From the category archives:

Audience

Back to Basics: Know your Audience

by Randy Duermyer November 11, 2011 Audience

Talk to marketers and they’ll have no problem describing their target market to you. Unfortunately, many don’t take that knowledge and use it to better understand their target audience when writing copy, blog posts or website pages. If you don’t fully understand and consider the target audience for your marketing and sales materials, how can [...]

Tagged as: audience, basics

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Does Your Website Make You Sound Like “That Guy”?

by Mistina Picciano August 20, 2010 Audience

We all know the type: He’s the one at the cocktail party or networking breakfast you can’t escape fast enough. Why? Because he’s going on and on about nothing that you care about. Recently, a friend introduced me to a web developer, usually one of my favorite new contact categories. He heard what we do [...]

Tagged as: audience, marketing roi, Websites

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What Motivates Your Prospect?

by Travis Heermann July 14, 2010 Audience

The Myers-Briggs Temperament Test is an increasingly popular way to identify what makes a person tick. The Myers-Briggs Test, originally developed in the 1950s, is now used worldwide to identify patterns of behavior and attitude. The expansion of the test’s popularity has been spurred in large part by Dr. David Keirsey, who refined and expanded [...]

Tagged as: audience, messaging

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4 Essential Tips for Writing an Effective Letter

by Travis Heermann June 8, 2010 Audience

Does anyone write letters anymore? We have e-mail, text messaging, social media web sites, and the soul of communicational brevity, Twitter. With all these other forms of communication, do we still need to know how to write a good letter? Whether you’re seeking employment, trying to sell widgets, or contacting business associates, now, more than [...]

Tagged as: audience, business letters, how to write a letter, letters

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7 Attention-Grabbing Words for the 21st Century

by Travis Heermann June 1, 2010 Audience

Culture evolves and language evolves with it. Words that worked in 1950 will not necessarily work in the 21st century. The following list of words seize the attention of your audience–whether your audience is sales prospects, potential donors, or voters–and elicit powerful internal responses with American audiences. In the direction our culture is evolving, these [...]

Tagged as: attention grabbing words, messaging, words

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What the Ancient Greeks Knew about Marketing

by Travis Heermann March 12, 2010 Audience

At its essence, marketing is a form of persuasion used to convince the audience to “buy” something, whether they’re buying a product, or a service, or an idea, or ideology. Selling anything requires persuasion, and persuasion is both science and art. The ancient Greeks developed persuasion and argument into a science and an art, beginning [...]

Tagged as: Marketing, Writing

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Why ‘Everybody’ is Not Your Ideal Customer

by Deidre Rienzo March 1, 2010 Audience

I tried to drag Uncle Jim to see The Lion King on Broadway. He wasn’t interested. He threw his beer can at me and said he’d rather watch the game. My brother hates sushi. He says he’d rather eat worms. My mom loves to cook. My dad can’t even locate the kitchen. My point? People [...]

Tagged as: marketing strategy

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4 Gender Differences in Marketing Approach

by Travis Heermann February 14, 2010 Audience

Gender differences abound. Obvious, right? Feminism and equality aside, failing to recognize that women write and respond to writing differently than men is a recipe for ineffective communication. Nevertheless, it is important to recognize that the following differences are generalities; women are no more alike among themselves as men are.

Tagged as: audience, gender

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3 Myths and Realities about Language and Audience

by Travis Heermann February 2, 2010 Audience

Whether your line of work is business or politics, it pays to know your audience. The world is full of businesses that failed because they did not know their audience. If you don’t, your message, however finely crafted it might be, will be ineffective because it did not appeal. Here are a few facts to [...]

Tagged as: audience, business communication, language

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How Not to Personalize Online Marketing

by Mistina Picciano January 19, 2010 Audience

Please don’t misunderstand my title. I’m in favor of customizing the audience’s online marketing experience. Just ask any of our clients. We always recommend ways to tailor content to the specific needs and interests of their target market. What we don’t advocate, however, is insulting the audience‘s intelligence in the process.

Tagged as: Facebook, marketing strategy, online marketing

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