What Audiences Really Want to Know – 4 Key Questions

1. Understanding Audience Perspective in Persuasion

Persuasive communication is about changing the audience’s mindset and influencing their decisions. To achieve this, speakers must first understand what their audience is thinking. Every audience, whether a professor, investor, or employer, asks four fundamental questions before making a decision. These questions determine whether they will be persuaded by the message.

2. The Four Key Questions Audiences Ask

1. Who Are You?

• Before being persuaded, the audience needs to know who the speaker is.
• This relates to credibility, background, expertise, and trustworthiness.
• Example: When receiving a phone call from an unknown number, the first instinct is to ask, “Who is this?”
• In a presentation, clearly introduce yourself and establish why you are qualified to speak on the topic.

2. What Do You Want Me to Do?

• The audience needs to know exactly what is being asked of them.
• A clear call to action should be provided, whether it is:
  1. Approving a proposal.
  2. Investing in a business.
  3. Supporting an idea.
• Example: A startup pitch must clearly state, “We are asking for ₹50 lakh in exchange for 10% equity.”

3. Why Would I Agree with You?

• The audience evaluates whether the request is reasonable and beneficial.
• Persuasion must provide strong logic, reasoning, and benefits.
• Example: Investors in Shark Tank ask, “Why should we invest in you?” The entrepreneur must respond with data, business potential, and competitive advantage.

4. What’s in It for Me?

• Every audience wants to know how they benefit from agreeing.
• This could be:
  1. Monetary gain (for investors).
  2. Reputation and impact (for professors and employers).
  3. Better understanding (for general audiences).
• Example: If asking for an investor’s money, explain potential returns and business growth.

3. Applying the Four-Question Framework

• In Academic Presentations
  • A professor wants to know:
    1. Who are you? (A student presenting research findings).
    2. What do you want? (Approval for a project).
    3. Why should I agree? (The research is well-supported).
    4. What’s in it for me? (Potential for academic publication or innovative insights).
• In Business Pitches (e.g., Shark Tank)
  • Investors evaluate pitches using the same four questions.
  • The entrepreneur must:
    1. Establish credibility (Who they are and their experience).
    2. Clearly state the ask (How much funding they need).
    3. Justify the investment (Market demand, competitive edge).
    4. Show investor benefits (Expected returns and business success).
• In Everyday Communication
  • Job interviews, negotiations, and approvals all rely on addressing these four questions effectively.

4. Key Takeaways

• Before persuading, understand what the audience is thinking.
• Every audience asks four fundamental questions:
  • Who are you? – Establish credibility.
  • What do you want me to do? – Be clear about your request.
  • Why would I agree with you? – Provide logical reasons.
  • What’s in it for me? – Highlight benefits.
• Answering these questions effectively creates a strong foundation for persuasive communication.

By addressing these four key questions, a speaker can create a structured, compelling, and audience-focused message that maximises persuasion.