| Every speech has an audience and every audience is | | | | presentation?" Be specific. |
| different. Tailoring your next speech to its audience is | | | | Here's an example I used for a recent presentation |
| as important as the content in the speech. So how | | | | for entrepreneurs and venture capitalists. I |
| do you connect with an audience so your message | | | | discovered most potential investors will want to |
| matches their expectations, wants and needs and | | | | know 3 things when trying to raise finds. What are |
| you get your message across effectively. | | | | the sales projections? Who are your target |
| Here are the Seven Strategies to Target Your | | | | customers? What is the exit strategy? Provide this |
| Business Presentation Message With Laser-Like | | | | and you've won them over. |
| Precision | | | | 3. Use Examples. |
| 1. Research your audience prior to the presentation. | | | | Nothing builds empathy and rapport with your |
| The more you know about your audience the more | | | | audience as powerfully as examples. Remember you |
| likely you are able to connect with them. I'm often | | | | are selling intangible ideas and practical examples |
| blown away by the number of business people who | | | | make these ideas more memorable, believable and |
| just don't bother to find out anything about their | | | | tangible. |
| audience. The more specific you can be the better. | | | | 4. Use Vignettes. |
| For example one of the best briefs I received from a | | | | No, this is not a type of dressing you put on your |
| client was the following description of the audience: | | | | salad! It is a short story, example or incident. The |
| "The majority of the group are on a two days, two | | | | key point is they are easy to remember and tell. But |
| nights, four off roster. These are largely process | | | | they must be short and relevant. |
| technicians. The remainder are on a five-days-on | | | | 5. Use Metaphors. |
| two-days-off roster. Day shift people include | | | | These are powerful words that conjure up vivid |
| tradespeople (we call them maintenance technicians) | | | | images in the minds of your audience. They are a |
| and lab, administration and professional employees. | | | | proven speechwriting technique. I recently heard |
| Average tenure across the group is eight years | | | | former US President Bill Clinton speak. Clinton used |
| ranging up to over 30 years. Average age across the | | | | the metaphor of the gap between the invention of |
| group is 38 years. Gender Split: Females 6 per cent, | | | | the club and the shield to describe the present |
| Males 94 per cent" | | | | situation in the war against terrorism. He said, |
| What a great start and fantastic research statistics | | | | "this gap needs to closed". This makes intangible |
| on the audience. From this I could work out nearly | | | | concepts have more impact with an audience. |
| half the audience hadn't been with the company very | | | | 6. Be Specific. |
| long, they were predominantly a younger audience | | | | The more specific you can be with actual examples, |
| and mostly male! This provided a strong foundation | | | | case studies, and results the more laser-like your |
| to tailor my message to connect with this group. | | | | precision will be in targeting your message. Know |
| Please note this was an exceptionally good briefing | | | | your content and don't be afraid to reveal personal |
| from the client and most of the time you will have to | | | | stories as examples in your speech, this will |
| do the legwork to find out who your audience is! | | | | strengthen your relationship with your audience. |
| 2. Find Out What Your Audience Want. | | | | 7. Use the Incident/Point/Benefit Technique. |
| Again ask key questions of the event organiser such | | | | This one is really powerful. Tell the story, make the |
| as 'What are the key issues impacting on your | | | | point and then importantly, reinforce how this will |
| industry, business or members?' I always try and | | | | benefit the audience. It took me years to work this |
| meet as many of the audience aspossible prior to a | | | | one out but it will makea big difference to the impact |
| presentation as ask "what's on your mind at the | | | | of your presentations. |
| moment and what do you want to get out of this | | | | |