AdvantEdge Joy@Work Podcast:
AdvantEdge Joy@Work Podcast:

Episode · 1 year ago

Understand Me - Getting to KNOW Your Audience

ABOUT THIS EPISODE

If there's one complaint I hear about a leader’s skills from their boss or their HR, it's that they don't adjust their communication for their audience. And yet those leaders genuinely believe that they do adjust for their audience. So who is right? Well, they're both correct of course. The presenter thinks they are adjusting but they don't really KNOW their audience. What about the audience themselves? What do they think? Sadly the audience don't have an opinion because they stopped paying attention and moved onto other, more exciting things like thinking about lunch or updating Facebook. To capture their attention and motivate them to act, you have to get to KNOW your audience If you want to capture the attention of your audience and take some sort of action as a result of your Communication , you need to get to KNOW your audience and present to them as if it were tailored exclusively and entirely just for them. Because you will have done just that. Below, I share how you get to KNOW your audience so that you capture their attention and motivate them to do the things that you want them to do. You can take it one step at a time But first, let me introduce you to a oft-practiced technique that is guaranteed to do the opposite of knowing and engaging your audience: The Ostrich Manoeuvre Politicians are especially good at this manoeuvre. Be sure to look down at your notes most of the time and read the speech prepared by some flunky in a monotone. Remember to look up at any random audience member and plaster a fake smile on your face. I am really an introverted person. Maybe you don't believe that because you've seen me run a workshop or speak at a conference. But when I first started out, I was terrified that I was going to look like an idiot, that I would forget my words, lose track and generally do a terrible job. So I adopted what I call the Ostrich Manoeveur, a technique that essentially guaranteed that I would successfully look like an idiot, forget my words, lose track and do a terrible job. The Ostrich Manoeuvre is a favourite of insincere politicians and leaders, frequently seen in after-dinner speeches and boardrooms. It is very easy 2 step process and it is guaranteed to make you look really bad. 1. First, please make sure that you stand behind a podium and place your written script on it. If there is no podium available, then turn your back to the audience and read your slides instead. 2. Step 2 is read your script, preferably in a monotone and rarely, if ever, make eye contact with your audience. This works brilliantly well to show your audience that you do not know your content well enough. That you don't practice because the audience doesn't deserve your effort. And it shows the audience that you could care less who they are, what matters to them or even if you are in the right venue. You will have seen someone using the Ostrich Manoeveur as long ago as yesterday. Perhaps you used it yourself. I understand, I much preferred to read a script than dare look at the audience and witness the devastating effect my appalling presentation was having on them. The better you KNOW your audience the better you can engage them If instead, you would like to engage your audience and make an impact then it will greatly help if you KNOW your audience, that is: be able to fully answer four key questions: 1. What and how much do the Know already? 2. What do they Need to know? 3. What is their Opinion? 4. And, Who are they?

You'll notice that the keywords here make up the KNOW acronym: Know, Need, Opinion and Who.

Easy to remember.

Your ability to communicate ideas persuasively is the single greatest skill you need to accomplish your purpose and goals. And being able to communicate with influence and impact in the twenty one century needs a twenty one century model of communication. To communicate with influence and impact, we need to use hugs. Hugs is a neuroscience base model for influential and impactful communications. My Name is Dr John Canworthy and welcome to this part. That seem to know your audience, and this is understand me. This is one complaint I hear about leaders skill from their boss...

...or their HR, it's that they don't adjust their communication for their audience. And yet those leaders genuinely believe that they do adjust for their audience. So who's right? Well, they're both correct. Of course. The prusidental or communicator thinks they are adjusting, but they don't really know their audience. What about the audience members themselves? What do they think? Sadly, the audience don't have an opinion because, well, they stopped paying attention and moved on to other, more exciting things like thinking about lunch or updating facebook. To capture their attention and motivate them to act. You have to get to know...

...your audience. If you want to capture the attention of your audience and take some sort of action as a result of your communication, you need to get to know, K now your audience and present to them as if it were tailored exclusively and entirely for them, because you will have done just that. I'm going to share with you how to get to know your audience so that you capture their attention and motivate them to do the things that you want them to do. And you can take it one step at a time. But first let me introduce you to the oft to practiced technique that is absolutely guaranteed to do the opposite of knowing and engaging your audience. Politicians are especially good...

...at this maneuver. Be Sure to look down at your notes most of the time and read the speech prepared by some flunkey in a mono. To remember to look up at any random audience member and plaster a fake smile on your face. I'm really an introverted dress maybe you don't believe that because you've seen me run a workshop or speak at a conference, but when I first started out, I was terrified that I was going to look like an idiot, that I would forget my words, lose track and generally do a terror all...

...job. No doubt some of you are saying you should still be terrified, but that's the one thing. I'm no longer terrified of it. I may be doing it, but I'm not terrified. I adopted what I call this ostrich maneuver, a technique that essentially laranteed that I would successfully look like an idiot, forget my words, lose track and do a terrible job. The ostrich maneuver is a favorite of insincere politicians and leaders, and it's frequently seen in after dinner speeches, wedding dinners and board rooms. It is a very easy to step process and it's guaranteed to make you look really bad. First, please make sure that you stand behind a podium and place your written script...

...on it. If there is no podium available, then please turn your back to the audience and read your slides instead. Step two is read your script, preferably in a mono tone, and rarely, if ever, make eye contact with your audience. This works primiantly to show your audience that you do not know your content well enough, that you don't practice, because the audience don't deserve your effort and it shows the audience that you could care less who they are, what matters to them, or even if you are in the right venue. You will have seen someone using the ostrich maneuver as long ago as the yesterday. Perhaps you use it yourself, I understand. I'm much...

...preferred to read a script. Then dare look at the audience and witness the devastating effect my appalling presentation was having on them. The better you know your audience, they're better you can engage them. If, instead, you would like to engage your audience and make an impact, then it will be greatly helpful if you know your audience, that is, be able to fully answer for key questions. Question Number One, what and how much do they know already? Question too. What do they need to know? Number three,...

...what is their opinion? And number four, who are they? Your notice that the key words here make up thee and no acronym. No, need opinion and who. What do they know and how much do they know already? What do they need to know, what is their opinion and who are they? Easy to remember right. I've got four short guides for you on each of these on the show notes. You'll find these linked straight away so you can go down, but I've separated this into four separate audio files.

Okay, back now. What do they know already? Thanks for listening to this edition of the leadership advantage if you'd like to learn more how you can unlock your talent, unstuck your potential and unleash your performance so that you can...

...have joy at work and your team can have cohesion of unity and effort for good success and visitors. Are Leadership Advantagecom.

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