All too often we ask clients and prospective clients to describe their ideal target audiences. Inevitably, most share an incomplete picture. Typically, this occurs because the organization has an unfocused message or confusing message.

Another question we ask is, "Can you describe the top three to five problems your target audiences are facing and the specific ways your products and services will address them?" Again, the answers are unfocused or mixed.

To help in refining the message and the success stories you share, we suggest reading and listening to the media sources your target audiences enjoy. We refer to the collective library as your "Fountain of Knowledge." Stephen Covey's Habit #5 says it best: "Seek First to Understand, Then to Be Understood." And the more you understand, the more you are able to target accurately.

Reading examples include magazines, newspapers, blogs, news aggregator sites, and books. Listening sources include podcasts, television and cable stations, and radio stations. After spending time with the various media, identify trends, key words, and phrases you can in turn, include in your various communications materials. 

Categories:   Branding, Storytelling, Career Development, Customer Service, Elevator Speech or Mission Statement, International, Leadership, Marketing Communications, Messaging and Content Development, Networking and Relationship Building, Presenting and Professional Speaking, Sales or Development or Outreach, Social Media, Venture Capital and Entrepreneurship

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