“Who are you talking to?”
“What do you want to say?”
Those are the first two questions I ask any person, any business, no matter what they’re working on. Whether it is a website, social media, newsletter, brand voice, ads — it doesn’t matter. Everything boils down to those two questions. Who are you talking to? What do you want to say?
And if those are the two most important questions, then they should be easy to answer, right?
Nope.
More often than not, the first word I hear is:
“Well…”
Well, it depends.
Well, we have multiple audiences.
Well, well, well.
It’s one of the most common challenges I see businesses run into when communicating. And suddenly, my job shifts from helping them tell their story to helping them figure out who they’re even talking to.
The Problem With Multiple Audiences
Here’s the thing: When you try to speak to everyone, you end up speaking to no one.
Too often, I see businesses confuse their audience right from the start by saying too much in too many different ways. You’re trying to cover every possible need, answer every possible question, and make sure every type of person knows they’re welcome. I get it, but if you’re not careful, you’ll end up with a message that is vague, bloated, and forgettable. Aka, every marketer’s worst nightmare.
Prioritizing the RIGHT Audience
Some audiences need more handholding than others. That’s not a bad thing. Actually, it makes our jobs a lot easier. If you’re trying to speak to multiple audiences, you have to prioritize the one that is the neediest.
Recently, I was helping an architecture firm with a brand voice workshop and new messaging guide. They had two main audiences: homeowners and contractors. Totally different audiences with different messaging and different asks, right? Homeowners need design inspiration and emotional reassurance. Contractors need logistics and technical clarity.
Not quite.
I helped them realize that contractors don’t need to be sold. They just want to know that you’re legit. Are you professional? Have you done this before? Can you keep a project moving?
Homeowners, on the other hand, do need to be sold. They’re the ones trusting this firm with their dream homes. They’re the ones pouring over Pinterest boards, saving photos of archways and kitchen islands. When you frame it that way, the answer becomes obvious: speak to the homeowners.
Another Example
Nonprofits. Every nonprofit I have worked with has two key audiences: the people they serve and the people who donate. So, who gets the priority in messaging?
Without a doubt: Donors. Every time.
The people you serve already understand your mission — they’re living it. Donors, on the other hand, need to be convinced. They need to feel something. They need to believe in your cause, trust your leadership, and know their money is going to good use. That takes handholding. That takes a story.
But What About the Other Audiences?
I’m not saying ignore them. They just don’t need to be the focus.
Instead, the second audience (or third, or fourth) just needs to know you are who you say you are — and that you’re worth trusting. Often, when you’re speaking clearly and confidently to your primary audience, the others will pick up on those cues.
They’ll see the testimonials.
They’ll read between the lines.
They’ll know you’re the real deal.
Making Room for Exceptions
I’m a big fan of the idea that sometimes, you have to break the rules. (But only when you really understand the rules, can you break them well.)
There are absolutely going to be exceptions. You don’t have to force every message into one audience’s mold. The goal is to keep your messaging streamlined, but sometimes it makes sense to segment or customize.
When you’re trying to decide if it’s time to break the rules, ask yourself:
Will it muddy the message for my core audience?
If the answer is yes, it may be time to separate things out.
Here are a few ways to do that without overcomplicating your message.
Clear Sitemaps
A sitemap isn’t the place to get cute. It needs to be crystal clear, especially if you’re working with multiple audiences.
For example, if you’re an architecture firm that works with multiple audiences, include a “Projects” tab in your main navigation with drop downs for “Commercial” and “Residential.” That way, everyone can easily select the page that’s speaking directly to them. Just make sure your homepage and pillar pages still focus on your primary audience — those homeowners who need a little extra love.
Email Segmentation
Sometimes, your message is meant for the secondary audience. That’s what email segmentation is for.
Back to the nonprofit example: maybe you’re opening enrollment for a new program. Your donors don’t need that email. If anything, it may confuse them. That message should go to the people you serve, not the people funding the work. Keep the stories and appeals separate so each audience gets the clarity they need.
Tailored Materials
I see it a lot: two websites, two social media accounts, two different stories. That’s often not necessary, and it always dilutes your message. What you can do is create different one-pages, PDFs, social posts, and A/B tests. Use the same voice and brand identity, but shift the focus.
Need to reassure contractors? Show them your process, timeline, and past collaborations.
Need to reassure homeowners: Lead with emotion, creativity, and impact.
The Most Important Rule for Multiple Audiences
When you’re speaking to multiple audiences, start with the one who needs you most. The one who’s confused, hesitant, nervous. The one who’s holding a dream in one hand and a dozen open tabs in the other.
Speak to them.
Everyone else will keep up.
Need help figuring out who you’re talking to — and how to talk to them?
Let’s work together. I’d love to help you find your voice.