By Deborah Sikes, Employee Benefit Exchange Corp.
Recently, I had the privilege of hosting a workshop at The CATALYST titled How to Create Commercials and Presentations That Are Memorable. This topic is something I’m deeply passionate about—helping individuals communicate with clarity, creativity, and confidence. Whether you're a corporate professional or an entrepreneur just starting out, learning how to make a lasting impression is a skill that can open doors, build relationships, and elevate your brand.
Why Storytelling Matters
The workshop began with a powerful analogy: Think of yourself as a best-selling novel. Each section of the workshop aligned with a chapter in that novel, guiding participants to uncover how they present themselves and their businesses to the world.
Why this analogy? Because, despite the saying, “Don’t judge a book by its cover,” we often do exactly that. Understanding this human tendency is the first step in creating a powerful commercial or presentation—one that resonates, inspires, and is remembered.
Step One: Your Cover – First Impressions Matter
Your appearance is your cover, and people often form an opinion within the first 90 seconds of meeting you. That’s a small window to make a meaningful impression.
Consider every detail—from clothing and color choices to accessories and grooming. For example, flashy nails or distracting accessories might pull focus from your message. That doesn’t mean losing your personality—far from it. It means being intentional about how your style reflects your brand and resonates with your audience.
Pro tip: Dress for your audience while staying authentic to yourself.
Step Two: Your Introduction – Crafting a Commercial That Captivates
The introduction of your “novel” is your personal commercial—the first 30 seconds of your interaction. And in those moments, you need to grab attention.
This is your time to shine, be bold, and be memorable. Try incorporating:
- Humor
- A song or skit
- A short, impactful testimonial
- A creative hook
Most importantly, don’t start with your name and company—end with it. People remember what they hear last. Make that part count.
Step Three: The Chapters – Structuring Your Presentation
Think of your presentation as the chapters of your story. Preparation is key.
When you're not prepared, it shows—and audiences disengage quickly. But when you're passionate, prepared, and confident (even if you're faking it a little), people respond. Passion is magnetic and memorable.
Tips for powerful presentations:
- Know your material inside and out
- Limit personal slides—less is more
- Share enough to be relatable, but don’t overwhelm with personal details
- Connect every part of your message back to your audience’s needs
Even seasoned speakers get nervous. But those who succeed have simply learned to manage their fear and project confidence through preparation and practice.
Step Four: The Closing – Tie It Up Nicely
Never underestimate the power of a strong close.
Your audience should leave with clarity—understanding what you do, why it matters, and how they can engage with you. Plan your closing with the same care you planned your opening. A vague or abrupt ending like, “Well, that’s all I’ve got,” can diminish the impact of your message.
Always thank your audience. A simple “thank you” for their time and attention goes a long way in building respect and rapport.
Three Essential Questions to Anchor Your Message
I challenged workshop participants to build every presentation or commercial around three core questions:
- Why do you do what you do?
- What is it that you do?
- Why should someone choose to do business with you?
Answer these clearly, and you’ll create a strong, compelling narrative that connects with your audience on both a logical and emotional level.
Parting Inspiration
To close the workshop, I shared one of my favorite quotes from Albert Einstein:
“Logic will get you from A to B. Imagination will take you everywhere.”
The art of presenting and promoting yourself is not just about facts—it's about connection, creativity, and confidence. With the right approach, anyone can craft a presentation or commercial that’s not only informative but truly unforgettable.