Every audience is different. Some need tangible examples of applying an idea. Some want big-picture inspiration. Others need to understand the research and science behind a principle.
Yet there are definitely predictable patterns. For instance, I’ve learned that audiences of marketers look for stories that reveal the decision-making behind a success.
Corporate groups respond strongly to an anthem for their brand, something that serves as a rallying cry for action.
Sales people want practical tips that teach them how to fascinate their customers.
CEOs need to see credibility in order to apply the concept of fascination in the workplace.
Technology executives want to see the research behind the 7 triggers.
Agents want entrepreneurial ideas to improve ROI.
And then… then there are audiences of social media experts. This is an altogether different breed. They’re difficult to impress, because they’re content connoisseurs. During the speech itself, they’re busily tweeting and posting, which means the material must be delivered in tweet-friendly chunks. Yet once this type of audience is fascinated, they’re allllll in. They love big, new, exciting ideas. And, they love sharing those ideas with their followers.
At my opening keynote for Content Marketing World, the #cmworld twitter stream included dozens of moments during the speech, uniquely interpreted through the eyes of each person watching the speech.
(A personal thank you to everyone in the #cmworld stream for sharing your experience!)