For years our communication classes have been teaching the acronym “WIIFM.” It stands for “What’s in it for me?” This is the question that ALL audiences want answered.
So think about that first, before you begin to talk or write. Ask yourself what you know about the audience, their level of experience, their current attitudes about you and your message, and their motivation (or lack thereof) to change the way they think or act. What content is needed, and how can you shape your message and persuasive approach so you can address their needs and concerns?
A “you-me-you” structure is often helpful: start by talking about your audience – who they are and what you believe they want or need, then transition to yourself and what you offer, then back to how what you offer can be of benefit to them.
© Beth O’Sullivan 2019