Creating an Effective and Powerful Message That Works - Knowing Your Audience
The reason why people spend a lot of time and money on marketing is for the result. And the result we all want is to create a message that is effective and powerful. We want a message that reaches our audience and moves them to action.
We want a message that works.
Watch our video to learn more about knowing your audience!
There are a ton of ways and things that go into making a message effective and powerful, but there’s one thing that we can implement that will work as a strong starting point and will guide your marketing strategy. It’s one of many things, of course, but it will make a huge difference.
And that is: knowing your audience.
One of the very first things I do whenever I work with any of my clients is figuring out who the message is for. And a lot of times, a lot of business owners will tell me that they want the message to resonate with everyone. And while that would be perfect, it does not work.
There’s one rule here that I think works really well, and that is this:
If you’re trying to speak to everyone, you’re speaking to no one.
Why is that? Well, your message is not specific enough or personal enough that people tune out. It’s too generic and doesn’t really impact anybody.
Once you know your audience, you can craft your message as specific and personal for that audience.
Let’s look at an example. Imagine you run a business selling lenses for glasses. You could have two different audiences - consumers, who know absolutely nothing about glasses or the technical aspects, and resellers (which in this case is opticians or eyewear businesses), who know a lot about what makes a good lens and the technical aspects. Both of these audiences are different, from the language they use to talk about the product and what they’re looking for. If you created a message that catered to both of these audiences, neither of these audiences would really resonate with it.
Once you know your audience, you can craft a powerful message that works. You can shape the language you use, the points you highlight and even the main message you want to share. You can even choose the best places to share this message!
This is why it’s so important to know who you’re talking to when you’re creating any type of marketing material. So next time you’re creating your marketing, ask yourself: who am I speaking to?