President's Tip of the Week

What Do Audiences Really Want?
(10/21/08)

They want, at minimum, three things.

First, they want to connect with the speaker. They've already sat through way too many remote, aloof speeches and presentations. Audiences want a real person … wear your passion for your topic on your sleeve. Look right into the eyes of audience members. And have a conversation with them.

The second thing audiences look for in most speeches is a hint of entertainment. There's no law against being lively, engaging, and interesting… When you speak, lighten up. Show the audience that you're serious about your topic. But also show them you're not overly somber and serious about yourself. An anecdote about you -- plus a little self-deprecating humor -- can lift the proceedings.

The third thing audiences look for is meaning... Tell your audience in really specific terms how you create value for them and for our society. When you connect what your organization does with what your audience knows in their hearts, you create meaning.

Connect with your audience. Lighten up. And show them a meaningful big picture. When you do these three things, you open the door to understanding and acceptance.

Material by Pete Ryckman