Doing a presentation without thinking of your audience is like starting a love letter with “To whom it may concern”.
Even if you’re trying to convey the same messages to different audiences, you will be much more effective if your presentation is personalized to the people you are trying to engage.
Whenever I’m asked to speak, I ask a lot of questions about the audience; what’s the age range, the gender makeup, experience, background and more. I want to be able to form a mental picture of the people I’ll be speaking to so that I can bring stories and examples they will understand and enjoy.
Then, I start at the end of my presentation. I think about the audience and decide what I want them to be thinking or doing when my talk is over. I set a goal. I imagine their acceptance of a concept or an idea that they hadn’t considered before. Everything in my presentation must lead to that conclusion and the more my material is relevant to my audience, the more persuasive I will be.
If I’m speaking to employees of a specific company or organization I try to understand its work and look for recent examples either directly from the group or from their field of interest. If the company works in aviation for example I will illustrate my points with examples taken from that industry.
Even including recent events of significance to the audience is useful. Right after an election or a major news event, I might make reference to it where appropriate to my audience.
If I can’t find out much about my audience, I will often start my talk by asking them a few short questions. Someone will likely tell me of a key event or situation that I can reference back to throughout my talk.
So to go back to my imaginary love letter, imagine how effective it would be if you waxed on about your partner’s beautiful brown eyes . . . and they were blue.