When companies have a new product, they often spend a lot of time testing those products before they roll them out, especially when it comes to software and websites providing a service. They want to make sure everything functions properly and the end-user experience is the best possible one. So why not take the same approach with your communications – before you send them out?
You likely have some kind of review process for the materials you create. Your boss, your boss’ boss, your internal client, legal. What about your “end-user”? Whether you’re communicating a new company program or marketing a new product, someone from your target audience can provide invaluable feedback before they see the final email or the shiny new brochure along with everyone else. If you work in retail, for example, that target audience person can be a store manager, district manager or front-line associate. If you work in health care, that target audience reviewer can be a doctor, nurse, HR administrator or patient. If you are working on a marketing brochure, reach out to your network and find someone you know that fits the customer profile.
Giving your target audience a sneak peak of the product and how you plan to market and communicate it can save you a lot of time, energy and money. Because he or she is not as close to the project as you are, your target audience tester will think of questions you might not have thought about. He or she will hopefully be up front and let you know if something is unclear or sounds too salesy and not authentic enough.
Does your review process allow for testing your communications with target audience members? What works for you?
These Tweets are common from the media:
I often write about poor PR pitches to the media. So let’s discuss one that got the job done for the reporter, PR firm and firm’s client.
A New York publicist mails a client’s book to a reporter across the country. The package includes a slick brochure. The reporter recognizes the publicist’s name but doesn’t recall her giving him a heads up the book was on its way. He flips through the book, stops momentarily to check out some bullet points on a page and wonders if his wife might find it interesting. He puts the book on his desk and throws away the brochure.
