Audience: Don’t scratch what doesn’t itch

hand scratching what ppears to be male balding headHad a great coffee meeting with a friend the other day who is a very talented instructional designer. Not only does this woman  – I’ll call her Sandy – know the methodologies and techniques for producing great training – she understands the technology behind it all, too. What a great mix of skills.

We ended up chatting the most, however, on the topic of understanding your audience. (Fellow blogger and consultant Deb Nelson covered this recently.)

I mean, if Sandy is developing training for, let’s say, bank tellers on the front lines, the required skills, knowledge and compliance they require are very different from the body of knowledge a loan officer needs to develop.

This is just one example of how missing the target audience is crucial to accomplishing your organization’s goals – or not.

Patience, Grasshopper.

So the question, “Who’s your audience?” isn’t just a bunch of hooey from the comms nerds. It’s at the heart of whatever it is you’re creating. It is more than likely why you’re developing that message. That audience needs knowledge, and you can give it to them.

You’ll also want to have an answer ready for, “What does this [brochure, website, FAQ, training document, research study, etc] need to accomplish?”

  • Do you need to change someone’s mind or behavior?
  • Do you need to move them through your sales funnel, from Point C to Point D?
  • Perhaps educate them and deepen their understanding of a complex topic?
  • What do they think or feel now?
  • How do you want them to feel after encountering your information?
Take the time or else

Whatever it is you’re communicating, I guarantee without solid answers to these questions, the likelihood of hitting your mark is – well, let’s just say you’ve been warned.

Before starting any project that communicates an idea – copy, design, user experience, it’s crucial to know:

  • Who your audience is;
  • What you need to accomplish; and
  • What the consumer’s thinking or perception is today.

Twice in the last few days I’ve heard about someone totally missing these targets – one with a study that surveyed precisely the wrong topic; the other, a training program that equipped the wrong stakeholders with the wrong set of skills. Both epic fails — not to mention costly.

As my friend Sandy said, you have to address the specific needs of the audience – or else, you just might end up scratching an itch that doesn’t exist.

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4 thoughts on “Audience: Don’t scratch what doesn’t itch

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