Four ways to connect with any audience

Imagine giving a presentation where you spoke solely about yourself and all your achievements. Sure, people might listen for a short while. But imagine if you knew the wants and needs of your audience and shifted the focus to how your expertise or product could solve their problems and improve their lives. You’d instantly have all eyes and ears on you.?

It’s rule number one when it comes to pitching. The best pitches I’ve ever received internally are when an employee has done their homework, proposes a better way to run the business with data, and gives me space to reflect and ideate.?

But in everyday life, it's a principle many of us seem to forget. To communicate effectively, set the strategy accurately with your audience in mind and position it so it’s genuinely not about you; it’s about how it benefits them.?

Don’t get me wrong: it’s not always easy. Sometimes you just need to get an important update across, and navigating a diverse landscape of stakeholders, each with unique needs and perspectives, can feel like a complex code to crack. As the CEO of a tech company with nearly 500 employees, I know this feeling!?

The good news is that connecting with any audience is a skill you can cultivate and refine over time. Of course, it won’t happen overnight; in a fast-changing world, our communication will always be a work in progress. As of now, here are my top four strategies to connect with an audience:?

1. Know thy audience; put yourself in their shoes?

At Siteimprove, everything we do is centered around our audience personas. But it’s the same when you’re communicating with any audience: get to know them and put yourself in their shoes. The best way to do that? Speaking and listening to them. One-to-one, in social settings or through collaboration, is ideal. That’s not always possible, but you can still do research online, for example, through social media, surveys or polls. The better you can understand their perceptions, needs and wants, the better you can deliver value and improve their lives, building trust and credibility over time.?

2. Focus on the “why” and how it benefits your audience?

People are inherently wired to be self-interested. And in a world where we all get bombarded with thousands of messages daily, it makes sense. We can't put our attention everywhere. So set the strategy and position it in a way that adds genuine value and benefit to your audiences’ lives, whether that be through social recognition, personal growth, emotional wellbeing or materialistic gain. As a parent, I can vouch for this approach with my kids, too! But remember, this is a starting point to frame your communication. While highlighting the audience’s benefit is crucial, it should be balanced with accurate information, ensuring the message itself will deliver tangible value.???

3. Be prepared for different questions and outcomes?

I learned this back in the days when I was an account executive: before every prospect meeting, I would get to their building, and I would sit there and prepare for 30 minutes. Still, to this day, every time I go into any meeting or present to an audience, I always think of what the potential outcomes may be and ensure I’m prepared for the array of questions I might be asked. Preparedness doesn’t just project confidence and competence: it’s how you contribute meaningfully to a discussion and make well-informed and strategic decisions, even when you are time-stretched.?

4. Subtly adapt how you speak and dress, but stay authentic?

Adapt how you speak and dress but be authentic. I love pocket squares, and while they wouldn’t suit everyone, for me, that’s keeping it real. But it always depends on the audience – if I’m meeting with engineers, I don’t want to be the guy in the three-piece suit who’s out of touch. Adapting attire to the audience and situation allows you to project the desired message, inspiring confidence in your leadership even if on a subconscious level.?

Remember, learning to better connect with your audiences is a journey, not a destination. My personal life and career have helped inform my unique communication style, but there are so many other avenues to reach your audiences. I would love to hear your personal advice: what other principles would you add? Let me know in the comments.?