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SW Connecting With Your Audience
SW Connecting With Your Audience
CONNECTING WITH YOUR AUDIENCE
This module is all about messaging. What message are we going to get across to your ideal target
market? And I want you to imagine a scenario where you're in a packed auditorium and you're
on stage. The audience is full of your ideal prospects. From wall to wall, you can see people who
are absolutely ideal for your product or service.
What are you going to say to them to rise up and give you that standing ovation? And the
business equivalent of a standing ovation or applause is revenue. So what are you going to do so
that they stand up and say, "Yes, that's for me. I want that. Here, take my money and I want your
product or service in return."
Now, I don't know if you've ever spoken to an audience from the stage. But as someone who's a
regular public speaker, it's very, very obvious when you're losing the audience and their
attention is waning then the material is perhaps starting to get a bit boring. I'm really glad it
doesn't happen too often these days.
But certainly in my early days of speaking, I remember looking down at the audience and, you
know, people are yawning. Someone's lifting up their phone, checking their email, checking the
messages. Sometimes in extreme cases, some people would just walk out and hang out in the
foyer or chit chat with some of the other attendees.
Now we can have a debate as to whether the audience is being rude and not giving the speaker
the required attention, or whatever else, but rather than focusing on what the audience is doing
wrong, I'd rather focus on the speaker because the speaker is the one variable that I absolutely
can change.
How can we make his material connect better with the audience?
How can we make him captivate the audience, get the audience to really rise up and give him
that standing ovation?
Because this is the one factor that we can control. Now, this metaphor in the business
marketplace is, you know, a lot of businesses blame their customers. They say, "Oh, my
customers are really cheap. They don't pay a lot of money or they don't really appreciate the
work that goes into what I'm doing."
But rather than focusing on what your customers or prospects are doing wrong, let's focus on
your business and your message. Let's create an offer that's so powerful that people just have to