Part 5 of our series on Being an Exceptional presenter takes us into the OW of KNOWing your Audience. Blame the 'O' for millions of people being fearful of presenting at all. And blame the 'W' for most presenters failing. It's also why most telemarketing sucks. Both to receive and to do. To give your case the best possible chance of success, you need to establish credibility with your audience, present your logical argument and appeal to their emotions. That is, you need to win their hearts and minds. Notice the word "win" - because in every presentation, yours is just one more voice contending to be heard and acted upon. People do resist change, and anytime that you are presenting you are instigating change. All of your audience members (and you) share 3 basic human needs: To have a positive self-image The need to belong The need to be right When your argument makes the audience FEEL that you are picking them out as non-compliant, wrong or simply for being different, then your argument falls on deaf ears.   Image already added