In my years of doing communications, I’ve repeatedly run into some less than helpful assumptions.
Such as:
Our clients/customers/members/supporters/target audiences
- are waiting to hear from us
- read every word we send them
- know who we are
- know what we’re talking about
- understand the language we use
- want what we want
- feel what we feel
- absorb our message the first time they read/hear it
- feel as urgently about our issue as we do
Any one of these could throw up a barrier when you’re trying to inspire your audience(s) to action, bring them to your side or even just alert them to recent developments.
What’s a conscientious communicator to do??
Surface your assumptions!
But how??
There are many ways but here are a few to get you started:
Challenge: What would have to be true for this communication to hit home with your intended audiences?
Imagine: Create specific pictures of your audience(s) in your mind or on paper. Who are they? Where do they get their information? How much do they know about your issue? How do they talk about it? What do you want them to do?
Ask: Turn your assumptions into questions --
Do our clients/customers/members/audiences
- wait to hear from us?
- read every word we send them?
- know who we are?
- know about this issue? How much do they know?
- care about this issue?
- speak our language?
- feel the same urgency about this issue as we do?
Need help surfacing your assumptions? Get in touch!
Recently I’ve
- reviewed a website and made recommendations for a refresh
- drafted a letter urging action on the illegal trade in elephants between India and Nepal
- helped two people kick start their research to promote their work and find their people.
Thanks for reading!