Forget the glitz. Reach people on their terms.

Flickr / karenwithak

As anyone who’s dieted or initiated a New Year’s resolution knows all too well, unless you really want to make a change, it’s unlikely that the change will stick.

By the same token, it’s unrealistic to expect that just because you put a new technology out there, your audience will flock to you. They may check it out, but unless your new approach fits into how they normally gather information, they’re unlikely to keep coming back for more.

So, before you make an investment in a new technology (and each one IS an investment because even the free ones take time to learn and manage), it’s critical that you understand how your audience communicates now. Where do they get their information?

Remember: When you assume, you…

Many of us think we understand our audience. But do we? In a Philanthropy Journal post, blogger Stacy Jones makes just this point.

As she puts it:

No matter who the intended audience may be, the reality is that nonprofits are often faced with more questions about their audience than they have answers. In response to uncertainty, nonprofits make assumptions, guess about their audience’s habits and find they struggle to get the word out about their organization. Conducting market research is the key to unlocking the answers and getting to know your audience better. Market research can be simple, informative and even affordable.

Jones advocates a few time-tested solutions:

• Track what’s working.
• Survey your own constituency.
• Conduct focus groups.
• Talk to others.

If your research supports it, by all means, launch a new social network on Ning.  Connect through Facebook. Post videos on YouTube and share them via Twitter.

But if it doesn’t, stick with what works. Write your newsletter with such vibrancy that your audience wouldn’t think of casting it aside. Your goal is to forge connections. But in the end, your audience will decide how best to connect with you.

Make it easy for them.

Capturing an alternative - and dynamic - perspective

A 5-year-old's take on her surroundings

Our elder daughter is almost five, and much to her delight, we’ve now granted her access to the camera. She wanders the house, taking photos and filming movies. The results have been mixed. Many of the photos are blurry or mundane (a shot of laundry carries limited appeal.) And the videos, though often funny, tend to make me dizzy. My personal favorite is the one where she forgot she was filming and captured herself irritably kicking her sister. No amount of finger pointing could dispel that hard evidence!

Then occasionally, one of her shots surprises me by its unique composition or point of view. Completely removed from the typical stream of family celebrations, nature shots, and candids of friends, her photos of everyday objects tell a story in a way that’s all her own.

These unusual photos got me thinking about how changes in voice or perspective can add vitality to communications of any kind. Monotony derails the connections we’ve made; we need changes of scenery to keep people interested.

Here are a few ways I’ve seen alternative perspectives woven in to communications:

• Bloggers invite experts to write guest posts on a topic they don’t necessarily have the authority to write about themselves. This has the dual benefit of introducing a host of new readers to a blog.
• Testimonials from the people an organization serves offer first-hand accounts that promote its services in a far more authentic way than its staff ever could. Urban Ministries of Durham here in North Carolina does a wonderful job of sharing via black and white video testimonials the impact that the food, clothing, shelter and supportive services it provides have on individuals in need.
• Some owners encourage their pets to “tweet”. Yes, it’s somewhat forced, but it seems to have a galvanizing effect on many pet lovers.

What are some of the ways you’ve introduced alternative points of view into your communications?

Are you still relevant? What businesses and nonprofits can learn from Newsweek.

The May 25 issue of Newsweek introduced readers to the magazine’s new look, and more importantly, a recast view of the value it provides.

What a smart move.

As editor Jon Meacham puts it:

We think what we do is important, but in the end what matters more is whether you think so, and in so thinking, whether you find that our work repays the investment of your time.

Taking a hard look at the publishing industry – newspapers folding left and right – Newsweek has redefined itself in the hope of staving off a similar fate.  Gone are the straightforward news pieces. The Internet does a better job of supplying up-to-the-minute content than a weekly ever could.  Instead, the magazine will focus on “original reporting, provocative (but not partisan) arguments and unique voices” — in other words, big-picture thinking.

Only time will tell whether the new format will resonate with readers, but Newsweek’s strategy is a good one for any business or nonprofit.

Are you still relevant?  3 questions to answer:

1.  What need do I fulfill?
Your answer should be succinct and targeted.  Make the case for why you are best positioned to address this specific problem.

2.  Has that need evolved?
Times change.  Be willing to make sacrifices.  Even if a program or service has been around for 20 years, if it’s underutilized, change or scrap it.

3.  Do my marketing materials clearly state how I fulfill that need?
Take a hard look at them from an outsider’s point of view.  Are they making your case, given changing times?  Are there better vehicles for stating what sets you apart?  If you’re unsure, an experienced copywriter can help set you on the right course.