OK, so you are running your event and you have an audience in front of you – what are they doing? Are they: leaving, sleeping, doing their email, sitting in rapt attention, talking, laughing, voting, writing, singing (well, so far I have not seen any audience singing, but I have seen all the other ones).
So now go and sit in those seats (figuratively at least) and stay there for more than 10 minutes. How does that feel? At the end of your 10 minutes (and remember that ours were 90 min) were you: excited, bored, energised, frustrated, motivated, moved, or a million miles away?
Now make the connection – If you want your audience to feel X (e.g. like running up after the event and asking for your card, or engaging their brains and giving you some excellent ideas on how you could improve your approach, or getting motivated to go home and do something differently, or getting excited and telling other people about what you are doing), then you need to deliberately structure your event to help them get there.
It’s a great exercise for a communicator (and if you have an event you are in this role) to put yourself in other people’s seats. If you do this upfront “sitting” (and thinking), both you and your audience will get more of what you want.