🌺 [Full Access] It’s Not About You, It’s Your Audience!

Over the last fifteen years, I have worked pro bono for small non-profits and with Fortune 500 companies commanding million-dollar budgets. No matter the organization, there is one extremely common mistake that brands make in their communications.

It’s the audience.

Most organizations spend their strategic planning time talking about themselves. For social change work that usually means programs competing for the most attention, disagreements over goals, and long email chain discussions over the color pallette or graphics. (If you’re chuckling, you can relate!)

The problem? Your audience doesn’t care.

I’m sorry to be harsh, but it’s true. Our organizations and theories for change are important to us. Many communicators live and breathe the brands they work with. It makes sense that we would naturally want to talk about what we know.

But it’s important to remember the environment surrounding our brand. Your audience have seen an average of 4,000 to 10,000 ads during just a day of their busy lives. So by the time they get your email or see your social post, they’re not as attuned as you’d like to hope.