Last month was about setting communication goals for the year ahead.
This month, we’re starting at the beginning – literally. Because if you’ve decided you want to communicate more confidently this year, the question becomes: where do you start?
And the answer is simple, you start at the beginning.
Facts inform, but stories connect.
In business, we often focus on getting information across quickly, updates, data, action points. But when we rely on facts alone, messages are easily forgotten. Stories help people connect emotionally, remember key messages, and engage with what’s being said.
That’s why the start of your story matters more than you might think.
Why strong openings matter
The first moments of any presentation, pitch or update set the tone.
A strong opening builds trust and clarity. It helps you stand out, makes your message memorable, and gives your audience a reason to listen — especially when they’ve already seen several presentations that day.
And the good news? You don’t need to be a natural storyteller to open well. You just need structure.
Using structure to start your story well
In my Presentation Masterclass, I teach a simple framework for strong openings: ABCD.
It helps you begin with confidence and take your audience with you from the very first moment.
The ABCD model for strong openings
A – Attention
Open in a way that captures interest straight away. This might be:
- a short personal story
- a powerful quote or statistic
- a thought-provoking question
- a bold statement or surprising fact
Choose one approach and deliver it with confidence. It sets the tone instantly.
B – Benefits
Be clear about what your audience will gain.
What will they learn? How will this help them?
C – Credibility
Explain why you’re the right person to speak on this topic.
This reassures your audience that your message is worth their time.
D – Direction
Give your audience a clear sense of where you’re going.
An outline or agenda helps them understand the journey ahead and the value of each part.
Together, these elements form the beginning of a story your audience can follow.
A simple way to practise
Before your next presentation, pitch or meeting update, spend two minutes checking:
- Have I captured attention?
- Have I made the benefit clear?
- Have I established credibility?
- Have I given direction?
You don’t need to overcomplicate it. Clear and intentional is enough.
Final thought
Storytelling in business doesn’t start with slides or data.
It starts with how you open.
When you begin well, everything that follows lands more clearly and your audience is far more likely to stay with you.