Do You Know the Best Technique to Build a Relationship with Every Audience?

I was once asked for the number one secret of presentation success.

My reply was, “There is no one secret; however if there were, it would be that your subject is of interest to your audience.”

Your relationship with your audience is one of the most critical factors in determining the success of your presentation. Mastering the art of connection will set you apart whether you are addressing 5, 50, or 500 people. Knowing how to build that relationship from the beginning is one secret to speaking confidently and confidently.

How Do You Make a Genuine Connection with Your Audience?

The two most important ways to connect with your audience are intellectually and emotionally. This is significant because logic makes people think, while emotion drives them to act.

Here’s how to achieve both:

Intellectual Connection:

This comes from the quality of your content and the clarity with which you present it. Use logical arguments, data, charts, statistics, and survey results to support your case. This type of information appeals to the brain’s rational part, helping your audience understand the value of your message.

Emotional Connection:

Emotion is what makes your message stick. There are three essential methods to connect with your audience emotionally:

Tell Stories: People relate to stories. It makes your message feel real, personal, and engaging.

Use “You-Focused” Language: I often discuss the “I-You Ratio.” In other words, your audience hears “you” far more positively than “I.” Keep track of how many times you say “you” or “us” versus “I.” It shifts the focus to them, where the magic happens.

Speak as an Audience Advocate: Tailor your content to reflect your audience’s needs, concerns, and interests. They want to know how your message benefits them, so always look through their eyes. This approach is crucial when explaining a strategy, presenting data, or offering advice.

Audience Advocacy: The Game Changer

Consider this example: An executive might say, “Our new strategy will increase shareholder value,” but if the audience consists of employees who aren’t shareholders, that message won’t resonate. A more effective approach would be, “Our new strategy will increase revenue, which translates into more job security for you.” Now, you’re speaking directly to their concerns.

Words Matter: Eliminate Weak Phrases

In your next presentation, avoid starting with “I am going to talk about…” or “What I would like to discuss is…” These phrases do nothing to grab attention or speak to your audience’s needs. Instead, say something like:

“Great news! You are about to discover ten proven techniques to make your presentations memorable.”

You can transform your presentation by using audience-focused language. Here are a few examples to weave into your presentations:

In your experience…

If I were to ask you…

You can feel confident…

When was the last time you…

It might surprise you to know…

Do you remember a time when…

A Case Study in Emotional Connection

I worked with a sales executive from a prestigious hotel who was competing to bring a $500,000 convention to San Francisco. With two strong competitor cities, it was essential to make an emotional impact. I suggested the following you-focused opening:

“In the next 8 minutes, you will decide that the best decision for your association and your members is to bring your convention to San Francisco and the Fairmont Hotel.”

Notice how that statement includes five “you” or “yours” and only one mention of the Fairmont. That is how you build a powerful emotional connection!

Make a Strong Connection Every Time

When you connect emotionally and intellectually, your audience is more likely to engage with your message, remember it, and act on it. The next time you present, ask yourself: Are you focusing on them?

If you’d like to learn more about building stronger connections with your audience, let’s talk!

When your message must be memorable, your presentation powerful, and your sales successful, I can help you.

Last Thoughts

Building a relationship with your audience isn’t just about delivering information—it’s about making them feel understood, valued, and connected to your message. With these techniques, you can transform your presentations from good to unforgettable.

“Back in 2018, we invited you to help us with an important sales presentation, which we won. You will be as excited to know that it continues to reap dividends! Last year, we were awarded $1.6 million in business with them. We received a $2.8 million order from them already this year, which is still January. Your advice and coaching are awesome. What a ROI!” Michael E. Stryczek, President & CEO, AB&R® (American Barcode and RFID)