Adapting your messages to your audience
Whenever a new project comes up, always start by analyzing the audience. Find out exactly who the targeted audience is that is going to be interpreting your message. Start by asking questions such as are they male, female, or both? What ethnicities are they? Are they in the United States? What languages do they speak? Are they already your customer? Are they in a specific demographic? And so forth. Then you can develop a profile and zone in on your audience.
Once an audience has been recognized you can then put together the plan to reach them. Determine what advertising mediums will be best for your audience such as television, radio, print etc. A spot is no good if your audience never sees it. So use your new knowledge of who your audience is to determine which mediums to use.
Anybody can create an ad. Very few can create an ad that works. If you want your ad to work you need to research and find out what information needs to be communicated through the channels of your organization. Excellent communication skills are vital- particularly so when we are in the age of electronic communication and in person communication is diminishing day by day.
Once you have identified through your organization what message needs to be communicated you can now adapt your message to the specifics you need and communicate with your audience. Show the audience how they would benefit from the idea, service or product. Use visuals to clarify or emphasize material and specify exactly what the audience should do.