So before you put pen to paper, get into their heads and under their skin. Find out what motivates them. Learn about their culture or stalk them on LinkedIn. Step into their shoes and ask, what’s in it for me? Every person in your audience has a goal that they need to achieve. It might be to learn to design, or to improve their bottom line. How will you solve their goal?

Show your audience you understand what’s important to them, speak on their terms and you’ll have their attention. Whatever their goal is, if you can understand it, you can help them solve it.