So what does this mean for us and our presentations? For starters, it means we must be building our presentations with our audience at the forefront of our mind. As I like to say (again and again and again) we must turn our focus 180 degrees. We must sit ourselves in our audience’s seat, and keep returning there as we build our presentation, rehearse it and deliver it.
This will ensure we’re describing the world as our audience experiences it, speaking to their goals and challenges. This is pretty much the cost of admission to getting our audience’s attention.
But if we’re smart, we’ll go deeper. We’ll examine everything we’re saying through the eyes and ears of our audience.
For example, we’ll be careful not to tell a story that could take them down a rabbit hole of their own emotions – taking their attention away from us and our message.
We won’t throw out a factoid or statistic that’s questionable or controversial without clearly explaining and or authenticating it. We don’t want gigantic question marks in their minds, causing doubt and uncertainty not just about that stat, but about everything we say after it.
We’ll make sure we’re not using jargon words or acronyms they may not understand. That will only piss them off; who wants to do that? (ahem, not you.)
If we’re giving a persuasive presentation, we’ll make sure the benefits to them are truly benefits they want and care about. And if we know it’s a big benefit to them, but it’s one they’re as yet unaware of we’ll draw a clear compelling picture of why it matters to them so they can see the benefit as clearly as we do.
In short, every single part of our presentation is going to relate directly to them. Now they’re paying attention. Who wouldn’t?
Take a good look at your upcoming presentation through your audience eyes. How does it look? Is it connecting? Compelling? Convincing? To them? If not, tear it down to the studs if you have to. If it doesn’t speak to them, it’s not worth delivering.
Rebuild it with them in mind every step of the way and you’ll be heard.
Everyone Personalizes Everything
