One of the most prevalent mistakes I see presenters make is starting their presentations with information about themselves. Their openings often go something like this:
Good morning! I’m so happy to be here today. I’m going to share how my company/organization’s service/product is exactly what you need, and better than anything else out there . . .
Then they proceed to describe their product/service and tell the audience all about their company/organization – its history, credentials, accomplishments, happy customers – all the things.
It’s all about them.
I understand the inclination to do this, especially when giving a capabilities presentation. It makes sense, right?
Here’s what this approach is missing – the connection to the audience.
What is the audience’s greatest concern, aspiration or need? Why are they there? What are they hoping for?
Answering these questions puts the audience first by communicating one very important message: I get you. I understand your problems, goals, and needs.
As the speaker, when you communicate this, the audience then wants you to share how you can meet that need, and even more importantly, assumes you CAN meet that need. Then you can build your presentation based on what your audience both needs and wants to learn about you and your company/organization, and how you can serve them. Your audience feels heard, seen and connected. This builds trust, credibility and respect. Pretty good stuff.
So, the next time you’re preparing a presentation, ask yourself:
If I were in this audience, what would I be hoping to learn? What concerns do I have I’m hoping this presenter will address? What will make listening to this speaker worth my time? If you don’t know the answers to these questions, do your best to find out.
Please remember, your presentation is about your audience, not you. They will thank you, and you’ll thank yourself!
Happy presenting!
Speaking of audiences, I find that a lot of podcast guests seem to think the audience is the podcast ℎ𝑜𝑠𝑡, that is the person conducting the interview. As a result, they converse as though they’re sitting at a kitchen table (or a zoom call), mumbling the ends of sentences and doing all the things you’d do in a one-on-one convo. But the audience is really the hundreds or thousands of listeners out there on their bikes, in their cars or working out at the gym. Of course the host should probably give them some guidance but all too often the host also seems to think it’s an intimate discussion that others might just be listening into.
Yes, great point! I hadn’t considered that. Thanks!