How to Understand and Impress Your Audience

By Gary Genard

To get people to see your point of view, you shouldn’t look in the mirror. Here’s how
to understand your audience for an impressive persuasive speech.
Do you see both sides of important questions—or is your point of view the only one that could ever
really matter? Even aside from today’s toxic political climate which tends toward the latter, there are
clear advantages to being able to imagine how others feel.

That’s so even though a character in one of America’s greatest plays considered that ability a curse.
The play is Eugene O’Neill’s The Iceman Cometh, and the character is Larry Slade. “I was born
condemned to be one of those who has to see all sides of a question,” says Larry. If you ever catch the
amazing 1973 film of the play, you’ll understand what end-of-the-world bitterness the great Robert Ryan
brings to that line.

But O’Neill has stacked the deck here (he has a habit of doing that). Larry may be in pain because of his
particular talent, but it’s what allows him to understand everything around him with absolute clarity.

As it happens, I got to consider the matter myself. When I was an undergraduate, majoring in Speech
and Theater, the department chair shocked me one day by asking: “Did you ever consider being a
mediator? You always see both sides of a question.” Convinced that I was born for the theater, I didn’t
give it any thought. The fact that I now use theater-based techniques for public speaking training,
though, says something about this connection.

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Many of us make the same mistake—and not only in our undergraduate years. Focused on the ideas
and values we are passionate about, we don’t consider enough what’s activating others. That’s a
Marley-sized ball-and-chain to be dragging along when you communicate with people.

The Secret of Successful Communication

Whether you’re in a negotiation, delivering a persuasive speech (or other form of persuasion), or just
trying to get your ideas heard, know that the secret of successful communication is not expressing
yourself, it’s being understood.

Isn’t that the same thing? No, it’s not. When communicating to important audiences, it’s natural to
marshal every tool at your disposal to say exactly what you intend. But that places you in the same spot
most speakers find themselves: focused on themselves, leaving the audience out of the picture. When
you consider that the whole reason you’re up there talking is to reach and move people, you can see
how too much self-concern will actually undermine your success.

The solution is simple (if not always easy to practice): understand how to motivate an audience. That
means turning your focus on them. When you see things from their point of view, you’ll begin to
experience your talk on their terms. And that’s a vantage point you need to occupy.

Image by Mark Hultgren from Pixabay

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Persuading People Means Living in Their World
I call it living in the audience’s world. And the concept works just as well if you change that next-to-last
word to ‘listener,’ ‘partner,’ ‘family member,’ ‘colleague,’ or ‘boss’. If your job is to show others how you
experience the topic so you can get through to them, doesn’t it make sense to ask yourself how they
might be perceiving you?

When you ‘give’ a speech or share a thought, it’s exactly that: a gift. It’s a selfless act: you giving of
yourself to help others in some way. And you can’t really help them unless you make the effort to
understand their needs along with the best way to get through to them.

Ask yourself what really interests them, and how you can tap into that. Are their values the same
as yours? If not, how do you bridge the gap? (You might be amazed at how productive it can be to
acknowledge your differences up front. In effect, to say: “I know we disagree. But I’ve come here to
give you my side’s point of view. Will you at least listen and judge for yourself?”) If you’re going to be
an effective communicator, you should always be thinking of how your ideas will be received—from the
planning phase of your speech right through your performance.

Yes, you should be concerned about that performance. After all, that’s why you do your research,
prepare carefully, practice, and even get a little nervous. Those are all signs you care about your
listeners’ responses. But by all means, let the balance tip away from “How can I best express myself?,”
and toward “How can I help them with this?”

Image by Christina Morillo from Pexels

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 BOOKS BY GARY GENARD

HOW TO GIVE A SPEECH

Easy-to-Learn Skills for Successful Presentations,
Speeches, Pitches, Lectures and More!

Your ability to present confidently and persuasively is your most

important professional asset. It helps you connect with people,
share the ideas you’re most passionate about, and realize your
goals. This updated guide provides tips and strategies that will take
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Learn More

FEARLESS SPEAKING
Beat Your Anxiety. Build Your Confidence. Change Your Life.
If fear of public speaking is limiting your career, Dr. Gary Genard
offers a way out. Learn his proven method to transform your
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Learn More

Gary Genard, Ph.D., founder of The Genard Method, is an expert in

theater-based public speaking training. As an actor and speech coach,
he uses performance techniques to help executives and leadership
teams speak with confidence and influence. Dr. Genard consults and
trains for corporations, governments, nonprofits, and individuals
worldwide.  Follow Gary on Twitter.

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