Behind the Scenes Interview with Carlyn Lawson
Watch the interview footage used for this article featuring Carlyn Lawson, COO and Course Facilitator at Ty Boyd, Inc. or continue reading below:
Why Message Customization Matters More Than Ever
At Ty Boyd, Inc., we have a simple mantra: “This is not about you.”
It’s the heartbeat behind everything we teach.
In communication, whether you’re an executive addressing another executive 1-on-1, or an executive addressing a cross‑functional team, or an executive delivering a company-wide address to an audience of 1,000+, your message succeeds only when it meets the needs of the audience. That means stepping out of your comfort zone, taking your focus off yourself, and intentionally designing your message around the people in front of you.
Customized communication isn’t about flashy slides, clever phrasing, or complete memorization.
It’s an executive differentiator that builds trust, deepens relationships, eliminates friction, and unlocks buy‑in.
And the good news? It’s learnable.
What Is Audience‑First Communication?
Audience‑first communication is the practice of intentionally crafting your message around:
- What your audience needs
- How they prefer to receive information
- How you want them to feel and act
- The context, pressure, motivations, and stakes they’re navigating
It starts by asking one foundational question:
“If I were sitting in their seat… what would I need most?”
Do they need:
- Clarity?
- Reassurance?
- Energy?
- Vision?
- Hard data?
- A clear path forward?
- A personal story they can connect to?
When you shift the spotlight from yourself to the people you’re serving, the entire message changes – and so does the audience’s experience.
The Comfort Zone Trap: Why Most Messages Miss the Mark
Every communicator has a “default setting.”
Some love telling stories. Some lean heavily on data. Some prefer emotional connection. Others obsess over logic and structure.
The problem?
Your comfort zone is not your audience’s priority or concern.
If you only communicate the way you like to receive information, you will inevitably lose part of the room.
This is why we often recommend referencing personality and communication frameworks like DiSC. Not to label people, but to help leaders step out of their quadrant and speak using the language of others.
To connect with a mixed audience, you must weave together:
- Facts (for analytical minds)
- Feelings (for relational minds)
- Structure (for clarity seekers)
- Stories (for everyone—because story is universal)
In many ways, this is inclusion in action: ensuring every person can see themselves in your message.
How Empathy and Clarity Elevate Your Messaging
Empathy is the engine of customized communication.
Clarity is the steering wheel.
Empathy asks:
- What are they struggling with?
- What are they hoping for?
- What pressure is on their plate today?
Clarity ensures the message comes through without clutter, confusion, or unnecessary detours.
When leaders blend empathy with clarity, audiences feel valued. And when people feel valued, they engage.
Practical Audience Diagnosis: What to Look For
Before any meeting, presentation, or tough conversation, diagnose your audience by asking:
Roles
What is each person responsible for? What decisions do they control?
Stakes
What do they gain or lose based on this message?
Motivations
Are they driven by results? Connection? Information? Stability? Recognition?
Fears or Risks
What might they be worried about, even if unspoken?
Preferences
Do they like emails? One‑pagers? Visuals? Conversation? Agendas? Stories?
And yes, you can learn a lot from a LinkedIn profile or even from an email they’ve written to you by paying attention to the length, the tone, and the language they chose.
Format Matters: Pick the Right Delivery Channel
Choosing the correct format is a form of message customization.
- High‑stakes, emotional, or alignment‑heavy moments:
→ Deliver these messages in person whenever possible. Human energy changes everything. - If geography or time prevents that:
→ Opt for live virtual meetings with cameras on and real interaction. - Straightforward updates or data distribution:
→ Email or prerecorded video works well. - One‑on‑one sensitive conversations:
→ Make sure you make these conversations live, personalized, and tailored to that individual’s style.
Your format communicates value long before your words do.
The Speech Bridge: A Framework That Always Works (Yes, Always)
One of the most effective and beloved tools in our Excellence in Speaking Institute course is the Speech Bridge – a reliable structure for crafting clear, compelling messages.
The Speech Bridge has three parts:
- A Grabber Open
A story, question, or compelling idea that draws your audience in. - A Clear Main Body
Organized points supported by examples or stories. - A Power Close
What you want them to remember, feel, and do.
Your “big idea” (the specific takeaway you hope to deliver) should anchor everything.
How to Tailor Your Message in 10 Minutes
When time is tight, use these rapid‑fire approaches:
1. Facts + Feelings Combo
Ask:
- What’s one data point they need?
- What’s one story or human connection point they need?
Add those two elements and your message immediately becomes more complete.
2. LinkedIn Scan
Look for:
- Role
- Tenure
- Career path
- Volunteer or personal interests
This gives you instant relational touch points.
3. “Seat Check” Test
Before delivering any message, ask:
“If I were the one listening… would this land with me?”
If not, adjust.
Signals That Let You Know Your Message Is Landing
You’ll know your customized message is working when you see:
- Nods or active engagement
- Eye contact
- Clarifying questions
- People taking notes
- Reduced side conversations
- A sense of shared energy in the room
When things feel “off,” you’ll notice that too. Just look for confused faces, whispers, or checked‑out expressions. That’s your cue to adapt in the moment.
Inside the Excellence in Speaking Institute: Customization in Real Time
Every Ty Boyd workshop is different because every group is different.
Our coaches weave in examples, exercises, and stories tailored to:
- Industries
- Roles
- Company cultures
- Team dynamics
- Communication norms
- Levels of experience
Whether it’s a multi‑industry open enrollment class or an in‑house program for a single team, we always speak their language.
We try to show by example that when people stop trying to be “perfect” and start focusing on serving their audience, something shifts. Walls come down. Confidence rises. Authenticity takes the lead. That’s when the real transformation happens.
Leading a Team That Communicates Well
If you’re an executive, you can accelerate your team’s communication capabilities by:
- Modeling audience‑first messaging
- Asking your team what worked and what didn’t
- Creating a culture where feedback is welcomed, not feared
- Giving people practice reps – because reps build confidence
- Bringing your team through the Excellence in Speaking Institute together
The shared language, the shared growth, and the shared courage create a communication culture people want to be part of.
The Power Close
Customized communication isn’t about theatrics.
It’s about service.
When you shift your mindset from “How do I look?” to “What do they need?”, your message becomes clearer, stronger, and more aligned with the people you’re speaking to.
And that’s where the magic happens.
When you practice these skills – again and again – fear fades and confidence rises. That’s when you stop talking and start connecting.
Because at the end of the day…
This isn’t about you.