Tip From Former Apple Speech Writer: Choose Your Audience
It’s hard to deny that Apple is very good at presentation. Former Apple speechwriter Jane Benjulian explains one key that helps the company improve its performances: audience choice.
As Benjulian explains in an interview with The Atlantic, your audience is more likely to accept your message if it’s clear, believable, and resonates with your audience. The last part is key. You might think that if you make a convincing enough speech, it doesn’t matter who hears it. However, imagine a room full of hardcore Android fans filling out a WWDC presentation and you will see how quickly a poorly chosen audience can hurt you. Or, as Benjulian explains:
One problem that has been and has been difficult is that each speech has to be accurately delivered by a specific speaker and ideally tailored for a specific audience. This means doing in-depth research on who was in each audience. So, of course, it is about your central concept, about what you say, but also about who is talking about it and who you are talking to.
Of course, Apple (or any tech company) can send out invitations and attract the people who are most interested in their product. Most of us may not be able to choose who to speak in front of. The alternative is to know your audience and tailor your performances to whatever interests them. Carefully choosing who you talk to and what you represent can mean the difference between good speech and bad speech.
What It Was Like Writing Speeches for Apple Executives | Atlantic Ocean