How to Communicate Your Message to Your Target Audience

“Communication is the soul of an organization. Good communication influences people to act and to feel good about their actions.” Heidi Richards Mooney

Express Yourself  … Does your business have an Ezine (email newsletter) which you send to your prospects and customers? If not, then I recommend you consider using one in your speaker marketing plan. Ezines were very popular 5-10 years ago and in fact are gaining popularity once again. Why? Because so many professionals are using other means of communication including social media, forums and Virtual Events to spread the word about their products and services.  With less competition in the marketplace, Ezines are once again becoming an excellent way to stay in touch with people you have met, presented to or would like to make a presentation to.

In order to continually create top of mind awareness, which is what marketing is all about, professional speakers must frequently communicate with their audience. Growing any business, whether it be a product-driven or service business, must follow basically the same principles ~ to develop and grow. It’s an ongoing process. An Ezine is a great way to tactfully and discreetly inform your audience of the many ways they can support you and more importantly, you can support them.

And unless you have been living under a bridge the past 10 years or so without any connection to the virtual world, you know that with Ezines, there are no printing costs, virtually no postage costs, they are quicker to produce and can be sent directly to the recipients’ mailbox. You can track when your Ezine is opened, what articles are read and what links are clicked on. Tracking this information an excellent way to find out which content is important to your members and which is not.

With an ezine you can Promote Your Events – Do you hold public seminars, workshops, teleseminars or social gatherings that your audiences would be interested in attending? Because of the nature of Ezines being instantaneous and virtual, they can save you both time and money. You can promote your event and get an instant response through your Ezine. When your audience reads it, they can click to register online, pay their fee and get a confirmation all within a few minutes. And because people often wait until the last minute to make a decision about their time, ezines are effective ways to get those last minute people to “show up.”

Ezines are Fast, easy and effective – Use your Ezine to announce your product offerings, special incentives and program discounts.   You can also ask for input and the cost of doing so, is minimal in comparison to traditional print promotions. You can link your content directly to your web site, provide an online “form” to give something away and grow your list and you can encourage your audience to “pass it on” sharing it with their circles of influence.  You can vary your messages and track them to find out which works best. The results are also more instantaneous. There is no longer any need to wait weeks or months to see if a product or program is pulling in the results you need.

Ezines are an excellent follow up system. They help you stay in touch with your audience long after the presentation has been made.  They help you increase your bottom line because you can send them your product offerings, remind them of the service you offer and introduce them to new products and services in a timely manner.

Ezines make it easy to Gather data from your audience when you add Surveys and Interactive Polls to your content.  With just a little effort, you can create one or more questions and learn the answers almost immediately. There are several great survey tools available online today. They include Survey Money, Question Pro and Zoomerang. Each one has different benefits to use them. The basic level of Survey Money is complimentary and provides limited features, while the other version requires an investment of time and money to learn. The version you choose will depend on your needs.

With an Ezine you can also update audience contact information immediately. You can include a custom form in your Ezine and collect current contact information quickly and easily and, again, which can be imported into your database or list.

One of the most important things to keep in mind when planning your communciations marketing strategy is to be consistent. It is important to keep your organization in front of your audience and prospects on a regular basis. Ezines are an excellent way to communicate with them about your endeavors, your services and your special needs or wish list. Your ezine should be a source of information to the reader. Ezines are also the perfect way to also share your successes. After all, people want to do business with successful companies and individuals.

Communication is the soul of a speaker’s livelihood and goodwill. Good communication influences people to act and to feel good about their actions. Isn’t that what you want? To get people to take action, to hire you, buy your products and ancillary services? When added to your company’s marketing and public relations programs, supplementing your traditional mailings, your ezine will influence your audience to take action.

You are here: Home » Blog » communication » How to Communicate Your Message to Your Target Audience