Knowing your audience isn’t enough, you need to know yourself

customer profiling
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Communication is often described as the art of knowing your audience. Whether you are a copywriter or a speaker, you can’t afford to skip audience research. Who are you talking to? What do they expect from you? What do they need? 

Customer profiling

In the business world, customer profiling is a remarkably useful approach to put audience demographics into a meaningful format. Rather than talking to percentages and ratios, you create a fake profile for each audience group. The fake profile pictures the average user while combining all the data you’ve found through market research, customer survey, and online tracking tools. 

Yet, your audience is only one half of the communication process. The audience is the receiver. But you are the emitter. You are the creator of the message. As such, you can’t afford to take your role lightly. A successful communicator knows their audience as much as they know themselves. Why does it matter to know yourself when conveying your message?

There’s no communication without EQ

Every leader relies on communication to keep employees engaged, build corporate culture, impact on key initiatives, etc. According to Nick Meir, an all-around communication expert, self-awareness is the key to effective communication. Self-awareness begins when you understand how your communication style affects others and how it drives – or fails to – your message.

You can’t convey anything effectively if you don’t put yourself in the shoes of your audience. As a leader, not understanding how your team feels and perceives you puts you at risk of sounding impersonal. If people can’t relate to your words, you’re not communicating effectively. That’s precisely why you need to consider your abilities to recognize emotions and use emotional information to make your message relevant. Emotional intelligence, EQ, relates to the ability to manage and adjust emotions to achieve your goals.  

If you’re not confident in your skills, you can’t convince

Your business communication serves a clear purpose: It shares your expertise with your audience. Therefore, it makes sense to entrust your communication campaigns to an expert who understands your business sector. For instance, Elite Lawyer Management is a marketing specialist for law firms. Their team is equipped with the legal knowledge and expertise needed to maintain lawyers’ reputation and credibility. Ultimately, becoming a lawyer takes approximately seven years of specialist studies. How putting your message in the hands of someone who’s got no experience in the legal sector can promote your legal firm? 

The same principle applies to other specialist sectors, such as engineering and healthcare. 

You are the face/voice of your business

Take two persons with the same knowledge and experience. One of them has a unique presence in the room that makes people feel comfortable. The other struggles to get heard. When you choose a communicator for your business, charisma plays a significant role in defining their success. A charismatic individual exhibits confidence because they are positive and resilient to setbacks. Therefore, they naturally enhance the communication process.

Communication is a complex process that begins with knowing yourself. A good communicator has unique advantages to deliver the right message to the right audience. They may be perceived as natural leaders as a result of their sector expertise, emotional intelligence, and charisma. But these qualities also make them an excellent emitter, aka the source of the message. The better the emitter, the more likely your message is to reach its audience. 

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