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