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Speech Presenting – Seven Ways to Tailor Your Speech to the Audience
Every speech has an audience and every audience is different. Tailoring your next speech to its audience is as important as the content of the speech. So how do you connect with an audience so that your message matches their expectations, wants, and needs and you get your message across effectively.
Here are the seven strategies to target your company’s presentation message with laser precision.
1. Research your audience before presenting.
The more you know about your audience, the more likely you are to connect with them. I’m often blown away by how many business people don’t bother to educate themselves about their audience. The more specific you can be, the better. For example, one of the best briefs I received from a client was the following description of the audience:
“The majority of the group are on a two-day, two-night, four-off list. They are largely process technicians. The rest are on a five-day, two-day-off list. Day people include trades people (we call them maintenance technicians) and laboratory, administrative and professional employees.The average seniority in the group is eight years, going up to more than 30 years.The average age in the group is age 38. Breakdown by sex: women 6%, men 94%”
What a great start and fantastic audience research stats. From there I was able to determine that almost half of the audience hadn’t been with the company for very long, it was mostly a younger audience and mostly male! It provided a solid foundation for tailoring my message to connect with this group. Please note that this was an exceptionally good briefing from the client and most of the time you will have to do the legwork to find out who your audience is!
2. Find out what your audience wants.
Again ask key questions of the event organizer such as “What are the key issues impacting your industry, business or members? » I always try to meet as many spectators as possible
possible before a presentation like asking “what is on your mind right now and what do you want to get out of this presentation?” Be specific.
Here is an example I used for a recent presentation for entrepreneurs and venture capitalists. I have found that most potential investors will want to know 3 things when trying to make discoveries. What are the sales forecasts? Who are your target customers? What is the exit strategy? Provide this and you have conquered them.
3. Use examples.
Nothing builds empathy and rapport with your audience as powerfully as examples. Remember that you are selling intangible ideas and practical examples make those ideas more memorable, believable and tangible.
4. Use thumbnails.
No, it’s not a type of dressing you put on your salad! It is a short story, an example or an incident. The key point is that they are easy to remember and say. But they should be short and to the point.
5. Use metaphors.
These are powerful words that conjure up vivid images in the minds of your audience. This is a proven speech writing technique. I recently heard former US President Bill Clinton speak. Clinton used the metaphor of the discrepancy between the invention of the club and the shield to describe the current situation in the war on terrorism. He said,
“This gap must be closed.” This allows intangible concepts to have more impact with an audience.
6. Be specific.
The more specific you can be with real examples, case studies, and results, the closer you will be to laser precision in targeting your message. Know your content and don’t be afraid to reveal personal stories as examples in your speech, it will strengthen your relationship with your audience.
7. Use the Incident/Point/Benefit technique.
This one is really powerful. Tell the story, take stock, and most importantly, reinforce how it will benefit the audience. It took me years to work this one out, but it will do
a big difference in the impact of your presentations.
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