Two questions.
1. What do you want?
2. What do you really, really want?
Sorry, not sorry, to open this by linking you to a Spice Girls video.
But I know that you want me to get to the point. And we are talking here about figuring out your core concerns. And those of your audiences.
When you’ve figured out who your audiences are, it’s time to zero in on what they want. Let’s say your primary audience is business owners. Or wealthy funders. Or, let’s say: Elected officials. Their primary concern is usually getting re-elected. But is it just for the power? Or is there more to it?
Why does this matter when you’re communicating effectively? Because people don’t have time to engage with you. They’re busy. They’re scrolling past. And yet you need them to act on your behalf. The only way to get to them is to show them you understand exactly what they want.
I saw an Instagram post today—and it’s eerie how targeted they are. It showed a green velvet sofa (GREEN + VELVET, not BLUE + COTTON, because THAT IS WHAT I WANT IN A SOFA…) and the words “All you really want is that sofa you saw on Instagram for half price, delivered by Saturday.” And then the words “shop now.”
I was like, “ARE THESE PEOPLE BUGGING MY APARTMENT?!”
…And even if you’re doing something more important (SUCH AS WHAT?!) than flogging sofas, that is the level of insight you want to have when it comes to reflecting on your core audience’s core concerns. My suggestion is to allot some time to talk them over with your colleagues.
I’m just kidding about implanting listening devices, of course. But before you begin messaging, I really want to focus on those wants. And remember. What people say they want is often not what they actually want. So how do you figure out what a person really wants? Who do you ask, and how? And then how do you message to that desire without it being…awkward? And is it even possible to do that in a way that is consistent with your values?
In summary, I’m a want wonk. How about you?
I check the click-throughs on these. And I know that the Wannabe video is going to garner the highest rate of the past year. And I am not judging you. Because you want to have fun. As well as save the world a bit. Don’t you?
M
p.s. If you’d like to look at a comic I made about how I’m very uncomfortable with my weird ability to read people, then you can click through to it here. Although I’m aware that nobody wants to read anybody’s comics. I’m just a shameless self-promoter and I know you’ll enjoy it, plus it only takes a minute. And I want you to get to know me better.
