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Specificity and Purpose – How To Win Over Your Audience

Specificity and Purpose – How To Win Over Your Audience

On Monday, Oct. 7, I presented at the NYC Geriatric Care Managers Conference. My topic was Are You Digital Enough? In preparation for the conference, I spoke to a few geriatric care managers from that area about market fundamentals: who their clients are and the specifics about the demographics that hire their firms. As you can imagine, their biggest audiences are Baby Boomers and the Sandwich Generation.

In preparation for the event, I researched how these two generations use today’s technology and social media. I spent time reviewing what tools the audiences are most active on and integrated only the relevant ideas into my presentation.

After the presentation, individuals came up to me and thanked me for focusing on what mattered for them and for taking the time to understand their customer base.

I do this with each and every presentation. The idea is to start with the core information and to customize the details to your audience.

This approach, which works so well for public speaking, should also be applied to all of your communication and marketing. Here are few tips to get started:


Separate Your Customers Into Groups

Your customers can often fall into different categories based on their needs and wants from your business. Find commonalities you can use to divide your customers into groups. This exercise will make it easier for you to create focused communication to each category. For example, Technology Therapy works with small businesses but not all small businesses are the same. We start by categorizing our clients by size, industry, budget, personality and our level of involvement.


Create Focused Content & Messaging

Though it may seem that many groups should receive the same message, the way in which you communicate that message may be different. You should take the time to understand how your customer speaks about their needs. Mirror their language in your content. Identify images that appeal to their sensibility and personality. Show you understand them directly and that they are not “just another customer.” Remember, everyone wants to feel special.

Today’s world is filled with so much noise. This means now, more than ever, your audience wants to feel unique, special and listened to. This is an opportunity for small businesses to show how they value their customers and to what end.

Be specific. Be Purposeful.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office