You've been invited to speak. The room is booked, the audience is gathering, and you've prepared your presentation. But have you prepared the right presentation?
Most speakers focus on what they want to say. Great speakers focus on what their audience needs to hear. Understanding this distinction is what separates forgettable presentations from transformative ones.
What Audiences Don't Want
Before we discuss what works, let's address what doesn't:
- Death by PowerPoint: Slides filled with text that you read verbatim
- The sales pitch: A thinly veiled advertisement for your products or services
- Theoretical abstractions: Concepts without practical application
- Ego-driven storytelling: War stories that showcase your brilliance but offer little value
- One-way lectures: Monologues that don't invite participation or reflection
What Audiences Actually Want
1. Immediate, Actionable Value
Your audience is investing their time—perhaps the scarcest resource they have. They want to walk away with something they can use immediately:
- A framework they can apply to their challenges
- Tools or techniques they can implement today
- Fresh perspectives that change how they think
- Specific steps they can take right now
Instead of saying: "Leadership is important."
Say this: "Here are three questions you should ask your team this week to improve engagement."
2. Stories That Resonate
Facts tell, but stories sell. Your audience wants to connect emotionally, not just intellectually:
- Share failures, not just successes
- Make yourself vulnerable and relatable
- Use specific details that bring stories to life
- Connect stories to broader principles
"People will forget what you said, people will forget what you did, but people will never forget how you made them feel." - Maya Angelou
3. Relevance to Their Specific Situation
Generic advice feels forgettable. Your audience wants to know you understand them:
- Research your audience before you speak
- Reference their industry, challenges, or recent events
- Customize examples to reflect their reality
- Address their specific pain points
4. Engagement and Interaction
Passive listening is exhausting. Your audience wants to be part of the experience:
- Ask thought-provoking questions
- Include brief partner discussions or activities
- Invite questions throughout, not just at the end
- Use polls or interactive elements
- Create moments for reflection and note-taking
5. Credibility Without Arrogance
Your audience needs to trust that you know what you're talking about, but they don't want to feel inferior:
- Establish expertise through results, not credentials
- Acknowledge what you don't know
- Give credit to others generously
- Position yourself as a guide, not a guru
6. Energy and Passion
Your audience feeds off your energy. They want to feel your genuine enthusiasm:
- Vary your vocal tone and pace
- Use purposeful movement on stage
- Show genuine excitement about your topic
- Let your personality shine through
7. Respect for Their Time
Every minute matters. Your audience wants you to:
- Start and end on time
- Have a clear structure they can follow
- Eliminate unnecessary content
- Deliver on what you promised in the description
8. Takeaways They Can Keep
Memory is imperfect. Your audience wants resources they can reference later:
- A one-page summary of key points
- Downloadable templates or worksheets
- Links to additional resources
- Clear next steps
The Secret Ingredient: Transformation
Above all else, your audience wants to leave different than they arrived. They want:
- A new way of thinking about an old problem
- Confidence that they can tackle challenges
- Inspiration to take action
- Hope that change is possible
Your Pre-Speaking Checklist
Before your next speaking engagement, ask yourself:
- Who is in the room? What do they do? What keeps them up at night?
- What will they be able to do tomorrow that they couldn't do today because of my presentation?
- What stories will make my points memorable and relatable?
- How will I involve them rather than just talk at them?
- What will I give them to take away?
- How will they feel when I'm done?
Final Thoughts
The most successful speaking engagements aren't about you—they're about your audience. When you shift your focus from "What do I want to say?" to "What does my audience need to hear?", everything changes.
Prepare meticulously. Practice relentlessly. But when you step on that stage, let go of your script and connect. Be present. Be authentic. Be generous with your knowledge.
Your audience isn't expecting perfection. They're expecting value, connection, and respect for their time. Deliver those three things, and you'll deliver a speaking engagement they'll remember long after they've left the room.
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