When you work in a business or industry for long enough, you get comfortable. You know the ins and outs, you know the lingo and the importance of certain topics, and you know why you’re excited about your product or service. What’s important to remember is that when you are speaking for an audience they may not have the same familiarity as you do. Instead of jumping right in and telling them all about your fantastic products you need to pause for a minute and read the room. Your job is more than just explaining why your product or service is so much more impressive than your competitors and why it should ultimately be the consumers first choice. It’s also your job to educate and connect with the audience to explain to them why they should even care in the first place.
Draw the audience in. Simple as that. We are all familiar with movie trailers and cliff hangers and images that leave you wanting to know more, to better understand. That is your job here, you need to tell a story. Put an image in the audiences mind that they can relate to whether that’s a picture of the industry in which they work, problems that they face daily, their competitors, goals they may have, the environment in which they work…you get the idea. You’re grabbing their attention because you are describing them. You are showing them that you understand and care about their industry and share common interests and goals.
Explain why you products or services are important to them. Put yourself in the shoes of the audience and ask: why would I care about this? Why does it matter? In what ways will it affect my work or productivity? These are all important questions and if you don’t know the answers then you need to take a minute and think about it before you go to present.
Create relevance. Once you are able to understand the importance of the message for your audience, believe in it! You are now the deliverer of this message, so explain how it has impacted you and how you believe it can directly impact them. Connect with your message and it will inherently bring a sense of trust.