How do you segment and profile your audience like a pro?

1 Identify your audience segments

The first step is to identify the different groups of people who will be listening to your speech. These groups can be based on various criteria, such as demographics, psychographics, attitudes, behaviors, or needs. For example, if you are giving a speech on environmental issues, you might segment your audience by age, education, political affiliation, or environmental awareness. To identify your audience segments, you can use sources such as surveys, interviews, feedback forms, or online analytics.

2 Create audience profiles

The second step is to create detailed profiles for each audience segment. A profile is a description of the typical characteristics, preferences, and motivations of a segment. It helps you to understand who they are, what they care about, and how they communicate. To create audience profiles, you can use tools such as personas, empathy maps, or SWOT analysis. For example, if you are giving a speech on environmental issues, you might create a profile for a segment of young, educated, and politically active environmentalists.

3 Analyze your audience profiles

The third step is to analyze your audience profiles and compare them with your speech goals and objectives. This will help you to identify the strengths, weaknesses, opportunities, and threats of your speech for each segment. It will also help you to determine the best way to appeal to their emotions, logic, and values. To analyze your audience profiles, you can use techniques such as the RACE model, the 4Ps model, or the 3Rs model. For example, if you are giving a speech on environmental issues, you might analyze how to raise awareness, create interest, stimulate action, and evaluate results for each segment.

4 Adapt your speech accordingly

The fourth and final step is to adapt your speech accordingly based on your audience segmentation and profiling. This means adjusting your content, structure, language, and delivery to match the needs and expectations of each segment. It also means using appropriate examples, stories, facts, and figures to support your points and persuade your audience. To adapt your speech accordingly, you can use strategies such as the AIDA model, the KISS principle, or the 7Cs of communication. For example, if you are giving a speech on environmental issues, you might adapt your speech to capture attention, generate interest, create desire, and prompt action for each segment.

By following these four steps, you can segment and profile your audience like a pro and deliver a speech that resonates with them and achieves your goals. Remember, the more you know your audience, the more you can connect with them and influence them.