Whether you are planning to advertise your product or services of your business online – through a website or other media channels – or giving an oral presentation in person, proper planning of your presentation is critical. The importance of thorough preparation and structuring, of what will most often be your customers´ first introduction to your product, can not be overestimated, as first impressions very often do last.


Depending on your target audience the objective of your presentation may vary and require adjustments. It is very important to be aware of exactly who your audience is and how to stimulate interest in actually listening to or reading your product presentation online. For these reasons you would be well advised to always gather information about your audience which, in combination with thorough consideration of your specific objective(s), can then help you create an overview and plan out an efficient product presentation. Below we share with you a few useful tips on key considerations to ponder and information to collect before you should even start outlining your approach.

Key information to build on

In order to be able to put together a presentation with impact it is key that you carefully consider the following questions:

  • Who are your target audience/ the receiver of your information?
    • Are they potential customers or perhaps investors?
    • What are their concerns and individual needs?


  • What is the specific purpose of your presentation (whether given verbally or on a website)? – what is the “call to action” – i.e. what do you wish the audience to do following your presentation?


  • How much does your audience already know about your product/services, and might they be looking at your competitors also?
    • What might be their special interests – problems you can address to help the audience make the decision you wish for?

Make sure that you go through this process carefully and note or map out this basic information, as it will often times be useful for you to revert to this stage to reconsider approaches or – importantly – to make adjustments to address eventual new and different audiences. Remember that an effective product presentation, regardless of the media or means of delivering it, will always be one that speaks directly to the concerns and needs of the receiving audience.

The checklist

Before preparing your online or verbal product presentation, always make sure you have given plenty thought to the following:

  • Who is my target audience?
  • What is the main objective (“Call to Action”)?
  • Include product intro/company overview
  • Include product description and benefits to audience
  • Useful and illustrative examples
  • Convincing arguments (addressing needs/concerns of your audience)
  • ´Inviting´ your audience to go to a ´next step´

The next step

Once you have convinced your audience to engage enough to go on to the next step, it is crucial that the same care has been applied to the communication of that particular step, showing consideration for those questions that might be relevant at that stage of engagement.

Before we are convinced to buy a certain product or service we first have to pass the different levels of curiosity and this process does not necessarily take place in one sitting. From the point we feel the need to find a solution to a particular problem, become aware of your existence and your solution whether it be a product or a service, compare with others and come to the decision that your product/ service is the right one for our needs, we might have visited your presentation and communication material several times. Therefor it is crucial that the material in question is well thought through and reflects the quality of whatever product or service you are delivering.