Who Cares? The audience doesn’t care what you know. It’s how you apply what you know that engages them. For example, you may be a technically brilliant lawyer. So What? How can it help them? When composing your talk, get out of your shoes and into theirs. Consider it from their angle. Show them the benefits of your services, not the features. When they ask themselves the question, “What’s in this for me?”, what have you given them?