You have three choices:

1.    You could guess. The problem is that you are probably the worst person to make a good guess in this area because you are too close to the situation and the content matter. Messages that are so obvious to you that they don’t even warrant consideration for you might well be what your audience is most interested in.

2.    You can “play it safe” by covering every conceivable message point you have on the topic. This way, no one can accuse you of leaving something important out or being less than thorough. This is what the vast majority of sales people and business people do. The problem, of course, is that this isn’t safe at all. It’s an extremely dangerous way to present because when you dump too much data you drown out your own message. Instead of communicating everything, you communicate nothing because your audience doesn’t remember any of your points.

3.    You can pick up a phone and actually call a couple of people who will likely be in your audience when you speak to them. Ask them, “What do you think you and your colleagues are most interested in hearing about when it comes to (your topic here)?” This approach used to cost 25 cents. With most flat rate calling plans today, it won’t cost you any money.

By taking a few minutes to call people in advance, you are sending a message loud and clear that you care about them and that you are responsive to their needs and desires. Some presenters are afraid to do this for fear they won’t look as professional and authoritative. Actually, you will seem more professional by conducting the ultimate research on your audiences’ needs.

Calling potential audience members before you speak to them is a simple, easy, cost-free way to find out exactly what messages you should cover in your presentation and to eliminate all risks associated with picking wrong or inappropriate messages and topics. The only reason not to call people in advance is sheer laziness. And when you display laziness to your audience, they know it and they return in-kind. Your lazy audience will now ignore you presenting and will read their email instead.

It doesn’t have to be this way. Pick up the phone and call your audience today! They will love the attention and pay you back accordingly.