Persuasive communication is a flirt. You need to know as much as you can about the people you are presenting to before you even start thinking of your presentation and slides design. Who do you present to is one of five crucial questions every speaker needs to ask. After all those who base their flirting skills on ponderable assumptions and stereotype thinking fail miserably. To flirt with your audience and make them scream for more, you need well-planned research conducted from 5 different angles.

1. by Espresso 1882
5 THINGS YOU NEED TO KNOW ABOUT YOUR AUDIENCE
TO MAKE THEM SCREAM FOR MORE
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2. KNOW THEIR BASIC DEMOGRAPHICS1
Demographics are becoming gradually less important than in the past but they still can be a source of
vital information and can help you create your archetype persona once you combine them with
psychographics. Find out about age, sex, average income, marital status and so on. Some of those
things might not be relevant but it is always best to confront the research need with your topic of
presentation.
MY TIP Choose what demographics are relevant when it comes to your presentation CLICK TO TWEET

3. KNOW WHAT THEY CARE ABOUT2
Demographics are one thing, psychographics are quite the other. Combined together they help you
view realistic image of your persona. Psychographics are based on what your audience cares about
(ex. health, life-work balance, environment or partying hard), how they choose to spend their free
time, what they value in life and in people. Art of presentation is the art of telling stories. Your stories
will be better if they resonate with what your audience cares about.
MY TIP Think of your audience key values and group them around topics (family, lifestyle, spirituality). CLICK TO TWEETMY TIP

4. KNOW WHAT THEY ASPIRE TO3
People love to dream. They also all aspire to something. It can be better looks, better job, better
health or a better world. The things they aspire to is the consequence of what they care about and
value in life. By showing them elements they aspire to in your story you build a strong link that is
based on emotions (that’s good), rather than on rational reasons (important, but less when it comes
to winning their heart).
MY TIP Pinterest is great for insights into what people aspire to. Use it in your research. CLICK TO TWEETMY TIP

5. KNOW THEIR CULTURE AND BACKGROUND4
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You can simplify your communication and make it more effective by taking it to the next level with
symbols and metaphors. Those are rooted in culture and background. When doing your research
make sure to learn as much as you can about specific stories, legends, heroes and symbols you can
use in your presentation – both verbally and visually.
Don’t let stereotypes fool you. Get to know the culture your audience is rooted in. CLICK TO TWEETMY TIP

6. KNOW THEIR SYMBOLS AND ICONS5
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Symbols and icons are rooted in all aspects of culture. Those can include art, literature, legends,
religion and customs. Learn the visual representation of certain symbols and find out which symbols
support your narrative and which weaken it or worse jeopardise it. Use most commonly known one
references – you’ll avoid the confusion and lack of understanding.
Use thenounproject.com to research visual representation of most words out there. CLICK TO TWEETMY TIP

7. 5 THINGS YOU NEED TO KNOW ABOUT YOUR AUDIENCE
TO MAKE THEM SCREAM FOR MORE
Those were
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by Espresso 1882
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8. PHOT0 CREDITS
Photo Credit: Nationaal Archief
Photo Credit: National Library of Ireland on The Commons
Photo Credit: The U.S. National Archives
Photo Credit: Nationaal Archief
Photo Credit: Nationaal Archief
Photo Credit: Vancouver Public Library Historical Photographs