What strategies do spokespersons use to adapt your delivery style based on different audiences, such as business professionals versus general consumers?

The most important strategy for adapting delivery style as a spokesperson, regardless of the audience, is understanding the client’s requirements and the end goal of the message. Here’s how this approach ensures authenticity and effectiveness:

1. Understand the Client's Vision

Begin by asking the client detailed questions:

What is the primary objective of the video?

Who is the target audience, and what do they care about?

What tone and style do they envision for the delivery?

Focusing on these specifics ensures the delivery aligns with their goals, whether addressing business professionals or general consumers.

2. Prioritize the End Goal

Always frame the delivery with the result in mind. Is the goal to inform, persuade, or inspire action?

By keeping the purpose clear, the style naturally adjusts to meet the audience’s needs without losing focus on authenticity.

3. Speak Like a Human, Not a Performer

Regardless of the audience, authenticity is key. Avoid overly scripted or mechanical delivery by:

Speaking naturally, as if in a one-on-one conversation.

Using relatable expressions and a tone that feels genuine.

Pausing and pacing the delivery as you would in normal speech.

4. Adapt Flexibly Without Losing Yourself

While it’s important to tailor your style (e.g., being formal for a corporate video or casual for a consumer ad), avoid sounding overly rehearsed or robotic. A human, conversational approach resonates across all audiences.

Small personal touches—like a warm smile, natural gestures, or slight voice inflections—can bridge any gap between audience types.

By prioritizing the client’s vision and speaking with genuine warmth and clarity, a spokesperson can effectively connect with any audience, from professionals to everyday consumers.

First impressions last and matter! Wear the appropriate clothing and deliver the message in a way that relates to that audience. For example, you won't want to wear a full suit and deliver a corporate tone when speaking to the avid gardener about a new lawnmower! Or the same could be said when talking to traders/investors and wearing underwear! (unless of course that's the 'brief' )

So, know who the target audience is, read through the script/brief and with some discussion with the client, finalise the look and feel you're going for. It's important to ensure that both you and the client are on the same page before going ahead and shooting the video. 

For business experts, clarity in messages is crucial, with data supporting their points. A smooth and professional tone is important. For everyday buyers, they choose a style that is easy to connect with and friendly. Language becomes easier, sometimes with a hint of humor. Knowing the audience, whether in a meeting or at home, is essential.

First of all format is key. General consumers or B2C content works well in UGC format. It's easily accessible, relatable and if done right, authentic. Your audience will feel like it's directed to them on a personal level which means your message will resonate much stronger. 

B2B businesses respond well to well polished productions that ooze a sense of professionalism which is where green screen edited videos come in. They are more than likely seeking a service to help them grow or streamline their business so they want to see and feel the benefits you can bring to them which, is reflected in the quality of your promotional material. 

Next up, tone. The pitch and pace of your voice holds so much power. Normally an underestimated tool in communication. I use the tactic to differentiate between audiences, with my B2B content pitched slightly lower in my vocal range and steady in pace. This creates a sense of authority, confidence and experience, building trust that you know what you're talking about. B2C is slightly higher pitched, uneven in pace, mimicking in person communication making it seem more authentic. 

Body language is a huge part of communication. The words of a script have a persona and your body is part of that performance. Allow your body to relax in UGC content and stand strong and firm when delivering a powerful message. This amplifies your message far greater than simply saying the words. 

Last but not least, always speak like a human. We are all seeking connection, that's what humans want the most. Speak from the heart , however unpolished it may seem and undoubtedly the right people will listen.