The next step is using that audience profile to build an engaging narrative. If the first step was about using emotional intelligence to understand audience needs, this is about using emotional intelligence to
influence the audience.
For every concern and question your audience may have, write out a message that addresses each one and meets your objectives. Those messages should rely on a mix of emotion and data, but remember that we humans are more likely to make decisions based on emotions than on
logic.
To do this effectively, you need to tell stories. Find anecdotes about things the audience cares about, whether it’s colleagues, customers, profitability, or product. Weave these stories–the more personal the better–into your presentation. Your goal here is to put them into an order that reflects your understanding of your audience and what it’s going to take to persuade them. Remember that you’re more likely to succeed if you can hook listeners from the beginning, so put what matters to them early in your storyline.
For example, if you’re trying to persuade your audience to change, start with “why,” then move on to the “what” and “how.” Finish the storyline with a call to action, something that hits your objectives while addressing their needs.