The #1 Reason Audiences Tune Out—And How to Keep Them Hooked

How much would it help your presentation impact to know WHAT your audience is focused on immediately before you stand before them and speak??

In my recent survey to compare what presenters and their audiences are thinking in the moments before a presentation, I discovered an eye-opening and significant disconnect between the two.

The Audience’s Perspective: What Will I Get?

Audience's primary focus are clear and consistent. They want:

1. Value: The most popular desire (44.9%) is to receive actionable insights without being “sold.” Attendees are there to gain knowledge, insights, or inspiration. They want to walk away feeling that their time was well spent and that they’ve picked up applicable and actionable ideas.
2. Engagement: 33.5% want the speaker to be engaging, interactive, or entertaining. In a world filled with boring data-dumps, listeners crave a connection and bond with presenters. Yes, they want fresh insights, and they want them delivered in an engaging manner.

The Presenter’s Perspective: How Am I Coming Across

In contrast, the focus of many presenters isn't on their audiences. They most frequently concentrate on:

1. Audience-Perception: 50% of presenters worry about how they will be seen and judged. Will the audience like me? Will they think I’m knowledgeable??
2. Not being prepared: 22.2% of respondents were concerned about forgetting their material or not knowing there audience well enough. These are signs that the presenters have not effectively prepared.

Can You See The Problem?

When we’re focused on our appearance or how the audience will respond to us, or even LIKE us, we can’t focus on them or their desires. This self-focus is evident to them — they know we’re not completely present. This creates a barrier between us and listeners, and kills our impact.

When we're concerned about forgetting our material, we're “stuck in our head" thinking about what is next in the presentation. We can't be present and attentive to what’s happening in the room. Audiences know this and will disengage from us.?

Not knowing who’s in our audience is inexcusable. Talking with the meeting planner, researching online, or reaching out to audience members days or weeks ahead of presentation day enable us to tailor our material each specific organization. Can You See the Problem?

This survey shines a spotlight on a major disconnect between most presenters and their audiences. This misalignment hurts speakers in two critical ways:?

1. It diminishes their influence, makes it difficult to earn trust, and erodes their credibility.?
2. Audiences who feel that their needs are secondary will not listen to speakers, let alone act on their message.?They'll reach for their phones and tune you out.

The result of this is that even the most well-prepared presentations fall flat, leaving both the speaker and the audience unfulfilled.

The Solution: Think Like Your Audience

The survey makes it clear that many presenters need to shift their focus. The way to do this is to see your presentation through the eyes and ears of your listeners.

How you can start thinking more like your audience:

1. Prioritize Value: Before you present, ask yourself, "What value am I delivering?" Ensure that every point you make serves the audience’s needs and adds actionable value to their lives or work.
2. Offer Unique Insights: Challenge yourself to bring new insights to the table. Whether it’s a fresh perspective, a recent idea, or a unique story, aim to provide content that stands out and resonates with your audience.
3. Respect Their Time: Be concise and focused in your delivery. Make every minute count by staying on point and ensure you’re delivering relevant and engaging content.
4. Speak In THEIR Language. Most presenters get stuck in “speaker mode.” This means they slip into language and a delivery style that is not their customary conversational mode when they're not in front of an audience.?

Listeners can see, feel, and hear inauthenticity and insincerity within seconds. Be yourself, and they’ll positively respond to you and your message.

The next time you prepare a presentation, focus on your audience’s perspective and what you can offer them. Shift your attention away from your own concerns and place it squarely on their needs.?

When you do, your connection with them deepens and your impact exponentially grows.

Questions To Consider:?

Have you ever found yourself focusing on the wrong thing before a presentation??

How did it impact your connection with the audience?

What did you do to ensure it never happens again?

Share your experiences in the comments below — I’d love to hear your thoughts!