I have an addiction.
That’s the first step toward healing, right, admit you have an addiction? I have an addiction.
It was made plain a couple of days ago when my router died. I am addicted to the Internet. Information, my email, language lessons, browsing any topic, any time. Turns out I’m an info-maniac.
I learned information and the Internet are a big part of my day. I believe information helps me be a lot more relatable to my different audiences (different stations, different websites, different markets, different ages, different media, etc.).
So What’s Big With Your Audience
What’s a big part of your listener’s day? We know the stereotypes, the “experts” and consultants talking about the “typical” listener, “typical” reader, “typical” viewer – age, sex, race, yadda yadda yadda. But stereotypes and demographic profiles do an injustice when we’re trying to get their attention and deliver that prospect to a client.
OK, maybe injustice is a bit strong. We can use stereotypes and demographics to narrow the focus, but don’t get caught up in them. Guys are not all about sex and beer and monster trucks. Women are not all about jewelry and their kids and how screwed up their relationship might be. Those are simplistic generalities. You will find some Jazz listeners get really pumped for NASCAR, and some Country listeners look forward to dinner on fine china with linen napkins.
If you want to appeal to your listener; if you want to move them to your client, if you want to deliver for the advertiser (and you should or leave right now), then get past the demographics and talk in ‘relatables’. Forget the ‘broad’ in broadcasting and the reach of the Internet and talk person to person. Tell a story, talk about shared experiences; and slip the product or service into that conversation.
Here’s the Key
But remember you don’t need to talk to a guy about trucks if the client’s product is curtains. Wait, curtains? Sure, stereotypes are meant to be challenged, like curtains or sofas or pedicures for men. Like auto maintenance and woodworking and electronics for women. This “challenge to stereotypes” can also help you Stand Apart and Be Bold.
The key to moving listeners to your client is to be relatable. To be relatable you have to understand your listeners beyond the stereotypes. Then engage them in their activities with a touch, a smell, a look, a taste.
For commercials, podcasts, narration, landing pages, articles, and everything else you can do all that with your keyboard and your microphone. How? For me, I need to get out of my comfort zone and live in someone else’s for a while. Read the books that audience would read. Delve into history, medicine, law; lose yourself in a mystery, a love story, a sonnet. Feed your addiction to information online.
I try and get to know what is important to my audience, so I may be relatable, so I may move the listener/reader/viewer to action, please the client, etc. (and Bonus – be able to discuss most anything at parties).
To convince your prospect to visit your client in-store, on social media, on their website; you must connect to them, get inside their head, live in their world, and be relatable.