Jun
29
Speaking Tip: Know your audience
Who are you speaking to? It’s a simple question, but it amazes me how many speakers don’t pay attention to who is sitting in the chairs in front of them.
Before you accept a speaking invitation, ask who the audience is. Are they sales professionals? Are they retired federal employees? Are they women business owners? Are they vegetarians? Accept only invitations to speak to audiences that will resonate with your message. No matter how good you are, you are not right for every audience.
The more you know about the individuals you will be speaking to, the more you can tweak your presentation to meet their needs. If you are speaking to brick and mortar small business owners, a talk about how to manage and motivate sales associates would be a good topic. Not so much if you are speaking to home-based solopreneurs.
It’s better to say, “I’m not right for your audience,” than to speak to them and bomb. Imagine the impression you will make when you say, “I know a speaker who has a message that is just right for your audience.”
So you decide that this audience is right for you. Even if you think you know this audience well, ask some more questions:
- Who has spoken to your group before… so you don’t deliver the same message as their last speaker
- What would you like them to take away from my presentation… so you know and can meet expectations
- What happens right before I speak… so you know the mood of your audience
- What is the biggest challenge they are facing right now… so you don’t waste their time on issues they don’t care about
The more you know about your audience, the more likely you are to give them a presentation that will make a difference in their lives or their business. That’s what it’s all about – making a difference.