Communications Corner: How well do you know your audience?

Before you can grab the attention of your customers with communications, you first must connect with them. But who is “them,” exactly?
 
A good – and important – question to answer. You don’t want to respond too quickly or too broadly, though, because the answer isn’t as simple as you might initially think.
 
Identifying “them”
Sure, your customers are composed of your community’s residents, but they aren’t one, faceless person. They don’t collectively think the same way nor do they need the same things. Your audience is a diverse group of people, so you must figure out:

• Who each of them is,
• What each of them needs and wants, and
• How each of them wants it.

 
You don’t have to drill down to an individual level, unless you want to do so, but you should gather enough specific demographic information so you can identify various subgroups within your community:
 

• Homeowners with families
• Homeowners on fixed incomes
• Residential renters
• Commercial property owners
• Industrial property owners
• Business owners who rent space
• Schools and government agencies
• Non-profits

 
Taking time to specifically identify your audience is an important first step in planning for effective communication. 
 
TIP: Care less about “pushing” your message, and care more about “pulling” in your customers with copy and images that speak to your audience in unique ways.