“Time is free, but it’s priceless.” – Harvey MackayÂ
There’s an irony to my corporate tagline, “We make every pixel count.” When I first came up with it 26 years ago, it was to signify that I don’t do lipstick. While my work was attractive, I made sure every pixel was fused with intentional imagery—it was clean and free of gratuitous graphics. I incorporated visuals that worked with the copy to initiate an action of some kind. “Contact us; fill out this form; learn more; sign up for our newsletter; etc.” Persuasive design was used to entice the viewer in a measurable way.
Today, however, I reflect on how to “Make every minute count.”Â
Time is of the essence. It is a precious and non-renewable resource. We must consume it wisely in both life and business. While I could write about the profound effects of time in our fast-paced lives, I want to focus on the business side of things—and how you can deliver your important messages and your work to those who need it. Developing a riveting corporate presentation focused on “five minutes, five slides” is my take on “making every minute count.”
As a young graphic designer, I always talked fast because I thought no one would listen. Was it a lack of confidence or the failure to appreciate the power of selective words? Perhaps. Yet, after many years of presenting my design rationale quickly and modestly, I realized I needed to be more eloquent in how I spoke. While my work was bold and compelling, the words I used to articulate it were not as well-thought-out as they could have been.
As I advanced through my career, using simple communication to project clarity, precision, and impact became my superpower. I learned to design with words…and imagery. I also learned to take a strategic breath and allow a quiet moment for my intended audience to savor my work. This pause created impactful outcomes.
Recently, when a client approached me and said he had an important presentation coming up, but was limited to five minutes and five slides, I listened. Diligently, I curated and culled the company’s information into a tight, cohesive marketing story. Each slide was laid out with specific intent and focused on content that instilled impact and energy. Dry and boring bullets were replaced with content and imagery that created excitement and curiosity. “Tell me more” was the driving factor.
My client’s request made me realize that we all need to examine how we present our company to others—with clarity and simplicity. Using fewer, but more powerful words, combined with strong design, created stories that resonated quickly.
With time being a precious commodity, let’s delve into the five slides that I believe are imperative to your company’s storytelling—quickly captivating your audience for five valuable minutes. These slides are intended to be informative, motivational, and jaw-dropping.
Introduction
The typical “Who Are You?” slide becomes more than your name, location, and service. Dig deep to expose the underlying passion of your business. Why are you here? What makes you stand out from your competitors? Why is this important? You want to make the audience sit up and pay attention—starting with slide one. Create an emotional connection.
Measuring Success
Storytelling is a universal form of communication, and that’s why it’s so powerful, even in the corporate world. All people relate to stories. Using past and present examples to prove how your work is vital creates confidence with the audience. Understanding what successful outcomes are, who they affect, and how you measure results will resonate with your listeners. Being bold, concise, and to the point will command optimized retention.Â
Notice that we don’t dive into your business offering first. We talk about the proof of your work in the marketplace. This cuts to the chase of why your audience needs to keep listening. We want to create momentum.
Solutions and Benefits
Validate your offering and potential in terms of the value you bring to the market. The old adage, “what’s in it for me,” needs to be addressed here. In my early days as a web designer, the first link was always “About Us.” While many websites still follow this norm, it didn’t take me long to realize it is NOT “About Us,” but rather what is in it for the audience. Why are they here? What message do they need to receive that will benefit them?Â
We are not here to toot our own horn and say how great we are. We are here to genuinely understand “what’s in it for the audience.” What do they need to take away from this presentation? How can your offering solve their problem? Put yourself in your potential client’s position and really assess how your benefits and solutions will make their business better. For example, if you are a work/life balance coach, will your offering reduce employee absenteeism? Will it improve company morale? If so, do you have stats to prove this? This is what will influence key decision makers to extend your five-minute presentation to further discussion.Â
Your Process
How do you do what you do? And more importantly, how easy is it to implement what you do with the client? Process is a technical term, but it should also be creative. What happens when you first meet with a client/potential client? Do you ask the right questions? Do you prompt them for detailed answers? And do you listen? An ancient proverb provides sound advice here: “You have two ears and one mouth for a reason.” Do less talking and more listening. Evaluate what the client’s pain points are. Can you help them? If so, how?Â
What are the steps to providing your service? Is it simple or multifaceted? When I am interviewed about web design, I like to give a complete outline of the process from the discovery session to the plan and then to the implementation stage. Upon completion of the site, we circle back to the end product to test and measure it against the goals and objectives we set early on with the client. Since web design is essentially a “live” document, tweaking, improving, and refining are ongoing initiatives—many of which the client can undertake if they prefer.Â
How can you convince your client that your collaboration is a long-term endeavor? My experience has taught me that listening is a crucial skill in understanding client pain points. As well, the foresight to ask the right questions during an initial discussion shows depth of thought, with the onus being to discuss solutions for the client in the short- and long-term. The process stage is where you need to engage your creative energy to develop valuable project insights. Often, your offerings involve an ongoing relationship with the client, while others may be a one-time service. My goal has always been to become a trusted partner in my client’s business, regardless of the scope of work. Perhaps think about this as you weave your process together so it is both flexible and structured. Even if initially your client may need only a simple solution, you will be top of mind by developing trust and dependability.Â
Your Vision
End your presentation with a positive vision for the future. Leave the client inspired and excited about what you do—and what you can do for them. A tangible takeaway will elevate your offering even more. Now is the time to “Wrap this up in a bow” and make it special.
As a graphic designer, I firmly believe that “Content is King.” Keep that in mind as you merge strong words with strong visuals. Take your client’s breath away with an exciting, yet simple presentation that resonates with them to the core. And end with them wanting more—kind of like a Broadway musical!
Your five-minute/five-slide presentation should be a launching pad to further discussion.
Starting now, let’s make every minute count!
Connect with Laura on The Wellness Universe, visit her website, and explore the Shift Perspective Tool.
Follow Laura on LinkedIn.
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Laura Ballerini is the Executive Creative Director of BluBrown Communications Inc. with 30+ years of experience helping brands tell their stories through thoughtful, impactful design. A designer, author, and speaker, Laura blends artistry and strategy to create engagement.
