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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Ogilvy and great content

I need to do a better job of cleaning out my bookmarks. Found this under a pile of moth balls, so I had to dust it off and air it out.

david-ogilvy-don-draperCopyblogger’s original post was inspired by the father of all Mad Men.

No, not Don Draper (left). I’m talking about the real father of advertising, David Ogilvy — the copywriter’s copywriter and author of the creative classic, Ogilvy on Advertising.

Because before social media, there was advertising. And then social media changed everything.

Copyblogger clearly anticipated this transition, which changed one of the sexiest industries forever. (Although from experience, I can tell you: it wasn’t all that sexy. Pan Am would’ve been a lot sexier.)

Basically, good content is good content, regardless of its era or semantics. Call it advertising, blogging, whatever. It’s content no matter how you slice it.

Advertising = Information

While advertising has long been perceived as a trendsetter in pop culture, Ogilvy viewed it as content that informs.

Granted, the path to the consumer dollar today is kinder and gentler, and less linear. But the idea is the same: Make your content so useful that people want to take action.

Ogilvy summed it up like this:

I do not regard advertising as entertainment or art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product. When Aeschines spoke, they said, ‘How well he speaks.’ But when Demosthenes spoke, they said, ‘Let us march against Philip.’