Audience Analysis

Bowker, Business Writing

The Reader} Your readers are very busy} They have little if any sense of duty to read your work} Get to the point quickly} Prove you have something valuable to offer the reader

} And emphasize the items most important to them

} Use a tone that makes you likeable} Focus on a “smart non-specialist” to write for

Source: HBR Guide to Better Business Writing, Bryan Garner

Unfamiliar AudienceWhen your audience is unknown , find out about their: } Demographics

} such as age, education, organization or department, geographic location, organizational rank, and language fluency;

} Knowledge and Beliefs} such as their background or values;

} Preferences} such as level of formality } preferred channel choice (e.g., email versus face-to-face).

Familiar Audience} It’s easier when your audience is familiar.} Keep in mind demographics, knowledge, preferences and

expectations.} As well as:

} likes and dislikes} typical behavior, } preferred level of detail} tendency to be challenging or withdrawn

Key Influencers

Usually one or more audience members have more control over the outcome. They are: } Decision-makers} Client or customer} Opinion leaders

} who affect the decision indirectly because of their high credibility or their ability to shape opinion

} Gatekeepers} such as your boss or an assistant, have the ability to either

expedite or block your message

Secondary Audiences} Do not overlook people who will receive your message

indirectly. } Colleagues or clients who are CC’ed} Your boss’s boss} Colleagues who don’t support your position} Assistants and intermediaries who have the power to block

your message, perhaps by not passing along your document.} Consider how your they might receive your message:

} Forwarded email or slide deck} Text or tweet during your presentation} Comment on a blog or website} Facebook

Keep It Simple} Remember the “problem of knowing too much” if you

worked on something for a long time.} Focus on essential ideas and key messages.} Simplify the information. } Use familiar examples to explain difficult concepts.

Content for Decision Makers} What information do they need to make the decision?} Is their focus:

} Financial? Reputational? Operational?} Long term or short term?} Personal or agency wide?

} Do they have to convince their boss or someone else?

Mixed Audience} Provide background material for novices.

} Consider sending an article or file in advance or adding a glossary of technical terms or an email attachment.

} Acknowledge the experts} “As those of you who have been through this before know . . .” } “Just to bring our visitors up to date . . .”

} Aim your message toward your key decision-maker, but don’t leave out anyone.

Consider} What your audience already knows and expects. } Think about their age, education, occupation, ethnic

origin, gender, culture and behaviours.} Determine probable bias.

What emotions do they feel? } What emotions do your audience already feel about this

topic? } What feelings may arise from their current situation or

their emotional attitude?} What is their current situation? Is there anything about

the economic situation, the timing, or their morale that you should keep in mind? How pressured for time are they?

} What emotions might they feel about your message? } Decision are often driven by feelings rather than logic

How interested are they in your message? } Is your message a high priority or low priority?} Will they read or listen carefully?} How much do they care about the issue or its outcomes?} If their interest level is high be direct.

} Build a good logical argument.

} If their interest level is low consider your persuasion options.

} Keep your message as short as possible to avoid intimidating or loosing interest.

Consider Format Expectations} How much detail is expected?} How formal should your language be?} What kind of examples are typical?} How long should your document or presentation be?

} Where does it fit on the agenda or priority list? } When should the document be distributed? To whom?

In Persuasion

Willingness to Change} What is the willingness to change?} What will change entail for your audience?} Will it be time-consuming, complicated, or difficult for

them?} How does it support or contradict their existing beliefs?

Encouraging ChangeIf change is hard, try: } Breaking the action down into the smallest possible

request} Such as a signature approving an idea that someone else is

lined up to implement. } Or Meatless Mondays & Fish Fridays

} Make the action as easy as you can} Such as distributing a questionnaire} Providing a checklist that is easily followed

} Act quickly on attitude changes

Guide to Managerial Communications, Effective Business Writing and Speaking, Mary Munter, Pearson, 2014.

Source

In your groups:} Watch the video, Top 3 Reasons To Segment Your Audiences:

https://www.youtube.com/watch?v=0FfA_fiDKWk} List 3 reasons we segment an audience.} What sort of things do we need to know about our

audience to segment them? Consider information beyond demographic.

} List 5-10 questions we should ask about our audience.} On a slide, list your top 3 and report back to the whole

class.

End