The first question to ask yourself when preparing a presentation is: Who is my audience?
There are several possible answers. It may be a person, or it can be a variety of different people. You may not know anyone, or you may know just some people. The audience can be a heterogeneous one, a lot of mixed people with very different technical knowledge’s, or it may be a very homogeneous one, where everyone has almost the same background.
Or you may have just one presentation, but it needs to be delivered to different audiences in various situations.
1st Study Your Audience
Your audience depends on many things. But the general rule is the same: you have to define who will receive your message:
- If there is one person only, study it.
- If there are several people, select a profile.
- If there are many profiles, opt for common knowledge.
This first study of your audience will determine your speech and the way it will flow.
2nd Define Your Approach
For example, if you choose to address the technical staff, you will have to have a more technical approach, if you want to convince a sales team, the approach has to be totally different. It really depends.
But the fact that your approach depends on your audience does not mean that you shouldn’t focus on someone.
After having clear in your mind who and how this “person/audience” is, the next step is to define what you will be presenting and what will you be representing as a company. Ask yourself: What do I have to offer?
3rd Treat the Audience’s Pain
In this phase the presenters’ job is like a medical doctors’: When the doctor asks the patient where does it hurt and with what intensity and frequency. This information will determine the appropriate treatment. An effective presenter is one who can find the “pain” of his audience and propose therapies to eliminate it. Better yet, if your therapy does not appear in your competitors menu. This way your potential customer will look for you anytime he feels any minimal pain.