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Thinking about your audience and customer

During my late teens I was involved in radio broadcasting and fortunate to get valuable advice from a veteran broadcaster.

One golden nugget of advice he shared was to picture your listener when talking into the microphone on air.

This simple advice revolutionized the way I went to air.

It can also revolutionize the way you go to “air” in any situation that you need to communicate.

Why you need to picture your audience or customer when preparing comms

We know that speaking to an audience and customer in person makes us communicate differently than when they are not in the same room. Since we get to see the person who is in the same room we get to understand them better from what we see and pick up in the communication. We then communicate our message better.

So how can you communicate well with an audience or customer when they are not in person?

You can create a rich picture of your audience as if they are in the same room. This will put you in a zone where you can improve your messaging dramatically.

In the world of professional communication, audience and purpose are two critical things that you need to consider before any communication. You need to be clear about what you want your communication to achieve. And who you’re communicating with.

I explain how this works in my book Bullseye! – Getting the RIGHT Message to the RIGHT Audience.

Knowing about your audience is also important because it can shape the way you talk about your products, services or ideas.

It will allow you to modify your approach so that you can be sure that your message is relevant.

Developing a picture of your mind or customer

To develop a rich picture of who I am communicating with I like to ask the following questions:

  • What is the audience’s needs, attitudes and wants
  • What is the audience’s experience or educational background?
  • What is the audience’s working culture like?
  • What is the audience’s preferred way to receive a message
  • When is the audience most likely to be receptive to your message?
  • Who is the best sender of your message?
  • The answers to these questions can help you make decisions in terms of:
  • What content to include
  • The level of detail to include in your content
  • Your style and tone
  • How to talk about your topic

How quickly can you describe your key audience? You should be able to recall a clear picture of your audience before developing your comms. It will help you create successful communication.

If you’re looking for ways to understand about your audience and use that to create better messages and content, have a look at the Bullseye! Method. It’s a university validated method for getting the right message to the right audience. And you can use it successfully in leadership, organisational or marketing comms.

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