Want to keep your audience engaged? Answer this one question.

A compelling opener will get your audience to sit up and listen, but to KEEP them engaged, you need to answer the question: What’s in it for them? 

How does your message directly impact their needs? People listen when they see how what you're saying connects to their world. Your job as a presenter is to be the bridge that links your content to that need.

Imagine you’re giving a talk on time management. Sure, you could jump right into tips, but what if instead you asked, "What if you could get back an hour of your day?" Suddenly, you've got their attention—who doesn’t want more time? Now, they’re invested.

Let’s look at a few more examples:

Productivity

Instead of starting with statistics on productivity, try: “Imagine cutting your workday in half without sacrificing results. How would that change the way you approach your job?” This makes the audience think, "Yes, tell me more!"

Health and fitness

Instead of saying, “Exercise is key to feeling good,” ask, “What if just 15 minutes of exercise a day could completely transform your energy levels and mood? Would you give it a shot?” (This was probably the idea behind 6 minute abs.)

Leadership

Rather than jumping into leadership theories, start with: “What if the key to being a better leader isn’t more hours at the office, but better relationships with your team?” That challenges the traditional thinking and pulls them in with a fresh perspective.

The key is to start with the audience’s needs, and then position your message as the solution. Whether it's offering practical advice, a new way of thinking, or something they hadn’t considered before, make it clear how your talk can help them achieve a tangible benefit.

When you frame your content as something that directly impacts them, you’ll sustain their interest long after your opener.