Read this blog and you’ll see a lot about audience + objective = message, what that means, and why it’s important for ALL presentations (from an outgoing voice message to a giant keynote).
This post is about what that focus on the audience doesn’t mean.
Putting the audience “first” is not pandering. You’re not up there to please, make them like you, or even, necessarily, make them want the kool-aid you’re selling. It’s not a popularity contest. You don’t even need their approval. You need their response.
When you factor the audience into your planning, you do it strategically and you factor it together with your objective. The two play off each other and that’s what determines your message (and your approach). Yes, you look at who the audience is, what their needs and wants are, etc., but then you apply that knowledge to your goal.
Sometimes you want the audience to agree with you and repeat your ideas to others. Sometimes you want the audience to disagree with you and churn up a good debate about it. Sometimes you want them to be convinced by what you say, and others you need them to play off you and take it in a new direction.
Presenting with the audience always in mind is not about giving them “what they want,” it’s about reaching them where they are in order to bring them towards your objective. You’re showing character, not compliance.
How’s it work in practice?
Professional speakers are notorious for pride in their “audience feedback ratings”. Hint: they don’t matter. When I’m paid to speak, my job is NOT to get high feedback ratings. My job is to help whomever hired me accomplish what they hired me for, because the person who hired me is the real audience and my business objective is happy clients and referrals.
When I teach a seminar, I love building a close relationship with the participants, and hold my “audience” in high regard. But I’m not playing to the audience hoping they will end the day “really loving” the seminar they took, (or even agreeing with everything I said). My objective is for them to end up better at their jobs because they’ve become more effective presenters.
Incorporate the audience into planning your message, but remember you’re trying to give a presentation that kicks ___, not merely trying to kiss the audience’s ___.
