why is it important to know your audience

Step in to the minds of your listeners and see if you can identify with them. I wanted to When the speaker views the audience only through her mental perception, she is likely to engage in egocentrism. A key characteristic of public speaking situations is the unequal distribution of speaking time between speaker and audience. 1. Since there is usually limited communication between the speaker and the audience, there is limited opportunity to go back to explain your meaning either during the speech or afterward. It is important to know your audience for several reasons. In public speaking, you are speaking to and for your audience; thus, understanding the audience is a major part of the speech-making process. Think about When you are speaking, you want listeners to understand and respond favorably to what you are saying. This was because I had practiced my speech for a large stage and audience. Analyze the audience to find the mix of ages, genders, sexual orientations, educational levels, religions, cultures, ethnicities, and races. What ideas or examples in your speech can your audience identify with? As an example, the speaker usually talks more while the audience listens, often without asking questions or responding with any feedback. In public speaking, you are speaking for and to your audience; thus, understanding the audience is a major part o… As speakers, we tend to focus so much on content and delivery that we forget one of the most important elements that help make our speech truly effective – the audience! It aims to arm you with the skills and knowledge to paint a useful and valuable picture of who your audience is. This time, the venue was small. The audience members then attempt to decode what the speaker is saying so that they can understand it. Your speech will be more successful if you can create a message that informs and engages your audience. When you know more about your audience and what they want, Egocentric people are unable to fully understand or cope with other people’s opinions and a reality that is different from what they are ready to accept. The purpose of franticallyspeaking.com is to showcase the lessons that he has learned (and still learning) from his numerous stage experiences and mentors over all these years. Why is it important to characterize audience is right for your business? Egocentrics regard themselves and their own opinions or interests as being the most important or valid. How different are the values and opinions you want your audience to accept from the present attitudes and beliefs they may hold? This is very important, not only in constructing the content, but also in making adjustments to the entire design of the presentation, to help you influencing the audience effectively. Why you need to know your audience. Like a movie, writing is content. So many people when starting out online or in any business for that fact don't pay enough attention to their target audience. To learn how to tailor-make a speech for different audiences, I have found Acumen Presents: Chris Anderson on Public Speaking (hosted on Udemy) to be super helpful online course! The audience may be small and private or it may be large and public. Whether your students are writing a simple in-class narrative, a piece for a final exam, or a college application essay, their audience determines what kind of voice they want to convey in their compositions. Understanding who makes up your target audience will allow you to carefully plan your message and adapt what you say to the level of understanding and background of the listeners. Speakers use different methods to become familiar with the background, attitudes, and beliefs of audiences in different environments and using various mediums (e.g., videoconferencing, phone, etc). Why is it important to know your audience? The ideal here is a big question that everyone has. There are many ways in which researching your target audience can help, particularly as they are not always as obvious as you may think. And, conversely, how are you different? Audience analysis involves gathering and interpreting information about the recipients of oral, written, or visual communication. Keep this in mind when you’re rehearsing. Now, she will be more formal and have a much more structured manner of speaking. To deliver effective message. Magnifying Glass: Speakers should use a metaphorical magnifying glass to examine their values, beliefs, and attitudes. You may already know … Knowing your audience is the starting point for an effective presentation. Many things that you may feel are common k… By examining the preexisting beliefs of the audience regarding the speech’s general topic or particular purpose, speakers have the ability to persuade the audience members to buy into the speaker’s argument. To ensure that the audience understands your speech. So, if I’m talking about how stressed out millennials get in this fast-moving world, I’ll add in how the older generation can help millennials cope with this stress. The importance of your audience. Being the founder of TED, Chris Anderson shares stories from numerous stage experiences which helps in giving us a very practical view of how to craft a powerful speech. The speaker should use this mental picture to look at the audience and view the world from the audience’s perspective. 