“The effectiveness of any communication is influenced by both the message and the messenger; therefore, you need to pay attention to enhancing the effectiveness of both,” says Hilari Weinstein, president of High Impact Communication, a company that helps individuals and organizations craft and deliver powerful presentations that get results.

“Marketing research shows us that our perception of the package influences our perception of its contents – whether it is a box of cereal or a car. The same is true of presentation content. The messenger, the sales person, is the presentation vehicle – the package delivering the message. We often listen to the message only if we like and trust the messenger.”

Without any type of packaging, you can lose your audience, says Weinstein. She notes that some of the biggest packaging mistakes people make are disorganization, not properly framing your presentation, and not presenting to your client needs. Weinstein says that a clear and simple structure is even more important in verbal rather than written communication. Your audience doesn’t have the ease of flipping back the pages to see what you meant. If your presentation appears disorganized with random comments thrown about, you will lose your audience along with your credibility. That being said, you need to properly frame your presentation.

“Your first and last impressions are critical,” says Weinstein. “Your introduction sets the tone for your presentation and failing to close powerfully, with a clear call to action, will make you lose impact. Therefore both your introduction and conclusion should be compelling and intentional.”

Finally, if you fail to present to your client needs, why bother? Nothing makes an audience more frustrated than a presenter who doesn’t know what they care about. A presentation to sell or influence a decision needs to be strategically designed to connect what you offer to your client needs.

“Avoid standardized presentations,” says Weinstein. “Learn about what matters to your client and package your message to meet their unique needs. If they feel like it is just for them, they will have more reason to listen. Remember, your client won’t buy from you unless they buy you. You are your most critical presentation tool.”