Your audience directly influences how you should prepare your message. Whether you are pitching your startup or crafting promotional materials, you must know your audience!
Getting up in front of an audience is difficult enough, but it is even worse if you are derailed before your presentation begins. When you know your audience, you can tailor your content to speak to them, anticipate their questions, and deliver a proactive presentation.
“The most important thing to remember is you must know your audience.” - Lewis Howes
How to Analyze Your Audience
It all starts with research and doing your homework before you craft your pitch. Here are a few ways you can learn more about your audience:
Go to the event’s website to evaluate who the event will attract.
Ask the host for additional information on how many and who will be in the audience.
Look for examples from previous presenters to see how they adapted their message
When you are learning about your audience, what should you pay attention to:
Role – Consider the individual’s roles and what their priorities are.
Triggers – Develop an understanding of things to avoid (pet peeves & deal breakers).
Needs – Learn more about your audience’s needs and try to speak to their pain points.
Communication Style – Develop an understanding of the audience’s communication style, so that you can speak their language and avoid using jargon that will only lead confusion. You need to tailor your presentation to speak the audience’s language.
When you tailor your presentation to your audience, you stand apart from the competition, deliver a pitch that resonates with your audience, and most importantly demonstrates how your product or service fits their needs. Ultimately, you want to make a connection with your audience.
Tailor Your Pitch Examples
Think of how you would tailor your pitch to a customer versus an investor vs a networker. You are pitching the same company, but the message is significantly different.
Here are a few examples:
Investors
Investors want to know that you and your team have a solid plan for development and growth that will provide a return on their investment. You will focus more on your why, demonstrating the need for your product and/or service, your estimated growth trajectory, and your plan on scaling your business.
Customers
Customers want to know how your product or service will solve their problem and/or fit their needs in order to make their life better. You will focus more on pain points and how you can help eliminate a negative outcome or achieve a positive outcome.
Networker
Networking is all about making connections and helping each other. Take a collaborative approach and focus on what is a good referral for them and how you can help each other out. Great networkers keep the other person talking and show genuine interest by asking specific, detailed questions.
News Reporter
News reporters and public relation representatives love a great story or a fantastic headline. You need to avoid a sales approach and figure out how you can pitch your story or expertise in a way that provides value to their readers. Give them information that is useful to their publication and audience.
Conclusion
Before you craft your next pitch or presentation, take the time to learn about and know your audience. Doing a little homework ahead of time will make all the difference in your pitch. A proactive, well-prepared pitch will generate far greater return on your investment.