What makes someone stand out in business? That’s the question many small business owners and entrepreneurs struggle to answer. Being a speaker is no different. When you begin to put yourself out there as a speaker, it’s natural to want to believe that your audiences will always enjoy hearing you speak.
Your fear is that if a few people aren’t interested, it means that no one will be interested. But, when you really take the time to figure out who your best-served audience is, you’re on your way to finding that winning combination of the right presentation delivered to the right audience.
For example, let’s say you’re a health coach who wants to start speaking. Your years of training have taught you so much about the different components of living a healthy life style, but how do you translate that into a presentation? You could talk about diet, exercise, vitamins, aging, meditation, etc. You could talk to men, women, teens, sports enthusiasts, etc. I could keep going on and on, but what would that accomplish? It won’t help you figure out which component of living a healthy life style to focus on, or who to share that content with.
This is where so many experts fail. They think that if they stay general enough… if they can just get in front of enough people… everything else will simply fall into place. Nope. It doesn’t work that way.
But, if you took your health coach expertise and niched it down into a presentation that focuses on men in the mid-to-late stages of their career, and then shared content with them about how they can get and stay healthy as they age, it’s going to be easier to find interested audiences. If you used the same basic content but changed the audience from men to women, do you see how very different that speech would be?
Consider what might happen if you take into account other specifics, such as ethnicity, employment, education, salary, social status, etc. Each specific situation, or combination of specific situations, helps a speaker understand the problem they solve from their audience’s perspective, which in turn enables the speaker to talk specifically to them.
This approach does require a dive into a specific audience's perspective on what you’re offering, because while you may know 100 ways they can improve something about their life, if it’s not relevant to where they are right now, it won’t matter how great your information is. The content you share has to resonate with them as they are, where they are. What are their priorities and goals around the problem you solve? What keeps them awake at night? What do they struggle with on a daily basis?
Understanding their situation from their perspective allows you to determine what they DON’T know too. Sharing that information with them is a definite home run.
When you niche your knowledge down into presentation-sized content that’s both specific and relevant to the people in the seats, you will clearly separate yourself from the rest of your peers. And now that you’ve got their attention as THE expert in your field, you can start coming up with programs that will deliver even more to each of your specific audiences.