDE THE FEEDBACK LOOP.

• Guide the meeting, guide the feedback.

• Tell the client what are you looking for.
• Ask tons of questions. Questions are the key to problem solving.
- How well does this reflect your brand?
- How well does this reflect your users needs, as we discussed in the research…, over the
phone…, from your own case studies, etc.
- How well does this reflect your advertising strategy?
- Do you think that this reflects your mission statement?

• Approach the client in a smart way, so he focuses on the

same things as you do. ( don’t let him focus on the size of the logo or
on the colour palette )














 13. INTROVERTS ROCK!

• Force yourself to start appearing as an equal.

• Don’t let your success run away from you!
• Don’t be part of a ONE MAN SHOW band.
• Don’t help anybody build their success on your hard work.
• Don’t be afraid of what other people say. ( once you realise that you don’t
need external validation, everything will explode from that point on ).
• Force yourself to shine.







 14. LICK A RED BULL!

BE PREPARED FOR ACTION!!!

• Don’t ever present if you are sleepy, tired, bored, sick, etc.

• Everyone feels your vibe and you have to have a VIBE!!!

• You have to be energetic, passionate and you have to believe in what you
present.







 15. NEVER, EVER ASK

“DO YOU LIKE IT?”

• People don’t like to work and invest in weak personalities.
• Confidence if key!
• External validation is poison for you well-being. F*#! External validation.
• The people who pay you will let you know if they like it or not
without you asking.










 16. LEARN TO HUNT, OR BE HUNTED.

• Hunting is one of our primal instincts.

• Analyse your terrain, your surroundings, your goal and your target.
• Dress if you have to dress, be casual if you can be casual. ( be consistent )
• ADAPT. ( only idiots are stiff )
• BE HUMBLE! ( don’t kiss a** )
• Make yourself pleasant even if it’s not your day.
• A smile and a nice attitude will get you the prize that you are waiting for
such a long time.





 TAKE AWAY.

• You’re not the client’s friend. • Nobody cares about how hard you’ve worked.
• Lead the presentation. • Don’t be desperate.
• Focus Focus Focus!!! • Guide the feedback.
• Don’t scare the client! • Don’t be part of a ONE MAN SHOW band.
• People love feeling needed. • F*#! external validation!!!
• Don’t explain every stupid detail! • Energy is KING!
• Someone else has to take notes. • Never, ever ask, DO YOU LIKE IT?
• This is a SHOW!!! Learn & Practice. • Analyse you surroundings.
• Don’t get DEFENSIVE!!! • Adapt!
• Don’t take it personal! • Be humble!
• Don’t promise anything! • Clients don’t need house pets!
• Don’t talk about your tools!
• Be CONFIDENT!