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


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

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

Boost Your Confidence, Credibility, and Career

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

Speech Presenting - Seven Ways to Tailor Your Speech to the Audience

Every speech has an audience and every audience is different.... Read More

Speech Coach?s Tips to Public Speaking Success

It is inevitable that at times during our careers or... Read More

Tips For Keeping Your Cool Before Your Presentation

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

Overcoming Your Fears of Public Speaking

You're waiting your turn to make a speech, when suddenly... Read More

20 Tips to Becoming a Professional Speaker: How to be a Rising Star

Entering the speaking industry can be both daunting and exciting.... Read More

Ten Speech Tips for Writing Powerful and Persuasive Presentation

Have you ever had to give a speech?Do you remember... Read More

Speech Writing Secrets Of President Bill Clinton

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

Analyzing Your Audience and Assessing Comprehension Through Feedback

Aside from fielding and asking questions, there are other ways... Read More

No More Stagefright - Have Fun Speaking!

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

How to Use Public Speaking to Attract Clients

When Robert Middleton moved his marketing consulting practice, Action Plan... Read More

Directing Voiceovers: Dont Be, Do!

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

Public Speaking Tips: Lessons From Former US President Ronald Reagan

If you want public speaking tips, what are the ten... Read More

Voice Coaching - Training Your Voice to Give Better Presentations

Picture a cool crisp autumn morning in the wide open... Read More

Get Speaking

On a recent Sunday evening, I watched a friend 'graduate'... Read More

How to Present Your Proposal at an Executive Meeting

What's the worst reaction you've ever gotten when you made... Read More

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

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

Speaking One-to-One

Speaking to an individual is different from the group experience.... Read More

Trust in Training: Societys Effect on an Audience

It is important to be continually aware that a person... Read More

How To Get Paid Every Time You Speak - REALLY!

For many, speaking or training is a full time business.... Read More

Getting Results from Your Writing & Speaking

When we communicate, we usually want something to happen. We... Read More

Speaker Partnership Offers Trade Show Value

Want to gain added exposure at a trade show? Consider... Read More

Performance Feedback: Why Were Scared and How Not to Be

Effective communication is not a one-way street. It involves an... Read More

So Youre Going to Make a Speech

What Do I Talk About?Start by asking yourself three questions:1.... Read More

Foreign Translations of Your Talk - How Do You Ensure Your Message is Delivered Properly?

There are a number of possibilities as to how this... Read More

The Little-Known Speechwriting Secrets That Won George W Bush The US Election

He's been accused of "mangling the language, destroying its meaning... Read More

How To Write Powerful Presentations, Speeches And Talks

Most of us get nervous about making a speech, whether... Read More

Giving Presentations: Public Speaking Secrets in a Nutshell

A high level manager contacted me in a panic. He... Read More

Fee Credibility is a Must

Think of it like this: your fee credibility is as... 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

How to Use your Inner Circle

Who do you know that knows that you speak?There is... Read More

You Too Can Be A Public Speaker

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