How to Captivate an Audience: It’s Not Me, It’s You
You’re presenting to the Big Boss, a mega client, or perhaps a crowd on stage. How do you make sure your audience actually cares about what you’re saying?
Let’s be honest—how many times have you sat through a boring meeting (or worse, a 1:1 conversation), smiling and nodding while secretly thinking about lunch? Worse still, how many times have you been the crappy speaker, mentally overruled by someone’s thoughts of a pastrami sandwich?
The secret to engaging others is to make “you” statements. If you’re like most people, your favorite topic is—you guessed it—you. Your audience is no different; they want to know what’s in it for them. Just as you’re reading this article because you expect to gain something from it—distilled learnings from my experience as a Chief Strategy Officer, Google sales executive, and keynote speaker to help you become the most engaging, persuasive, and effective presenter possible.
Let me give you some examples.
1. Presenting to the Board of Directors
Imagine you’re presenting to the Board of Directors at the world’s largest privately held pharmaceutical company. My boss, the CEO, later confided that the real reason the board invested $1 billion into my ideas was because I had a “knack for making boring topics interesting.” The truth? I didn’t make the presentation interesting for me—I made it interesting for them. I framed everything in the context of what each board member cared about, whether it was ROI, company reputation, or a compelling story that uncovered a hidden insight.
2. Leading a High-Stakes Client Pitch
Now imagine leading a five-hour, high-stakes client sales pitch. My secret? I started by asking the CMO, “We have five hours of content prepared about your business. But above all, I want you to leave this meeting thinking it was the best one you’ve had all year. What do we need to focus on to make that happen?” Whatever the CMO said didn’t change the content of our slides or who was in the room, but it made sure his key concerns were addressed head-on. Every slide tied back to his priorities. Not only did we win the business, but the client also said it was the best presentation they had ever seen.
3. Delivering a Keynote Address
Finally, imagine you’re the keynote speaker at an international conference. No pressure, right? A tip to get the highest feedback ratings: start your talk with the word “you.” For example, I once inspired CEOs to expand into the Chinese market by saying, “If you think your business is doing well now, here’s how you can tap into the world’s largest and fastest-growing economy.”
Make It About Them
You can apply these insights by simply starting your presentation with the word “you.” But if you—or more likely, your team—need help making your audience care, that’s where I come in. Business leaders often complain that their teams don’t influence, pitches don’t win, or customers don’t take action. I audit their communications with one key question in mind: “Why should the audience care?” Whether it’s strategic planning and alignment, sales and marketing revamp, or pitch coaching, I help ensure their audience pays attention and takes action.
So, what influence will you and your team command in your business, career, and life? Let me know—I can’t wait to find out!
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