[Dalya’s Note: This is an excerpt from my award-winning book Writing to Make a Difference: 25 Powerful Techniques to Boost Your Community Impact.]
If you are having trouble figuring out who your readers really are and what they are looking for, check out these suggestions:
Review event and service evaluation forms. This is a goldmine of information you have at your fingertips. Most people have opinions about how they are treated or events they attend—all you have to do is listen. If you are not already gathering this data, start right away. Be sure to solicit frank responses by assuring anonymity and asking thoughtful questions.
Take online or print surveys. Online surveys are increasingly simple, inexpensive and fruitful. Dozens of companies out there offer this service. A quick poll on your website could also do the trick. Print surveys can be more difficult to track, but they can be well worth the effort if they give you more of the information you are seeking and are more convenient for your readers. Just remember to offer an incentive for completing your questionnaire, such as the chance to win a special prize or a token of your appreciation.
Personally speaking: I have used the free online survey services of Survey Monkey and Zoomerang and have gotten excellent results.
Hold focus groups with different types of stakeholders. This can be as simple as a casual chat during a community open house or envelope-stuffing party, or as formal as an agenda item at your next board meeting. You can also do this online with a chat room, blog, or social media account. People love to be consulted for their expert opinions, and the synergy of people bouncing ideas around can help get the juices flowing.
Do individual interviews. This is just the one-on-one version of the focus group. It works best for people who feel most comfortable speaking with one person at a time, or who have difficulty coordinating their schedules with others. It also allows you the opportunity to ask follow-up questions tailored to the specific respondent. Be forewarned, however, that this technique can consume a lot of time and other resources.
Review the records. Not only will you find out who is investing in or buying from your organization (and how much), but you will also learn how and when. Sometimes a note on the person’s record will give you a hint about her or his character.
Attend gatherings where your readers naturally congregate. This is otherwise known as “networking.” If you watch and listen closely to your potential readers, you can learn a lot. Any time you strike up a conversation about your organization or project, listen for the signs of deepest interest or enthusiasm, as well as confusion or misunderstanding.
Study published opinion polls. Research institutes and media outlets of all kinds constantly find out what is on people’s minds. Find the ones studying your constituents and track their findings.
Research what they have previously supported, bought, or been involved in. You are looking for similarities to your service or product that do not compromise the uniqueness of your specific approach.
Review the media that reflect your readers’ mindsets, attitudes, and concerns. Some of your market research has already been done by others. Make a habit of reading, watching, and listening to the media that your constituents consume—both the content (articles, programs, web posts) and the targeted advertising. No doubt those advertisers already know whom they are reaching.
Keep in mind that no one can keep up with all the news of interest. Instead, we rely on what respected people think and the arguments they present. Look for ways these opinion-leaders play a role in your readers’ media diet, and think about ways that your pieces can join that conversation.
Simply talk to others who also know about your readers. Staff members, volunteers, board members, outreach workers, salespeople, or clients might know more about your readers than you do yet. Strategic partners in your field or market can also be great sources of this type of information.
A final suggestion: keep learning. Your readers are always changing, as the world about them changes. Don’t make the mistake of assuming that the people you wrote for a year or two ago are the same today. They may surprise you. Be open to unexpected lessons, and know that understanding your readers is an ongoing process.
By regularly listening to your stakeholders, you can help implement the changes they want to see. You may even find that you have a little re-branding to do. In turn, they will respond to your efforts.
