Knowing Your Audience
In advertising agencies, before any concept makes it to market, we write a one-page Creative Brief to inform and inspire an idea capable of busting through marketplace clutter.
A key component of this brief is the target audience.
At my agency, Redsuit, understanding a client’s target audience is so important that the first four questions of our six-question Creative Brief focus on understanding the people we are targeting:
Who are we talking to?
Where are we in their minds?
What is the problem we are trying to solve?
What is our promise to them?
Asking these questions, and understanding their significance, isn’t just the domain of advertising professionals. They apply to anyone looking to sell themselves and their ideas. They apply to you!
Who are you talking to?
Where is your solution in their minds?
What is the problem you are trying to solve for them?
What is your promise to them?
Answering these questions always involves digging deeper, which usually leads to more questions. Here are some to help you target your audience like a pro:
Who will be in the meeting and why will they be there?
Who are the decision-makers within your audience and what is important to them?
How much knowledge does your audience currently have about your subject and the opportunity it presents?
How do they currently feel about:
Your subject?
Your organisation?
Your people?
You?
Do they understand/agree with the need for change you are proposing?
Why would they want to accept your idea?
What motivators do they respond to?
Why would any attendees not want to accept this idea
Are there any downsides with this idea that you can’t change but should at least acknowledge?
Whose opinions do attendees respect?
Will they need facts, numbers, examples, analogies, testimonials?
Will they require “big picture” information, detail, rational or emotional arguments?
Does any pre-selling need to occur before the pitch?
What leave-behinds can you prepare to support your argument once you have left the room?
Is this a competitive pitch, and if so, what differences regarding your culture/approach/ experience etc do you need to communicate?
What transformation do they want to be a part of professionally and personally? And what story of transformation would resonate with them?
This list isn’t exhaustive, but it’s a great start. Contemplate it as you plan your pyramid, then put your insights into action. You will set yourself up for compelling pitches and stellar audience buy-in.
Happy pitching!
