How to relate to any audience

Being able to relate to an audience is as important to a business’ success as a profitable sales team and a great brand.  If the business can’t capture the heart, emotions, and interests of their target audience, then basically, everything else is going to be a greater struggle.  A common pitfall that business’ make, is assuming that the audience already knows the product/service that they’re selling and understands the benefits.  Typically, fresh leads do not know who you are or what you do.   By not relating to the audience, fresh lead are likely to go out the window just by neglecting their specific areas of interest. So what steps can businesses take to relate to a wide array of audience members?  I answer this below.

How to relate to any audience:

  1. Separate your audiences into desired categories:  Many businesses assume that they have ONE type of client.  Typically, your audience is broken down into at least 3 or 4 audience types.  Determining separate messaging for each audience type is the first step to relating to any audience.  Just like in anything else, there are different strokes for different folks. So how do we begin to section out our main audience into smaller groups? Look at your client demographics and divide them into categories.
  2. Figuring out a plan of motivation: Before writing copy for a website, a brochure, or email blast make sure you understand what makes each audience “tick”.  People are motivated differently– some are motivated by emotions,  reaching goals, obtaining a product that makes life easier, or using a service that helps he/she grow.  Whatever the motivation is, it’s important to understand what it is before any copy is created. Once the copy is written to tap into one of these areas, then the likelihood of sealing the deal with that audience member is higher.  Why? Because you have specifically appealed to a need/desire that is not being fulfilled currently. Psychologically, this creates a desire for the product/service.
  3.     Display a visual: After tapping into the needs/desires of your audience, find an image that will back-up the meaning of your text.  Some people are visual, so in order to ensure that you don’t lose them amongst a large amount of copy, add visuals that communicate your mission.  Example: Let’s use an insurance company as an example. They’re launching a product designed for college students.  They should host an image on their website of a young person in a dorm receiving a car insurance bill for $500.  That is a large sum of money for a college student, and seeing a young person in a dorm with a bill that large would strike a chord with that specific audience. This would then urge students to enroll for the insurance company’s cheaper program.
  4. Tailor offers/promotions to each audience:  Offering 50% off of one of your products/services is going to lose potential clientele if you give it to your entire marketing list. Make sure the email blasts, coupons, blog posts, subscription products each have their own individual marketing campaigns that go to each audience that was determined in step 1.  Remember, different areas of each company’s services and products appeal to different people.

By making each part of your brand speak to different audiences, you’re guaranteed a higher success rate of closing leads.  It’s important not to assume that the general public sees your vision of success. It’s even more important that you create it for them instead.