Now, let's not pretend. Standing on your back feet for 20 minutes or so, talking to complete strangers is not natural and therefore it's not easy. On the other hand, nor is it the nightmare that many people make out.

But hold on. Why should you even bother with this skill? Are you ever going to use it? The answer is simple: if you can present, you can sell to lots of people at once. In the first place there will be occasions when a group of more than six will be involved in decision taking at an individual client. Look, too, at groups of businessmen who meet regularly - the Federation of Small Businesses, Chambers of Commerce, the Rotary Club, the Round Table, the Lions Club. Each of them has a regular need for interesting presentations and they are your potential customers.

You could also look at schools. Remember those deeply dull General Studies classes? Imagine going in to schools to tell teenagers about creating their own personal brand, to talk clothing and the associated technology. You'd be interesting and get business, both now and in the future.

You'll be conscious that there are some people who really enjoy doing a presentation, others who are reasonably relaxed and those who are frankly terrified. The first are stage struck and they are rare; the second are experienced, they've made their mistakes and had successes; the third are beginners or remember the last time only too well. This is aimed at the third group.

"An hour's planning is worth a day's battle". So said the Duke of Wellington and his track record was impressive. Good presentations are eight parts preparation, one part inspiration and, yes, one part perspiration. It's failure to prepare properly that invariably leads to an embarrassment.

The first thing to remember is that everyone is on your side. They are there because they want to hear what you have to say, or, if they are obliged to be present, they're glad you're on the podium not them. Only a very few mean spirits ever want to see you fall on your face.

Next, know your audience. You won't have been chosen to speak at random; you will have some level of expertise on the subject. Be sure to pitch your presentation at the right level. The worst thing you can do is talk down to your audience. Nobody likes to be treated as an idiot. The second worst thing is to lose your audience in a maelstrom of jargon or technical facts. You're supposed to be sharing your knowledge, not hiding behind it. It is entirely reasonable to talk to members of your audience or the conference organiser or similar to clarify where you should be aiming your message.

Be clear about your purpose. If it's a sales presentation, it's straightforward. You want the audience to buy your proposition. But, in essence, this is true of all presentations. Whether you're talking about a new idea, an untapped market or the viability of a new technology, you want the audience to think: "Yes I agree, I didn't know it was that easy/valuable/clever."

Give yourself a structure. "Tell them, tell them again and then tell them you've told them" is a pretty good guide. Perhaps it's better expressed as: "Tell them the headings, tell them the detail and summarise what you've told them."

So what do you actually say? The first minute is of most importance. It's the time when you have to relax yourself and intrigue/involve/challenge your audience. The simplest device, which is so often forgotten, is to introduce yourself! Even if those present know you, a little bit of biography is useful. Be mildly self-deprecating as to why you're there and flatter the audience. Hence: "Hello my name's Jack Smith. For those who don't know, I run Cotton Miracles in Manchester. Brian asked me to take this slot because I'm easy to threaten, being a little guy. Actually, he said I'd enjoy it more than watching Man City, and I must say it's flattering to be asked."

Thusfar you've set out your stall as a nice ordinary bod, not likely to rock their boats for the next 20 minutes. So that's exactly what you do next. You're talking printwear so try this:

"People are far more interesting, sexier and a lot cheaper than billboards so turn them into walking, talking adverts for your business."

In two sentences you've got their attention. You've thrown down a gauntlet. Although you might prefer to tone down this approach, it's better to step back having made it and admit that you don't have all the answers, but perhaps we can avoid some pitfalls together.

Then you come to your topic headings. I'm going to assume, and indeed recommend, that you have some sort of AV support, even if it's only a flip chart. So there are your headings. Don't just read them out. Talk about them. Those headings are likely to be a bit jargony. Put them in plain English. Thus: The Current Market: who's in this and what are they doing? Investment: what's it going to cost? Commercial Opportunity: how much damn money can you make?... and so on.

Then you go through each of these headings in detail, supported again by your AV. I'll say more about that below. Obviously I can't comment on specific content, but I strongly advise you to share the burden. Don't spend days researching part of your presentation if you've got a friend or colleague who's got the facts. Don't try to be an expert on everything. If, for example, you need to talk finance at one stage, and you're no sort of expert, get your bank or accountant to help.

The summary at the end is very important. It's the last thing the audience hears and probably what they'll remember best. Refer back to your original contentious statement and demonstrate that in the last half hour they have become aware of something valuable and new. Don't overdo the hyperbole; a simple statement is more memorable.

Definitely use audio visual aids. The basic choice is an overhead projector, slides and laptop via Powerpoint. Use what you're comfortable with - none of these aids are free, but nor are they particularly expensive.

Your AV should support what you're saying, not the other way round. Don't overdo it: fewer frames and more of you is correct. Use bullet points. Don't make any frame too busy. If you're new to AV, don't be persuaded into using tricky build-ups or the like. If you get them wrong, it can destroy your flow. Above all, practice. Know the machine you'll actually be using and get comfortable with it.

Some more dos and don'ts. Act relaxed, even if you don't feel it. If you look tense, that communicates to the audience, so, before you stand up on stage, sit back, smile, cross your legs. Do dress comfortably. Much as you might feel on display, this is no time to wear new shoes that pinch.

Don't give out a transcript of what you're going to say in advance. You don't want to talk to the tops of lots of heads. Do know the content of each section, but don't bother trying to learn your presentation verbatim. Don't just read your script either, try to throw in the odd aside if possible. If you know your audience, refer to individuals, for example: "That feature would be handy for Tom in Scotland, with the huge area he has to cover."

Use props to support what you're saying. Actually showing an audience an item, how attractive it is or how unusual is a lot more persuasive than a slide or a piece of video. Doing a comparison with the competition to show how much better your product is will be impressive and can be made highly entertaining. Needless to say, this needs practice, too.

"A funny thing happened on the way here..." Aagh!! Avoid this like the plague. In the vast majority of cases, the unfunny thing that happened when you told that joke was that your presentation died on the spot. If they wanted slapstick, the organisers would have got Jimmy Tarbuck to do your slot. Yes, a good laugh settles you and everyone else down, but it's quite a skill to do a joke properly on stage. Anyway, this is a business presentation - it's supposed to be serious. Unless you're a noted humorist and everyone's expecting funnies, don't even think about it.

Paul Clapham is a marketing consultant with over 25 years' experience covering a broad range of business sectors and a full spread of marketing disciplines. He runs his own business, working with small, medium and large companies alike to increase their profitability through marketing. Tel:01453 765432

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