Speech Tips
Know
Your Audience (Better Than They Know You)
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:
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.
More speech tips coming soon!
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