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} likes and dislikes} typical behavior, } preferred level of detail} tendency to be challenging or withdrawn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