4 Ways to Create a Lasting Connection With Your Audience  

I was recently invited to speak at a local elementary school for Career Day. After accepting the invite, I began organizing my thoughts around what content would be most interesting to the students. I was scheduled to speak to third-graders, and I knew I had quite a task ahead of me: explaining what a digital analyst does in a room full of eight-year-olds. This isn’t exactly the easiest career to explain to some adults, much less children. Even my parents still struggle to understand what, exactly, I do for a living.

So there I was, drafting my outline. “Hi kids, I’m a digital analyst. I use web analytics software to conduct behavioral analysis of site traffic to get a better understanding of how users interact with different brands.” That wouldn’t exactly work. I could already see their eyes glazing over as they stared back at me. After much thought, I got my description and presentation to a good place – or so I thought.

A Child’s Question Sparks a Realization

On Career Day, the first group of students strolled in and quietly took their seats. I began the presentation with what I thought was the simplest description for a digital analyst: “I use tools to analyze how people use websites.” A few minutes later, a student raised his hand and said, “So, what you’re trying to say is that you can see what my mom is doing on the computer when she buys me new shoes?”

I gave it some thought and responded “yes” to the student. “I can see what style, color, and brand she purchases. I can even see how long it took her to make that decision. My job is to use that information to help other parents buy shoes. It’s important to my job that they enjoy that experience.” He then responded, “Oh! I get it!” This child had dissected my message and translated it into something that resonated with him, something that made it real.

Over the next few days, I continued to think about what happened during that moment in the classroom. In its simplest form, it was raw evidence of a disconnect between my audience and me. Unlike most adults, children speak exactly what’s on their mind. That student was letting me know that my communication style wasn’t working for him.

The situation prompted me to think about how this could be a learning moment that I could use when I give presentations to adults. Were there other instances where my audience felt that disconnect, but hadn’t said anything?

The Importance of a Connection

Connecting with your audience is vital. You don’t want to lose them, because your goal as the speaker is to get your message across in a valuable and effective way. This connection can help create a commonality between you and your listener. When we were younger, we explained things in a simple and direct way that got the idea across. Now, we tend to add in an extra layer of fluff, jargon, and buzzwords that don’t always resonate with all audiences. Why have we lost our ability to communicate in a straightforward way as adults, and how do we get it back?

• Tell them a story. Storytelling is key. Most memorable jokes and speeches are framed as a story. Take your audience on a journey, give a real-life scenario. Make it relatable and relevant. Storytelling can provide meaning and context by demonstrating principles more vividly than could be done in the abstract.

• Remember that buzzwords are a buzzkill. Bigger words don’t equal a bigger brain. We all know you’re smart; you don’t have to use big words to prove it. Overly technical or jargon-laden language isn’t engaging and can make your audience feel like it doesn’t know enough about your content. In addition, some terminology may have different meanings in other disciplines or industries, so it is advisable to avoid using language that is specific to your field unless you are speaking to an audience of your peers.

• Adapt your message to the audience. Knowing your audience is key, but we don’t always have the luxury of getting details such as education level, background, demographics, or culture in advance. Therefore, you may need to tailor your message and the way it’s delivered to fit your audience while you are actually speaking. If you keep your presentation flexible, you will be able to modify the content if necessary. 

• Use analogies. These can often provide the “eureka” moment your audience needs to make your message resonate. During my Career Day speech, I explained to students that as a digital analyst, I’m like a detective for a crime scene, except that my crime scene is a website. I look for how people came in, what they touched while they were there, and how they left. Providing an analogy created a connection between my personal experience and the audience.

While these tips can help you prepare successful presentations, the most important thing to remember when communicating is to have a simple, honest, and humanizing conversation with your audience. Don’t be afraid to engage with someone personally. Skip the buzzwords, jargon, and technical terms. Engage with them personally, regardless of age, sex, culture, or background, and tell them a story. Your message will resonate and your audience will find value in your words. It’s a win-win situation.