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There has been a lot of research into human memory skills and the principles of learning. One of the clear findings is that, when give a list of things to remember, people will have greater success at remember the first things in the list and the last.

The principle of primacy states that the things that people learn or hear first tend to create a stronger impression in the mind and are easier to remember. The principle of recency is based on the fact that things learned most recently are more easily recalled. These principles of primacy (what you say first) and recency (what you say last) are they foundation for why it is so important to have a strong opening and closing to your presentation when speaking in public.

There are 5 ways that you can ensure that you close your presentation effectively and leave a strong impression in your audience’s memory.

1. Personalize it. Make your key messages personal for your audience. Re-frame your main point from their perspective so that effect on them is very clear. Tell a story if you like.
2. Add something unexpected. Everyone expects a wrap-up at the end of a business presentation. If you want to be effective in communicating your message, add something unexpected at the end. Perhaps you have a shocking statistic that demonstrates your point. Or maybe you have a surprising story that you can tell which clarifies your message.
3. Introduce something new. What? Put something new at the end? Yes. At the end of your speech, introduce some new idea or new concept which is a likely conclusion to your ideas or which is a natural next step. This not only perks up the audience with a new idea it also segues well into another presentation. Its kind of like the movie that sets up the sequel at the end.
4. Challenge them. Challenge the audience to meet the expectations that you have set up in your presentation. Call on them to meet their goals. Use a challenge to inspire your audience as a call to action.
5. Liven things up with a little humour. Wrap up your presentation on a lighter note by including a humourous story or anecdote. Of course, it should be appropriate and related to your topic. But, if you feel comfortable telling a joke, then go ahead. Leaving the audience smiling or laughing is a great note to finish on.

Whatever way you choose to close your presentation, be sure to finish by leaving a strong impression of you and your key messages in your audience’s mind.

Learning how to connect with your audience is an important tool to succeed as a presenter. When we stand in front of a group we focus on keeping the attention of our listeners. What about connecting before and after the presentation? Find some suggestions below how to communicate with your audience beyond the actual presentation.

Connecting starts before the presentation:

When you write your speech, keep the audience in mind. Visualize who will be there and even better if you know some of them already, imagine John, Mary, Peter’s face as if you were speaking to them in person. Start to connect by asking yourself:

Who are these people?

Create a picture of your audience: are they young, old, active, involved in nature, people, technology, mostly male or female, single or married etc.

What do I know about them?

Do some research: check websites, associations, communities these people belong to and find out what interest them. For example if you speak at an annual convention, check the organization’s website or call the company to find out if they had some important news you should know about e.g. a ten year anniversary, opening of the first office abroad, an award they won etc.

Why should they come and listen?

What is the main objective for your audience? Will they learn something new? Are you there to present a new product or service? Are you a motivational speaker to uplift the energy in the room? What ‘gift’ will they receive from you? What is in it for them?

What do they know about the topic already?

Are you the first to address this topic? Who has spoken before you in the program, who comes next? What information was available to the audience before they entered your room. What is the level of understanding? These questions should be directed to the organizer or your main contact who hired you to do a presentation. Also at your office, check if you tuning in to the right level of knowledge.

What is my intention?

What would you like to offer them? Do you want to persuade them, inform them, make it easier to make a decision, start a discussion? Connect with your own objective and link it to the audience’s objective. Feel if your purpose supports their needs.

Create an emotional connection

After your research and writing your speech. Close your eyes, take a few deep breaths, center yourself, sit comfortably with a straight back and concentrate on your audience. Try to picture them, the room, the way you present and imagine how they feel: excited, tired, curious? See yourself giving an excellent presentation and that people are smiling and expressing their gratitude. Feel how good it is to be of service. Feel that you care for them and that your presentation will benefit them. While staying connected with this loving feeling, take a few breaths and open your eyes. Try to repeat this as often as you can before the presentation is due. It will feel as if you know everyone already which will create an intimate atmosphere.

Create a physical connection.

If there is a possibility before your presentation starts, stand at the door and shake hands with your audience and make them feel welcome. If time allows ask them some short questions to show (genuine!) interest e.g. “How was your flight?”, “Did you have a chance to see the city?”, How do you enjoy the program so far?” etc. If you are speaking to a large crowd you can do this on stage and address the whole group with a few questions to create a connection with the people in the room.

Connecting after the presentation

When you finish your presentation:

-Thank the audience out loud and from your heart.

-Tell them about the follow up if applicable: where will they find more info, when is the next meeting, presentation or update?

-Send slides and information as promised: add something personal if you can that reflects on the speech, person or event.

-Send answers to questions you did not know during meeting and promised to answer later.

-Send an evaluation form or even better ask them to fill it in straight after the meeting (arrange with the meeting planner).

-Connect with yourself: what went will that you’d like to repeat next time and what would you like to change about your presentation? Did you research make a difference, did you feel you were on the same wave length?

-Connect with the organizer to offer your services again.

When preparing for a presentation start to connect with your audience, during the presentation stay connected and after the presentation round off the connection. Connect through the heart and you will have success!