we addressed the aspects of profiling your audience before you make
a written or oral presentation.
We covered how to switch your focus from your concern as the
speaker or writer to the concerns of your reader or audience.
This follows up covers the next step:
is not to be confused with a tangible item or service you provide.
When you are making a presentation of any kind, you are
providing information, which sends the message.
Your product is the
as you profiled your audience to learn all you could about them, you
also need to know your product. You need to ask yourself – What is my message?
All to often though this question is never answered.
what is your message? Your message is your idea that you want to
sell. For example:
It’s an idea to increase your investors ROI…Its an opportunity
to build wealth…It’s a plan that will increase market share.
It’s also your memo to R & D to lower costs or your
resume to convince a potential
employer to interview you.
idea is what you want someone to buy.
However, before anyone will buy your idea, you will first
have to find the central selling point.
single most common problem that obstructs successful communications
is that we often assume that the job of communicating was
you find that central selling point, your message will have holes in
that happens, your listeners will project their own assumptions into
those holes. The affect
with your listeners is that they will not understand your message,
as you want. And
therefore, they will not take the action that you desire.
strategy for effective communication is to persuade your audience.
Not threaten/bark at them (if they’re subordinates/staff)
or make pie in the sky promises (if they’re investors).
Whenever you communicate, you want to sell an offer that
cannot be resisted. But
that won’t happen unless you marry what you want with what your
Up The Volume
audience is not hearing you! That’s
are tuned into
Wii-FM, more commonly known as, What’s In It For Me?
Your listeners are primarily concerned with
themselves, their situation, their problems and their
needs. They are
naturally motivated to move in their own best interest.
Whenever you write, talk or present, your listener is
thinking, “What’s In It For Me?”
you have something that fits your audience’s need and helps them
with their problems, your listeners will pay better attention
to you and what you want.
anyone will buy your idea you have to demonstrate its value first.
That is the central selling point.
You want to link the benefits of what you have to offer to
the needs (or problems) of your listeners.
You want to demonstrate with words or visuals how their
needs/problems will be solved with your offer.
Showing colorful examples of how their situation is
improved is like a free sample.
your listener’s thoughts. Focus
in on their needs. Then
help them to own your idea.
When you show that you understand their problem and
that your plan is their solution and has concrete benefits
for them, your listeners will begin to accept your idea and
respond with action.
you have a topic that you’d like to read about or need
written? We’d like to
you have a question about your business?
We can help.
us at 908.322.4020
A Susan Ibarra Publication, All Rights Reserved
Back to Articles