Speech Tips

Know Your Audience (Better Than They Know You)
Sheila Allee

Consider this scenario: A stockbroker gives a speech about the subtle nuances of the stock market -- to a group of first graders. Or this: An accomplished athlete speaks on the thrill of being a National Basketball Association star -- to a ladies club luncheon. In both scenes, the audiences are squirming in their seats, wishing the speaker would finish -- and fast.

These scenarios are exaggerated examples of what happens when a speaker fails to do audience research.

With a little consideration of his young audience, the stockbroker could have given them a talk on what money is and what it can do. With a little advance planning, the athlete could have talked about subjects of more interest to the ladies club -- like his work with underprivileged children and youth.

In both cases, the speaker needed to CONSIDER THE AUDIENCE FIRST.

Most speakers, when they go before an audience, have a message they want to convey. And most audiences, when they invite that speaker, have something in mind they expect to hear. Merge these two agendas and you’ve got a winning event.

The key is for the speaker -- or speechwriter -- to do audience research. Find out as much as you can. Will your audience be: Males, females, children, families Professionals in a certain field Professionals and their spouses Your company’s management

What is their age range? Are they part of an organization or department ? What is the mission of that organization/department?

Also, consider whether there is some major upcoming event or has just occurred that is affecting this audience and warrants mention?

A couple of years ago, I wrote remarks for a speaker appearing before a Utah audience in Salt Lake City. Although her speech was about health care, she mentioned the upcoming Olympic Games and how the countdown for the big event was already under way.

I call this technique an audience hook. It connects a speaker with listeners and sends a message that the speech-giver cares about their interests.

So how do you conduct audience research? First, make contact with the person/organization making the speech invitation.

Nail down audience demographics. Find out why the speaker was invited and what the audience expects to hear.

And then put that information to use as you craft the message that YOU want to give when the time comes for the speech.

BONUS TIP OF THE MONTH:

Be aware of "white space," or pauses when you are speaking and the natural tendency to fill blank airtime with an "uh" or "you know." Tape record rehearsals and listen for these space fillers. Ask a friend or colleague to listen to your speech and ring a bell or give you a signal when you try to fill up white space. Speakers who can kick this habit are much more effective.

Next month: PowerPoint Do’s and Don’ts (Or Keep the Audience Awake When You Dim the Lights)

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