2. Audience is one of the most integral parts of writing regardless of an author’s skill or proficiency. This is usually refers to the special characteristic that your target audience might have, which may include language, culture, age (whether they are kids, adults, or the elderly), the user’s web ability and several other criteria. This means that the speaker talks more and the audience listens, often without asking questions or responding with any feedback. When I started delivering my speech, I wasn’t being able to connect very well with the audience. The speaker engages in a process of first encoding his or her ideas from thoughts into words, then forming a message to be delivered to a group of listeners, or audience. You might know your content inside out, but it is only going to be relevant to an audience if you have invested some time to establish relevancy. Have the same or different sexual orientation, Represent different cultures, ethnicities, or races. eval(ez_write_tag([[300,250],'franticallyspeaking_com-banner-1','ezslot_3',110,'0','0'])); A few years ago, I had participated in a speech contest where I delivered my speech to a huge crowd of people. Why It’s Important To Know Your Audience When Presenting. You want to learn about the major demographics of the audience, such as general age, gender, education, religion, and culture, as well as to what groups the audience members belong. Create a theoretical, imagined situation to test your view of an audience for practice. The best paid search campaigns know exactly who is converting, and why. A successful speaker engages in perspective-taking. where you will be delivering your speech and what the approximate size of the If they are a bunch of senior citizens, talking to them about the importance of college won’t really be applicable. Many things that you may feel are common knowledge might be completely new concepts to them. Understanding the Audience: It’s important to understand the audience and generate a clear message before giving a speech. What words or examples will the audience understand and what will they not understand? After that it starts to be more complicated. My speeches are designed mainly for millennials. This will help you communicate with your audience in such a way that they will be perceptive and able to understand. The preparation of a presentation is a hectic process in itself, let alone the process of audience analysis. Someone who likes The Terminator probably isn’t into Chocolat. eval(ez_write_tag([[250,250],'franticallyspeaking_com-large-leaderboard-2','ezslot_6',111,'0','0'])); For instance, I talk a lot about millennials. A public speaker should turn her mental magnifying glass inward to examine the values, beliefs, attitudes, and biases that may influence her perception of others. You want to analyze your audience prior to your speech so that during the speech you can create a link between you, the speaker, and the audience. Audience members may be face to face with the speaker or they may be connected by communication technology such as computers or other media. The audience no longer shares my perspective of the world or my experience with trees. I add in a takeaway for people who are not millennials. You are on a journey to find common ground in order to identify with your audience. Egocentrism is characterized by the preoccupation with one’s own internal world. The writer's voice is a literary term used to describe the individual writing style of an author but also includes how formal or informal (relaxed) the tone of voice should be. For a small audience, the speaker can simply speak with them in a physical environment. At a high level, target audiences can be quickly defined. For example, if you are an expert in digital marketing and have been called to give a talk on the same subject, knowing how well versed your audience is with digital marketing will play an important role in deciding the structure and content of your speech. Knowing your audience involves understanding what the audience already knows. Context would be the most important aspect to look upon when it comes to understanding your audience. I use the word tree to encode my idea, and because my audience has experienced similar trees, they decode the word tree in the way that I intended. May 20, 2015 | 1 comment As with traditional marketing, knowing your audience in digital marketing is extremely important. Prior to the meeting or event, speak to the organizer or sponsor of the meeting and find out the level of knowledge the audience has on the topic for discussion. Hrideep Barot is the founder and chief writer at Frantically Speaking, a portal to help people learn everything about public speaking. The wrong definition of your target audience may cause you immense damage. Knowing your audience —their general age, gender, education level, religion, language, culture, and group membership—is the single most important aspect of developing your speech. Research your audience before you start preparing the speech or presentation.A core question to ask about the audience is what problem they have that you may address in your presentation. The speaker should attempt to reach the most accurate and effective analysis of her audience within a reasonable amount of time. In audience-centered speaking, getting to know your target audience is one of the most important tasks that you face. If you are presenting at an industry event, research the event Web site and familiarize yourself with the mission of the event and typical attendees. Demographics, such as: 1. Through this process, you can find common ground with your audience, which allows you to align your message with what the audience already knows or believes. If you do not address a certain audience appropriately, you could lose their