Know Your Audience…

Imagine spending over 100 hours creating an incredible presentation. The images are creative and beautiful, the words powerful and inspirational, and the animations humorous and intriguing. You fly into town, put on your finest suit, shine your shoes, fix your hair, and get ready to present. Your first opening slide comes up and you are psyched to give your high-level sales-training speech. Little do you know, the audience is full of accountants who have never sold anything a day in their lives.

One of the greatest failures of presenter is not taking the time to know the audience and plan accordingly. Do the research beforehand – ask the key questions and play detective. Where are you presenting, know what is the topic for the day (if you are one of a panel of presenters), how many people are signed up, what’s the demographic, how much they are paying, who are the other speakers, and what are their topics, etc. This is so essential and often overlooked.

Completing your due diligence will allow you to create a better presentation overall. It will be more relevant to the audience, hold their attention, and ultimately, it will bring in more business (or buy-in) for you. By knowing your audience beforehand, you can use images that are appropriate (maybe a certain ethnic group or gender), you can adjust the wording of your slides (maybe more or less technical), you can gauge the use of humor, the overall time, the amount of time for questions, the way you dress, handouts, and so on.

Knowing your audience can truly make or break your presentation, no matter how great the design and the speech may be. Do the work when you sign up for the job… it will be well worth your time.

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