How to find your audience’s goal
If you’ve been looking for a step-by-step guide to building The Red Thread® of your message or content, you’re in luck! This is article number one in a step-by-step series on building your Red Thread, where we’ll go a bit deeper on each element of crafting the story of your idea. First up? Where it all begins… your Audience’s Goal. When you’re done reading, you can move on to the next in the series by clicking here.
WHAT IS THE GOAL STATEMENT?
The Goal Statement is the component of your message where you articulate what answer your idea will give your Audience. It’s often framed as a question your Audience is currently asking.
It should fit comfortably into this sentence:
We can all agree we want to know… [Audience question — GOAL].
It should also meet the following criteria:
- It needs to be a goal your Audience wants to achieve, a problem they want to solve, or a need they want to meet.
- It needs to be in your Audience’s language — not yours. That means no jargon or trademarked phrases your Audience wouldn’t realistically use.
Examples
We can all agree we want to know…
- “…how we can keep patients on critical medications longer” (life science startup client UrSure; project: investor pitch)
- “…how we can reduce the risk of business decision-making” (client Tricia Wang’s TED talk)
- “…how we can best deliver on our mission” (nonprofit media company client; project: persuasive messaging coaching)
- “…how we can feel more comfortable on stage and on camera” (client Linda Ugelow; project: drafting keynote)
- “…what incentives will keep millennial employees from leaving” (client Tracy Timm; project: diversifying message to a new audience)
- “…the best symbol of our commitment we can give to each other” (DeBeers — not a client, just one of my favorite examples!)
- “…how to manage our fear” (client Judi Holler; project: revising keynote)
- “…how to get people to perform to their potential” (client Ted Ma; project: differentiating core message)
HOW TO BUILD YOUR GOAL STATEMENT
- DO THIS: Brainstorm questions your Audience is asking right now, even the “wrong” ones. Make sure the questions are those you or your idea can answer for your Audience. Most critically, make sure the questions are those your Audience would actually ask — out loud, to friends and colleagues.
- DO THIS: Choose the question you can realistically answer in the time and space you have for your message.
If you’re struggling to come up with questions:
- DO THIS: Brainstorm your Audience’s Wants, Values, and Struggles. Keep all your brainstorms — you may want to use them again later.
- DO THIS: Fill the blanks of your Audience Statement, a summary statement of who your message is truly for:
- This idea is for [CATEGORY] who [WANT], value [VALUE], but struggle with [STRUGGLE].
- DO THIS: Draw your Goal question from your Audience’s Want or Struggle
If you’re still not sure which questions to choose:
- DO THIS: Using the Hierarchy of Business Needs as your guide, brainstorm Audience questions for each level
- DO THIS: Choose the Audience question that best serves your and your audience’s needs
Or:
- DO THIS: Sort your brainstormed Audience questions into the three “bases” First — unaware of problem / unaware of solution Second — aware of problem / unaware of solution Third — aware of problem / aware of solution
- DO THIS: Choose the Audience question that best serves your and your audience’s needs
Obviously there’s a lot more detail behind all of this, but this should serve as a quick reference for what your Goal Statement should be and how to find it.
Now it’s your turn: I’d love to see what Goal Statements you’ve come up with for your idea or business! Got one? Or several? Send them to me! I’m happy to give you some quick feedback on what you’ve come up with!
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#marketing #messaging #persuasion #startup #entrepreneurship #psychology
