Why It Is Important for Your Audience to Feel Seen in Communication
Building Relevant, Engaging—and Thus Effective—Messaging
Have you ever felt a communication was written expressly for you? Have you ever smiled at a social media post, email or even a book because something resonated with you so much that you felt instantly connected?
Personalized communication can do this; it can make you feel instantly known. Tailored messaging for a specific audience helps create a strong connection that can drive us to action. It makes it more relevant, engaging and effective.
Communication, whether it is to inform, persuade or activate, should speak to the audience’s needs, values and experiences. This, in turn, humanizes your brand. But it’s more than simply adding someone’s first name to the top of the email—although that is one way to spark a connection. Instead, dig deeper to capture what an audience cares about and how this communication can meet their felt needs.
Marketers are increasingly reaping the benefits of personalized communication to their customers, and 71% of consumers now indicate that they expect companies to deliver personalized interactions. Why? Because personalization helps brands better connect with customers by using language that speaks to them, and by providing communications that resonate and give consumers a reason to engage.
Take note: Personalized communication should still be authentic communication. In today’s world, everyone can sniff out fake or insincere sentiments. Today’s culture greatly values authenticity. So be true to your organization’s voice or your own when writing. You can be personal, while also being authentic!
Thought leadership has also evolved, particularly on social media, to be more personal. Nowadays, we are more likely to follow personalities and influencers who show us their human side, not just a list of stats and facts. It is this personal connection that helps us feel as if it is a friend speaking directly to us. As a result, we trust their opinions and recommendations.
So, how can you actually put personalization into practice? Incorporating personalization into your messaging doesn’t have to be complicated or expensive, it can be accomplished by intentionally following these guidelines:
Start by segmenting your audience. Not everyone on your email list or social feed has the same relationship with your organization. Some are longtime supporters, while others are brand new. Tailor your messaging accordingly so those who are new don’t feel excluded if you mention something that only longtime supporters would know.
Use data with care and purpose. You likely already have access to meaningful information about your audience members from opened emails, links on social media, conversations and more. Use your donation history, event attendance or issues you address that you know are of interest to send more relevant messages.
Incorporate storytelling that reflects your audience’s values. When you craft your communications, think beyond demographics. Speak to the shared values that unite your supporters—hope, justice, community, faith or generosity. These are the emotional connectors that personalize your message at a deeper level.
Invite two-way conversation. Personalization isn’t just about what you say—it’s also about how you listen. Ask for feedback, invite engagement on social media and create space for your audience to share their own stories. When people feel heard, they feel valued.
Incorporating personalization into your communications requires empathy, clarity and a desire to truly know and serve your audience. Today’s communication is all about connecting with your audience in a meaningful way. How can you bring your message to an audience with shared values that is ready to engage? When you create a meaningful conversation with them to build trust, you will see an incredible increase in engagement. Most importantly, your audience will feel seen and known.