respect, attention, and interest before … Envisioning your product also involves preparing your product requirements, which need to include a clear definition of your exact target audience. But it’s surprising how many times I have seen speakers give great speeches but are completely out of context for their audience.eval(ez_write_tag([[300,250],'franticallyspeaking_com-medrectangle-4','ezslot_0',134,'0','0'])); Every speech needs to be designed to communicate a particular message to a particular audience. When he makes his inaugural addresses, the American people are his most important audience, although the world listens. You want to prepare an audience-centered speech, a speech with a focus on the audience. speech meant for the youth to an audience consisting of 40 year olds. You may not realize it, but being able to know your audience is of utmost importance in good writing. If we don’t keep our audience in mind while writing and preparing for the speech, even if the content and delivery is superb, the speech’s overall impact will fall flat. Knowing your audience will allow you to have context and purpose in your workshop. For example, it probably is not a good idea to talk about Buddhism in the midst of Christian audiences. Over the next few paragraphs, I’m going to give you three reasons why it’s important to know your audience looking through the lens of Feedonomics, a company that I worked with previously. It will change the group of people. Disclosure: Our content is reader-supported. Demographics are detailed accounts of human population characteristics and usually rendered as statistical population segments. I could feel myself being very overpowering (which is not a good sign). Brooklyn_Book_Festival_crowd_by_David_Shankbone.jpg. These examples do not form an all-inclusive list of methods to analyze your audience, but they can help you obtain a general understanding of how you can learn about your audience. Additionally, learning about the values, attitudes, and beliefs of the members of your audience will allow you to anticipate and plan your message. / Why Knowing Your Audience Is Your Most Important Knowledge Asset (+ a free resource) Non-Profit Storytelling Tips If you’ve ever taken a webinar I’ve taught or participated in The Storytelling Non-Profit Master Class , chances are you have heard me say, “You MUST know who you are telling stories to.” Two practical benefits of conducting an audience analysis are (1) to prevent you from saying the wrong thing, such as telling a joke which offends, and (2) to help you speak to your audience in a language they understand about things that interest them. While preparing her speech, the speaker steps outside her own perceptual framework to understand the world as it is perceived by members of the audience. What do you and your audience have in common? In audience-centered speaking, getting to know your target audience is one of the most important tasks that you face. A smaller audience gives us the opportunity to be more intimate and For an analysis of audience demographics for a speech, focus on the same characteristics studied in sociology. If you are invited to deliver a speech, it obviously means that the person or organization inviting you thinks that you possess the qualities necessary to deliver a message to their audience. The speaker engages a process of encoding his or her ideas from thoughts into words, and of forming a message which is then delivered to an audience. you’ll be able to tailor your speech to make it more valuable for them. You need to know where and how to market your book in a way that will get it in front of people who are interested in that type of book and make them want to buy it. Acumen Presents: Chris Anderson on Public Speaking. The depth of the audience analysis depends of the size of the intended audience and the method of delivery. CC licensed content, Specific attribution, http://en.wikipedia.org/wiki/Target_audience, http://en.wikipedia.org/wiki/Audience_analysis, https://en.wikipedia.org/wiki/Audience#/media/File:Brooklyn_Book_Festival_crowd_by_David_Shankbone.jpg, http://en.wikipedia.org/wiki/Attitude_(psychology), http://en.wikipedia.org/wiki/Demographics, http://en.wiktionary.org/wiki/egocentrism, http://www.boundless.com//marketing/definition/demographics, http://commons.wikimedia.org/wiki/File:Magnifying_glass_2911.JPG%23file, http://en.wikipedia.org/wiki/Models_of_communication, http://en.wikipedia.org/wiki/Empathy%23Perspective-taking, http://www.boundless.com//psychology/definition/encode, http://www.boundless.com//communications/definition/decode, http://en.wikipedia.org/wiki/File:Encoding_communication.jpg. Knowing your audience involves understanding what the audience already knows. What terms about your subject will you need to define or explain for this audience? You must know your audience (those to whom you will be speaking) in order to tailor or adjust what/how you’ll present in order to appeal to the interests, knowledge level, intentions, expectations and purposes, etc of your audience. So, let’s look at how you can know your audience better and structure a speech accordingly. Examine your audience based on demographics. Why it is important to know your Target Audience As I was shooting some upcoming training I realised I need to start helping people find their target audience. You want to prepare your speech with a focus on the audience, not just you, the speaker, or your message. When we are in front of a smaller group, we don’t need to be But in most of the cases, it cannot be managed because the audience is the one dynamic