Do You Know Your Audience?

People today are stressed. They believe they’re overworked and underpaid.

Many are struggling, many drowning in a sea of debt.

They’re pissed.

For a glimpse of the psyche of America, read the comment sections online.

They’re ugly, angry, and scary.

This rage reflects people who feel they have little control in a rigged system. What they do have is the megaphone of social media to find like-minded people and raise pitchforks as they storm the countryside.

That’s the mindset of many in your audience–– now then, CMO, what’s your message?

You must acknowledge the stress and anxiety brought on by modern life. You need to appreciate the damage done to psyches consuming a steady diet of fear-inducing news stories. You have to accept the challenges faced appealing to attention spans whittled by obsessive addictions to screens.

And ultimately, you must give people some relief, some respite, and not add to the din and fuel the fury.

Otherwise, all is lost.

Chin up, CMO. Let’s have some empathy and cheer them up, maybe get them to lay their pitchforks down.

#######################################################

Patrick Scullin is an empathetic adman/founder of Ames Scullin O'Haire Advertising (ASO). We use empathy and creativity to connect with humanity, helping our clients do great things. 

He’s worked at some of the country’s best agencies on blue chip brands, and with ASO has helped Georgia Aquarium, The Coca-Cola Co., UPS, Golf Pride Golf Grips, Mitsubishi Electric, Delhaize America, Georgia Natural Gas, Mellow Mushroom and many more. 

Patrick has two blogs:  Empathetic Adman (marketing pontification) and The Lint Screen (satire, humor, pop culture ramblings).