How to Make a Storytelling Presentation [Step-by-Step Guide]
- Ink Narrates | The Presentation Design Agency
- Dec 12, 2022
- 6 min read
Updated: 6 days ago
When we were working on a product strategy deck for our client Matthew, he asked us a question that hit straight at the heart of the problem:
“How do you make a presentation actually feel like a story?”
Our Creative Director didn’t hesitate.
“By structuring it like one.”
Simple. Honest. Spot on.
As a presentation design agency, we work on many storytelling presentations throughout the year. And in the process, we’ve noticed one consistent challenge: people confuse storytelling with style. They think it’s about animations, punchy one-liners, or a hero image slapped onto slide one.
But that’s not what makes a presentation stick.
In this blog, we’ll talk about how to build a storytelling presentation that doesn’t just inform but emotionally hooks your audience and keeps them invested till the last slide.
In case you didn't know, we specialize in only one thing: making presentations. We can help you by designing your slides and writing your content too.
What is Presentation Storytelling?
Presentation storytelling is simple: it’s taking your business ideas and turning them into a cohesive narrative. Think of it as guiding your audience through a journey—from point A to point B—without losing them along the way. Instead of just throwing data at them, you’re leading them through the why and how of what you’re presenting.
Here’s the kicker: storytelling doesn’t mean sacrificing logic for emotions. It’s about adding depth to your message, giving it a structure that flows, and making your content relatable. Your story should highlight the challenge (the problem your business or product solves), the journey (how you address it), and the resolution (the positive impact).
Why is Presentation Storytelling Important?
Let’s not kid ourselves: attention spans are short. If you can’t grab your audience in the first few slides, you’ve lost them. Presentation storytelling bridges that gap. It’s your best bet to keep people engaged.
But there’s more to it than just keeping attention. Storytelling helps your audience connect the dots. When you package your facts, figures, and key points into a story, they get it. They understand why your product or solution matters.
Plus, when people relate to your story, they’re more likely to remember it—and that’s huge. Whether you’re pitching investors, presenting to a board, or selling to clients, you want them to walk away remembering your message. Storytelling helps lock that in.
How to Make a Storytelling Presentation
1. Choose a story structure
Have you watched The Lion King? It’s a great & inspirational story. What you don’t know is that the movie follows a narrative structure called “Monomyth”. Also known as Hero’s Journey. Hands up if you’ve heard this story structure before: A lonely hero who is trying to find himself. A sudden and unexpected journey, promising adventure and peril. A test of character, strength, and skill. An ultimate battle that tests the hero’s resolve. A triumphant return home. That’s the Hero’s Journey I’m talking about.
Hero’s Journey isn’t the only story structure on this planet. You can also refer to other narrative structures like linear narrative, non-linear narrative, quest narrative, viewpoint narrative, etc. I’ll write another article about these individual structures but for now, you can google them for reference.
If you’re aiming at presentation storytelling, the first thing you need to do is set up a story structure. How does this work with business? For example, if you’re presenting your research, you can craft a story of challenges you faced & how you came out victorious.
2. Business context is of the essence
I know exactly what’s the biggest challenge you’ll face in presentation storytelling. You’ll get carried away & lose business context. It’s dangerous because if you write too much personal, the audience will think, “How’s this relevant??”.
How to stop yourself from making this mistake? After writing each slide, ask yourself this question, “Does it make sense for the business?”.
For example, while delivering a sales presentation you went on & on about the Founder’s struggle - the pitch will fall flat. Know the circumstances! The prospects are interested in knowing how you can make their life better. Try this instead- build a before/after picture of imagination & a rationale to act now. (Refer to the Zuora sales deck)
3. The magical element of surprise & humor
The other day I came across a brilliant presentation from HubSpot (on SlideShare). The presentation started with, “YOUR CUSTOMERS ARE BETTER AT MARKETING THAN YOU”. Then the presentation went on about how the customers have learned to ignore brands & their content. The best thing about this presentation is that it starts with a challenging bold statement, an element of surprise. When I saw this slide, nothing could stop me from exploring it further.
You can always use the “element of surprise” to challenge existing beliefs, bring revolution & attract attention. How do I know it works? When I saw this slide, nothing could stop me from exploring it further. If it worked on someone who makes presentations every single day…it would work on anyone.
4. Build their stake in your success
Want to know what’s the ultimate level of presentation storytelling? Making the audience feel they have a stake in your success. I know only a few presentations that have been able to achieve this level. The Zuora Sales Presentation & The Airbnb investor presentation. The Airbnb pitch deck from 2009 was so good that it raised $600k from Sequoia Capital & Y Combinator.
But there’s a catch to making this happen. You need everything figured out with excellent ideas. The Airbnb pitch deck I referred to had no logical loopholes & they presented a rationale + vision to the investors. It made sense logically & was a great story too.
You can read our full analysis of the Airbnb pitch deck in this article: https://www.inknarrates.com/post/airbnb-pitch-deck
5. Claim your space
“Respect the time while presenting” is what we’ve been told all our lives. It’s a good ideology but causes rushed presentations. Presentation storytelling doesn’t work well with time constraints. If you have a great story to tell, don’t rush it. Relax, take up space & claim attention.
“Easier said than done, most events allot time to the speakers”. True, doesn’t mean you have to rush. Know your allotted time, rehearse your story & manage the pace. Not too fast, not too slow & you’ll do just fine.
6. The art of visual storytelling
As a Creative Director, I like the word “Visual Storytelling” better than “Storytelling”. What I mean is that a presentation is incomplete without a great design. Design matters more than you think. It has the potential to make or break your brand’s reputation.
Let’s refer to The Lion King again, no matter how good the storyline is, would you have enjoyed watching it without those Disney animations? I’m guessing the answer is no.
Similarly, do this favor for your audience. Make your presentation look good with proper layouts, emotional imagery, fun illustrations, conceptual icons, relevant typography, etc.
Presentation Storytelling Examples
Investor Presentation for BOCACO
When BOCACO prepared for their Series B round, they needed more than a standard pitch deck (investor presentation). Investor skepticism and regulatory hurdles required a strategic approach. We structured the deck to address concerns head-on, using clear data, sharp messaging, and bold yet professional design to build confidence in their vision.
Sales Presentation for VoxMind
Voxmind, a London-based AI startup specializing in voice authentication, needed a sales deck (sales presentation) that would resonate with banking and financial decision-makers. Their technology was cutting-edge, but the message had to be clear, engaging, and impactful. We structured the narrative around key priorities—security, efficiency, and innovation—crafting a compelling story that positioned Voxmind as a game changer.
Why Storytelling Makes All the Difference
To wrap this up, let’s talk about why storytelling really does make all the difference in your presentations.
It humanizes your message.
People connect with stories, not bullet points. A well-told story makes your business relatable and builds trust.
It clarifies complex ideas.
Sometimes the things we present are complicated. Storytelling simplifies these concepts by putting them in a context people can understand.
It creates a memorable experience.
If people remember your story, they remember your business. And that’s the goal.
Why Hire Us to Build your Presentation?
If you're reading this, you're probably working on a presentation right now. You could do it all yourself. But the reality is - that’s not going to give you the high-impact presentation you need. It’s a lot of guesswork, a lot of trial and error. And at the end of the day, you’ll be left with a presentation that’s “good enough,” not one that gets results. On the other hand, we’ve spent years crafting thousands of presentations, mastering both storytelling and design. Let us handle this for you, so you can focus on what you do best.