I recently saw a well-known company’s new ad campaign for the first time. And while I thought it was creative and well-executed, I couldn’t help but think that it likely wouldn’t resonate with 75% of their target audience. And while that in itself is a big problem, a bigger problem came to mind…not only would the campaign likely not resonate with that large and substantial majority of their audience, but it might actually offend or push some of them away altogether.
Whether you’re an organization unleashing a new ad campaign or a leader trying to influence a call to action, it’s important to know and understand your audience. You might have the greatest idea in the world but if you aren’t able to pitch it in a way that appeals to your audience, then it becomes a wasted effort.
Leadership is about influence. And in order to influence, you must be able to connect with your audience. Once you’ve identified your audience, consider their demographic profile to make sure you’re connecting on a relatable level. Try to identify potential problems with your approach up front so that you can correct ahead of time. If you think your message could possibly alienate or offend a portion of your audience, stop and adjust.
The next time you find your leadership influence isn’t influencing, stop and ask yourself, “who is my audience?”
Can you think of a time where your message wasn’t effective, or you got into trouble, because you weren’t in tune with your audience?