Know Your Audience and Adapt Accordingly

Communication expert Dianna Booher gives great advice you can use during your presentations and interactions with prospects and clients. Check out what she has to say about knowing your audience.

Know your audience and understand the value of adapting your message accordingly. Some people primarily take in information visually. Others pay attention to what they hear and rarely notice what they see. Still others learn and draw conclusions kinesthetically--primarily through what they experience with their own senses.

As individuals, people also vary along the continuum between the two extremes of directness--either very direct, bordering on the blunt, or indirect, expecting others to read their minds. Their words fall somewhere between a hint and a hammer.

In addition to individual styles, consider cultural uniqueness. In high-context cultures the message comes not only from the words, but the context of the words: Who said it? When? How? In response to what? What was not said? In other words, meanings are often implied and understood from many things other than words.

On consulting assignments, I’ve watched people walk into an executive boardroom to make a presentation, get an icy reception, and walk out with no idea why the group did not sign off on their project. The reason may have been a cocky attitude conveyed through their posture, a laid-back attitude that showed in their lack of preparation, their disrespect shown through dress, or their irritation piqued in response to questions.

As an effective communicator, your challenge is to understand that context--and adapt your style to that of the other person to achieve your purpose. Otherwise, your conversation will prove to be as fruitless as trying to play a tennis tournament with someone who refuses even to return the ball.

Author of 42 books, Dianna Booher, CSP, CPAE, delivers keynotes, breakout sessions, and training on communication and life-balance issues. Her latest books: Speak with Confidence, Your Signature Life, Your Signature Work, E-Writing, and Communicate with Confidence. www.Dianna-Booher.com