When creating a presentation, it’s tempting to dive straight into the design process—after all, those polished visuals are what captivate audiences, right? Not quite. The true heart of a compelling presentation lies in its story and the clarity of its message. Without professionally crafted content that’s finalised beforehand, even the most beautiful design risks falling flat. Here’s why it’s crucial to start with storytelling and finalised content before handing the baton to your design team.
1. Storytelling gives your presentation purpose
A professional storyteller doesn’t just write—they craft a narrative that connects with your audience on a deeper level. Whether you’re pitching a new product, delivering a keynote, or rallying your team, your message needs structure and flow to resonate.
- Why this matters: People remember stories, not slides. A professional storyteller will help you distil complex ideas into clear, relatable, and engaging content.
- Example: Instead of presenting data as bullet points, a storyteller can turn those numbers into a narrative about your company’s growth or your product’s impact.
When your presentation has a solid story, the design will serve as a visual enhancer—not a crutch.
2. Content guides design, not the other way around
Design without finalised content is like trying to build a house without a blueprint. It often leads to unnecessary revisions, misaligned visuals, and a design that doesn’t quite match the message. Not to mention it will cost you more in the long run.
- Why this matters: Finalised content sets the tone, structure, and priorities for the design. It tells the designer where to emphasise, where to simplify, and how to guide the audience’s attention.
- Design efficiency: When the content is locked in, the design team can focus on creating visuals that enhance your message, rather than constantly shifting their work to accommodate changes.
3. Avoid the "patchwork" presentation
When content is still being developed during the design phase, the end result can feel disjointed. Designers may make assumptions about the message, leading to mismatched visuals or layouts that don’t fully support the story.
- Why this matters: Finalised content ensures that every slide works together seamlessly. From the title slide to the conclusion, the presentation feels like a cohesive experience rather than a collection of loosely related ideas.
- The professional edge: A unified story paired with intentional design makes your presentation look—and feel—more polished and impactful.
4. Save time, money, and frustration
It might seem like a shortcut to start designing while content is still in progress, but this often leads to more work (and stress) down the line. Changes to content often mean redoing layouts, rethinking visuals, and sometimes starting from scratch.
- Why this matters: Having content finalised first streamlines the entire process. Designers can work efficiently, and you avoid extra rounds of feedback, delays, or spiralling costs.
5. Professionals know how to speak to your audience
Not all words are created equal. A professional storyteller understands how to write with your specific audience in mind, using language and tone that will resonate.
- Why this matters: Your presentation should feel tailored to the people you’re speaking to, whether that’s investors, clients, or your internal team. A skilled writer ensures your message is clear, engaging, and actionable.
- Example: While you might focus on listing features, a professional storyteller will highlight the benefits that matter most to your audience.
The bottom line..
Your message deserves to be clear, compelling, and supported by visuals that elevate it. By starting with a solid foundation of professionally crafted content, you set your presentation up for success.
The next time you’re tempted to jump straight to design, take a step back. Focus on the story first. Your audience—and your design team—will thank you for it.