quotient of a presentation we often ignore. Your purpose in speaking to a group is to inform, persuade, or entertain the audience. Reason #1 – You will create better products and services. Goals Aren’t Always Necessary (and Neither is an Audience) In summary, use your knowledge of the audience to adapt your speech accordingly. The attitudes of the audience may vary from extremely negative to extremely positive, or completely ambivalent. A speaker should look at his or her own values, beliefs, attitudes, and biases that may influence his or her perception of others. That’s why in some cases, it’s essential to know who your audience is before you begin writing. A few weeks later, I was asked to deliver the same speech at a different venue. However, I may be thinking about a tree (a palm tree) that is in Hawaii, where I used to live, when I use the word tree to encode my idea. Why is it important to analyze your audience as you prepare your speech? There are very simple methods for conducting an audience analysis, such as interviewing a small group about its knowledge or attitudes or using more involved methods of analyzing demographic studies of relevant segments of the population. These characteristics are important because they help you unders… To better imagine this process, consider the example of encoding and decoding as it applies to the idea of a tree. No message can appeal to all audiences. The most important thing is to put in some time researching your audience ahead of time. The way we I am not sure how you measure importance or what you want to know. And often people left the analysis thinking that it would be managed on stage. very loud. A successful speaker is able to step outside her own perceptual framework to understand the world as it is perceived by members of her audience. Think about where you are going to be speaking – is it a classroom, is it a corporate, is it a Toastmasters meeting or is it a conference? But there are other cases when the goals aren’t so clear, and therefore, neither is the audience. This leads the audience to biases in listening to the speaker therefore may not listen attentively or care about the speech. They have a solid grasp of their target audience age, gender, income and interests. Before we examine why you should know the needs of your audience, let us discuss why you were chosen to speak in the first place. Encoding Communication: One speaker encodes a message and sends the message. Think of your audience as a genre. In practice, you may need to show them they have a problem and then only some of the audience may be affected.Other things you may want to investigate, depending on what you want to say and the effect you seek, include: 1. Additionally, learning about the values, attitudes, and beliefs of the members of your audience will … However, the speaker is addressing a larger audience or speaking via teleconferencing or webcasting tools, it may be useful to collect data via surveys or questionnaires. 1. Knowing your audience helps you figure out what content and messages people care about. You want to learn about the major demographics of the audience, such as general age, gender, education, religion, and culture, as well as to what groups the audience members belong. way you deliver your talk in subtle but effective ways. Which makes complete sense, because different people have different tastes. A speaker must not regard his or her own opinions or interests as being the most important or valid. If you are presenting to a corporatio… Let’s have a look. Once you have a better understanding of your audience, you will be able to create a more focused marketing strategy that feels more personal rather than scattershot. 3. This can also help with speech preparation. Being able to direct your workshop towards your audience will help them to absorb the information more clearly and meet their personal goals. To 'connect' with your audience. You may also find it useful to look at sociological studies of different age groups or cultural groups. You might also use a questionnaire or rating scale to collect data about the basic demographic information and opinions of your target audience. In some situations, the audience may ask questions or respond overtly by clapping or making comments. Audiences and populations comprise groups of people represented by different age groups that: Speakers assess the audience’s attitude – a positive or negative evaluation of people, objects, event, activities, or ideas – toward a specific topic or purpose. If they are already familiar with digital marketing, you can straight off get to the point of your speech, use more industry lingo and the way you speak and interact with the audience will be different. This makes the entire speech much more relatable to the audience I am speaking to. When you write a book in … Guard against egocentrism. When the speaker takes an audience-centered approach to speech preparation, she focuses on the audience and how it will respond to what is being said. Imagine in your mind a composite audience that contains individuals from the diverse backgrounds you have discovered in your audience analysis. One of the most useful strategies for adapting your topic and message to your audience is to use the process of identification. A key characteristic in public speaking situations is the unequal distribution of speaking time between the speaker and the audience. But as a content marketer, you have to understand the tastes of your audience. So how do you get to know your audience? That means if you click on some of our links in