I Speak…

This week, we are going to look at preparation for a public speech. We are going to look at how we get to know our audience. One of the first things you will want to do is research the people you will be talking to. How do you get to know them? Well, let’s learn…

Challenge Everything!

When stepping up to learn about an audience, you should keep one thing in mind. Don’t assume anything! Let’s say you’ve decided your audience is middle-aged men. Why? You are speaking to a group of car salesmen. Surely, they are middle-aged men? Wrong. Don’t take anything for granted. Unless you know for sure, keep an open mind.

Read Research from Different Sources

This is entry-level market research at its finest. Read up on some case studies, examples and psychological analyses by speakers who have gone before you. Sources include industry reporters, general market researchers and, in some cases, sociologists. Make sure you are researching your audience from all angles, and make sure your sources are credible.

Be Frankenstein! Create Your Customer

Once you’ve learned about your audience and you have a grasp of who they are, start putting together a fictional customer. Who is he? What does he want? What traits does he have? What kind of income? What kind of background? What music does he listen to? What does he drive? Try to understand your audience on all levels. You can’t connect unless you have the information to allow the connection. What do you have in common with your audience?

Surveys… Use Surveys

Whenever you are looking to talk to an audience, try to get a survey to them before you meet them. Start on a large scale and try to cover the widest cross section you possibly can. Give your customers multiple choice questions—and ask relevant questions.

Look, Listen and Learn From others

Your competitors may have already spoken to this audience, and may already have the data you need. If you are targeting the same audience, you can observe their talk and follow their footsteps. This is a good way of learning from an older, wiser competitor. Listen, learn and follow their path to success. If they failed—try to work out WHY they failed.

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