A is for Audience

You’ve read a million times that you must write for your target audience. What does this mean in practice? The predominant purpose of communication is to achieve a favourable response from your audience. The primary tool to achieve this response is language and how you use it.

This means that writing is a two-step analytical exercise. Step 1 is analysis of your audience’s background and needs, to identify barriers and motivations to accepting what you write or say. Step 2 is analysis and selection of the language you will use to have the best shot at success.

To demonstrate this, take the example of a product as ordinary as a flea and tick tablet for dogs – Bravecto by MSD Animal Health. The manufacturer wants a favourable response from each of its three audiences:

1. The regulatory authority
2. Vets
3. Dog owners.

Audience 1: The regulatory authority

The regulatory authority (APVMA) needs proof that the tablet complies with all relevant regulatory standards. Looking at the two analytical steps, Step 1 is straightforward. The regulator’s legal requirements are black and white. Step 2 is also straightforward. The language of compliance is technical, specific and standardised.

Audience 2: Vets

Vets need product awareness and information on efficacy, benefits and application. Step 1 involves analysis of the veterinary profession’s position on products of this type, particularly any known objections. Step 2 involves presenting the product in language that satisfies both the professional needs and caring qualities of vets.

Audience 3: Dog owners

Dog owners need a flea and tick product that best suits their much-loved special dogs. Step 1 involves analysis of dog owners’ needs and preferences for these products. Step 2 involves presenting the product in language (and visuals) that directly target the emotional and rational needs of dog owners.

What this means for your communication

The Golden Rule of communication is to spend the time and effort to connect into the reality of your audience. For consistent success with communication, follow the steps:

• Step 1: analyse your audience(s)
• Step 2: analyse and select your language for each audience.