In order for a message to be effective, it has to be impactful, clear and relatable to an audience. Learn about some key steps to analyzing an audience in order to identity the correct way to deliver and write a message.
Analyze Audience & Adapt Message
One of the most daunting jobs in the workplace is writing and communicating to an audience. In order for a message to be effective, it has to be impactful, clear and relatable to an audience. In this lesson, we will cover how to analyze an audience and adapt the message in the most productive way. Let's look at an example to help us.
Phillip Pill has just been assigned the keynote speech for the upcoming National Sales Meeting at Slim Pharmaceuticals. Phil has to first decide what the purpose for the speech will be in order to create an effective message. He is the Vice President of Sales, and he needs to introduce a new company product: Slimz. This product is revolutionary because it is the only drug that is available with a prescription that will guarantee a 2-pound a day weight loss with no side effects. The purpose of his speech is to educate and motivate the entire sales team to launch the company's new product.
The next step is for Phil to analyze the audience. The purpose of analyzing an audience is to ensure the successful delivery and reception of a message. For example, if Phil showed up thinking he was speaking to the top executives in the company, his speech would be about financial forecasts and shareholder information. Since the audience consists of the sales team, he wants to reexamine the sales force and adapt the message to motivating sales factors.
Analyzing the Audience
There is a process to analyzing an audience in order to identify the correct way to deliver and write a message. Phil needs to examine each of the following:
The audience's knowledge about the topic
As VP of Sales, Phil knows that the sales team has been kept totally in the dark about the new Slimz drug. This is due to the fact that the product was top secret, and the company had to make sure no information was leaked ahead of time.
The audience's demographic information, such as age, gender, education, income, class, marital status, etc.
Phil knows that his sales team is made up of diverse individuals. He also knows that they all have the same education and training needed to understand the complicated drug product, because otherwise they would not have been hired as sales representatives.
The audience's attitudes, values and beliefs
Attitudes, or immediate feelings, can help with tailoring a message to motivate and connect with listeners. For example, Phil understands that the sales reps have a positive and exciting attitude towards the anticipated announcement. He is planning to harness the audience's excitement through a very visual and fun presentation.
Beliefs, or thoughts based on previous experience, also play a huge role in audience analysis. Past keynote sales presentations have been very dry and boring. He wants to surprise the sales team by using humor and a quick overview of the new product to keep their interest.
Values, or guides to their behavior, play an important part in how Phil will prepare to interact with the team. He knows that each individual sales member wants to be the best in the company. He will use that information to speak about a very profitable sales contest to further motivate and interest the sales team.
Adapting a Message
Once Phil has a good understanding of his audience, it is important that he follows some basic rules to adapt the message to his audience.
1.Choose the correct appeal to reach your audience. Appeals can be humorous, detailed, educational, etc. Phil has decided to use a strategy of humor and education to motivate and keep the sales team interested in his message.
2. Ensure that you provide the ability for the audience to respond and offer immediate feedback. This way if there are any objections, you can tackle them immediately. Phil will be holding a question and answer session immediately following his presentation. He knows that some reps will be wary of another diet pill. He plans on having scientific study results that will show how effective Slimz is on patients losing weight on hand in case he needs them.
3. Prepare a clear, focused delivery of the message using visuals to offer support. Phil has provided a multi-media presentation with real people from the drug trial appearing to give their own opinions and success stories of the drug.
In order for a message to be effective, it has to be impactful, clear and relatable to an audience. There are some key steps to analyzing an audience in order to identity the correct way to deliver and write a message. The following must be examined in detail:
- The audience's knowledge about the topic.
- The audience's demographic information, such as age, gender, education, income, class, marital status, etc.
- The audience's attitudes, values and beliefs
In addition, once there is an understanding about the audience, then it is important to create a message that will reach them effectively and keep their interest. Some basic tips are:
- Choose the correct appeal to reach your audience
- Ensure that you provide the ability for the audience to respond and offer immediate feedback
- Prepare a clear, focused delivery of the message using visuals to offer support
Phil was able to identify key traits in his audience and adapt a message that was well received by the sales team. In the following months, the company had record sales and a motivated group of employees.
After watching this lesson, you should be able to:
- Explain what traits are needed for a message to be effective
- Analyze an audience in order to effectively write and deliver a message
- Differentiate between attitudes, values and beliefs
- Summarize the rules for adapting a message