People speak very differently depending on their audience. You might tell your friends things that you would never share with your families—and you use very different language with your colleagues than you do at home.

This filtering—or catering to different audiences—is something you do naturally, without even thinking about it. However, you’re less likely to apply the same logic when speaking in front of a group.

The trick is getting to know your audience. In fact, it’s the number one thing you should do before you agree to headline an event, choose a topic, or embark on your research.

What Kind of People Will Be in the Room?

If the event organizer doesn’t know who’ll be there, ask for the attendee list. If it doesn’t exist yet, ask for the list from the previous year’s event. You’ll be able to see from the job titles and companies what the level and industry of the audience is.

Ask yourself: Are these the kinds of people I should be speaking to? Are they potential clients or customers? Are they potential investors? If the answer to all of these questions is “no,” think carefully about why you’re agreeing to the event. Preparing a presentation or a speech takes a long time, and delivering it takes huge emotional energy. Only expend time and energy on public speaking gigs that deliver your message to your target audience.

What Are They Excited About?

Now that you know who’s in the room and what they might be afraid of, try and find out what gets them excited. If it’s an industry that you’re less familiar with, ask the event organizer or an industry expert if there are any big trends to be aware of.

As you may know, storytelling is a big trend in speechwriting and presentations at the moment—and it’s one I personally use to generate excitement. Another insider tip is discussing the latest thing. Try to give your audience some new insight to take back to the office and share with their colleagues. (Bonus: It will also position you as a thought leader who’s ahead of the curve.)

source: themuse