Now that we have discussed the tone, register and format of our presentation, it's time to begin with the main message that we want to convey.
Discuss the following question with your teacher.
When you have a blank sheet of paper in front of you, do you:
- Start with an outline on a piece of paper?
- Write out your script first?
- Create the PowerPoint first?
- Draw out the idea visually by using a mind map?
- Take a different approach that works best for you?
When you have a presentation to do, start by revisiting the purpose.
Task: A 10–15 minute presentation to the VP of Strategy, two senior managers, and a couple of analysts from the client’s side. The goal is to persuade them to move forward with your team’s digital expansion recommendation. They have already seen the data, so your focus is on clarity, confidence, and persuasive delivery.
Answer the following questions:
- What is the main goal of the presentation?
- How can you get your client from A (not agreeing with your message) to B (agreeing with your message)? What message do you want to give them and how?
When you are creating an outline, begin with these steps.
- Step 1: Draft a strong main message (core takeaway)
- This is the message that you want them to remember, even if they forget everything else.
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Use cause and effect language to draft the message
If + present, will + base verb (first conditional – future outcome) - “If we move forward now, we’ll gain a 6-month advantage over competitors.”
If + present, present (zero conditional – general truth) - “If we act now, we minimize implementation risk.” -
Practice: Make one strong main message for why your client should choose your company over another. OR Make one strong main message for a presentation encouraging a client to invest in a new AI-driven customer service tool.
- Step 2: Identify 3-4 supporting points
- Write out the points that support your main message. Think of the message as: “Why now” → “Where to start” → “What you gain” → “How we’ll do it”.
- Why now: Other companies are already using new digital tools. If we wait, it will cost more later.
- Where to start: We found 2–3 easy projects that can give good results quickly with little risk.
- What you gain: This will save time and money, and also help us find new customers and make better decisions.
- How we'll do it: We have a clear plan, with the people, time, and risk plans ready to go.
- Practice: Match each category below with an example point from a digital transformation presentation.
- Write out the points that support your main message. Think of the message as: “Why now” → “Where to start” → “What you gain” → “How we’ll do it”.
| Category | Example (Match) |
|---|---|
| Why now | a. We’ve scoped resources, timelines, and risk mitigations—it’s ready to launch. |
| Where to start | b. Beyond efficiencies, this expansion sets up for new customer channels or data-driven decision-making. |
| What you gain | c. We’ve found 2–3 initiatives that are high-impact and low-risk—ideal for Phase 1. |
| How we'll do it | d. Other industry players are investing in digital transformation—falling behind now will cost more later. |
- Step 3: Keep saying your main message
- Rephrase the message throughout your presentation. Try to reword your main message in another way.
- To help you, use phrases such as:
- This shows that...
- Which brings us back to...
- That's why...
- So what does this mean? It means...
- Practice: Reword the following main message.
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If we use the AI tool now, customers will wait less. (About 40% faster in 3 months)
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If we use automatic replies, service will be the same quality every time.
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Audience: VP of Strategy, senior managers, and analysts
Goal: Convince the client to move forward with a digital expansion recommendation
Assumption: The audience already knows the data—this is about synthesis, persuasion, and confidence.
The notes you've gathered:
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Competitors: Two of our main competitors started similar digital projects last quarter.
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Where to start: We suggest starting in two regions where customers use digital tools a lot and where setup costs are lower.
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What you gain: We expect to make about $22 million more in sales over the next 18 months by using personal campaigns and selling on more than one channel.
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How to do it: We already know what technology is needed and how long it will take. We have partners ready to help, and Phase 1 can start now.
Use the three-step outline approach below to prepare your message:
1. Main message (core takeaway)
Write or say one clear, persuasive main message using either the first or zero conditional.
2. Supporting points (3–4 max)
Outline your key supporting points. Choose from the following categories:
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Why now (urgency or risk)
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Where to start (entry point or pilot)
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What you gain (impact, advantages, value)
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How you’ll do it (implementation readiness)
3. Reinforce the main message
Choose one of your supporting points and create a sentence that links it back to your main message using a phrase like:
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“This shows that…”
You now have a deeper understanding of the significance of the main idea. Be it a presentation or a good story, they all revolve around a core problem, a solution, and a payoff, be it for a reader, viewer, or a client. This week, as you are reading or watching for pleasure and entertainment, think about how the narrative adheres to this logic. If you want to further extend yourself and advance your learning, check out these links:
https://theenglishfarm.com/english-fluency-business-success-tips
https://theenglishfarm.com/powerful-english-presentations
https://theenglishfarm.com/blog/grammar-essentials-elements-language