Why Most People Fail at Communication and How You Can Succeed

Most people fail at communication because they fail to hit the target. Many people fail to even have a target.

What is the target?

The target is the specific audience for a message, as described in the opening to Chapter 10 in Communicating Nutrition: The Authoritative Guide:

Effective messages are created with and for an audience, resulting in audience-focused (also known as audience-centered) communication. Picture a target with the intended audience in the bull’s-eye, so every part of your message stays focused on reaching them.

Creating audience-focused communication is the key to success.

Why is communication tailored to the audience more successful?

This is the first question we answer in Chapter 10. We propose the following reasons:

Messages tailored to an audience stand out from the rest.

Everyone is inundated with thousands of messages daily. To avoid being overwhelmed, we ignore messages we don’t believe apply to us. Conversely, when a message seems directed to us, we pay attention, we seek to understand, and we are more likely to put it into action. Stand out.

Tailored messages meet an audience’s needs and expectations.

We pay attention to messages we want and need. When a message fulfills a need for knowledge, matches our interests, builds desired skills, or points us in a direction we want to go, we will read, listen, watch, or take part to fully engage with the message. Meet a need.

Tailored messages resonate with an audience and build connection and trust.

Messages that are in sync with one’s beliefs and values will not only capture an audience’s attention, but they also create a connection between the audience and the communicator. Trust is built and strengthened. Make a connection.

Tailored messages are best created with the involvement of the audience.

Creating messages that hit the target are ones that the audience participated in designing. The audience is the best source of what they need and want in a message. Involve the audience.

Tailored messages use language the audience can understand.

When an audience doesn’t understand a message, they will ignore it at best or misunderstand it at worst. To make a message understandable, use words the audience uses. Be simple yet accurate.

Tailored messages address the audience’s feelings and fears.

Humans have feelings, fears, and emotions that impact how they respond to messages. When a message accounts for the feelings and fears of the audience, it can have the desired effect. Address feelings first.

Tailored messages have calls to action that are realistic yet aspirational.

Audience members are most likely to carry out actions that not only align with their personal goals but are practical and have a strong likelihood of success. People desire to be challenged in ways that they believe they can succeed. For this reason, small steps are often recommended to achieve bigger challenges. Be realistic.

Want to learn more? Find more help to be audience-focused in these posts:

• What creates effective communication? Design it with and for the audience.

• What creates effective communication? Creating context for the audience is key.

• Want to know the secret to creating better content? Know your audience.

• Who is my audience?

• Ask the experts. Your audience.

• Know thy audience.

• 5 Ways to Connect with your Audiences

Want your communication to hit the target?

Begin with these three steps:

1. Identify your target audience.

2. Assess your target audience – learn what they need, want, believe, feel, and do.

3. Involve your audience in making your communication design and delivery decisions.

“In my opinion, understanding who your target audience is, and what they want, and writing to them (and only them!) is the most important component of being successful.” ~ John Locke

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