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unflattering. Invest in a few new items that help you shine. Like suits or jackets for when you need to
be more formal and some good-looking pieces for casual situations. Ask friends for some input and
do the same for them. Consider your physical presence. Can you become more fit and energetic?
Maybe you could get more sleep or eat better. Maybe you need a lunch-hour walking group or regular
trips to the gym. The idea is not to become a clone of anyone else—but to present your best self.
Have fun with this.

10. Need to hold attention? Ramp up the visuals. We live in a visual age. Information comes in
pictures and sound, via e-mail and video link. People scan documents rather than read them. They
use an electronic newsletter to share information. They multi-task during dull conference calls. Cut
through the clutter. People will listen and read—but they need shorter, more succinct messages and
visual cues that tell them what is important. Remember that everyone is suffering from information
overload. If an e-mail doesn’t grab the reader in less than 10 seconds, your whole message will be
ignored. They need to see immediately why your presentation or document is worth their time and
attention. Support conference calls with a few short slides. Break up a long document with call-outs
and illustrations. Create section heads and use fonts effectively to keep the eye moving through long
text. Great graphics are not a substitute for great thought—but they go a long way toward keeping the
audience engaged.

11. Addressing multiple audiences? Adjust your message. Unfortunately, one presentation or
document generally does not play equally well across differing audiences. Whether you are writing or
speaking, you will have to adjust the length, tone, pace, style, and even the message and how you
couch it for different audiences. Writing for high-level management? Use an executive summary. At
the end, tell them what decision you are asking for. If they indicate interest, follow up with the longer
document. In formal presentations, keep the supporting visuals short and offer to send supporting
data later. Adjust the supporting information to the needs of the audience. Need to keep the legal
group informed? Supply them with the why, the history, parallels in the marketplace, legal potholes.
Direct reports? They need implementation detail. You may need to write one long document and then
break it up and move elements around for various audiences. Don’t try to make one document
stretch. If you have time, run your speech or writing past someone who represents this group. If they
understand your message, you have a better chance of reaching everyone.

12. Losing your audience? Check in with them. You’ve identified your target audience. You’re pretty
sure you understand their challenges. You’re speaking their language. You know why they would
want to listen to you. Then 10 minutes into your presentation you’re seeing puzzled looks. Closed
faces. People are fidgeting or checking their messages. This doesn’t mean your presentation is a
failure—but it’s important to check in to find out what’s going on. If you’re losing your audience, stop
what you’re doing and ask what’s going on. Are there any questions so far? Are you going too fast or
too slow? Do people need a break? Maybe the room is too hot. Or it’s the end of the week and people
are just tired. Or they want to stop listening and discuss something you’ve said. Consider the
audience as an important participant in your presentation. Change your pace or language. Move
more quickly or slowly through the material. Be flexible in meeting their needs.

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