Improving Engagement: Nine Strategies For Customizing Your Presentation
The best presentations are those that connect to their audience, really pulling them in and getting them to invest in what you’re saying, whether that be by thinking about it, discussing it or even investing money in your product or service. In order to connect, you need to tailor your presentation—a vague, sweeping topic generally won’t resonate as well as a specific speech grounded in real examples. You also need to think about audience size, demographics and venue space.
Of course, if you’re giving the presentation or speech at multiple locations then you can probably keep the content the same, but tinker with elements that would draw the audience in, such as a funny, anecdotal or local opening, followed by specific data points and nuanced audience interactions, among others. To find out more, we asked entrepreneurs from Young Entrepreneur Council to share their best advice on what elements to look for when determining how to fit a presentation to different settings. Here’s what they had to say:
1. Most Urgent Issues
The first and most important thing to consider is what people frequently ask about or what their most urgent or most challenging issues are. When you can pinpoint these, it becomes easier for you to create the flow of your discussion. Another factor to consider is what people can get from your presentation. People expect to gain information that will help improve their work processes or earn them more profit, and your audience will be satisfied when you can give them practical and efficient solutions. Lastly, a fresh and innovative approach is always welcome in the intense rat race of an industry where there are many thriving businesses. Your presentation is more valuable if people get to carry information that can push them to be creative, to stand out and to outperform competitors. – Diego Orjuela, Cables & Sensors
2. Beliefs, Principles, And Values
We make presentations on a daily basis to potential clients. We are in the insurance and finance market, so it is difficult to not focus on the numbers and logic of a product. I remember when I first started selling, my mentor and I presented to a high-profile client. I presented first and delivered a 20-page slide show on the financial viability of our products. When I was done the room was silent. It did not go well. Then my mentor stepped in. He asked the client if he loved his family. Then he told him if he were family, this is what he would recommend. That is what the client wanted to hear and they started the paperwork. My mentor taught me that people seek out that which aligns with their values. This is a sure way to bring out the emotion in those you are presenting to. – Brian Greenberg, True Blue Life Insurance
3. Education Level
Tailoring to your audience is really more about making sure they will properly understand you. It can be cultural as well, but at the same time you don’t want to sound like a Harvard graduate in front of a conference of retail store owners. It’s important to come to an audience at their level. The goal of that is to act and communicate as you would with the general public. Avoid too much lingo and don’t make up new terms. Be authentic, be true and above all, try to be a bit entertaining as well. – Nicole Munoz, Nicole Munoz Consulting
4. Demographics And Psychographics
Doing your homework on the demographic profile of the audience is key before deciding on the topic and preparing a presentation. I want to know the make-up of the audience; if it’s a business audience I want to know their titles, roles, responsibilities and who they report to. This is important because every presentation should be tailored to the interest of the audience. If I want to create a presentation that truly resonates with them, I need to give them information that can be used in their day-to-day jobs. For example, I may give information that improves their performance or makes them look like the hero in their organization; information that will help them receive a pat on the back from their boss. Without knowing the audience, you may present something that is not engaging. – Andrew Kucheriavy, Intechnic
5. Level Of Experience
There’s nothing worse than sitting through a presentation that’s too basic for your skills and experience or so advanced that it goes over your head. Find out in advance what the audience’s level of experience is with the topic that you will be talking about. You can do this by having the organizer conduct a quick survey that they email to the attendees beforehand. This information will help you create a much more informative presentation that your audience will surely appreciate. – Jared Atchison, WPForms
6. Pain Points
What do you have in common with every audience? It’s not your solution. The connection is the shared problem or pain point. The information a specific audience needs depends on where they are in their journey of discovery. If they’re just starting, they want relevant information and education to help them with understanding the problem. This won’t come from presenting your solution. In fact, at that point in the journey, it’s frustrating. Understanding where an audience is in their buying cycle helps you provide them with the appropriate information that will move them forward. Your product or service may be the right solution, but that’s their decision. And they won’t make it until you’ve helped them clearly see the problem. – Stanley Meytin, True Film Production
7. Whenever Possible, Send Out A Survey
I recently sent out a survey to a group of 40 professionals to access what they wanted to learn during a one day gathering my company was organizing. The results allowed us to see tremendous needs and consistent requests, and then we created an agenda tailored exactly to topics they wanted. There was no way we’d be able to nail the desired topics without their input. Similarly, we often send a short survey to any potential client in order to gauge exactly what they wish to cover on an initial call. From there, we make our presentation precisely targeted to their requests. This helps a potential client know we listened to what they want and deliver to it. – Beck Bamberger, BAM Communications
8. Call And Response At The Start Of The Presentation
To get to know more about the needs of your audience before a presentation, use the “call and response” technique. The call and response technique is where at the beginning of the presentation, you ask carefully prepared questions to understand the experience of your audience. Before your presentation, you could say for instance, “Raise your hand if you’ve made your own website before.” You’ll then be able to see how experienced or inexperienced with that particular topic your audience is and cater your presentation accordingly. Of course, in many audiences it will be a mix, so spend time addressing the needs of both groups so that everyone walks away learning something. – Stephanie Wells, Formidable Forms
9. Open The Floor To Questions
Whether you are making a sales pitch or presenting to your internal team, having an understanding of your audience is critical. While background research and tailored presentation content are important, a great way to understand your audience is to solicit real-time feedback during your presentation. Your audience’s interest and attention may shift during your presentation and what kept them engaged in the past might not resonate with them in the future. As you present, your audience will have questions come to mind and may also need clarification or a repeat of information. Tracking their live experience by regularly opening the floor for questions and feedback can help you keep their attention and also help you improve your presentation for the future. – Daniel Griggs, ATX Web Designs
