I Coached 30+ Conference Speakers. These 5 Fixes Kept Coming Up

Last week I finished one of the biggest coaching projects I've taken on.

A prestigious global conference asked me to coach every speaker on the agenda, both internal and external. That came to over 30 people, from CEOs to business leaders to deeply technical folks. The organizer wanted me to make sure every session was compelling and engaging, and gave the audience maximum value.

When you coach that many people through the same process, patterns jump out. The same issues came up again and again.

So here are the five things I found myself coaching on repeatedly, and what to do about each one. If you've got a conference talk, a customer briefing or a big internal presentation coming up, use this as your checklist.

How the coaching worked

Every speaker had three sessions with me:

• Session 1: Early direction. Before anything was built. Get the thinking right so they set off in the right direction.
• Session 2: First draft review. Midway through development. Feedback on content, structure and slides.
• Session 3: Dry run. A timed, full run-through. Feedback on delivery.

This rhythm is worth stealing even if you don't have a coach. Find someone you trust and build in the same three checkpoints:

1. Talk through your idea before you open PowerPoint.
2. Get eyes on a first draft.
3. Do a timed dry run out loud.

Each checkpoint catches a different kind of problem. The earlier you catch it, the cheaper an easier it is to fix.

1. Get clarity on your key message

What I saw: Speakers who knew their topic inside out, but couldn't say what their session was actually about in one sentence.

That matters. If you're not clear on your message, your audience won't be either. You end up covering everything you know without focus, and people walk away remembering nothing in particular.

What to do:

• Write your key message in one sentence. If it takes a paragraph, keep cutting.
• Pick the three things you want people to remember. No more than three.
• Build everything else around those three. If a slide or story doesn't support one of them, question whether it belongs.

This is the "Remembered" step of the AOREN framework, and it's the foundation of technical storytelling. Get clarity first, and structure becomes much easier.

2. Beef up your opening

What I saw: Once the first drafts came in, the opening often needed strengthening. The first minute wasn't earning the audience's attention.

Your opening is where the audience decides whether to sit up and listen, or reach for their phone. A weak start wastes your best moment.

What to do:

• Lead with the benefit. What will the audience get from your session? Make it about them, not you.
• Tell them your key messages up front. Hit them between the eyes with what you want them to remember.
• Revisit your opening after you've drafted the rest. It's much easier to write a sharp opening once you know exactly what you're opening.

For a step-by-step approach, read Presentation Opening: Win the Audience in 60 Seconds.

3. Make your structure easy to follow

What I saw: Sessions where the audience would have struggled to know where they were, or where the talk was heading.

Structure isn't just for you. It's a gift to your audience. Lots of people find a clear structure helps them stay engaged, because they always know how the current point fits the bigger picture.

What to do:

• Break your session into three sections.
• Show an agenda early so people know the journey.
• Signpost as you go. "We've covered the first part of my talk, now let's move on the second section" A simple progress marker on your slides works well too.

My GoTo structure gives you a reusable shape for this.

4. Visual aids: less is more

What I saw: Slides that distracted from the narrative instead of amplifying it. Too many words, and too much on screen at once.

When your slide is full of text, the audience reads instead of listening. You end up competing with your own visual aid.

What to do:

• Cut the words. A lot. Your slides are not your notes.
• Swap text for diagrams wherever you can. Presenting complex ideas simply usually starts with a picture, built up one step at a time. See The Diagram Cliff.
• Use animation to build visuals in step with your story, so what's on screen matches what you're saying at that moment.

5. Slow down

What I saw: Speakers talking too fast, which made even strong content feel overwhelming.

Nerves speed you up. Your brain is racing, so your mouth races to keep up. But your audience is hearing this for the first time, and they need time to absorb it.

What to do:

• Practice at the pace your audience likes to consume the message, not the speed your brain moves when you're nervous.
• Pause after key points. A pause feels much longer to you than it does to the audience.
• Do a timed dry run out loud. This is exactly why the third coaching session existed. You only find your real pace when you say it out loud, against the clock.

For more, see how your voice can let great content down and 3 ways to manage your nerves.

Your pre-talk checklist

Before your next conference talk or big presentation, ask yourself:

1. Can I say my key message in one sentence?
2. Do I know the three things I want people to remember?
3. Does my opening lead with the benefit to the audience?
4. Is my structure split into three clear sections, with an agenda and signposts?
5. Have I cut the words on my slides and used visuals where I can?
6. Have I done a timed dry run, out loud, at a pace the audience can follow?

The bottom line

None of these fixes are complicated. They're the fundamentals of strong technical presentation skills, and they apply whether you're a CEO on the main stage or an engineer speaking at tech events for the first time. Your expertise only counts if it lands. Get these five right and it will.

If you want your team presenting like this every time, take a look at the Technical Storytelling Professional Program for organizations. If you're investing in yourself, the individuals program is here. And if you're running an event and want your speakers at their best, get in touch.

Ben.