This is the first thing anyone should think of when they’re trying to communicate to anyone else. But it’s also the most overlooked. People too often focus on what they want to say and do, and fail to consider the eyes and ears (and hearts and minds) they are trying to reach.

So, perform a quick audit of your audience. Ask yourself:

Who are they? What are their jobs, positions, roles, and relationships?
What’s important to them? What challenges do they face? What keeps them up at night?
Why will they care about what you have to say? What are their perceptions of you and the information you have to offer?

There are many, many more questions you can ask yourself about your audience. Consider interviewing a couple of people who will be in your audience to determine what they would feel is beneficial.

The point is, the more you know them, the more effective your story can be.

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