Being able to connect with an audience is just as crucial for a business’s success as having a strong sales team and a solid brand. If a business fails to engage the emotions, interests, and hearts of its target audience, it will face greater challenges in other areas. A common mistake businesses make is thinking that their audience already understands the product or service and its benefits. In reality, new leads often have no idea who you are or what you offer. Failing to connect with the audience can lead to losing potential customers simply by ignoring their specific interests. So, what can businesses do to connect with a diverse range of audience members? I will explain below.
How to relate to any audience:

  1. Divide your audiences into specific groups: Many businesses think they only have ONE kind of client. Usually, your audience can be divided into at least 3 or 4 types. Creating different messages for each type is the first step to connecting with any audience. Just like in everything else, what works for one may not work for another. So, how do we start breaking down our main audience into smaller groups? Examine your client demographics and sort 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.