One of the critical success factors for any piece of communication is to be sure that it answers the right audience question. This is, however, one of the most challenging things to get right in part because we are not mind readers, and also because it is very easy to focus on the wrong audience. Once we are confident we are focusing on the right audience, it is much easier to work out their central question.
This begs an important question: how do we work out who really is our audience?
The first step on this journey is to separate out your overall strategic purpose from your story purpose. Here are four questions you should ask at the very beginning of your storylining endeavour to separate these two important things:
- What is your objective?
- Who will decide and who will influence?
- How would you meeting your objective affect each one of them?
- Are their interests aligned?
Now you can decide which audience to communicate which story to now … before you start mapping it out.
If you would like to review an example that unpacks these ideas further, download it here.
These steps in conjunction with the video below will help you clarify who your audience really is.
Davina and Gerard
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