When it comes to selling a product or an idea, you can’t effectively reach your target audience without first making them genuinely interested in what you have to say. You don’t have to be a mind-reader – you just have to show yourself to be an accessible expert within your market. Consider these three fundamentals in your quest to make people care about your message.
Make your message relevant.
Let’s be real: nobody cares about what you have to say. And no – we’re not saying this to hurt your feelings. But the truth of the matter is that until you show your audience exactly why they should care, they simply won’t. So ask yourself: what’s your angle? In what ways does your message stand out? Compel your audience to pay attention by speaking from the heart, appealing to their emotional experiences, and stating what’s in it for them. You may not fundamentally change someone’s life in the time it takes them to absorb your message, but you do have the power to spark the notion of change.
Meet your audience where they are.
Put yourself into your audience’s shoes and ask yourself what it is they might be looking for. Your marketing angle shouldn’t start with your story—it has to start with theirs. What issues are they up against? How is your product or service geared to offer a solution? In order to make your message effective, it needs to be relatable, offering understanding and ultimately an outstretched hand.
Think about how short your attention span can be when you’re waiting for a web page to load, or when you’re waiting for an ad to play before you can watch that YouTube video. The same principle of now-or-never applies to your audience, so resist the urge to ply them with more information than they need to know. Instead, consider the heart of the story you want to tell, and see if there’s a more concise (and thus more powerful!) way to relay your message while you have your audience’s attention.
Ultimately, you want to show your target audience that you understand, and that your product or service can help them solve a problem. If you can prove that you care about the people you’re trying to reach, you’ll drastically increase your chances of inspiring them to care about your message. And, as it happens, inspiring people to care is in our wheelhouse. If you’re in the market for a relatable, relevant and succinct way to spread your message across your market, we’re here to help. Give us a call and let us help you get those wheels in motion and put your idea out into the world.