Use of the Serial positioning effect in presentations
At 3storybuilding, we love simple hacks that take your presentation to the next level.
One of our personal favourites is the serial positioning effect. Information at the beginning and end of your presentation is remembered best. So, make sure to share what’s truly important at those moments!
The serial position effect is rooted in basic psychology.
And understanding it can instantly improve how your message lands.
At the start of your presentation, your audience is at its most alert and curious. Their attention span is high, and their minds have plenty of room to digest new information. As your story unfolds, you continue adding new details, but that first impression still takes the lead. Psychologists call this the primacy effect.
Towards the end of your presentation, the information you share stays fresh in your audience’s memory. When they think back on what they just heard, that’s what stands out most, while earlier points have already begun to fade. The best pattern for remembering recent information is called the recency effect.
Why should you use this?
Well… you didn’t work hard to find clear answers to your audience’s questions for nothing, right? You want the most important results of your research, along with your conclusions and recommendations, to get the attention they deserve. And nothing is more frustrating than a yawning audience or confused looks afterwards.
If you think about it, most TED Talks start with a single, powerful opening line to capture attention right from the start. That first line sets the tone for the entire story. Speakers use different kinds of openers depending on their message: a touch of humour if their talk is lighthearted, or perhaps a quote from a well-known person in their industry. The possibilities are endless, but the key is: be intentional. You’re setting the tone for everything that follows.
So, start with something that instantly draws your audience in and clearly signals where your presentation is headed. And end with your key message, in the form of a clear conclusion or a strong call to action that stays with them long after you’re done.
How does the serial position effect look in practice?
You’re probably craving a practical example by now. We see you!
Here it comes: first the beginning, then the ending.
A captivating start to a presentation
Don’t start with a chart or table, but with a story, question, or provocative observation that gives meaning to your data. Then, later on, show the numbers as evidence of what you just said.
“Picture this: it’s Monday morning, and one in three employees logs in with a sigh. Not because the work is too hard, but because they feel unheard. Our data uncovers why, and how you can change that.”
Notice how this grabs attention, creates clarity, and sets expectations? Three sentences and you’re reminded why strong data storytelling works.
A final burst of adrenaline
How do you end? Always on a high note! Clearly repeat the core message. Emotionally close the circle by referring back to the beginning. And with a strong call to action, you give a first push toward the next step.
“One in three employees starts the week without energy. The data tells us why. If we respond to those signals and empower people to structure their own work, we’ll boost both enjoyment and engagement; the foundation of a thriving organisation.”
Well, this is what we call a string of powerful sentences! The example is similar to the end of a pitch. And that’s no coincidence. With strong language, you give one last shot of adrenaline and provide the energy to take action.
Start strong and end even stronger
What people remember most are the first and last things they hear. That’s why the opening and the closing of your story carry twice the weight.
With a strong start, you set the foundation. With a powerful ending, you make it stick.
If your beginning and end are solid, all you need to do in between is provide evidence!
Want help with that? Get in touch with us!
