One of the first rules of effective communications is to know your audience.
No matter what you’re trying to sell, or who you’re trying to persuade, it's critical to both understand and speak to your key audiences.
But in a culture that has become toxically divided, is it possible that we’re becoming too good at targeting our most ardent supporters?
In politics, in business, in nonprofits, and on our Facebook feeds, people and institutions are incredibly adept at stirring up the people who align with them. As they do so, they are turning off massive waves of people who might otherwise hold similar values and ideals.
This approach can yield great short-term results — but it also carries a dangerous long-term cost.
For a politician who is fighting to win an election, playing to the base can help drum up support and enthusiasm — but it can lead to massive dissent once he or she gets into office.
For a nonprofit that is looking to capitalize quickly on a hot-button issue, this can help inspire folks to donate — but it doesn’t really help grow the donor base long term.
And for those of us looking to vent on Facebook or Twitter, it can feel satisfying to get folks to retweet and like our comments, but it can actually damage long-term friendships (which I’ve seen happen all too many times among some of my friends).
As communicators and marketers, Scott and I are passionate about helping organizations identify and speak directly to their core audiences.
But we’re equally passionate about helping them expand those audiences — to help them change minds and lead movements.
You can’t do that if you’re only talking to your base.
Whether you’re trying to change minds about important policies, expand your customer base, or win an election against an entrenched incumbent, you can’t accomplish your goals if you’re only speaking in an echo chamber.
Over the coming months, we’re working on projects that will require us to help our clients reach outside of their core audiences and convert new people.
During these divided times, this challenge is greater than ever before.
We’re excited to share what we’re learning as we attempt to conquer that challenge. We’re also looking for examples of others who are trying to communicate across the invisible — but very real — divide between our core audiences and the ones we need to reach.
Tell us how you’re communicating in a divided world — and what you’re learning as a result. These are challenging times and we all need to be in this together.
Want more advice?
Subscribe to our newsletter and get weekly perspectives on communications, media relations, marketing, and more!