By now you’ve made enough presentations to know that it pays to take the time to design before you deliver.

You probably understand that your presentations will have more immediate impact and longer-lasting value if they have: structure (a beginning, middle and end), a clearly defined main message, creativity (personal stories, anecdotes, metaphors, humor and props), and a “call to action” (what you want the audience to do).

But even the most carefully designed presentation needs to be skillfully delivered.

Why do some presenters seem to connect better with their audiences? What makes their delivery special? The difference is in the details.

After you have designed your presentation, focus on these five delivery details: eye contact, gestures, vocal variety, body language and pauses. If you do, you’ll notice a marked improvement in the effectiveness of your presentations.

Eye contact

It is difficult, if not impossible, to have an emotional connection with the audience without establishing eye contact. Before you begin to speak, look at the audience. Acknowledge people with your eyes. Smile. It’s your way of telling them you are there for them.

Picture the room in which you are speaking as if it were divided into three sections: left, center and right. Be sure that you look at individuals in all three sections of the room. It doesn’t matter in what order you look at the three sections. Just be certain you are making eye contact with each section.

When you make an important point, bring the point home by punctuating it with eye contact. Make the point as you look at a specific person in the audience. In doing so, you emphasize the importance of that point. Wait a beat, then continue speaking as you establish eye contact with another section of the audience.

Gestures

Using gestures can add drama and emphasis to the meaning of your content.

However, gestures need to match your words. For example, if you said, “We have big plans for expanding the company,” you might begin with your hands together in front of you and then separate your hands, stretching your arms out to each side. This gesture would reinforce what you just said.

However, if you made the opposite gesture, bringing your outstretched hands together as you said, “We have big plans for expanding the company,” your gesture would be in direct contradiction to your content. People would be confused and might even laugh. Strange as it may seem, presenters have been observed shaking their heads from side to side while saying, “Yes.” Don’t allow your gestures to contradict or interfere with your content.

Vocal variety

Sameness is the enemy of presenters. Change within a speech is key to an effective presentation. Look for places in your presentation to vary the pitch, pace, tone and intensity of your voice. Sometimes delivering an important point, phrase, or word can be more effective if it’s forceful and loud; other times it may be better if it’s whispered.

Look for places in your talk to speed up (when you are excited, animated and swift action takes place). Look for spots to slow down (when you want your audience to think and reflect). Changing the rhythm in your delivery can enhance the tone of your words.

Body language

You are not just communicating with your mouth. Your entire body is part of the overall communication process.

Even before you open your mouth to speak, realize that you are in a position to connect with the audience. What is your face communicating? Most of the time, your words and facial expressions need to be in sync. If they’re not, you risk having the audience not believe you. You don’t want to lose their trust because it will take a great deal of time and effort to get it back. Avoid the obvious mistakes: playing with the change in your pocket or frequently straightening your hair or jewelry. Keep your hands at your sides, ready to make any appropriate gestures.

Pauses

Recognize and appreciate the power of the pause. Even before you begin to speak pause. Silently tell yourself that you are here for your audience. You have something to give them a gift which will help them achieve their goals.

After you deliver an important point pause. Allow the audience to take in what you just said. People need a moment to digest that memorable morsel you’ve just fed them. Not pausing and moving on too quickly with what you have to say next is like forcing food down their throats. Give them a chance to chew on and swallow what you said before providing them with more nourishment.

One detail at a time

Delivery skills take time to master. Slow down. Do not attempt to incorporate all five of these delivery details simultaneously. Concentrate on implementing one detail at a time. For example, first focus on eye contact. When you feel you have that down, take on another detail. Practice pausing at the appropriate times. After a while, you’ll feel more comfortable utilizing these techniques. They will seem like a natural part of your repertoire.

Practice runs

When rehearsing your presentation, be sure to audio or videotape yourself. Avoid stopping in the middle of your rehearsal to “cut” and do a “retake” (as they say in the movies). Instead, work your way out of any difficulties in real time. If you make a mistake, recover on your own as quickly as possible. This is good practice for when you will be giving the actual presentation.

Successful presentations are well designed and skillfully delivered. If you want to take your presentation delivery skills to the next level, pay attention to details. How you use eye contact, gestures, vocal variety, body language and pauses are the keys to your presentation delivery success.

A member of the National Speakers Association, Len Lipton, Ph.D., is a presentation skills consultant. He also teaches “Public Speaking for Architects and Designers” at UCLA Extension. He can be reached at [email protected].

Entrepreneur’s Notebook is a regular column contributed by EC2, The Annenberg Incubator Project, a center for multimedia and electronic communications at the University of Southern California. Contact James Klein at (213) 743-1759 with feedback and topic suggestions.