"Engage your audience" is meaningless without a specific goal and audience analysis, imo. Goal: Is the goal to convince someone of an idea? Teach them a skill?

"Engage your audience" is meaningless without a specific goal and audience analysis, imo. Goal: Is the goal to convince someone of an idea? Teach them a skill? Or sell them a product? Goal implications: What would be required to say sell them a product, right there and then? What level of trust is needed? What concerns would need to be cleared? How small or big could such a purchase be? Audience background: Who will be there to listen to the message? Or - which venues can we find the relevant audience? Which subset of the readers/listeners do we actually _target_ with our messaging? What kind of personas do they trust/distrust? Are they most stimulated by intellectual or emotional appeal? What does it take for them to make an action - to get out of their chair (generally)? What does it take for them to buy a product (or goal)? Now one is maybe close to start thinking about what to say and how to say it...