Chapter 2 - Adapting to Audiences

After todays class you will be able to :

Identify types of audiences List 6 questions to adapt your message to the

audience Identify tools to engage audience with your message Describe attributes of you-attitude

Audience Types
Primary Secondary Initial Gatekeeper Watchdog

Six questions to help

adapt to your Audience
1. 2. 3. 4. 5. 6.

How will the audience react ? How much information is needed? What obstacles must you overcome? What positive aspects can you emphasize?

What are the expectations about style and format?

How will the audience use the document?

Tools to engage your audience

Demonstrate relevance in subject line and first

paragraph Focus on positive Develop logic and reader benefits Link new information to information audience already knows Use as you know to help audience recall context Start message with agreement or common ground Delay the parts of message that are not relevant now

More tools to engage your audience

Break down actions into a list

Make the actions as easy as possible

Put good news in first paragraph Use a friendly and informal writing style Use a style and format that suits the readers

expectations for formality or informality Use readers first name only if you use it when you talk together Use lots of white space Number items

Even more tools to engage your audience

Use headings within the document Put steps in chronological order

Highlight how the reader benefits by following

and/or adopting writers ideas or buying the product/service

Promote Goodwill

i.

Use you-attitude

ii. Focus on what is positive iii. Ensure bias-free language

Co

Eliminating Biased Language

We recommend hiring Jim Ryan and Elizabeth

Shuman. Both were very successful summer interns. Jim drafted the report on using rap music in ads, and Elizabeth really improved the looks of the office. All sales associates and their wives are invited to the picnic. Although he is blind, Mr. Morin is an excellent group leader. Unlike many blacks, Yvonne has extensive experience designing Web pages.

More biased language!

Chris Renker

Pacific Perspectives Centennial Square Victoria, BC Gentlemen:

Serge Dagenais has very good people skills for a man. Parenting 2012 shows you how to persuade your husband to do his

share of child care chores. Mr. Paez, Mr. O'Connor, and Tonya will represent our office at the convention. Sue Corcoran celebrates her 50th birthday today. Stop by her cubicle at noon to get a piece of cake and to help us sing The Old Grey Mare Just Ain't What She Used to Be. Because older customers tend to be really picky, we will need to give a lot of details in our ads.