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 in the speech. So how do you connect with an audience so your message matches their expectations, wants and needs and you get your message across effectively.

Here are the Seven Strategies to Target Your Business Presentation Message With Laser-Like Precision

1. Research your audience prior to the presentation.

The more you know about your audience the more likely you are able to connect with them. I'm often blown away by the number of business people who just don't bother to find out anything 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 days, two nights, four off roster. These are largely process technicians. The remainder are on a five-days-on two-days-off roster. Day shift people include tradespeople (we call them maintenance technicians) and lab, administration and professional employees. Average tenure across the group is eight years ranging up to over 30 years. Average age across the group is 38 years. Gender Split: Females 6 per cent, Males 94 per cent"

What a great start and fantastic research statistics on the audience. From this I could work out nearly half the audience hadn't been with the company very long, they were predominantly a younger audience and mostly male! This provided a strong foundation to tailor my message to connect with this group. Please note 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 Want.

Again ask key questions of the event organiser such as 'What are the key issues impacting on your industry, business or members?' I always try and meet as many of the audience as possible prior to a presentation as ask "what's on your mind at the moment and what do you want to get out of this presentation?" Be specific.

Here's an example I used for a recent presentation for entrepreneurs and venture capitalists. I discovered most potential investors will want to know 3 things when trying to raise finds. What are the sales projections? Who are your target customers? What is the exit strategy? Provide this and you've won them over.

3. Use Examples.

Nothing builds empathy and rapport with your audience as powerfully as examples. Remember you are selling intangible ideas and practical examples make these ideas more memorable, believable and tangible.

4. Use Vignettes.

No, this is not a type of dressing you put on your salad! It is a short story, example or incident. The key point is they are easy to remember and tell. But they must be short and relevant.

5. Use Metaphors.

These are powerful words that conjure up vivid images in the minds of your audience. They are a proven speechwriting technique. I recently heard former US President Bill Clinton speak. Clinton used the metaphor of the gap between the invention of the club and the shield to describe the present situation in the war against terrorism. He said, "this gap needs to closed". This makes intangible concepts have more impact with an audience.

6. Be Specific.

The more specific you can be with actual examples, case studies, and results the more laser-like your precision will be in targeting your message. Know your content and don't be afraid to reveal personal stories as examples in your speech, this will strengthen your relationship with your audience.

7. Use the Incident/Point/Benefit Technique.

This one is really powerful. Tell the story, make the point and then importantly, reinforce how this will benefit the audience. It took me years to work this one out but it will make a big difference to the impact of your presentations.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com

In The News:

pen paper and inkwell

cat break through

The Top 5 Public Speaking Questions Answered

There are a number of questions that we consistently get... Read More

Giving Your Audience Great Benefits

What benefit do you provide the audience?People should listen to... Read More

What Makes A Great Presenter?

Every day millions of people around the world make a... Read More

Top 7 Steps to Better Public Speaking

Whether you want to be a part time, full time... Read More

How to Write and Deliver an Outstanding Speech - Using the PEPP Talk Forumla

I learned my craft as a speaker a long time... Read More

Is Information Delivery Instruction?

Do you work for one of those organisations whose "training"... Read More

Speakers Learn How to Define Your Niche

This is one of the hardest things speakers have to... Read More

Tips For Keeping Your Cool Before Your Presentation

Stretch to relax. Rise on your toes and reach for... Read More

Ten Steps to Fearless Public Speaking

There is plenty of dubious material which suggests you can... Read More

Internet Marketing and Public Speaking: Seven Steps to a Successful Murder Board

I recently posted an article providing tips on public speaking... Read More

How to Answer Questions Your Audience Will Ask

In elementary school, most of us asked questions which were... Read More

Presentation Skills Without PowerPoint

Can you identify what each of these actions or activities... Read More

A Short Guide to Effective Public Speaking

Delivering an effective presentation to 20 or to 200 people... Read More

How to Build Respect with Your Audience: Positive Thinking and Outhouse Eyes

Do you believe in natural laws? Laws like:? What goes... Read More

Public Speaking for Scaredy Cats

Business communications researchers have studied the phenomenon of stage fright... Read More

Poised for Success: How Developing Self-Awareness Can Improve Your Presentations

There are a number of factors that determine how your... Read More

Earn Your Cs as A Speaker

Franklin Delano Roosevelt had some good advice for the public... Read More

Directing Voiceovers: Dont Be, Do!

Directing a voice-over talent you've hired to read a spot... Read More

Make Your Talks Pay: Have People Stand In Line Eager Give You Their Business Card

If you've ever been on stage, doing a talk or... Read More

You Too Can Be A Public Speaker

Have you ever watched a speaker and said, "Wow, I... Read More

Knowing Your Boundaries

While delivering a speech, it is clear that we will... Read More

Getting Yourself Known

What are the 5 best ways of getting known in... Read More

No More Stagefright - Have Fun Speaking!

7 Tips that calm and center you before your presentation:1.... Read More

A Simple Guide to Writing (and Giving) a Speech

Nearly as dreaded as snakes and spiders, public speaking ranks... Read More

10 Worst Tips To Give A Speaker

1. Learn the speech by heart or read it from... Read More

Will Speak for Food - Using Free Speeches to Attract Customers

If you want to get in front of prospective customers,... Read More

10 Tips for Better -- and Less Scary! -- Public Speaking

The fear of speaking in public is well-documented, often discussed,... Read More

Boost Your Confidence, Credibility, and Career

There's one skill you can develop that will boost your... Read More

12 Ways to be a Confident Public Speaker

Speak from your heart. If you believe in what you... Read More

Let Your Appearance Speak for You, Not Against You!

Every 7 seconds another baby boomer turns 50. What does... Read More

Public Speaking Tips: The More You Know, The More It Will Flow - Tips For Knowing Your Audience

The more you know about your audience, the better your... Read More

Lessons in Love for the Shy at Heart

One of the biggest regrets of my life is that... Read More

Speech Writing Tips: The 14 Speech Writing Secrets of President Bill Clinton

Speaking in public can be a powerful way to build... Read More