Ch._2-Adapting_Your_message_to_Your_Audience

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Adapting Your Message to Your Audience

• Chapter Outline: Discusses techniques for tailoring communication based on the audience.

• Key Characteristics of Good Audience Benefits:

  • Tailored to audience's needs and emotions.

  • Use intrinsic and extrinsic motivators.

  • Clear logic and explanations needed.

  • Phrasing benefits in a "you-attitude".

Identifying Your Audience

1. Adapt Benefits to the Audience

   • Understand audience’s needs, wants, and feelings.

   • Analyze organizational culture.

2. Analyze Audience Motivators

   • Stress both intrinsic (personal satisfaction) and extrinsic (external rewards) motivators.

3. Prove Benefits Logically

   • Use clear logic & explain how features meet audience needs.

4. Use You-Attitude in Benefits

   • Focus on audience benefits, not just features.

Audience Analysis Steps

• Identify Needs: What drives motivation?

• Objective Features: Identify features of the product that meet needs.

• Overcoming Obstacles: Recognize resistance from the audience.

• Positives to Emphasize: Highlight what benefits them.

Summary by Learning Objectives

• Students Will Learn:

  • Identify and analyze audiences.

  • Choose appropriate channels for communication.

  • Adapt messages effectively based on audience type.