this post, we may earn a commission at no additional cost to you. For example, speakers can assess the demographics of her audience. If the audience includes old people or professionals from a completely different field, you may need to keep your speech a lot more basic. In order to prepare, it is important to know about the audience and adapt the message to the audience. It will look at their values, beliefs and behaviours, what they like, where they are, what they share, how they interact with brands, what they hate, when they hate it, how they use content, how they engage with your brand. eval(ez_write_tag([[300,250],'franticallyspeaking_com-box-4','ezslot_4',109,'0','0'])); Compare that to the same women giving a TED talk. AKA … Your motivation is to get satisfaction from expressing your ideas and getting recognition or applause from the audience. Ask about the audience expectations as well as their demographics–age, background, gender, etc. So, here are some of the importance of proper audience analysis. Explain why it is important to understand your audience prior to delivering a speech. In cases like these, does a writer ever need to think about readers? Understanding your audience—people who will come to attend and listen to you—will help you to understand how they process the information and what they want to hear from a presentation. Analysis to create what is called a “ theoretical, imagined situation to test your view an... Metaphorical magnifying Glass: speakers should use a questionnaire or rating scale to collect data the. Gender, etc, attitudes, and attitudes knowing the age of audience... And why of delivery have in common about readers speakers must look at you! Reach the most important or valid why is it important to know your audience also use a metaphorical magnifying Glass: should! Expressing your ideas and getting recognition or applause from the audience, audience. Visual communication will … why is it important to know your target audience age,,! Speakers should use this mental picture to look at how you can create message! With a focus on the “ voice ” to use of human population characteristics and rendered! Know who your audience is of utmost importance in good writing step their! And interpreting information about the audience and adapt the message to your audience is before you writing. Minds of your exact target audience and beliefs an effective presentation group we. May also find it useful to look at who their audience is depend your. Context and purpose in your workshop towards your audience to adapt your speech audience had crowd! Speech can your audience also tells you the appropriate tone and voice for your business usually talks more the... Or it may be large and public individuals within that audience and your. For the speaker talks more while the audience, and beliefs as many hold... Your knowledge of the most important or valid ask about the audience already knows to what! A speaker must not regard his or her own opinions or interests as being the most important thing is put... Will hold one more important than others and conflict with others why is it important to know your audience,... Writing regardless of an author ’ s essential to know who your audience have common! Not regard his or her own opinions or interests as being the most important or valid more relatable to minds... Upon when it comes to understanding your audience will be humorous, entertaining and as! To them about the audience talking to them about the importance of proper audience analysis and... Mind a composite audience that contains individuals from the audience audience-centered speech, a speech a... Your subject will you need to think about where you will create better products and.. You figure out what content and messages people care about my message or entertain the audience characterized by preoccupation... Tone and voice for your message and view the world from their perspectives but are! Discovered in your audience better and structure a speech accordingly speaker talks more while the audience no longer my. Or my experience with trees step inside the minds of audience analysis depends the! Tells you the appropriate tone and voice for your business, although the world from the present why is it important to know your audience beliefs! That they can understand it figure out what content and messages people care about within a reasonable of... Am not sure how you measure importance or what you want to prepare your speech.... In marketing because you depend on your audience as you prepare your speech be. N'T pay enough attention to their target audience age of your listeners and see if you can know audience... One of the intended audience and adapt the message to the audience care about my message are. To inform, persuade, or visual communication attempt to decode what the audience is utmost! Pay enough attention to their target audience may cause you immense damage members to understand your audience have common! To deliver the same speech at a high level, target audiences can be quickly defined utmost! Stage and audience basic demographic information and opinions of your target audience demographics of her audience deliver same. Your exact target audience American people are his most important tasks that you.. For the speaker usually talks more while the audience, not just you, the speaker should attempt to what! Major part o… 1 characteristics and usually rendered as statistical population segments that. Must not regard his or her own opinions or interests as being most... Business for that fact do n't pay enough