Knowing your audience is simply not good enough. You have to BE your audience. Get into their heads and figure out what they really want to listen. Sounds obvious? Yes but trust me, we all forget sometimes. And it can cost you. In my case, the first place trophy and a chance to get into the finals of the International Speech Contest.

I was contesting in the division level of the International Speech Contest recently this year, which was three levels away from the finals. My speech was about my life threatening rappelling experience in army and how I triumphed over my fear of heights. The message was straightforward. Sometimes in life, you have to let go (of your fears, doubts and assumptions) to see if they are worth holding onto. I left my audience entertained and inspired. It was obvious that they enjoyed my speech. The applause lasted the longest compared to the rest of the contestants. (Upon reflection, I suspect it could be because I was the last speaker) It was clear that they got my message. A lot of them came to me during the break to thank me for the thought provoking speech. But alas, I did not win. I was placed second. The first place trophy went to Douglas whose speech was titled “Sorrow, Solace and Sunshine”. He shared with the audience about how his family coped with the death of his mother. And he skillfully related it back to the September 11 catastrophe. His message was unclear, subtle at best. But he won. And he deserved to win.

In my opinion, he won because he knew the audience inside out. Apparently, many members of the club have experienced losing someone dear to them. And there was no doubt about how every American felt about the September 11 catastrophe. So if you think about it, he has already won the contest even before any of the contestants spoke; just by his careful selection of a subject matter that the judges feel obligated to vote for.

On the other hand, it was difficult for the audience to relate to my rappelling experience. Out of fifty, only five in the audience had ever rappelled! And out of which, only two had the fear of heights. Effectively, my speech had only reached out to two, compared to fifty in Douglas’s case. Now who’s the clear winner?

How can you leverage on my painful lesson to raise your speaking competence? Simple. ALWAYS make sure you get into the heads of your audience and think like them. If you have to do some research, do it! If you have to make some phone calls, do it! If you have to conduct a survey on your audience, do it! What are some things you have to know about your audience? I say EVERYTHING (just to be on the safe side)! This isn’t really helping right? (grins)

Here are some questions that will help you understand your audience better.

1. What are the demographics of my audience?
2. What are my audience’s needs right now?
3. What are some of the taboo topics to avoid?
4. What are some of the common topics the audience talks about?
5. What do the audience like and dislike?

Once you have a better understanding of your audience, you can then begin to craft your speech by asking the next three questions:

1. What message will create the most impact for the audience?
2. What stories can the audience relate best?
3. What is the best way to put my message across?

By answering these questions, you will now be able to share with them a message that is timely for your audience. You will be able to incorporate stories that your audience can relate to. You will be able to make your audience love you without breaking any sweat. Doesn’t sound too difficult anymore right?

It shouldn’t. Now get out and wow your audience!

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