One of the first things I ask my clients when we’re beginning the coaching or training process is this: What do you want for your audience? Seems like a simple enough question, but it’s deeper than you think. I’m not asking what do you want to accomplish, or what do you want them to do. I’m asking, what do you want for your audience? If you were sitting in your audience, what would you want for yourself that you as a speaker could deliver?

This question asks you to step outside of your own agenda and consider the needs, feelings, circumstances and goals of your audience. It asks you to put yourself in their shoes.

Here’s what I’m talking about. In my business, I speak about how to speak! Or how to tell a good story. Or how to create a message that is memorable. So, if I ask myself that question, I might answer, “I want my audience member to feel empowered, to know what his or her unique message is, to feel satisfied that this was time well spent.” Nowhere in that do I say I want him to engage me as a coach or advocate for my issue. No. It’s about him.

That’s not to say you don’t share business opportunities, not at all. But, your primary concern is how you are serving your audience. I think this pays off in the long run because you become a trustworthy source of information and inspiration. People like doing business with people they like and trust.

So, what do you want for your audience?