A common mistake in business communication is being more concerned with expressing what you want to say rather than what your audience cares about and needs to know.
We live in a complex media world today where it’s possible to share valuable information from one to many in a split second and to make vast amounts of fact, figures, testimonials and other data easily accessible. The value of this capability is only as good as how effectively you capture the attention of your audience and move them to action.
Too many businesses overwhelm their audience with a dump of information they think the audience should know. It’s far more effective to be clear, purposeful and directly on point to your audience’s interest. You may have a lot to offer to the audience but that only matters when they can simply grasp how it is of value to them.
Start by considering your objective and have a clear understanding what you want your audience to think, feel or do with the information you are sharing. Then it’s essential to think about your audience and their perspective. Who are they? What are their objectives and values? What arguments can you make to move them and how should you present them?
This approach to audience analysis as central to your message strategy is not a new concept. Aristotle had it right more than 2,400 years ago when he suggested that you move an audience by logos, pathos and ethos – appealing to the head, the heart and through the credibility of the presenter.
Presenting solid and relevant information in a way that appeals to your audience and connects to their circumstances is the key to persuasion. In the process, skill and wisdom that demonstrates you understand and can address the audience needs, will differentiate you and enhance the way you are perceived.