Audience and messages. Still? Really?

I’m puzzled why this idea still dominates marketing communication practice.

You know; segment and choose your target audiences and deliver your key messages to them.

It conjures up a lovely convenient image that we have customers patiently waiting – perhaps with a box of popcorn – to listen to what we have to say.

The problem is: nothing could be further from the truth.

People aren’t conveniently organising themselves into your target audiences. And, for the vast majority of businesses, they certainly aren’t waiting to hear what you have to say.

Would it be smarter look for conversations and advocates?

Contribute value and interest to the conversations that matter most. Inspire advocates to share your best contributions for you.

Still simple. Small shift. Massive difference.

How about: focus on real conversations that are actually happening instead of imaginary audiences that only exist in PowerPoint strategies.

And no more interrupting those imaginary audiences with self-important key messages.


Richard Glynn will help you stand out, build influence and become easier to buy from.
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