Taking audience understanding to a new level
Creating content that drives audiences to action comes from a deep understanding of that audience. Over the past few months we’ve looked at the 5Ws – WHAT, WHY, WHO, WHERE & WHEN and we’ve introduced Think, Feel, Do. Now, let’s go deeper.
To ensure we’re producing targeted content that truly resonates with our audience, we can go even deeper with our Think, Feel, Do thinking. Let’s break it down:
THINK
Do they know anything? (about the current subject!) Are they subject matter experts? What knowledge do you want them to walk away with, post interaction? An SME won’t need the same level of detail as an intern will. Is this an educational piece of content? If so, this is where you may want to do the majority of your thinking.
FEEL
Emotion is such a powerful tool in storytelling. How are they currently feeling about the subject before you interact with them? What emotional strings can you pull to draw the audience into the story? If the goal of the content is to change behaviours or deliver difficult news, this is where you may want to do the majority of your thinking.
DO
What action are they currently partaking in that you want to change? And what do you want them to do instead? Content should always be driving action – keep it simple, keep it direct, make it easily actionable. If you’re selling a product/service, or you’re actively encouraging the audience to do something, you’ll spend time here.
It doesn’t stop there!
Sometimes the simplest tools can be the most powerful! In future emails we’ll look at the importance of remembering the human behind the message and how you can boost the impact of your video content by moving from tactical to strategic.
In the meantime, if you’d like further information or you want to talk to us about a project you’d like our help with, get in touch!
