At some point in your career as a business owner, you will likely be asked to give a presentation. Like it or not, presentation skills are part of being a business leader. They are one of the best ways for you to grow your business and engage your team.

Good presentation skills, that is.

Too often when we hear the word, “presentation,” we imagine dry, boring slides being read by dry, boring presenters. Or we have flashbacks to an industry meeting where someone stumbled through their slides with awkward jokes and unorganized information. Maybe you were that person. Don’t worry — it happens.

The difference between an effective and an ineffective presentation comes down to three things: content, delivery and preparation.

Content

When asked to present a topic or share results in a meeting, content — what you will talk about — is the easiest place to start planning for success.

You were asked to present because you are a subject matter expert. So, start with what you know and want to achieve with your presentation. Is the goal to impart information, or is it to inspire action? Remember, a quarterly revenue update is quite different than a service launch. You have limited time, decide what content best serves your goal and what is better left out.

Next, define your audience and what they know (or do not know) and what they likely expect or want to hear. The best presenters know how to walk the line between detailed and oversharing. And they can frame their content to what is relatable relevant for their audience.

Also, be respectful of people’s time. Do not try to cram an entire degree’s worth of information into your 15 minutes. A concise presenter demonstrates to her staff, peers and customers that she values their time.

Finally, make space for questions. Invite people to participate by asking “what questions do you have for me?”, then counting to seven before moving on. If you have a lot of questions, be mindful of the time you are taking and offer individual follow-up or another session later.

Delivery

Now that you have determined what you will say, you need to get good at determining how you will say it.

Most presentations use slides and visual aids. When you are preparing slides, think of them like helpful road signs to illustrate your point and keep track of where you are, not tell your whole story:

• Limit yourself to one concept per slide.
• Use simple images or graphics to illustrate your points whenever possible.
• White space and easy-to-read fonts make slides more readable.
• Slides should also underscore your tone and brand identity.
• Describe your slides, do not read from them.

Slides are useful, but they should only be used as a tool. Basic things like setting expectations, eye contact, energy and pace are all critical in delivering an effective presentation. Another useful tool is stories and anecdotes that frame your content and make it relatable.

Preparation

The best thing you can do to prepare for nailing your presentation is to perfect how you practice. Organize your notes and slides until you are comfortable talking about them without referring to them. Double check pronunciations, facts and figures. Make sure each slide says what it needs to say and that you know the information you want to deliver.

Once you are comfortable, practice in front of an audience of trusted colleagues and ask for genuine feedback. Then, record yourself speaking—it is awkward, but it is a great way to see how your body language and nonverbal cues are affecting your delivery.

Finally, take time right before your presentation to organize your thoughts. Put down your notes (cramming does not work, remember?) and calm your mind with breathing or meditation.

If all of this talk about standing up and speaking has you in a nervous sweat right now, know you are not alone. To battle public speaking anxiety, try reframing your delivery as a conversation. Embrace mistakes and nervousness, and practice speaking in front of trusted friends and colleagues.

Most importantly remember your presentation is about them, not you. By focusing on your audience and building a connection with them, you actually turn off the fear part of your brain!

No matter what your topic or reason for presenting, remember you were asked to speak for a reason. You are an expert in your field. You offer a unique perspective. You are a leader people look to for inspiration. Your peers are lucky to have you speak!

With the right content, delivery and practice, you can be the presenter that inspires change and takes your business to the next level.