It’s a bit like speaking Italian to a French-speaking audience
The languages are close, but different. And meanings can be misinterpreted.
Fact: Often well-intentioned marketers focus on what they think is important, without understanding the attitude of their target. Or the design appeals to their personal taste, instead of what audiences favor.
The result? A message may not connect. Terms and acronyms could be confusing. Design, layout and color repel instead of attract. Marketing dollars are wasted on ineffective campaigns. Response is low and frustration is high.
Shift your perspective
Are you a Boomer-age marketer seeking high school students? Or a thirty-something reaching retiring seniors? Or a creative, right-brained marketer aiming at statistically-focused, left-brained engineers? You’ll need to dig a bit deeper to understand the outlook and expectations of your audiences.
First identify, from their point of view, “what’s in it for me?” “Why should I care?” Then consider the age-group or generation. That will guide the communication style and your choice of media.
Look at what is in your audience’s world. What are they seeing and responding to? Analyze what’s working. Do your homework, eliminate the acronyms and talk to your target audiences simply and directly, using benefits, not jargon.
Here are a few helpful guidelines:
> Download our guide to the perspectives of four different generations
> Use our free worksheet to define your audiences to be more effective
> Read our blog post about the generation gap and your marketing strategy
> Reaching teens? Read our blog post about their digital lifestyle
It’s tough to step back from what’s familiar
It can be hard to understand another perspective, especially if it’s very different from your own. (And we’re not talking political debates.) Our methodology will define those audience perspectives and personas. When you know your audiences, you’ll get more response to your next campaign. Let’s talk. Give us a call toll-free at 866.363.4433 or drop us an email.
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