There was a time when I used to show up to speak, all gung ho about my topic and ready to change some lives, only to end with polite applause and no sales. Once I got some training under my belt and saw all the innocent, yet profit-sinking mistakes I was making, the reason and solutions seemed so obvious. After I got over my initial embarrassment, I pulled myself back up and got busy speaking and training with a lot more savvy.
One of the first rules in public speaking is to Know Your Audience, and I mean this in two contexts. The first context is in relation to developing your Signature Talk. It’s extremely important to do a thorough discovery of who your ideal target audience is so that you can do three important critically important things…
- Maximize your speaking efforts by getting in front of the people most likely to say “yes” to you.
- Use language that will make sense to them and resonate with them.
- And design your offerings exactly to their needs.
The other context is in relation to booking your speaking gigs. Many untrained speakers fail to do their homework and wind up missing the mark when it comes to serving their audience. Before I book any speaking engagement, I always conduct a pre-event questionnaire that sets me up for success before I even set foot on the stage. I can’t cover the whole thing in a blog, but I want to share one element to get you going in the right direction.
When you book a speaking gig, make sure you get to know your audience so you can, among other important things…
- Tailor your message to what they need and want so they are well-served and you are more profitable.
Just like in sales, you need to understand two locations – where they are now and where they want to be. I have a whole slew of questions I can ask to serve my audience to their highest and get the best outcome for myself. If you ask and listen, you’ll get priceless nuggets of information you can use to inspire and move them to take action to solve their problems.
Hopefully this gets you started with better focus and understanding. If you need more help I’ve laid out the step-by-step process I use with all of my private clients in my Speak NOW! Home Study Course. It’s a great resource for getting to know your audience in both contexts plus a whole lot more. Click here to learn more.