How do I know what my audience wants from me in this presentation?
Your audience is always asking, "What's in it for me?" Start by identifying the type of presentation they expect: are they there to be informed, persuaded, or entertained? Then use the Know/Feel/Do model to get specific — what do you want them to know, feel, and do when you're done? Their "why for listening" and your "why for speaking" should align. That alignment is where great presentations happen.
There are three primary types of presentations:
- Persuasive — you want the audience to take action or change a position
- Informative — you need them to fully understand something
- Entertaining — your sole goal is to engage and delight
When persuasion enters the mix, it trumps the others. Most business presentations, even if they feel like updates, are actually persuasive at their core.
Why it matters: "The success of your presentation will be judged not by the knowledge you send, but by what the listener receives." — Lilly Walters.
If you don't know what the audience came for, you can't deliver it — no matter how strong your content is. Misread the expectation, and you've already lost.
Practical Tips:
- Ask before you build. If you have any access to the audience in advance, ask one simple question: "What would make this session most valuable for you?" Even a quick email to the organizer can clarify expectations.
- Use the Who-Know-Care framework. Who are they? What do they already know? What do they care about? These three questions shape your entire content strategy.
- Define your purpose in one sentence. "My goal is to _____ so that the audience will _____." If you can't complete that sentence, you're not ready to build your presentation.
Practice Exercise:
Before your next presentation, answer these three questions in writing:
- Why has this audience been asked to attend?
- What do they already know about this topic?
- What outcome would make them feel the time was well spent?
Now compare your answers to your current slide deck. Do
Related Resources:
Free Tool: iSpeak's Presentation Planner
The iSpeak Presentation Planner guides you step-by-step through organizing your ideas, defining your audience, building a clear message, and creating a presentation that drives action. Whether you're preparing a project update, sales pitch, executive briefing, or keynote, this practical planning tool helps you save time, stay focused, and present with confidence.
Communication Insight
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