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Audience Analysis
To be an effective speaker, you must engage your audience. To assist in this process, do an audience analysis as part of your preparation before a presentation.
Answer the following questions:
Who are they?
- Who is your audience?
- Who are the key decision makers, and who are the 'influencers?'
- What can you learn about them in advance - their names, occupations or style preferences?
- Are there any gender or cultural differences?
What do they know?
- How much background will they need, and how much new information do you need to share with them?
- What are their expectations and preferences?
- How interested are they in your topic?
What action do you need them to take?
- Can you quickly describe your desired outcome?
- Is the desired action easy or hard for the audience?
- What emotions will they have toward your requested actions?
How can you motivate them?
- What are the benefits to each individual and the entire group?
- What is the value to your audience, and how can you tie your goals to their motivation?
Remember, several factors motivate people, including:
- Speaker credibility
- Shared values/common ground
- Goodwill
- Rank
- Expertise
- Persuasiveness
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