Understanding your audience

How to understand your audience:

To serve people well, you need to step into their shoes. This is where empathy comes in. Ask: What does life look like from their perspective? What do they need help with? How do they feel?

We break this down into four areas:

Demographics – visible, external details:

Age
Gender
Income level
Education or occupation
Family structure

Psychographics – inner characteristics:

Values
Interests or hobbies
Attitudes
Lifestyle choices
Opinions
Personality traits

Intellectual – what they know or don’t know:

How much do they already know about your ministry?
How much do they understand about the problem you address?
What gaps in knowledge might you need to fill?

Emotional – what drives them:

What motivates them?
What frustrations or struggles do they carry?
How do they like to communicate—what tone, what kind of language?

Understanding your audience

How to understand your audience:

We break this down into four areas:

Demographics – visible, external details:

Psychographics – inner characteristics:

Intellectual – what they know or don’t know:

Emotional – what drives them:

Communicating in a compelling way

The 5W framework

What, where, when

Course conclusion