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Spending vast resources developing communication plans without first understanding what the audience cares about is such a big money waster. But yet it happens. And it can be the difference between making a change management initiative work or not.
“So often we focus on what we think somebody else’s problem is, what we think the real problem is. But if they don’t understand that they have that real problem, they’ll never find you,” Tamsen Webster explained on Episode 707 “The Business Storytelling Podcast.”
The strategic communications expert and author of “Say What They Can’t Unhear” emphasizes that successful communication starts with connecting to existing interests rather than trying to convince people they have problems they don’t recognize.
Understanding audience interests: A foundation for success
Consider the example Tamsen shared about energy management coaching. Her client initially positioned their service around “being your best self in high-stakes moments.” While this sounds appealing to someone already interested in personal development, it missed connecting with more immediate concerns that drive action.
The breakthrough came when they reframed the question to “How can I get the level of mental energy that I want?” This shift moved the conversation from abstract self-improvement to a basic need that people actively recognize and want to solve.
“If I don’t have the mental energy, then I’m not going to get anything else. I’m not going to be able to do a good job, which means I’m not going to get my salary,” Tamsen explained, demonstrating how addressing fundamental needs creates stronger connections with audience interests.
The hierarchy of audience needs
Understanding audience interests requires thinking about where your solution fits in their hierarchy of needs. Tamsen points to Maslow’s pyramid as a framework for understanding why some messages resonate while others fall flat.
Many businesses position their offerings at the self-actualization level – being your best self, reaching your full potential, or achieving excellence. However, if your audience has more basic unmet needs around security, belonging, or fundamental resources, these aspirational messages won’t connect.
The energy management example illustrates this perfectly. By repositioning from self-actualization (being your best self) to physiological needs (having enough mental energy), the message connected with a more urgent and widely recognized need.
Finding natural connection points
One of the most inefficient and expensive approaches in communication is to try to convince people they want something they don’t currently desire. Instead, successful communication requires finding natural connection points with existing interests.
The De Beers diamond campaign offers a masterclass in this approach. Rather than trying to convince people they needed diamonds, the company connected to something couples already wanted – the perfect symbol for their commitment. The famous tagline “A diamond is forever” anchored to this existing desire while introducing a new truth that enhanced, rather than replaced, traditional symbolism.
“Our products, our services, our ideas are not for everyone,” Tamsen emphasized. “They are for people who have the question actively and knowingly have the question that our product, service, idea approach answers.”
Identifying real audience interests
To identify genuine audience interests, consider these key approaches:
- Listen to how they talk about challenges
- Focus on Active Questions
- Look for what questions they are trying to answer
- Understand their context
Consider the broader context in which they operate. What pressures are they under? What resources do they have? What constraints do they face?
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Common pitfalls in understanding audience interests
Many organizations fall into common traps when trying to understand their audience:
- They project their own interests and needs
- Ignore beliefs
Successful communication often requires working with, rather than against, existing beliefs and values.
To better align your message with audience interests:
- Start with their questions
- Map to their hierarchy of needs
The path to being heard doesn’t run through perfect messaging or flawless delivery. Instead, it requires genuine understanding of and connection to what your audience already cares about. As Tamsen puts it, you can’t want it more than they do – but you can get better at finding the people who already want what you offer.
This approach not only makes marketing more effective but also more efficient. By focusing on active, known interests, businesses can stop spending resources trying to convince people they have problems they don’t recognize and instead connect with those already seeking solutions.
The key to successful communication lies not in crafting the perfect solution but in understanding and connecting with existing audience interests. Start there, and everything else will become more focused, more efficient, and ultimately, more successful.