Written by: Vickie Sullivan | January 17, 2023
Your Audience Doesn’t Want to Hear Old News. Do This Instead
Due to logistical errors, I showed up to a panel discussion I wasn’t supposed to attend. The topic was about U.S. politics. But it took place a few days after the U.S. midterm elections, so the panelists didn’t have a lot of new findings. The audience knew what had happened. The panelists went forward with the discussion, though, offering a lesson for all of us.
Sometimes your content matches what the audience already knows. Regurgitating what they already know makes you appear like you lack insider access. You can get over this hurdle using one of two tactics:
• Drill down on the surprise. When a topic has heavy media coverage, your audience will likely know the results. In this case, instead of reporting on the unexpected midterm election results, the panelists drilled down on the reasons why. They focused on things that the media and pundits underestimated and what was mistakenly amplified. Focusing on the back stories expands your understanding and goes further than what the media can cover. It can also help you showcase your on-the-ground perspective.
• Ask big questions. Using the findings and their analysis, the panelists focused on key factors moving forward. But instead of predictions, they asked big open-ended questions that spur conversation. (Example: Would Hershel walker succeed without Gov. Kemp’s popularity in the runoff?) This tactic is a great alternative when specific recommendations are too risky.
Listen: The Best Time to Ask Powerful Questions
Sophisticated audiences often have the same access to information as you. They will not tolerate spending precious time on blinding flashes of the obvious. This is when your perspective can either shine or be exposed.
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