3 subtle secrets to connect with your audience

SpeakingWriting
Written By Liam Sandford

How many times have you spoken in front of an audience, or tweeted out a piece of content and it fell flat on its face. Zero engagement from your audience. They may as well have not been there in the first place.

It’s not your fault. But its not the fault of your audience either.

Whether you are speaking or writing, communicating to 1 person or 100 people, there are some secrets you should adopt to build a better connection with your audience.

It’s not about you

It’s your content. It’s your presentation. You are showcasing your knowledge. But all of that means nothing if you can’t connect it to others.

Usually you communicate in a way that suits you, based on your preferences but that does not necessarily work for everyone else.

How does your audience want to receive the information? Consider:

  • The level of detail

  • Mode of delivery

  • How long it takes them to read or listen (shorter is usually better)

  • What they need to be able to understand/take action

  • Making it frictionless to consume

Everything should be framed through what your audience need. Make it about them and it will be easier to capture their attention.

Active listening

There is listening for your opportunity to respond, and there is being present with your audience and genuinely taking in what they are saying. You need the second.

Listen to the problems your audience want solving. Listen to what their body language is saying (if in person). Listen to their frustrations, moans, questions — these are all spaces you can add value to them in.

Active listening is about making the other person feel heard. Make every form of communication a two way dialogue, not just a one-way. Be present, focus on them, and start building connection.

Make it resonate

How do you make something resonate? How do you connect information with someone in a way that it is memorable long after the event?

Storytelling.

Tell stories from every day experiences. Tell stories that show a change journey that you have been on. Showcase the before and after results. This turns concepts, or lessons into something that is more tangible. You are sharing a roadmap that your audience aspire to. You are being real and human with them. You are telling stories that could also become their story.

Stories don’t need to be long and elaborate. They should just be the defining moments that your audience absolutely need. Bring it back to what they need — simplicity, clarity, and connection to your main point.

Actionable takeaways

  • Make every interaction you have, both in person and online, about the other person. The more you take time to tailor your message, the closer you will connect with the people in your audience.

  • Practice your active listening skills. When someone is speaking to you, intently give them all of your attention. When your audience ask a question or share a frustration, note it down and see if you can directly solve that problem for them.

  • Start telling stories. People love a story and if you can tell stories that resonate you will be able to build connection with your audience quickly.

More from me

Liam Sandford
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