Connecting With Audiences Expectations – Persuasive Speaking

When is the last time you listened to a presentation and once the person was finished you wondered why you wasted part of your day?  Perhaps last week?...  Why is it that most speakers don’t get it?  Why can’t a presenter create something special for everyone to enjoy, learn, buy from, etc.  One reason is…

Most speakers are stuck in the past.  Many presenters organize their message reflecting how speakers communicated in the past (mostly to inform).  In my opinion, they should instead look to needs and wants of today’s audience.  Shouldn’t a presentation be about audience expectations?  Why do most speakers ignore this?  Classic marketing says your message should be about the “customer” - but why can’t more speakers see that?

Most speakers (especially pastors) haven’t accounted for the internet age with its instant gratification.  In fact, they often ignore how to reach people where they are today.

What needs to change?

Understand that people gather to listen for a variety of reasons.  Broadly speaking, what are the current needs and wants of your listeners?  In the past, speaking was mostly to inform, but today’s audience has a complex set of expectations.  Depending on the age group, they want to be:

• Entertained
• Educated
• Provoked or aroused
• Persuaded
• Informed
• Moved to action

Most speakers disregard how the assemblage wants to hear the message.  In fact, many listeners’ expectations are never engaged. 

For example, a 25 year old, is generally interested learning new things - is most intent on being educated.  A 45 year old with more life experiences, prefers to be informed and moved to action.  A 65 year old, in the latter stage of life is more interested in being entertained and provoked.

The question becomes how do you determine what are the core NEEDS to be met when you have a variety of age groups present at your next talk?

If your audience is unfamiliar to you, research them before you speak.  Communicate to key people attending your next talk or send out a survey to understand the needs/wants of the upcoming audience.  If you do proper advanced research, you will better understand the listener’s key expectations.  Then you can provide material that is relevant to the audience’s circumstances.  If you’re a pastor, have your congregation fill out a simple questionnaire.  See what they REALLY want out of your sermon.

Remember the message is about them (your audience) and not about you.  Create something special keeping in mind the group’s expectations. Regardless of age, if you talk about the group’s core need(s) everyone wins!

Bottom Line:  Create a Message That is Relevant to Your Audience

Engage Your Audience’s Heart and Emotions (Part 2) – Persuasive Speaking

You want your audience to first and foremost take action.  How do you reach that end?  How does an audience buy your product/service or how are lives changed through your message?  You must first emotionally engage your audience.  If you do, it will set the tone for the rest of your talk.  One way to get the audience’s attention is by starting with a story.

A story energizes the heart of your message to the heart of your audience:  Tell a story that touches an emotional heart string and communicates the things you value most. If Jesus talked in stories to engage his audience – shouldn't you do the same?

Pastor Joel Osteen is an example of a contemporary speaker who understands how to engage his audience in our modern society.

Why do so many people listen to Joel Osteen? 

  

1.   He immediately attains the audiences’ attention.  Osteen starts every message with a “joke” or funny story.  Why?  This primes (“warms” or connects) the audience to focus on him and his upcoming message.  It also opens up the audience to listen further.  Each day your listeners have many outlets vying for their attention or “emotional appeals.”  Osteen knows how to get and keep people’s attention despite competing stimuli.   

2.   A story is more than entertainment - it engages the heart and opens the audience up to what he really wants to say. Note: Osteen’s opening “funny story” often does not have anything to do with the message.  It is about bonding with the audience.

3.   He keeps his listeners in the “emotion zone” for as long as possible.  Your message will be more powerful if you continuously inspire and engage your audience.  If you include an emotional component throughout your talk they will hunger for more.

4.   An emotionally charged message remains in our memory longer and is recalled with greater accuracy.  Your goal – a memorable presentation that makes an impact; and to penetrate beyond the walls that people put up around themselves.

5.   He has them stand up while he speaks his brief funny story – this is a smart practice as the audience solely focuses on him and what he is saying.  They can’t be distracted by other stimuli.

They come to listen to Osteen because they feel he has something to say.  He doesn’t disappoint!

Video of a few sample simple jokes spoken by Pastor Osteen  

People cannot process their emotions and rational/logic thought at the same time.  Penetrate their heart before you attempt to engage their logical side with details and data.

Most speakers are stuck in the past.  Today’s audience (compared to previous generations) has a different set of needs and wants from a speaker. Adjust your message to resonate with changing listening expectations.  Fact: attention spans are diminishing.  This is due to the variety of avenues constantly bombarding your audience.  Like it or not - today’s listeners having a harder time processing and digesting long messages.

Bottom Line: To Get Your Audience To Act – Engage Them Emotionally