Present Like a Pro: It's All About the Audience

Last week, I did a webinar on presentation skills.

One question I was asked at the end was, “What is the number one mistake that people make when it comes to giving presentations?

My answer? “Not knowing the audience.”

Think about it...

As a speaker, your information may be excellent, but if it doesn’t relate to the audience, what’s the point?

If the vocabulary, acronyms and jargon are correct, but the audience doesn’t understand them, what’s the point?

If your audience members like to learn by listening, but you use lots of PowerPoint slides, what’s the point?

Preparing a presentation should be all about the audience.

Instead, most presenters see things from their own lens.

Here are some critical factors to consider about your audience members, the next time you prepare a presentation:

•What is their demographic? After all, the examples you use must be understood by them.

•What is their attitude toward your topic and you?

•What experiences do they have relating to your topic?

•How do they like to learn?

•What are their hot buttons?

•How do they make decisions?

•Who are the decision-makers, and who are the influencers?

There are three times to get to know an audience.

The first is when you start your preparation; do your research.

The second is to arrive early, ask questions, and observe what is happening around you.

Finally, you can learn about an audience during the presentation itself. If the audience seems perplexed, is hostile or falling asleep, change what you’re doing. Do a quick reality check and shift gears.

There isn’t one speaker or speaking style that works with all audiences.

But, as a presenter, you can flex your style and your content.

Keep in mind the name of my popular book Speaking is an Audience-Centered Sport.

Bad Humor Is No Joke

Using humor can be a great lead-in to an effective presentation, and even sprinkled throughout a talk.

But U.S. Senator Arlen Specter (R-Pa.) is now apologizing for telling Polish jokes at a gathering of Pennsylvania political insiders earlier this month.

Senator Specter says he was recalling stories that had been told by the late Philadelphia Republican political boss, Billy Meehan. He explained, “On the Pennsylvania Society weekend, the subject came up and I told a couple of Bill Meehan stories. And they struck a nerve. And they were insensitive and, I now see, inappropriate.”

Even seasoned orators like Senator Specter need to remember a few rules for the effective use of humor when giving a presentation:

1)Never disparage any ethnic, gender, age, or racial group. This type of humor is NEVER funny, nor appropriate – despite what you may think.

2)Don’t repeat a joke that someone else used, thinking the blame for it if it bombs won’t be placed squarely on you (see above story RE Senator Specter).

3)Humor often doesn’t “travel” well (internationally or regionally).

4)Work on your timing – a humorous story improperly delivered is ineffective.

5)Self-deprecating humor can be good, unless they take your foibles seriously.

6)Don’t blame others for your poor judgment (Senator Specter take note)

The good news is that Senator Specter realized that he had made a mistake in using this inappropriate humor and apologized. Many speakers whose presentations fail due to bad use of humor don’t often realize in retrospect why their message wasn’t effectively received.

Senator Specter says that he makes a lot of speeches, and usually uses humor in good taste. But he says sometimes he makes mistakes –-and this was a big one.

Presenters can learn from this example, and carefully consider the use of humor – following the guidelines above.