Business Presentation

How to Deliver a Killer Business Presentation Using the Pull-Effect Strategy

Presentations are a part of every business. There is no escaping it. 

Sadly, far too many people shroud the business presentation in mystery. They seem to either follow some haphazard, disconnected process for writing and shaping the message they want to communicate or they follow an outdated ‘start-from-the-top-and-just-follow-your-nose’ method.

There’s no mystery to becoming a powerful, memorable business presenter. You just need two elements:

First, you need a well-structured, easy to follow and engaging message that is meaningful and relevant to that particular audience.

Second, you need the ability to deliver that message with purpose, passion and professionalism.

This article focuses on the second element: “the ability to deliver that message with purpose, passion and professionalism.”


Are you pushing or pulling your audience?

Wanting to communicate with our audience is the key to making contact with them.

This may seem obvious but because we lack purpose in our opening 90 seconds we often display ‘sub-conscious’ nerves, which in turn translates into a ‘Push-Effect’ instead of a ‘Pull-Effect’.

The Push-Effect

 A Push-Effect is when we ‘push’ our audience away from us as a result of the way we are communicating our message. We can have perfect words but in the act of communicating these words we push our audience away from us.

Standing behind a lectern or a table, looking down at our notes, or at the screen where our slideshow is featured, shifting from one foot to the other, or gently rocking back on our heels, rubbing our hands together or playing with our ring finger, speaking from the top of the throat, not from within our diaphragm… all adds up to a ‘Push-Effect’ on the audience.

Our audience begin to feel a little uncomfortable, unsure of our ability to hold their attention and bring our message with clarity, focus, passion and commitment. This uncomfortable feeling grows and they begin to ask the question… is this presenter safe?

Eventually this audience begins to lose trust and confidence in us… and this is manifest by an emotional and mental withdraw for fear of being embarrassed or disappointed for us.

Here’s a bottom-line truth, audiences want us to be warm and inviting. They want us to be attractive as a presenter. They want us to show confidence and control and when we don’t… they start to fear being embarrassed for us. This is what we call the ‘Push-Effect’.

The Pull-Effect

A Pull-Effect is when we pull the attention of our audience to us because of the calm, disciplined and comfortable way in which we communicate our message. The Pull-Effect encourages the audience to connect and trust us as a speaker.

According to the studies of Albert Mehrabian, the noted Professor Emeritus of Psychology, UCLA, 93% of our impact is NOT the actual words we say, but the way we say the words.

Here is a precise representation of Mehrabian’s findings:

  • 7% of message pertaining to feelings and attitudes is in the words that are spoken.
  • 38% of message pertaining to feelings and attitudes is paralinguistic (the way that the words are said).
  • 55% of message pertaining to feelings and attitudes is in facial expression

The Pull-Effect Strategy assumes you have the right words to say and you are now ready to concentrate on the way you say the words and how you look when you say them.

Using a Pull-Effect Strategy your audience will know within the first 90 seconds that you are comfortable and in control.

Using the Pull-Effect Strategy to Open Your Presentation

Getting people to know us, like us, trust us, and work with us is the foundation of every relationship. The relationship between a presenter and an audience is no different.

In fact, after 30 years of helping thousands of people stand in front of thousands of audiences I can say with some degree of authority – you have no more than 90 seconds to pull your audience into your circle of influence.

Here’s a five step 90 second opening strategy you can use to begin pulling your audience towards you in your next presentation.

  1. Step into your opening words. (Releases the tension in your body and crosses the invisible barrier-line, pulling your audience closer to you.)
  1. Establish eye contact with different parts of your audience and talk to them one-on-one. (Shows you are confident and pulls your audience attention into your circle of influence.)
  1. Move through your opening statement using a speech hook, like a story or relevant statistic and connect this to your audience or the purpose of your presentation. (This engages your audience and pulls them in with curiosity and imagination.)
  1. Move to at least 3 different rest-and-communicate positions. (Releases the high adrenalin and engages with different parts of your audience.)
  1. Establish a home-base position at the center of your audience and use this to engineer all of your movement strategies. (This will always give you a ‘home’ to return to and launch into a new section of your presentation.)


In conclusion, your business deserves the very best that you have to offer. The very best requires a well-structured and powerful message to help it stand out from the noisy crowd. Using the Pull-Effect Strategy in your business presentations will help you create a reputation for being powerful and professional as a communicator.

P.S. If you would like to learn how to improve the last 5% of your presentation skills and achieve pure mastery click on this link and download the Business Presentation MasterClinic Brochure PLUS get your hands on the free cheat sheet ‘5 Proven Steps To Creating An Insanely Good Business Presentation’.


About the author: Eugene Moreau

Eugene Moreau is a Certified Master Coach, Author and Corporate Consultant with over 30 years experience. He is a Master Presenter and developer of the 13 Box Presentation System and The EPIC Presenters Masters of Influence programs.

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