Know your audience and capture their attention.
It sounds simple, but how do you put it into action?
Sometimes the best way to improve your skills, is to understand how NOT to do it.
Here is an example:
One of BRODY’s clients is a major pharmaceutical firm that throws a party when an employee hits the 30-year anniversary mark. I was honored to be invited to Pete’s 30th anniversary celebration.
More than 60 coworkers, clients, and upper management execs gathered for Pete’s party, where we enjoyed drinks and hors d’oeuvres as we waited for Pete’s new manager to arrive to make the celebratory toast.
While I chatted with others, I learned that Pete was going through a difficult divorce that had taken its toll on his normally exuberant personality. I was glad he had this celebration, where he could relax and see how much his colleagues and firm valued him and his contributions.
Tom, his new manager, arrived at the event 10 minutes late and—without any apology—proceeded to the front of the room, called for everyone’s attention, and began his toast:
“A good, long-term relationship with a company is like a good marriage…”
While the rest of us cringed, Tom went on with his toast, built entirely around the marriage metaphor. What an unbelievable faux pas!
Pete’s manager came up with what he thought was a clever analogy, and developed the theme into a polished, well-crafted, even impressive message— but it was entirely unsuitable for this specific person.
The manager had never taken the time to learn anything about Pete (his primary audience) before he wrote his toast.
I felt terrible for Pete. Here was a moment that should have made him feel valued, but instead became awkward and uncomfortable.
How can you better understand your audiences to have the greatest (positive) impact?
Here are 2 tips to ensure your next presentation is appropriate to the occasion:
- Find out as much as you can about your audience ahead of time. Consider the following questions before crafting your message:
- What do they know about you, your company, or your product?
- What do they need to know?
- What are their biggest concerns?
- What objections might they have?
- What questions are they likely to ask?
- Always remember the WIIFT? (What’s In It For Them?) Let your listeners know how your subject matter relates to them or will benefit them. What do they want to receive from your message?
For more tips on presentation skills, check out our blog on How to Create a Presentation: The 2023 Definitive Guide.