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 Your Audience
Who exactly is your audience? Is it new customers or existing
ones? Is it your employees? Is it your colleagues? Shareholders?
The general public?
Spend some time
on this. Frequently we find that we have more than one audience
to deliver a particular message to. When that happens, we need
to ask what the difference is between the audiences. Will the
different audiences
respond in the same way to the same message and/or method of delivery,
or do they need to be addressed in different ways, even if the
message is the same? Avoid trying to make messages do "double
work" by addressing two (or more) audiences at the same time. You
will find that spreading the message over two different
audiences means that neither one gets the full impact — that
each receives only half of an unfocused message instead.
Think of it like a flashlight. The narrower the beam, the
brighter the light.
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