While preparing a speech, use the knowledge about the specific audience to tailor the message to the audience. Consider how to create common ground with the audience in order to tailor analogies, terminology, quoted authoritative sources, and accent to the audience while avoiding jargon. Also consider how to conclude a speech effectively by leaving an impression with the audience. Know your audience, and they will know you. The better you understand them the more you can tailor your message to meet their needs. This means considering things like their level of education and expertise, what interests them, what motivates them, etc. The more you know about your audience the easier it will be to write effective speeches that get results. Once you have an understanding of the audience, start thinking about ways you can adapt your speech to fit their needs. For example, if you know that some part of your audience is made up of experts in the field, then include references to relevant studies or statistics during your talk. This will help ensure that your audience understands why you are saying what you are saying. You should also try and write effective conclusions for your speeches. This allows you to keep the attention of the audience after they have heard your message, which is important because research shows that people remember about 70% of what they hear, 30% of what they read.