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 challenge 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 five questions you should ask at the very beginning of your storylining endeavour to separate these two important things:
- What is your objective?
- Who do you need to influence?
- How would your objective affect them?
- Are their interests aligned?
- Will achieving your objective require one or many steps?
If you would like to review an example that unpacks these ideas further, download it here: 2015 April seprating out strategic and story purpose.
These steps in conjunction with the video below will help you clarify who your audience really is.
Davina and Gerard