This week, the 60 seconds is from the as-yet-untitled speaking book.
Enjoy!
Listen here:
The transcript:
I’m Johanna Rothman, and this is 60 Seconds of Johanna’s WIP for March 1, 2024, where I read an excerpt of just a minute of some writing in progress.
This excerpt is from the speaking book.
Identify Your Ideal Audience
Who is your ideal audience? It's not “everyone.” In fact, it's the smallest possible audience that desperately wants to solve their problem.
Let's unpack that, especially if you think successful speakers often deliver keynote talks to thousands of people.
Back in 2009, I gave a talk about project portfolio management to a group of about twenty people. Since I ran that conference, I gave myself the last possible time slot on Friday morning. Everyone was leaving the conference, and some people left my talk early so they could manage their travel.
At the time, I was a little concerned. Sure, the conference had gone well, but this was my first talk offering content from my new book.
Within six months, ten of the people at my talk had bought my book. And they brought me into their companies to deliver my project portfolio workshop.
That talk was a raving success. That's because I spoke with my ideal audience. They were decision-makers with a big problem.
That's what I mean by identifying your ideal audience for your talk.