When you are producing media for your audience – be it video, a newsletter or podcast -, remember that you are creating a form of communication. The following three ideas are powerful in that they relate to all forms of communication.
Being authentic is highly engaging. Consider this for your next video call, in your next blog or video. Speak to your audience from the context of being a real person: someone with hopes, dreams and aspirations (just like them).
Connect to your audience through authenticity, and speak to them not at them. It’s a two-way relationship between yourself and the viewer or reader: even if you can’t see who you are speaking to or writing for.
Your area of expertise may be highly complex and contain lots of jargon that is specific to the world of you and your peers. Avoid using this kind of language in your communications, unless targeted at an audience that is familiar with this language.
Remove acronyms and long, complex words. Use the kind of language that your audience is familiar with. This is not “dumbing down” your knowledge: it is making it accessible for more people.
One way to check whether the level of your language would be understood by your target audience, is to run your draft copy or draft script through a readability test, such as the Gunning Fog Index. This will help you understand whether your media is pitched at the right education level. Note that mainstream newspapers and magazines aim for a reading level of 11, which is the equivalent of someone in junior high school.
Consider your knowledge area and create a message that ties it to your target audience. For example, if your knowledge area is in healthy food choices and your target audience is working mothers in their 40s, create a clear message for your video so that it would appeal to this group.
Put yourself in your audience’s shoes: what are their daily routines, and what challenges do they face? Consider how to frame your message in a way that would be understandable to your target audience and in the context of their lives. Keep this message simple and if possible, road-test it with people in the target group before you commit it to a video.
If you would like to learn more about any of these areas, sign up for a 1-on-1 or group session, in which we explore these concepts in more detail. Or, if you would like to learn even more still, sign up to be notified when our online course launches: it will cover communication and video production in deep detail.