How to Truly Target Your Audience

In my last episode, I left you hanging.

I told you to aim for your target audience and hit the mark — but I didn’t tell you how to

do it.

When you’re delivering a presentation, giving a speech, chairing a meeting, or sitting in

a job interview, one thing never changes:

You must know your audience if you want them to take action.

That might mean convincing stakeholders to back your initiative, persuading your boss

to give you that raise, landing the job, or getting clients to choose your service. The

possibilities are endless — like pebbles on the beach. (Gestures to the shoreline.)

So, you might be wondering:

“How do I actually do this? How do I get to know my audience?”

It’s not always easy, but the rewards are enormous.

The Lens We See Through

Imagine me on the beach, holding up a giant lens. What am I looking for?

These are the filters — the lenses — that shape how every audience listens and

responds:

• Culture

• Language

• Values

• Beliefs

• Perceptions

• Intentions

These factors color the way your message is received.

And they also influence how you, the speaker, deliver it.

“We don’t see things as they are — we see them as we are.”

Understanding that truth is the first step to communicating with empathy and impact.

A Real-World Example

Let’s say you’re a large banking firm planning to move customers to online banking.

You’re also closing a small local branch — and you’ve called a town hall meeting to

announce this “exciting new opportunity.”

Before you grab the microphone, stop and think:

• What’s your intention?

What do you want the audience to think, feel, and do when they leave?

• Who are they?

Maybe 65% are over the age of 65. What does that mean for your message?

• What do they value?

Convenience? Trust? Personal connection?

• How do they perceive this change?

As progress… or as losing something familiar?

• What do they believe about online banking?

Is it safe? Is it easy?

• What kind of language will resonate with them?

Technical? Simple? Empathetic?

By asking these questions, you’re not just preparing a message —

you’re preparing a message that lands.

That’s what understanding your audience truly means.

Your Takeaway

Before your next big presentation, speech, or high-stakes conversation — research

your audience.

Step into their shoes.

See the world through their lens.

Because when you understand who you’re talking to, your words have power.

They connect. They persuade.

And they move people to action.

Pro Tip: The best communicators don’t just speak to their audience — they speak for

them.