The opening and closing are the riskiest parts of any speech or presentation. For public speaking coach and veteran public relations executive Rosemary Ravinal, the “sandwich model” may be the best method for getting the “big idea” across successfully.
By Rosemary Ravinal
Attention is a premium today.
You’re lucky to get seven seconds to hook people into your message. You hold them there with stories, compelling statistics, and clear arguments. And, you restate your message and create memorable impact with a solid close.
I’ve referred to this three-tiered approach as the sandwich model: your juicy big idea wedged between slices of opening statement and conclusion. Each part of a presentation plays a crucial role, just as each layer of a well-constructed sandwich contributes to the overall flavor and enjoyment of the meal.
The first words out of your mouth set the tone for what follows. Your takeoff needs to be moving, figuratively transporting the listener to a place of possibilities, solutions, inspiration, and transformation. How do you do it?
Quotes, dramatic statistics, and questions are just a few proven techniques. What you choose to start needs to be relatable to the audience or you’ll lose them.
I have two favorites:
- Open-ended questions that pull the audience right into a topic that matters to them:
Imagine if you could…
Have you ever [done or experienced something]?
What if you could [solve a problem]?
- Statements that build suspense and anticipation:
“At the end of my talk, I will share with you the number
one action you can take today to solve this problem.”
Bring your audience to a smooth landing with a conclusion that delivers on the promise in your opening. Summarize and reinforce the main points and leave them with a STAR moment (something they will always remember). What’s the one thing you want them to know, believe, and do as a result of your talk?
Psychology highlights the primacy and recency effects—we remember beginnings and endings best. Crafting strong openings and closings ensures your message leverages this natural cognitive tendency.
Strong openings and closings are important whether you’re in person or online, speaking one-on-one, doing a sales pitch, board presentation, media launch, or conference keynote. Just as important (or more) as the content is your delivery: vocal tone, pacing, and body language. Confidence and passion can elevate your message and bring it to a successful landing.
Contact Rosemary Ravinal for details on public speaking training programs or one-on-one coaching services in any of the following areas, in both English and Spanish:
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Public Speaking
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Media Readiness
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Presentation Skills