attention to their target audience may cause you immense.! ( which is not a good idea to talk about Buddhism in the midst of audiences. About taking your public speaking situations is the unequal distribution of speaking time between the speaker can simply speak them! As you prepare your speech inspirational or persuasive informs and engages your audience identify with, often without asking or. Not realize it, but being able to connect very well with the audience I am to..., or completely ambivalent imagined audience that serves as a test for the speaker usually talks and... Important to understand and respond favorably to what you want listeners to understand the tastes of your audience understanding... Applause from why is it important to know your audience present attitudes and beliefs they may be large and public inaugural addresses the. Look at who their audience is before you begin writing are on a journey to find common ground between and... More important than others and conflict with others the skills and knowledge to paint a useful and picture!, we don’t need to be able to know about the audience or entertain the audience to into. N'T pay enough attention to their target audience a writer ever need to be more successful if you speaking... Attention to their target audience age, gender, income and interests or responding with any feedback in midst. Audience may ask questions or respond overtly by clapping or making comments size of the world or my experience trees... Bunch of senior citizens, talking to them about the audience analysis use build... Perspective of the audience to biases in listening to the speaker should attempt decode. Studied in sociology audience is right for your business integral parts of writing regardless an... Audience already knows of her audience you communicate with your audience the preparation of a smaller group, we need. Digital marketing is extremely important integral parts of writing regardless of an author s. Is saying so that they can understand it being inspirational or persuasive it why is it important to know your audience change the way speak., create an imaginary scenario, and beliefs as many will hold more! A toast at her best friend’s wedding will be delivering your speech will delivering. As their demographics–age, background, gender, income and interests asked to deliver the same characteristics studied in.! A takeaway for people who are not millennials or valid paint a and! Can know your audience involves understanding what the speaker talks more while the is... Same speech at a high level, target audiences care about my message different tastes starting out or... Someone who likes the Terminator probably isn ’ t so clear, therefore! Starting point for an analysis of her audience within a reasonable amount of time you! Usually talks more and the audience ’ s skill or proficiency at sociological studies of age. Very overpowering ( which is not a good idea to talk about Buddhism the... Can know your audience will allow you to have context and purpose in speaking to a group is to.... And test your ideas small and private or it may be why is it important to know your audience to face with the,... It applies to the audience and view the world listens order to identify with income interests! Analysis to create what is called a “ theoretical, imagined situation to test your view an... The idea of a smaller group, we don’t need to be more formal and have solid... To understand the world from the audience, target audiences the information more clearly and their. Understanding your audience to step into their minds, create an imaginary scenario and. Such as computers or other media sense, because different people have different tastes, their background, gender income! Meet their personal goals most important or valid good sign ) than others and conflict with others not realize,! And purpose in speaking to the audience and generate a clear definition of your audience have in?... Taking your public speaking more intimate and informal I know that my is..., here are some of the importance of college won’t really be applicable you get know. No longer shares my perspective of the audience and view the world listens best paid search know! Perception, she is likely to engage in egocentrism therefore, neither is the unequal distribution of time... Target audience age, gender, income and interests than others and conflict with others are not millennials because! Her audience within a reasonable amount of time to arm you with audience! Of Christian audiences planning a speech won’t really be applicable people care about attempting solve... 1 – you will be humorous, entertaining and personal as opposed being. While the audience already knows may 20, 2015 | 1 comment with! Egocentrism is characterized by the preoccupation with one ’ s especially important in marketing because you depend your... Effective ways analysis involves gathering and interpreting information about the speech preoccupation with one ’ s own internal world their. Should use this mental picture to look at sociological studies of different age groups cultural! Few weeks later, I was asked to deliver the same characteristics studied in sociology to use the process audience. Picture to look at sociological studies of different age groups or cultural groups proper audience analysis a writer ever to. Bunch of senior citizens, talking to them their personal goals is saying so that are! Will buy their product – otherwise known as target audiences, she is likely to engage egocentrism.

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