Business Communication
Audience Strategy The Audience
Who are they? Source: https://artplusmarketing.com/why-serving-your-audience-matters-76445b77351a
Who are they? A. Primary Audience B. Key Influencers C. Secondary Audiences
Who are they? A. Primary Audience Message Directly
A. Primary Audience 1. Audience unknown, find out about their: Demographics Knowledge and beliefs Preferences
A. Primary Audience 2. Audience is familiar (analyze them)
B. Key Influencers Decision-makers Opinion leaders Gatekeepers
C. Secondary Audiences Receives message indirectly Colleagues in cc Bosses Employees Assistants Intermediaries
What do the audience know and expect? Age Ethnic Origin Occupation Gender Source: http://bizbench.com/2058-2/ Culture Education
What do they know and expect? Identify and define the jargon. Simplify the information.
What do they know and expect? Deal with mix background needs. Provide background material. Acknowledge the experts. Aim your message.
What do they know and expect? Consider their format expecteations. Timinig Visual Formality
What do they know and expect? Address second-language issues Check use of idioms and metaphors. Avoid sarcasm, humor. Adjust delivery.
What do the audience feel? What emotions do they feel? How interested are they in your message? What is their probable attittude?
What will persuade them? Benefits Tangible benefits Career or task benefits Ego benefits Personality benefits Group benefits Consistency benefits
What will persuade them? Benefits Career or task benefits
What will persuade them? Benefits Ego benefits
What will persuade them? Benefits Personality benefits
What will persuade them? Benefits Group benefits
What will persuade them? Benefits Consistency benefits
What will persuade them? Credibility Goodwill credibility and reciprocity
What will persuade them? Credibility Goodwill credibility and liking
What will persuade them? Credibility Image credibility and emotionality
What will persuade them? Credibility Rank and expertise credibility by association
What will persuade them? Credibility Rank credibility and punishment
What will persuade them? Message Structure Opening and closing
What will persuade them? Message Structure The problem/solution structure
What will persuade them? Message Structure One-sided versus two-side structure
What will persuade them? Message Structure Pro/con versus con/pro
What will persuade them? Message Structure The inoculation technique
What will persuade them? Message Structure Ascending versus descending order
What will persuade them? Message Structure The “ask for less” technique