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Understanding your audience

Now you are clear on what you want to achieve, who is it you need to persuade and how?

Who are the key people we need to reach or convince?

Understand the key people you are writing for, especially if you are writing for a group.

What do they find persuasive?

What do you know about them from past interactions and the past choices they make?

What sort of personality do they have? For example do they prefer data and rigorous research or do they prefer patient and staff stories?

Even if you don’t often talk to the people you are trying to influence you may have heard them speak on a webinar or read their blog. How do they try and influence? This data is often a clue to their preferences.

What other approaches can help you get clear on the style of influencing will have the best outcome?

4 replies on “Understanding your audience”

  • I have learnt something new here….knowing key persons in your audience. The use of statistical data get attention from some, like with others it is citing cases which grabs attention.

  • By starting off with a personal touch and including data or statistics towards the end both styles can be accounted for. People who like data will likely skip over what they find is irrelevant and visa versa.

  • A personal example often helps in my experience. People rekate more

  • This is a key component. It can go so wrong if you don’t get this right. For example, clinicians often need see the links to research where some other staff groups need to see something that creates an emotional connection, something they can relate to in their own lives.

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