How to speak your audience’s language to inspire and influence action

You’ve probably heard it countless times: to become a great storyteller and communicator, you need to “speak your audience’s language.” But what does that really mean?

Let’s rewind to 2001. Steve Jobs walked onto the stage to introduce the iPod. No specs, no tech-heavy jargon. Instead, he simply said:

“You have 1,000 songs in your pocket.”

That’s it. A single, relatable statement that sent chills through the room. Instantly, everyone thought,?“Wow, that’s for me.”

At first glance, Jobs seemed to be the star of that moment. And yes, he commanded the stage. But let’s flip the perspective for a second: Jobs wasn’t the only hero of this story. His audience was. His genius wasn’t just in presenting the iPod, it was in framing it as?their?solution, something that would transform their lives.

For example:

You have an idea, but if your audience doesn’t connect with it and make it their own, the idea goes nowhere. The truth is, the presenter isn’t the star, the audience is. This approach worked for Jobs because it wasn’t about him or even the product. It was about?us. We were the heroes, and the iPod was the tool to solve?our?problem.

So, why are so many presentations today still self-centered? Why do we craft slides and scripts that focus on?our?ideas and?our?products?

Sound familiar? You present a great idea, but it doesn’t land, while someone else’s mediocre suggestion gets picked up. The difference isn’t the merit of the ideas, it’s how they’re communicated.

Here’s the truth: when your message resonates with your audience, you inspire action and create change. Let’s talk about how making your presentation audience-centric can transform the way you communicate but without turning prep into a second job.

Why should your presentation care about the audience?

Here’s a reality check: Your audience isn’t there for you. They’re there because they want (or need) to get something out of it.

Think back to the last time you were genuinely engaged in a presentation. Was it because the speaker knew their stuff? Maybe. But more likely, it was because they spoke directly to what?you?cared about.

Now, imagine this: You’re prepping a presentation, and your first draft is a detailed brain dump of every feature and capability of your tool or project. Halfway through practicing, you realize even?you’re?bored.

Here’s what you should do instead: ask yourself,?“What problem does this solve for my audience?”?Shift your focus to their pain points and goals.

When you reframe your content this way, everything changes. You’ll go from blank stares to nods of understanding, questions, and real engagement. Your presentation stops being “just another talk” and becomes something meaningful and memorable.

So, how do you make your presentation all about your audience? Let’s break it down.

1. Start by asking yourself: Who’s your audience?

This might sound obvious, but it’s the foundation of a great presentation. Are they experts or total beginners? Decision-makers or those executing the decisions? Understanding this shapes everything, your tone, content, and approach.

For example, when presenting to executives, I realized they didn’t want nitty-gritty details. They cared about the big picture. So, I shifted my focus to the “why” and “what”—why this mattered to their goals and what they could do with the information.

2. Frame your content around their needs.

Your audience doesn’t care about your product, process, or project just because it’s yours, they care about how it impacts?them. Ask yourself,?“What keeps my audience up at night, and how does my presentation solve that?”

For example, if you’re introducing a new tool to your team, skip the feature list. Instead, show how it tackles their most frustrating tasks. Bonus points if you share a quick story about someone who benefited from it.

3. Engage them early and often.

Start with something that grabs their attention, a question, a surprising stat, or a short anecdote. Make them think,?“This is for me.”?And don’t stop there. Keep them involved with moments that invite reflection or input, whether through Q&A or interactive prompts.

For example, I once opened a presentation by asking,?“Raise your hand if you’ve ever lost hours to a project because of bad data.”?Nearly every hand went up, and I knew I had their attention.

5. Use visuals that speak to your audience.

No one loves slides crammed with text. Instead, focus on showing, not just telling. Use graphs to highlight trends, photos to paint a picture, or simple diagrams to break down complex ideas.

Here’s my rule of thumb: Before finalizing a slide, I ask,?“If I weren’t here to explain this, would the audience still get it?”?If the answer is no, it’s back to the drawing board.

6. End with a clear takeaway that resonates.

What do you want your audience to do, think, or feel after your presentation? Be specific. This isn’t the time for vagueness. Whether it’s a call to action, a shift in perspective, or a decision you need them to make, make sure it’s crystal clear and directly tied to their needs.

The conclusion: (and a little challenge)

Making your presentation audience-centric isn’t about being a mind reader, it’s about empathy. It’s about stepping into their shoes and asking what they’d find helpful, interesting, or exciting.

Here’s my challenge to you: The next time you’re preparing a presentation, pause and ask yourself,?“If I were in the audience, would I care about this?”?If the answer is no, it’s time to make some tweaks. But trust me, the effort will pay off.