Copyright 2006 Kelly Robbins
When putting together a strong marketing message, many of us spend a lot of time putting together the main idea, and then stop writing, thinking we’re done. However, what makes people act is not usually the main idea, but when we show them why the main idea is important to them. And why your message is important will vary depending on who the audience is.
For example, let’s say you are announcing the purchase of new equipment for your healthcare facility. Different people will be affected in different ways. Let’s take a look at how:
*The general public may want to know how you will better be able to serve them, that you will still be there and no other changes are taking place. Does this change their service level at all?
*Staff members will want to know how their jobs will be affected. Will new ones be created? Old ones eliminated? Will this change how they work with patients or clients?
*The board of directors or the shareholders will be interested in financial data. How much will it cost? How much more money will we make by purchasing this equipment? How will this change the organization’s reputation in the community?
*Volunteers may want to be reassured they are still needed. Is the company keeping its same focus? Will the volunteer still be helping the same type of person or will that change? Will the volunteer still be proud of volunteering there?
*Donors may want to be reassured their money is going to a cause they believe in. That they are helping your foundation move forward and that you aren’t just spending money. Also, donors chose your organization over your competitors for a reason. Will this change anything?
*The media may want to know how the community as a whole will be impacted.
*Clients in each of the industries a business targets (for example, the cable company may target apartment complexes, sports bars, residential homes and hotels to name a few).
Addressing each of these unique audiences and their needs is why it is so important to recognize your audience before you write and speak to them appropriately.
Before beginning on a marketing project take the time to write down specifically who you are targeting. If it’s more than one group (which it often is) list each group separately. Then jot down specifically what you want them to get out of your communication.
Whether you are a small business owner, a hospital or nonprofit, or a marketing manager at a large company, taking the time to write down who your audiences are and what they expect from you can be beneficial. What are their needs? What worries them? Etc.
Author of Healthcare Copywriting Secrets Revealed and The Healthcare Copywriters Toolkit, Kelly Robbins is a healthcare copywriter and marketing coach/consultant. She also publishes The Healthcare Marketing Connection (www.healthcaremarketingconnection.com), a free e-zine on healthcare marketing tips. Contact Kelly to receive her free report, "5 critical things you must know when writing for the healthcare industry" — info@KellyRobbinsLLC.com or 303-460-0285.
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