Speakers, Do You Know Your Audience?

The Illusion of Knowing

You think you know your audience. After all, you have their job titles, their industry, and their demographics. But here’s the truth: That’s not enough.

Your audience isn’t just a collection of LinkedIn profiles. They are people—frustrated, hopeful, ambitious, and sometimes stuck. If you only skim the surface, your words will be forgotten before they even leave the room.

Real engagement starts when you go beyond the surface. When you recognize that behind every job title is a story. A struggle. A dream. If you don’t take the time to uncover those, you’re not speaking to them—you’re speaking at them. And that’s a sure way to lose them.

The Real Work of Knowing

A great speech isn’t about delivering information. It’s about transformation. And transformation starts with understanding.

Who are they? Not just their names or roles, but their aspirations, fears, and daily frustrations. What keeps them up at night? What are they desperate to fix? What have they already given up on?

If you can’t answer these questions, your speech is just noise.

So, how do you go deeper? You listen. You ask. You become obsessed with the real people sitting in your audience, not the abstract idea of an audience. You craft messages that speak to their experiences in ways they don’t expect but instantly recognize as true.

The Standard Mistake

Most speakers do the bare minimum. They research broad trends, make a few assumptions, and call it a day. But generalizations won’t make your audience lean in.

Here’s what most speakers do:

• Look up industry trends

• Identify pain points from event organizers

• Talk about productivity, efficiency, or disruption

It sounds right, but it’s all surface-level. Your audience has heard it before. And they’ve already tuned out.

You need to go beyond the standard script. The secret? Speak to what isn’t being said. Acknowledge the elephant in the room. If they’re burned out, talk about burnout. If they’re frustrated by bureaucracy, say it out loud. If they’re questioning their career path, be the first to recognize it. When you do, you earn trust. And when you earn trust, your message sticks.

The Hidden Truth About Job Satisfaction

Here’s something almost no one talks about: Most people aren’t in love with their jobs. They’re not waking up excited to check their inbox. They’re there because they have to be.

A recent study found that while millions of workers crave creativity and autonomy, only about 2% of jobs offer that. That means the majority of your audience is working in roles that don’t align with their true passions. And they know it.

If you don’t acknowledge this reality, your speech won’t land. But if you do? You become the speaker who sees them. The one who understands. And that is powerful.

Because here’s the truth—most professionals are waiting for permission to care again. Permission to be excited about their work. Permission to believe in something bigger than daily tasks and quarterly goals. You can be the voice that reminds them of what’s possible.

The Great Mismatch

The workforce is broken.

• People in structured, detail-heavy jobs crave creativity.

• People in hands-on, practical roles feel undervalued.

• People chasing security feel like they’ve lost something more valuable—purpose.

And then there’s AI.

Automation is shifting industries faster than we can adapt. Some jobs will disappear. Others will evolve. And many people in your audience are wondering—where do I fit in?

Speak to that. Address the uncertainty. Show them how to navigate change. If you do, they’ll remember your words long after the event ends.

Beyond the Job Title

Even if someone isn’t in their dream job, they can still find fulfillment. But they need a framework. A new way of thinking about their work.

Talk about:

• Mastery – Getting so good at what they do that they redefine their role.

• Autonomy – Finding ways to take control of their work, even in small ways.

• Purpose – Aligning their work with something bigger than a paycheck.

This is how you make an impact. This is how you get remembered.

People don’t just want to work. They want to matter. And in a world that often reduces them to productivity metrics and performance reviews, reminding them of their value is a game-changer.

The Deep Connection

Knowing your audience isn’t about knowing their industry. It’s about knowing their mindset.

Are they hopeful or burned out? Are they ambitious or stuck? Are they looking for answers or just trying to survive another day?

When you take the time to understand this, your speech becomes more than words. It becomes a moment.

A moment where they feel seen. Understood. Inspired.

The Power of Speaking With, Not At

Most speakers broadcast. The best speakers connect. They have conversations, even when they’re the only one speaking.

How? By:

• Asking the questions the audience is already asking themselves

• Addressing real concerns instead of corporate-approved pain points

• Speaking with energy, urgency, and a clear point of view

No one wants to be lectured. No one wants another predictable speech. They want a speaker who makes them think. Who challenges them. Who reminds them that they are not alone in their doubts, their fears, and their ambitions.

Conclusion: The Choice

You can be another speaker who delivers a well-researched talk that fades into the background.

Or, you can be the one who truly sees your audience, speaks to what matters, and changes how they think.

The choice is yours.

What kind of speaker do you want to be? Get in touch, if I can help you know your audience.