Customize Your Presentation for Any Audience (Part 3 of 3), by Myra Corrello, PhD
November 27, 2008
Here are three final ways to create greater connection with each audience you address:1. Appeal to their common values. Research shows we often assume we share more values that we actually do. However, in almost any audience, you can identify a few commonly-shared values. For example, audience age can be an effective indicator. If you are speaking to an audience comprised primarily of senior citizens, your persuasiveness could be enhanced by appealing to their sense of patriotism and sacrifice. For baby boomers, examples and illustrations that emphasize individual achievement can be effective. A Generation X audience will find your argument more convincing if you appeal to their value of life balance and flexibility. An organization’s stated mission and values statements are also great sources for incorporating common values. Pay particular attention to unique phrases and metaphors used by the organization to describe itself and its activities. These can be great additions to your presentation.
2. Create a common bond. What personal experience can you share that helps them feel connected to you? Audiences want to feel you are one of them. On the surface, I seem like an unlikely source for relating to an audience of construction contractors. It would be easy for them to question my ability to understand them and their specific issues. That perception changes immediately with my opening story. I explain how I first learned sound business principles growing up in my family’s contracting business. I take them through the key lessons I learned through years of home-based training. I create credibility with them. We then share a bond. They become more receptive to my message. Audiences have a keen interest in understanding your motives. They make character and credibility judgments based on what they learn about you. Sharing appropriate personal information can help them form the image you wish to portray. Remember, it’s all about them. Self-disclose when it’s justifiable. Just stay focused to meeting their needs.
3. Incorporate quotes from their founders and historical milestones. All organizations have a history full of stories, rituals, and other relics that are passed down through generations of members as a means of perpetuating its values, accomplishments, and uniqueness. Showing respect for the organization by incorporating these cherished organizational relics into your presentation helps to reinforce what makes them great.
Regardless who you’re speaking to, you can be sure they like special treatment. It only takes a small amount of creativity and research to give them a unique, timely, relevant message. Think of it as a special hand-written note for each one.
What can you do differently with your next presentation to show your audience you really care about them?
Myra
Helping Individuals and Organizations Increase Their Image, Influence, and Impact
MyraCorrello.com
Comments
Got something to say?
