Newsletter Subject
How to: Not misjudge your audience
From
sarafrandina.com
Email Address
hello@sarafrandina.com
Sent On
Thu, Apr 29, 2021 03:07 PM
Email Preheader Text
Hey there - Earlier this week, Pete and I were walking down our street with Cooper, our 4.5-year old
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Hey there - Earlier this week, Pete (my husband) and I were walking down our street with Cooper, our 4.5-year old rescue pup. A fellow walker was headed toward us, and Pete pulled off to the sideâ¦because, social distancing. And. Cooper is an anxiety-ridden pup whoâs scared of almost everything animate and inanimate (even more so). Well, this lady saw him hide behind Pete, tail between legs and ears back. So she stopped when she got to us, then came closer. âOh, he must need me to snuggle him,â she says, sure that the antidote to Coopâs anxiety was more contact. Coop: Jumps further into street to avoid said lady. Pete: âOh, heâs just a nervous nelly.â (Standard reply.) He laughs, and keeps walking. Meanwhile, while Pete was being cordial, laughing it off, and moving on, I was quietly baffled the rest of the walk over how poorly some people misjudge their audience. Câmon lady. Clearly the last thing this pup needed was you coming closer, offering your hand in what would be seen as a menacing manner to a four-legged friend whoâs quite obviously afraid of you. As I wrap yet another massive round of voice of customer for a client this week to deliver with a sales page, this is very top of mind. And the lesson here is simple: You do not need to misjudge your audience. Sure, while youâre building your audience, you can make inferences, test, and iterate. But even then, you can make those inferences educated. And when youâve been at it a while, running your course or membership or selling your product or offering your service, you can talk to your audience with confidence and authority, no inferences necessary. You just have to ask. And then listen. Itâs what voice of customer research is all about â and as I think about the part of my job that I love the most, it doesnât come down to the words on the page. It comes down to talking to my clientsâ clients, customers, and members to uncover the language, stories, and feedback they have that will inform my clientsâ copy moving forward. Now, that lady couldnât ask Cooper what he needed in that moment (though every signal he was throwing off made it clear that it was not what she was offering)⦠But you can ask your people. If youâre not â whatâs stopping you? Hit reply + tell me. For real. Iâm always on the other side ð Until next time, be kind + stay curious - Sara â Ready to call it quits? [Click this link]( to remove yourself from all communications. (No hard feelings.) If you'd like to opt-out of specific content, just hit reply + let me know. Iâll get you sorted, ASAP. | SFS HQ: Oxford Street, Cambridge, MA 02140
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02140