The One Thing That You Must Know If You Want to Be a Compelling Communicator!

Professional business speakers know it!

Professional sales and marketing writers know it!

And yes, even professional humorists know it!

They know the one thing that can make their message persuasive, on-target, and compelling.

What is it? They know their audience…whether the audience is 1 or a 1000!

What are some things that professional business speakers want to know about the audience that they are presenting to?

• The values of the audience
• The present problems of the audience
• The future challenges facing the audience
• The sensitivities of the audience

What are some things that professional sales and marketing writers want to know about the audience that they are selling to?

• Their needs
• Their goals
• Their fears
• Their passions
• Their hopes

What are some things that professional humorists want to know about their audience?

Well, humorist John Kinde sends out a questionnaire with 24 questions before he accepts an invitation to appear. Here are some of the questions:

• What are the characteristics of the average person in the audience?
• Is there any jargon or terminology we should be aware of?
• Are there any company issues that John should cover?
• What are the three most significant things that have happened in the last year?

What is the biggest mistake that amateur communicators make with their messages?

They focus too much on the message
and too little on the audience!

Amateur communicators are self – centered!

Compelling communicators are audience – centered!

The key strategy of compelling communicators is to see things through the eyes of the audience.

This may clear up your sinuses...but people do not really care about your messages and your ideas. What they want to know is how does your message or idea benefit them in some way?

Cavett Robert, the founder of the National Speakers Association, puts it this way – "People don’t care how much you know – until they know how much you care."

What they want to know is how your message benefits them and how much you care about their situation.

Take a mental seat in the audience (again, whether the audience is 1 or a 1000) and imagine what they are thinking about. Imagine the issues that they are facing and what they need to know to make them more effective or efficient.

Then frame your message to their situation! Your message should show:

• A grasp of their situation
• An understanding of their situation
• An empathy for their situation

Your messages should apply directly to their situation. Massage your messages around their situation. Organize your messages around their situation.

This one mental change – thinking about your audience before you start to create your message – can multiply your ability to be compelling as a communicator.

 

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